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Comparison chart, methodology, generalizability, case study and survey definitions, what is the purpose of a case study, what is a case study, can case studies be generalized, can case studies be biased, are case studies credible, how is data collected in a case study, how long does a case study take, what is a survey, are case studies qualitative or quantitative, what fields use case studies, are surveys qualitative or quantitative, how are survey results analyzed, what challenges are associated with surveys, can surveys predict behavior, what makes a good case study, what types of surveys exist, what is a good response rate for a survey, what is the purpose of a survey, can surveys be biased, how are surveys conducted.

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Home » Case Study – Methods, Examples and Guide

Case Study – Methods, Examples and Guide

Table of Contents

A case study is a research method that involves an in-depth examination and analysis of a particular phenomenon or case, such as an individual, organization, community, event, or situation.

It is a qualitative research approach that aims to provide a detailed and comprehensive understanding of the case being studied. Case studies typically involve multiple sources of data, including interviews, observations, documents, and artifacts, which are analyzed using various techniques, such as content analysis, thematic analysis, and grounded theory. The findings of a case study are often used to develop theories, inform policy or practice, or generate new research questions.

Types of Case Study

Types and Methods of Case Study are as follows:

Single-Case Study

A single-case study is an in-depth analysis of a single case. This type of case study is useful when the researcher wants to understand a specific phenomenon in detail.

For Example , A researcher might conduct a single-case study on a particular individual to understand their experiences with a particular health condition or a specific organization to explore their management practices. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of a single-case study are often used to generate new research questions, develop theories, or inform policy or practice.

Multiple-Case Study

A multiple-case study involves the analysis of several cases that are similar in nature. This type of case study is useful when the researcher wants to identify similarities and differences between the cases.

For Example, a researcher might conduct a multiple-case study on several companies to explore the factors that contribute to their success or failure. The researcher collects data from each case, compares and contrasts the findings, and uses various techniques to analyze the data, such as comparative analysis or pattern-matching. The findings of a multiple-case study can be used to develop theories, inform policy or practice, or generate new research questions.

Exploratory Case Study

An exploratory case study is used to explore a new or understudied phenomenon. This type of case study is useful when the researcher wants to generate hypotheses or theories about the phenomenon.

For Example, a researcher might conduct an exploratory case study on a new technology to understand its potential impact on society. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as grounded theory or content analysis. The findings of an exploratory case study can be used to generate new research questions, develop theories, or inform policy or practice.

Descriptive Case Study

A descriptive case study is used to describe a particular phenomenon in detail. This type of case study is useful when the researcher wants to provide a comprehensive account of the phenomenon.

For Example, a researcher might conduct a descriptive case study on a particular community to understand its social and economic characteristics. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of a descriptive case study can be used to inform policy or practice or generate new research questions.

Instrumental Case Study

An instrumental case study is used to understand a particular phenomenon that is instrumental in achieving a particular goal. This type of case study is useful when the researcher wants to understand the role of the phenomenon in achieving the goal.

For Example, a researcher might conduct an instrumental case study on a particular policy to understand its impact on achieving a particular goal, such as reducing poverty. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of an instrumental case study can be used to inform policy or practice or generate new research questions.

Case Study Data Collection Methods

Here are some common data collection methods for case studies:

Interviews involve asking questions to individuals who have knowledge or experience relevant to the case study. Interviews can be structured (where the same questions are asked to all participants) or unstructured (where the interviewer follows up on the responses with further questions). Interviews can be conducted in person, over the phone, or through video conferencing.

Observations

Observations involve watching and recording the behavior and activities of individuals or groups relevant to the case study. Observations can be participant (where the researcher actively participates in the activities) or non-participant (where the researcher observes from a distance). Observations can be recorded using notes, audio or video recordings, or photographs.

Documents can be used as a source of information for case studies. Documents can include reports, memos, emails, letters, and other written materials related to the case study. Documents can be collected from the case study participants or from public sources.

Surveys involve asking a set of questions to a sample of individuals relevant to the case study. Surveys can be administered in person, over the phone, through mail or email, or online. Surveys can be used to gather information on attitudes, opinions, or behaviors related to the case study.

Artifacts are physical objects relevant to the case study. Artifacts can include tools, equipment, products, or other objects that provide insights into the case study phenomenon.

How to conduct Case Study Research

Conducting a case study research involves several steps that need to be followed to ensure the quality and rigor of the study. Here are the steps to conduct case study research:

• Define the research questions: The first step in conducting a case study research is to define the research questions. The research questions should be specific, measurable, and relevant to the case study phenomenon under investigation.
• Select the case: The next step is to select the case or cases to be studied. The case should be relevant to the research questions and should provide rich and diverse data that can be used to answer the research questions.
• Collect data: Data can be collected using various methods, such as interviews, observations, documents, surveys, and artifacts. The data collection method should be selected based on the research questions and the nature of the case study phenomenon.
• Analyze the data: The data collected from the case study should be analyzed using various techniques, such as content analysis, thematic analysis, or grounded theory. The analysis should be guided by the research questions and should aim to provide insights and conclusions relevant to the research questions.
• Draw conclusions: The conclusions drawn from the case study should be based on the data analysis and should be relevant to the research questions. The conclusions should be supported by evidence and should be clearly stated.
• Validate the findings: The findings of the case study should be validated by reviewing the data and the analysis with participants or other experts in the field. This helps to ensure the validity and reliability of the findings.
• Write the report: The final step is to write the report of the case study research. The report should provide a clear description of the case study phenomenon, the research questions, the data collection methods, the data analysis, the findings, and the conclusions. The report should be written in a clear and concise manner and should follow the guidelines for academic writing.

