Qualitative researcher has to convince the readers of the research of its quality and trustworthiness (Eriksson & Kovalainen 2008, 290). There are three evaluation criteria which are in general used in business research. These are reliability, validity and generalizability.
However, there is a divided view among the qualitative researchers if the exactitude of interview can be evaluated by using reliability and validity.
Reliability explains the extent of same results achieved of the study if the same measures, procedures and instruments are used (Eriksson & Kovalainen 2008, 291-292). In this study, the reliability is increased by giving detailed instructions of how the research is designed, data collected and analysed so that anyone could do the same research again in a similar way by following the instructions.
Validity refers to ”the extent to which conclusions drawn in research give accurate decription or explanation of what happened” (Eriksson & Kovalainen 2008, 292). Research findings to be valid they have to be true and certain (Schwandth 2001 ref. Eriksson & Kovalainen 2008, 292).
Based on the interviews and analysis done of them in this study, it is possible to answer to research questions which means that the correct methods have been used. In qualitative research, the goal of validity is make sure that the report or description is correct. For example analytic induction and triangulation are practices to confirm the validity. (Eriksson &
Kovalainen 2008, 292.) Analytic induction means that after coding there should be analysis of the data included (Glaser & Straus 1967, 102 ref. Eriksson & Kovalainen 2008, 292). Analytic induction is used in my study in a section ”data analysis” where the analysis of the data is
explained in detail. Triangulation is explained to use multiple perspectives to process and clear the findings of the study. According to Guba and Lincoln (2005), there are different forms to do triangulation and these forms can be used either separately or combined (Eriksson &
Kovalainen 2008, 292). In this study, the forms of triangulation used were triangulation of data and triangulation of theories which means that empirical data was collected from multiple sources and multiple theories were used to explain, understand and interpret the case.
Triangulation is also needed to establish a good case study. (Eriksson & Kovalainen 2008, 133.) Triangulation of data was performed by collecting the empirical data from different sources, cases, that where different to each other by industry, size and market segment. Also, theories of the studied topic in this research where collected from multiple reliable sources which were both old and new. Triangulation in this study increases its validity as explained earlier.
Generalizability signifies whether the results of the research can be used in a wider context in some way. In qualitative research, it refers that the research cases or people selected are well-grounded and –argued. (Eriksson & Kovalainen 2008, 293). In analytic generalization there has to be comparison between empirical results of a case study and previous theory. According to Yin (2012), replication is possible to require if the same theory can be promoted by two or more cases. (Eriksson & Kovalainen 2008, 294.) This is done by comparing the empiral results and previous literature in a ”discussion” part of my study. Also, in a section ”research design” the selection process of research cases is explained to increase the generalizability of this study.
Case study to be good it has to be unique and significant. In addition, the issues researched should be theoretically or practically interesting and relevant. One evaluation criterion for a case study is that it has to be complete. This is done through accurate attention to case definition and context of it. Also, all the relevant proof has to be gone through and researched. In case study, the researcher should include also supporting and challenging evidence to his/her conclusions of the study. (Eriksson & Kovalainen 2008, 133.) This study is unique because there is not that much previous research of the topic and because social selling is a new trend in sales this study is also a significant. Furthermore, the study was done by carefully and widely studying the previous literature of the topic and analysing the empirical data completely.
Lincoln and Guba (1985) proposed trustworthiness to evaluation of qualitative research which contains credibility, transferability, dependability and confirmability (Eriksson & Kovalainen 2008, 294). Credibility answers to the questions if the the topic is familiarized enough and the
data is sufficient. Also, strong links between observation and the categories of the researcher are assessed. (Eriksson & Kovalainen, kpl 19, s. 6.) Credibility is ensured in this study by collecting the data and theories from multiple different sources and investigating the previous literature for so long that the information of the research topic has saturated. Transferability refers to connectivity to previous research done (Eriksson & Kovalainen 2008, 294). As explained earlier the empirical results of this study is connected to previous literature by finding similarities and differences between them in the discussion section. Dependability concerns the research process that is logical, traceable and documented (Eriksson & Kovalainen 2008, 294).
This is ensured overall in methodology chapter which goes through the entire research process in detail. Lastly, conformability refers to linking the findings and interpretations to the data in an understandable way (Eriksson & Kovalainen 2008, 294). Conformability is presented in results chapter where the findings and interpretations of the empirical data is presented step by step based on the empirical data gathered.
4 RESULTS AND FINDINGS
This chapter presents the findings of this study. Findings are based on the empirical data of which collection and analysis process were explained in the previous chapter. This chapter is divided to three parts. The first part presents the benefits, disadvantages and risks of social selling in every step of the B2B sales process and overall. The second part deals with the social selling strategy and the last part concerns outcomes of the social selling and what can be achieved with it.