y. Case study could be the analysis of single or multiple cases, and it includes quantitative analysis, qualitative analysis and benefits for every stakeholders and so on. However, case study is different with qualitative research (POURNARAS, 2014). Case study might be base on quantitative and qualitative research, but it contains more information and discussion such as environment context, culture, organization scale and other important factors.
3.2.2 Advantages of Case Study
There are mainly four advantages for case study. The first advantage is that case study allow to collect a lot of detail that is not easily be found be the researcher. The data is often much richer and professional than that if the researcher collect the primary data by himself. The second advantage is that case study is conducted on rare cases, so the data would be very precious (Jones, 1984). As well, in such rare cases, a lot of samples and details would be collected so as to in-depth figure out the key findings or answer the research questions. Especially for UK SMEs in hospitality and tourism, it would be easier to find out the solution for employee retain by different cases study. Further more, scientific experiments can be conducted, and case study could help the researchers adapt viewpoints and make out novel hypotheses that would be utilized for later testing. The third advantage is that a lot of cases would not happen in reality again. However, by case study, the cases could be discussed again, and new research teams could be organized for figuring out new findings.
3.2.3 Disadvantages of Case Study
There are three main disadvantages for case study. The first disadvantage is that the collected data in the case could not be generalized to broader population. This will cause that the data would not fully fit for the researchers’ purpose. The second disadvantage is that some case studies are not scientific enough. As some cases were provides by small companies or individuals, who do not have professional skill for data collecting and analyzing. In consequence, when utilizing the data in the cases, it might lead to a wrong direction. The third disadvantage is that it’s very difficult to get a definite result from case study. Different researcher would get different findings from such cases. As a result, the researcher will utilize some irrelevant cases but advances that the case could be as a proof for his research objectives (Sorin‐Peters, 2004).
3.3 Selection of 2 Cases in China
3.4 Data Analysis for the 2 Cases
Chapter 4 Findings, analysis and discussion2000
Chapter 5 Conclusions and further research1000
5. Limitations and Recommendation for Further Research
5.1 Limitations
5.2 Recommendation for Further research
Chapter 6 Conclusion 1000
6. Conclusion
BIBLIOGRAPHY
Research questions
Reference:
Cao, B. L. (2011). Social media: Definition, history of development, features and future—The ambiguous cognition of social media. Journal of Hunan Radio & Television University, 47(3), 65–69.
Fugoni, Gian and Lipsman Andrew. (2015) Digital Word of Mouth
And Its Offline Amplification A Holistic Approach to Leveraging And Amplifying All Forms of WOM
Friedman, Wayne (2014) 'Word-Of-Mouth Interactions Correlate With Rise In Sales.' Media- DailyNews, Nove
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