Examples of Case Study

Here are some examples of case study research:

• The Hawthorne Studies : Conducted between 1924 and 1932, the Hawthorne Studies were a series of case studies conducted by Elton Mayo and his colleagues to examine the impact of work environment on employee productivity. The studies were conducted at the Hawthorne Works plant of the Western Electric Company in Chicago and included interviews, observations, and experiments.
• The Stanford Prison Experiment: Conducted in 1971, the Stanford Prison Experiment was a case study conducted by Philip Zimbardo to examine the psychological effects of power and authority. The study involved simulating a prison environment and assigning participants to the role of guards or prisoners. The study was controversial due to the ethical issues it raised.
• The Challenger Disaster: The Challenger Disaster was a case study conducted to examine the causes of the Space Shuttle Challenger explosion in 1986. The study included interviews, observations, and analysis of data to identify the technical, organizational, and cultural factors that contributed to the disaster.
• The Enron Scandal: The Enron Scandal was a case study conducted to examine the causes of the Enron Corporation’s bankruptcy in 2001. The study included interviews, analysis of financial data, and review of documents to identify the accounting practices, corporate culture, and ethical issues that led to the company’s downfall.
• The Fukushima Nuclear Disaster : The Fukushima Nuclear Disaster was a case study conducted to examine the causes of the nuclear accident that occurred at the Fukushima Daiichi Nuclear Power Plant in Japan in 2011. The study included interviews, analysis of data, and review of documents to identify the technical, organizational, and cultural factors that contributed to the disaster.

Application of Case Study

Case studies have a wide range of applications across various fields and industries. Here are some examples:

Business and Management

Case studies are widely used in business and management to examine real-life situations and develop problem-solving skills. Case studies can help students and professionals to develop a deep understanding of business concepts, theories, and best practices.

Case studies are used in healthcare to examine patient care, treatment options, and outcomes. Case studies can help healthcare professionals to develop critical thinking skills, diagnose complex medical conditions, and develop effective treatment plans.

Case studies are used in education to examine teaching and learning practices. Case studies can help educators to develop effective teaching strategies, evaluate student progress, and identify areas for improvement.

Social Sciences

Case studies are widely used in social sciences to examine human behavior, social phenomena, and cultural practices. Case studies can help researchers to develop theories, test hypotheses, and gain insights into complex social issues.

Law and Ethics

Case studies are used in law and ethics to examine legal and ethical dilemmas. Case studies can help lawyers, policymakers, and ethical professionals to develop critical thinking skills, analyze complex cases, and make informed decisions.

Purpose of Case Study

The purpose of a case study is to provide a detailed analysis of a specific phenomenon, issue, or problem in its real-life context. A case study is a qualitative research method that involves the in-depth exploration and analysis of a particular case, which can be an individual, group, organization, event, or community.

The primary purpose of a case study is to generate a comprehensive and nuanced understanding of the case, including its history, context, and dynamics. Case studies can help researchers to identify and examine the underlying factors, processes, and mechanisms that contribute to the case and its outcomes. This can help to develop a more accurate and detailed understanding of the case, which can inform future research, practice, or policy.

Case studies can also serve other purposes, including:

• Illustrating a theory or concept: Case studies can be used to illustrate and explain theoretical concepts and frameworks, providing concrete examples of how they can be applied in real-life situations.
• Developing hypotheses: Case studies can help to generate hypotheses about the causal relationships between different factors and outcomes, which can be tested through further research.
• Providing insight into complex issues: Case studies can provide insights into complex and multifaceted issues, which may be difficult to understand through other research methods.
• Informing practice or policy: Case studies can be used to inform practice or policy by identifying best practices, lessons learned, or areas for improvement.

Advantages of Case Study Research

There are several advantages of case study research, including:

• In-depth exploration: Case study research allows for a detailed exploration and analysis of a specific phenomenon, issue, or problem in its real-life context. This can provide a comprehensive understanding of the case and its dynamics, which may not be possible through other research methods.
• Rich data: Case study research can generate rich and detailed data, including qualitative data such as interviews, observations, and documents. This can provide a nuanced understanding of the case and its complexity.
• Holistic perspective: Case study research allows for a holistic perspective of the case, taking into account the various factors, processes, and mechanisms that contribute to the case and its outcomes. This can help to develop a more accurate and comprehensive understanding of the case.
• Theory development: Case study research can help to develop and refine theories and concepts by providing empirical evidence and concrete examples of how they can be applied in real-life situations.
• Practical application: Case study research can inform practice or policy by identifying best practices, lessons learned, or areas for improvement.
• Contextualization: Case study research takes into account the specific context in which the case is situated, which can help to understand how the case is influenced by the social, cultural, and historical factors of its environment.

Limitations of Case Study Research

There are several limitations of case study research, including:

• Limited generalizability : Case studies are typically focused on a single case or a small number of cases, which limits the generalizability of the findings. The unique characteristics of the case may not be applicable to other contexts or populations, which may limit the external validity of the research.
• Biased sampling: Case studies may rely on purposive or convenience sampling, which can introduce bias into the sample selection process. This may limit the representativeness of the sample and the generalizability of the findings.
• Subjectivity: Case studies rely on the interpretation of the researcher, which can introduce subjectivity into the analysis. The researcher’s own biases, assumptions, and perspectives may influence the findings, which may limit the objectivity of the research.
• Limited control: Case studies are typically conducted in naturalistic settings, which limits the control that the researcher has over the environment and the variables being studied. This may limit the ability to establish causal relationships between variables.
• Time-consuming: Case studies can be time-consuming to conduct, as they typically involve a detailed exploration and analysis of a specific case. This may limit the feasibility of conducting multiple case studies or conducting case studies in a timely manner.
• Resource-intensive: Case studies may require significant resources, including time, funding, and expertise. This may limit the ability of researchers to conduct case studies in resource-constrained settings.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Home Market Research Case Studies

What is a Case Study, and how to conduct it? + Free Questionnaire

Do you know what a case study is and what advantages it holds for your business? As a marketing strategy, it’s highly effective to rely on your customers and their positive testimonials to convert other prospects.

