Fall Semester Hours
Monday to Friday 8:00am-7:00pm
Saturday & Sunday 11:00am-7:00pm
Welcome to the David & Lorraine Cheng Library This guide should serve as a starting point for your research needs for your Public Relations Case Studies course. Use the tabs at the top of the guide to locate different types of resources. If you have any questions, please be sure to contact me!
The case study is a descriptive, qualitative research method that analyzes in great detail a person, an organization, or an event. Case studies are found in most applied areas, such as business, law, and marketing, and offer insight into practices and tactics. The case study's major advantage is the detail and analysis it provides of a specific person, organization, or event; its major disadvantage is that it cannot be generalized to situations other than the one that was studied. A major problem in using case studies is the “it worked here, it will work for me” mode—that is, trying to take specific tactics or messages from one case and applying them to another. Even in situations where cases are within an industry, trying to compare Case 1 to Case 2 is like trying to compare apples to oranges.