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3.4 Data collection There are six primary sources of evidence when conducting a case study – documentation, archival records, interviews, direct observation, participant observation, and physical artefacts (Yin, 1994) Yin (1994) identified strengths and weaknesses to these six different sources: Table 3 Source of Evidence Source: Adapted from Yin, 1994, p. 80 Both documentation and semi-structured interviews were used, documentation when collecting the data from Tegelbruketdesign from the websites iconsquare.com and quintly.com because they could connect with Tegelbruketdesign ́s Instagram account. Three semi-structured interviews was conducted, interview guides shown as appendix. The interviews were done over Skype due to the great distance to the respondents. The point of this case study were to see if the outcome of the three different events – interview with persons that have succeeded to make big accounts, interview with a person that works with making strategies for other companies and documentation from our own experiment – would all show the same result and answers. 24PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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