Writing a case study is one of the best ways to do so. More comprehensive than a simple testimonial, it explains in detail how your company managed to find solutions to a specific client’s problems, thereby demonstrating its commitment and generating trust.

Let’s learn more about the characteristics of a case study and what you should consider when creating one.

What is a case study?

A case study is a detailed examination of a specific subject. Case studies are commonly used in social, educational, clinical, and business research .

The research design of a case study often involves qualitative methods , but sometimes quantitative methods are also utilized.

Case studies serve to describe, compare, evaluate, and understand different aspects of a research problem .

Steps to conduct a case study

A case study is an appropriate research design when you aim to obtain concrete, contextual, and in-depth knowledge about a specific subject. It allows you to explore the key characteristics, meanings, and implications of the case.

Case studies keep your project focused and manageable when you lack time or resources for large-scale research.

You can use a single complex case study to delve deep into a single topic or conduct multiple case studies to compare and shed light on different aspects of your research problem.

Now that we know what a case study is, let’s explore the steps to conduct one:

Step 1: Select a case

Once you have developed the problem statement and research questions, you should choose the specific case to focus on. A good case study should have the potential to:

Provide new or unexpected information about the subject. Propose practical measures to solve a problem. Open up new avenues for research . If you are conducting a case study on your customers, check with the relevant department, whether it’s customer service or customer success, to identify potential customers with whom you could work to obtain their testimonials.

Step 2: Gather the data

There are various research methods you can employ to collect data for your case study.

Case studies tend to focus on qualitative data using methods such as interviews, observations, and analysis of primary and secondary sources (e.g., press articles, photographs, and official records).

Sometimes, a case study also collects quantitative data , for example, through online surveys where you can incorporate open-ended questions to obtain the qualitative insights you require.

LEARN ABOUT:  Testimonial Questions

Case study questionnaire sample

Here is an example of a survey that can be useful in gathering data for your case study:

• Contact Information:

How did you hear about QuestionPro?

• By recommendation from a friend or colleague
• From a co-worker
• Through a Google search
• Through social media
• From a website unrelated to QuestionPro
• I met them at an event
• Other (Please specify)

What tool or process did you use before QuestionPro? Check all that apply

• Pen and paper or other traditional tools
• Another survey software
• A different software (not for surveys)
• Secondary information

What limitations did you face with the tool(s) or process(es) you used before?

How has QuestionPro helped you overcome your challenges?

How has QuestionPro impacted your objectives and those of your company?

What do you consider the most successful project you have done with QuestionPro?

What results did you achieve, and what did you do with them?

What is your favorite part about using QuestionPro, and why?

On a scale of 1 to 10, how likely are you to recommend QuestionPro to others in your industry? 1 Very unlikely to 10 Very likely Very unlikely 1 2 3 4 5 6 7 8 9 10 Very likely

How can we improve?

Step 3: Write a summary

Always keep in mind that internet users are busy people: not everyone will have the time to read your entire case study (or at least not right away). An executive summary is essential to give everyone a vague idea of what your case study is about and, more importantly, the results.

You can even create downloadable material where there is more information that can be consulted.

Step 4: Introduce the client

While the case study is intended to serve your company, you should not steal the spotlight from the client whose story you are telling. Present the client in the best possible way, even if it’s just to thank them for agreeing to contribute to your content.

Step 5: Show the challenges to overcome

This step is crucial: It’s about describing, in 2 or 3 paragraphs, the context in which the client was placed and the reasons why they turned to you. Ideally, this section should give the floor to the main stakeholder, who can directly explain the problems they encountered before resorting to your services or products.

This is also an opportunity to mention the objectives the client wanted to achieve (e.g., increase sales by 10%, increase blog traffic, etc.).

This is one of the main reasons to understand what a case study is and implement it as reference content for your other prospects or clients.

Step 6: Showcase the provided solutions

Now is the time to talk about what you actually did to help your client. This is precisely the most important part: knowing how you have solved a problem that others may have. This is an opportunity to present, with evidence, the advantages of your products or services and how they solved the client’s problem.

Explain how you implemented your solution and overcame challenges and limitations.

Step 7: Share the obtained results

Now that you have explained your approach and highlighted the qualities of your solution, you need to demonstrate that it really works: This is where you can truly showcase your expertise. List all the positive effects your products or services have had on your clients, with testimonials from them that support your claims.

And most importantly, evaluate how well you have met or exceeded expectations by achieving even better results. It is essential to demonstrate your ability to fulfill the objectives you have set.

Step 8: Create a great conclusion

You can take advantage of the conclusion of your case study to thank the client who kindly agreed to participate but also to review the main points of the study and your accomplishments.

Even better, invite your readers to contact you if they find themselves in a similar situation to the client you have written about.

QuestionPro’s Case Studies

Now that you know what a case study is and the advantages of obtaining feedback from your clients, start by making a list of clients with whom you have a good relationship and gathering relevant aspects that will help provide a comprehensive view of your relationship.

I would like to share some of QuestionPro’s Case Studies . In our cases, we gather information from our clients through a survey and conduct small interviews with the help of our customer success team. After collecting the information, we create the content, which is then reviewed and validated by our clients before being published on our website.

