Social Media Marketing Strategies Used by Small Retail Businesses

Reliability and Validity 
Alignment between the research methodology, design, conceptual framework, 
instrumentation, and interview questions enhanced the reliability and validity of the study 
(Newman, Lim, & Pineda, 2013). Quantitative researchers used statistical data to 
establish reliability and validity (Noble & Smith, 2015). The lack of a consensus by 
which to judge qualitative research could make it difficult to achieve rigor (Noble & 

---

48 
Smith, 2015). Baskarada (2014) affirmed that achieving reliability in qualitative case 
studies occurred when the same results are obtained by following the data collection 
approach. Because there are no universal methods used in qualitative research to garner 
reliability and validity, qualitative researchers must employ alternative methods to ensure 
the study’s findings are trustworthy (Noble & Smith, 2015). Strategies used by 
qualitative researchers to establish credibility included: (a) acknowledging any personal 
bias that may influence the findings (Morse, 
Barrett, Mayan, Olson, & Spiers,
2002), (b) 
data triangulation (Long & Johnson, 2000), (c) obtaining different perspectives by 
examining similarities and differences (Morse et al., 2002), and (d) maintaining clear and 
transparent data interpretations (Sandelowski, 1993).
Reliability 
Yin (2018) defined reliability as the consistent and repetitive measures used by 
the researcher while conducting a case study. Consistent and error-free data collection 
and analysis enhances the study’s reliability (Hess, McNab, & Basoglu, 2014), which is 
why it was important to conduct each interview in the same manner by following a 
predesigned interview protocol (Appendix B). I enhanced reliability by conducting 
member checking of participant responses I gathered during the interview and by 
triangulating data I obtained from written notes and document reviews.
Noble and Smith (2015) stated that the application and suitability of research 
methods and the accuracy of the conclusions determined the soundness of a study. To 
achieve qualitative reliability, commonalities must exist between the various findings of 
multiple research studies (Onwugbuzie & Byers, 2014). Notes and interview responses, 

---

49 
together with a comprehensive review of existing academic studies helped to establish 
consistency.