This type of content is very useful for building trust with new prospects. It’s a tool that provides assurance to new clients and helps us demonstrate the solutions we have available.

Make the decision to start a relationship that will contribute to the growth of your business. We are confident that we have the solution you are looking for.

Start by creating a free account or request a demonstration of our survey software. We will address all your questions about using our platform and the services we offer.

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The Ultimate Guide to Qualitative Research - Part 1: The Basics

• Introduction and overview
• What is qualitative research?
• What is qualitative data?
• Examples of qualitative data
• Qualitative vs. quantitative research
• Mixed methods
• Qualitative research preparation
• Theoretical perspective
• Theoretical framework
• Literature reviews

Research question

• Conceptual framework
• Conceptual vs. theoretical framework

Data collection

• Qualitative research methods
• Focus groups
• Observational research

What is a case study?

Applications for case study research, what is a good case study, process of case study design, benefits and limitations of case studies.

• Ethnographical research
• Ethical considerations
• Confidentiality and privacy
• Power dynamics
• Reflexivity

Case studies

Case studies are essential to qualitative research , offering a lens through which researchers can investigate complex phenomena within their real-life contexts. This chapter explores the concept, purpose, applications, examples, and types of case studies and provides guidance on how to conduct case study research effectively.

Whereas quantitative methods look at phenomena at scale, case study research looks at a concept or phenomenon in considerable detail. While analyzing a single case can help understand one perspective regarding the object of research inquiry, analyzing multiple cases can help obtain a more holistic sense of the topic or issue. Let's provide a basic definition of a case study, then explore its characteristics and role in the qualitative research process.

Definition of a case study

A case study in qualitative research is a strategy of inquiry that involves an in-depth investigation of a phenomenon within its real-world context. It provides researchers with the opportunity to acquire an in-depth understanding of intricate details that might not be as apparent or accessible through other methods of research. The specific case or cases being studied can be a single person, group, or organization – demarcating what constitutes a relevant case worth studying depends on the researcher and their research question .

Among qualitative research methods , a case study relies on multiple sources of evidence, such as documents, artifacts, interviews , or observations , to present a complete and nuanced understanding of the phenomenon under investigation. The objective is to illuminate the readers' understanding of the phenomenon beyond its abstract statistical or theoretical explanations.

Characteristics of case studies

Case studies typically possess a number of distinct characteristics that set them apart from other research methods. These characteristics include a focus on holistic description and explanation, flexibility in the design and data collection methods, reliance on multiple sources of evidence, and emphasis on the context in which the phenomenon occurs.

Furthermore, case studies can often involve a longitudinal examination of the case, meaning they study the case over a period of time. These characteristics allow case studies to yield comprehensive, in-depth, and richly contextualized insights about the phenomenon of interest.

The role of case studies in research

Case studies hold a unique position in the broader landscape of research methods aimed at theory development. They are instrumental when the primary research interest is to gain an intensive, detailed understanding of a phenomenon in its real-life context.

In addition, case studies can serve different purposes within research - they can be used for exploratory, descriptive, or explanatory purposes, depending on the research question and objectives. This flexibility and depth make case studies a valuable tool in the toolkit of qualitative researchers.

Remember, a well-conducted case study can offer a rich, insightful contribution to both academic and practical knowledge through theory development or theory verification, thus enhancing our understanding of complex phenomena in their real-world contexts.

What is the purpose of a case study?

Case study research aims for a more comprehensive understanding of phenomena, requiring various research methods to gather information for qualitative analysis . Ultimately, a case study can allow the researcher to gain insight into a particular object of inquiry and develop a theoretical framework relevant to the research inquiry.

Why use case studies in qualitative research?

Using case studies as a research strategy depends mainly on the nature of the research question and the researcher's access to the data.

Conducting case study research provides a level of detail and contextual richness that other research methods might not offer. They are beneficial when there's a need to understand complex social phenomena within their natural contexts.

The explanatory, exploratory, and descriptive roles of case studies

Case studies can take on various roles depending on the research objectives. They can be exploratory when the research aims to discover new phenomena or define new research questions; they are descriptive when the objective is to depict a phenomenon within its context in a detailed manner; and they can be explanatory if the goal is to understand specific relationships within the studied context. Thus, the versatility of case studies allows researchers to approach their topic from different angles, offering multiple ways to uncover and interpret the data .

The impact of case studies on knowledge development

Case studies play a significant role in knowledge development across various disciplines. Analysis of cases provides an avenue for researchers to explore phenomena within their context based on the collected data.

This can result in the production of rich, practical insights that can be instrumental in both theory-building and practice. Case studies allow researchers to delve into the intricacies and complexities of real-life situations, uncovering insights that might otherwise remain hidden.

Types of case studies

In qualitative research , a case study is not a one-size-fits-all approach. Depending on the nature of the research question and the specific objectives of the study, researchers might choose to use different types of case studies. These types differ in their focus, methodology, and the level of detail they provide about the phenomenon under investigation.

Understanding these types is crucial for selecting the most appropriate approach for your research project and effectively achieving your research goals. Let's briefly look at the main types of case studies.

Exploratory case studies

Exploratory case studies are typically conducted to develop a theory or framework around an understudied phenomenon. They can also serve as a precursor to a larger-scale research project. Exploratory case studies are useful when a researcher wants to identify the key issues or questions which can spur more extensive study or be used to develop propositions for further research. These case studies are characterized by flexibility, allowing researchers to explore various aspects of a phenomenon as they emerge, which can also form the foundation for subsequent studies.

Descriptive case studies

Descriptive case studies aim to provide a complete and accurate representation of a phenomenon or event within its context. These case studies are often based on an established theoretical framework, which guides how data is collected and analyzed. The researcher is concerned with describing the phenomenon in detail, as it occurs naturally, without trying to influence or manipulate it.

Explanatory case studies

Explanatory case studies are focused on explanation - they seek to clarify how or why certain phenomena occur. Often used in complex, real-life situations, they can be particularly valuable in clarifying causal relationships among concepts and understanding the interplay between different factors within a specific context.

Intrinsic, instrumental, and collective case studies

These three categories of case studies focus on the nature and purpose of the study. An intrinsic case study is conducted when a researcher has an inherent interest in the case itself. Instrumental case studies are employed when the case is used to provide insight into a particular issue or phenomenon. A collective case study, on the other hand, involves studying multiple cases simultaneously to investigate some general phenomena.

Each type of case study serves a different purpose and has its own strengths and challenges. The selection of the type should be guided by the research question and objectives, as well as the context and constraints of the research.

The flexibility, depth, and contextual richness offered by case studies make this approach an excellent research method for various fields of study. They enable researchers to investigate real-world phenomena within their specific contexts, capturing nuances that other research methods might miss. Across numerous fields, case studies provide valuable insights into complex issues.

Critical information systems research

Case studies provide a detailed understanding of the role and impact of information systems in different contexts. They offer a platform to explore how information systems are designed, implemented, and used and how they interact with various social, economic, and political factors. Case studies in this field often focus on examining the intricate relationship between technology, organizational processes, and user behavior, helping to uncover insights that can inform better system design and implementation.

Health research

Health research is another field where case studies are highly valuable. They offer a way to explore patient experiences, healthcare delivery processes, and the impact of various interventions in a real-world context.

Case studies can provide a deep understanding of a patient's journey, giving insights into the intricacies of disease progression, treatment effects, and the psychosocial aspects of health and illness.

Asthma research studies

Specifically within medical research, studies on asthma often employ case studies to explore the individual and environmental factors that influence asthma development, management, and outcomes. A case study can provide rich, detailed data about individual patients' experiences, from the triggers and symptoms they experience to the effectiveness of various management strategies. This can be crucial for developing patient-centered asthma care approaches.

Other fields

Apart from the fields mentioned, case studies are also extensively used in business and management research, education research, and political sciences, among many others. They provide an opportunity to delve into the intricacies of real-world situations, allowing for a comprehensive understanding of various phenomena.

Case studies, with their depth and contextual focus, offer unique insights across these varied fields. They allow researchers to illuminate the complexities of real-life situations, contributing to both theory and practice.

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Understanding the key elements of case study design is crucial for conducting rigorous and impactful case study research. A well-structured design guides the researcher through the process, ensuring that the study is methodologically sound and its findings are reliable and valid. The main elements of case study design include the research question , propositions, units of analysis, and the logic linking the data to the propositions.

The research question is the foundation of any research study. A good research question guides the direction of the study and informs the selection of the case, the methods of collecting data, and the analysis techniques. A well-formulated research question in case study research is typically clear, focused, and complex enough to merit further detailed examination of the relevant case(s).

Propositions

Propositions, though not necessary in every case study, provide a direction by stating what we might expect to find in the data collected. They guide how data is collected and analyzed by helping researchers focus on specific aspects of the case. They are particularly important in explanatory case studies, which seek to understand the relationships among concepts within the studied phenomenon.

Units of analysis

The unit of analysis refers to the case, or the main entity or entities that are being analyzed in the study. In case study research, the unit of analysis can be an individual, a group, an organization, a decision, an event, or even a time period. It's crucial to clearly define the unit of analysis, as it shapes the qualitative data analysis process by allowing the researcher to analyze a particular case and synthesize analysis across multiple case studies to draw conclusions.

Argumentation

This refers to the inferential model that allows researchers to draw conclusions from the data. The researcher needs to ensure that there is a clear link between the data, the propositions (if any), and the conclusions drawn. This argumentation is what enables the researcher to make valid and credible inferences about the phenomenon under study.

Understanding and carefully considering these elements in the design phase of a case study can significantly enhance the quality of the research. It can help ensure that the study is methodologically sound and its findings contribute meaningful insights about the case.

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Conducting a case study involves several steps, from defining the research question and selecting the case to collecting and analyzing data . This section outlines these key stages, providing a practical guide on how to conduct case study research.

Defining the research question

The first step in case study research is defining a clear, focused research question. This question should guide the entire research process, from case selection to analysis. It's crucial to ensure that the research question is suitable for a case study approach. Typically, such questions are exploratory or descriptive in nature and focus on understanding a phenomenon within its real-life context.

Selecting and defining the case

The selection of the case should be based on the research question and the objectives of the study. It involves choosing a unique example or a set of examples that provide rich, in-depth data about the phenomenon under investigation. After selecting the case, it's crucial to define it clearly, setting the boundaries of the case, including the time period and the specific context.

Previous research can help guide the case study design. When considering a case study, an example of a case could be taken from previous case study research and used to define cases in a new research inquiry. Considering recently published examples can help understand how to select and define cases effectively.

Developing a detailed case study protocol

A case study protocol outlines the procedures and general rules to be followed during the case study. This includes the data collection methods to be used, the sources of data, and the procedures for analysis. Having a detailed case study protocol ensures consistency and reliability in the study.

The protocol should also consider how to work with the people involved in the research context to grant the research team access to collecting data. As mentioned in previous sections of this guide, establishing rapport is an essential component of qualitative research as it shapes the overall potential for collecting and analyzing data.

Collecting data

Gathering data in case study research often involves multiple sources of evidence, including documents, archival records, interviews, observations, and physical artifacts. This allows for a comprehensive understanding of the case. The process for gathering data should be systematic and carefully documented to ensure the reliability and validity of the study.

Analyzing and interpreting data

The next step is analyzing the data. This involves organizing the data , categorizing it into themes or patterns , and interpreting these patterns to answer the research question. The analysis might also involve comparing the findings with prior research or theoretical propositions.

Writing the case study report

The final step is writing the case study report . This should provide a detailed description of the case, the data, the analysis process, and the findings. The report should be clear, organized, and carefully written to ensure that the reader can understand the case and the conclusions drawn from it.

Each of these steps is crucial in ensuring that the case study research is rigorous, reliable, and provides valuable insights about the case.

The type, depth, and quality of data in your study can significantly influence the validity and utility of the study. In case study research, data is usually collected from multiple sources to provide a comprehensive and nuanced understanding of the case. This section will outline the various methods of collecting data used in case study research and discuss considerations for ensuring the quality of the data.

Interviews are a common method of gathering data in case study research. They can provide rich, in-depth data about the perspectives, experiences, and interpretations of the individuals involved in the case. Interviews can be structured , semi-structured , or unstructured , depending on the research question and the degree of flexibility needed.

Observations

Observations involve the researcher observing the case in its natural setting, providing first-hand information about the case and its context. Observations can provide data that might not be revealed in interviews or documents, such as non-verbal cues or contextual information.

Documents and artifacts

Documents and archival records provide a valuable source of data in case study research. They can include reports, letters, memos, meeting minutes, email correspondence, and various public and private documents related to the case.

These records can provide historical context, corroborate evidence from other sources, and offer insights into the case that might not be apparent from interviews or observations.

Physical artifacts refer to any physical evidence related to the case, such as tools, products, or physical environments. These artifacts can provide tangible insights into the case, complementing the data gathered from other sources.

Ensuring the quality of data collection

Determining the quality of data in case study research requires careful planning and execution. It's crucial to ensure that the data is reliable, accurate, and relevant to the research question. This involves selecting appropriate methods of collecting data, properly training interviewers or observers, and systematically recording and storing the data. It also includes considering ethical issues related to collecting and handling data, such as obtaining informed consent and ensuring the privacy and confidentiality of the participants.

Data analysis

Analyzing case study research involves making sense of the rich, detailed data to answer the research question. This process can be challenging due to the volume and complexity of case study data. However, a systematic and rigorous approach to analysis can ensure that the findings are credible and meaningful. This section outlines the main steps and considerations in analyzing data in case study research.

Organizing the data

The first step in the analysis is organizing the data. This involves sorting the data into manageable sections, often according to the data source or the theme. This step can also involve transcribing interviews, digitizing physical artifacts, or organizing observational data.

Categorizing and coding the data

Once the data is organized, the next step is to categorize or code the data. This involves identifying common themes, patterns, or concepts in the data and assigning codes to relevant data segments. Coding can be done manually or with the help of software tools, and in either case, qualitative analysis software can greatly facilitate the entire coding process. Coding helps to reduce the data to a set of themes or categories that can be more easily analyzed.

Identifying patterns and themes

After coding the data, the researcher looks for patterns or themes in the coded data. This involves comparing and contrasting the codes and looking for relationships or patterns among them. The identified patterns and themes should help answer the research question.

Interpreting the data

Once patterns and themes have been identified, the next step is to interpret these findings. This involves explaining what the patterns or themes mean in the context of the research question and the case. This interpretation should be grounded in the data, but it can also involve drawing on theoretical concepts or prior research.

Verification of the data

The last step in the analysis is verification. This involves checking the accuracy and consistency of the analysis process and confirming that the findings are supported by the data. This can involve re-checking the original data, checking the consistency of codes, or seeking feedback from research participants or peers.

Like any research method , case study research has its strengths and limitations. Researchers must be aware of these, as they can influence the design, conduct, and interpretation of the study.

Understanding the strengths and limitations of case study research can also guide researchers in deciding whether this approach is suitable for their research question . This section outlines some of the key strengths and limitations of case study research.

Benefits include the following:

• Rich, detailed data: One of the main strengths of case study research is that it can generate rich, detailed data about the case. This can provide a deep understanding of the case and its context, which can be valuable in exploring complex phenomena.
• Flexibility: Case study research is flexible in terms of design , data collection , and analysis . A sufficient degree of flexibility allows the researcher to adapt the study according to the case and the emerging findings.
• Real-world context: Case study research involves studying the case in its real-world context, which can provide valuable insights into the interplay between the case and its context.
• Multiple sources of evidence: Case study research often involves collecting data from multiple sources , which can enhance the robustness and validity of the findings.

On the other hand, researchers should consider the following limitations:

• Generalizability: A common criticism of case study research is that its findings might not be generalizable to other cases due to the specificity and uniqueness of each case.
• Time and resource intensive: Case study research can be time and resource intensive due to the depth of the investigation and the amount of collected data.
• Complexity of analysis: The rich, detailed data generated in case study research can make analyzing the data challenging.
• Subjectivity: Given the nature of case study research, there may be a higher degree of subjectivity in interpreting the data , so researchers need to reflect on this and transparently convey to audiences how the research was conducted.

Being aware of these strengths and limitations can help researchers design and conduct case study research effectively and interpret and report the findings appropriately.

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15 Real-Life Case Study Examples & Best Practices

Written by: Oghale Olori

Case studies are more than just success stories.

They are powerful tools that demonstrate the practical value of your product or service. Case studies help attract attention to your products, build trust with potential customers and ultimately drive sales.

It’s no wonder that 73% of successful content marketers utilize case studies as part of their content strategy. Plus, buyers spend 54% of their time reviewing case studies before they make a buying decision.

To ensure you’re making the most of your case studies, we’ve put together 15 real-life case study examples to inspire you. These examples span a variety of industries and formats. We’ve also included best practices, design tips and templates to inspire you.

Let’s dive in!

Table of Contents

What is a case study, 15 real-life case study examples, sales case study examples, saas case study examples, product case study examples, marketing case study examples, business case study examples, case study faqs.

• A case study is a compelling narrative that showcases how your product or service has positively impacted a real business or individual. 
• Case studies delve into your customer's challenges, how your solution addressed them and the quantifiable results they achieved.
• Your case study should have an attention-grabbing headline, great visuals and a relevant call to action. Other key elements include an introduction, problems and result section.
• Visme provides easy-to-use tools, professionally designed templates and features for creating attractive and engaging case studies.

A case study is a real-life scenario where your company helped a person or business solve their unique challenges. It provides a detailed analysis of the positive outcomes achieved as a result of implementing your solution.

Case studies are an effective way to showcase the value of your product or service to potential customers without overt selling. By sharing how your company transformed a business, you can attract customers seeking similar solutions and results.

Case studies are not only about your company's capabilities; they are primarily about the benefits customers and clients have experienced from using your product.

Every great case study is made up of key elements. They are;

• Attention-grabbing headline: Write a compelling headline that grabs attention and tells your reader what the case study is about. For example, "How a CRM System Helped a B2B Company Increase Revenue by 225%.
• Introduction/Executive Summary: Include a brief overview of your case study, including your customer’s problem, the solution they implemented and the results they achieved.
• Problem/Challenge: Case studies with solutions offer a powerful way to connect with potential customers. In this section, explain how your product or service specifically addressed your customer's challenges.
• Solution: Explain how your product or service specifically addressed your customer's challenges.
• Results/Achievements : Give a detailed account of the positive impact of your product. Quantify the benefits achieved using metrics such as increased sales, improved efficiency, reduced costs or enhanced customer satisfaction.
• Graphics/Visuals: Include professional designs, high-quality photos and videos to make your case study more engaging and visually appealing.
• Quotes/Testimonials: Incorporate written or video quotes from your clients to boost your credibility.
• Relevant CTA: Insert a call to action (CTA) that encourages the reader to take action. For example, visiting your website or contacting you for more information. Your CTA can be a link to a landing page, a contact form or your social media handle and should be related to the product or service you highlighted in your case study.

Now that you understand what a case study is, let’s look at real-life case study examples. Among these, you'll find some simple case study examples that break down complex ideas into easily understandable solutions.

In this section, we’ll explore SaaS, marketing, sales, product and business case study examples with solutions. Take note of how these companies structured their case studies and included the key elements.

We’ve also included professionally designed case study templates to inspire you.

1. Georgia Tech Athletics Increase Season Ticket Sales by 80%

Georgia Tech Athletics, with its 8,000 football season ticket holders, sought for a way to increase efficiency and customer engagement.

Their initial sales process involved making multiple outbound phone calls per day with no real targeting or guidelines. Georgia Tech believed that targeting communications will enable them to reach more people in real time.

Salesloft improved Georgia Tech’s sales process with an inbound structure. This enabled sales reps to connect with their customers on a more targeted level. The use of dynamic fields and filters when importing lists ensured prospects received the right information, while communication with existing fans became faster with automation.

As a result, Georgia Tech Athletics recorded an 80% increase in season ticket sales as relationships with season ticket holders significantly improved. Employee engagement increased as employees became more energized to connect and communicate with fans.

Why Does This Case Study Work?

In this case study example , Salesloft utilized the key elements of a good case study. Their introduction gave an overview of their customers' challenges and the results they enjoyed after using them. After which they categorized the case study into three main sections: challenge, solution and result.

Salesloft utilized a case study video to increase engagement and invoke human connection.

Incorporating videos in your case study has a lot of benefits. Wyzol’s 2023 state of video marketing report showed a direct correlation between videos and an 87% increase in sales.

The beautiful thing is that creating videos for your case study doesn’t have to be daunting.

With an easy-to-use platform like Visme, you can create top-notch testimonial videos that will connect with your audience. Within the Visme editor, you can access over 1 million stock photos , video templates, animated graphics and more. These tools and resources will significantly improve the design and engagement of your case study.

Simplify content creation and brand management for your team

• Collaborate on designs , mockups and wireframes with your non-design colleagues
• Lock down your branding to maintain brand consistency throughout your designs
• Why start from scratch? Save time with 1000s of professional branded templates

Sign up. It’s free.

2. WeightWatchers Completely Revamped their Enterprise Sales Process with HubSpot

WeightWatchers, a 60-year-old wellness company, sought a CRM solution that increased the efficiency of their sales process. With their previous system, Weightwatchers had limited automation. They would copy-paste message templates from word documents or recreate one email for a batch of customers.

This required a huge effort from sales reps, account managers and leadership, as they were unable to track leads or pull customized reports for planning and growth.

WeightWatchers transformed their B2B sales strategy by leveraging HubSpot's robust marketing and sales workflows. They utilized HubSpot’s deal pipeline and automation features to streamline lead qualification. And the customized dashboard gave leadership valuable insights.

As a result, WeightWatchers generated seven figures in annual contract value and boosted recurring revenue. Hubspot’s impact resulted in 100% adoption across all sales, marketing, client success and operations teams.

Hubspot structured its case study into separate sections, demonstrating the specific benefits of their products to various aspects of the customer's business. Additionally, they integrated direct customer quotes in each section to boost credibility, resulting in a more compelling case study.

Getting insight from your customer about their challenges is one thing. But writing about their process and achievements in a concise and relatable way is another. If you find yourself constantly experiencing writer’s block, Visme’s AI writer is perfect for you.

Visme created this AI text generator tool to take your ideas and transform them into a great draft. So whether you need help writing your first draft or editing your final case study, Visme is ready for you.

3. Immi’s Ram Fam Helps to Drive Over $200k in Sales

Immi embarked on a mission to recreate healthier ramen recipes that were nutritious and delicious. After 2 years of tireless trials, Immi finally found the perfect ramen recipe. However, they envisioned a community of passionate ramen enthusiasts to fuel their business growth.

This vision propelled them to partner with Shopify Collabs. Shopify Collabs successfully cultivated and managed Immi’s Ramen community of ambassadors and creators.

As a result of their partnership, Immi’s community grew to more than 400 dedicated members, generating over $200,000 in total affiliate sales.

The power of data-driven headlines cannot be overemphasized. Chili Piper strategically incorporates quantifiable results in their headlines. This instantly sparks curiosity and interest in readers.

While not every customer success story may boast headline-grabbing figures, quantifying achievements in percentages is still effective. For example, you can highlight a 50% revenue increase with the implementation of your product.

Take a look at the beautiful case study template below. Just like in the example above, the figures in the headline instantly grab attention and entice your reader to click through.

Having a case study document is a key factor in boosting engagement. This makes it easy to promote your case study in multiple ways. With Visme, you can easily publish, download and share your case study with your customers in a variety of formats, including PDF, PPTX, JPG and more!

4. How WOW! is Saving Nearly 79% in Time and Cost With Visme

This case study discusses how Visme helped WOW! save time and money by providing user-friendly tools to create interactive and quality training materials for their employees. Find out what your team can do with Visme. Request a Demo

WOW!'s learning and development team creates high-quality training materials for new and existing employees. Previous tools and platforms they used had plain templates, little to no interactivity features, and limited flexibility—that is, until they discovered Visme.

Now, the learning and development team at WOW! use Visme to create engaging infographics, training videos, slide decks and other training materials.

This has directly reduced the company's turnover rate, saving them money spent on recruiting and training new employees. It has also saved them a significant amount of time, which they can now allocate to other important tasks.

Visme's customer testimonials spark an emotional connection with the reader, leaving a profound impact. Upon reading this case study, prospective customers will be blown away by the remarkable efficiency achieved by Visme's clients after switching from PowerPoint.

Visme’s interactivity feature was a game changer for WOW! and one of the primary reasons they chose Visme.

“Previously we were using PowerPoint, which is fine, but the interactivity you can get with Visme is so much more robust that we’ve all steered away from PowerPoint.” - Kendra, L&D team, Wow!

Visme’s interactive feature allowed them to animate their infographics, include clickable links on their PowerPoint designs and even embed polls and quizzes their employees could interact with.

By embedding the slide decks, infographics and other training materials WOW! created with Visme, potential customers get a taste of what they can create with the tool. This is much more effective than describing the features of Visme because it allows potential customers to see the tool in action.

To top it all off, this case study utilized relevant data and figures. For example, one part of the case study said, “In Visme, where Kendra’s team has access to hundreds of templates, a brand kit, and millions of design assets at their disposal, their team can create presentations in 80% less time.”

Who wouldn't want that?

Including relevant figures and graphics in your case study is a sure way to convince your potential customers why you’re a great fit for their brand. The case study template below is a great example of integrating relevant figures and data.

This colorful template begins with a captivating headline. But that is not the best part; this template extensively showcases the results their customer had using relevant figures.

The arrangement of the results makes it fun and attractive. Instead of just putting figures in a plain table, you can find interesting shapes in your Visme editor to take your case study to the next level.

5. Lyte Reduces Customer Churn To Just 3% With Hubspot CRM

While Lyte was redefining the ticketing industry, it had no definite CRM system . Lyte utilized 12–15 different SaaS solutions across various departments, which led to a lack of alignment between teams, duplication of work and overlapping tasks.

Customer data was spread across these platforms, making it difficult to effectively track their customer journey. As a result, their churn rate increased along with customer dissatisfaction.

Through Fuelius , Lyte founded and implemented Hubspot CRM. Lyte's productivity skyrocketed after incorporating Hubspot's all-in-one CRM tool. With improved efficiency, better teamwork and stronger client relationships, sales figures soared.

The case study title page and executive summary act as compelling entry points for both existing and potential customers. This overview provides a clear understanding of the case study and also strategically incorporates key details like the client's industry, location and relevant background information.

Having a good summary of your case study can prompt your readers to engage further. You can achieve this with a simple but effective case study one-pager that highlights your customer’s problems, process and achievements, just like this case study did in the beginning.

Moreover, you can easily distribute your case study one-pager and use it as a lead magnet to draw prospective customers to your company.

Take a look at this case study one-pager template below.

This template includes key aspects of your case study, such as the introduction, key findings, conclusion and more, without overcrowding the page. The use of multiple shades of blue gives it a clean and dynamic layout.

Our favorite part of this template is where the age group is visualized.

With Visme’s data visualization tool , you can present your data in tables, graphs, progress bars, maps and so much more. All you need to do is choose your preferred data visualization widget, input or import your data and click enter!

6. How Workato Converts 75% of Their Qualified Leads

Workato wanted to improve their inbound leads and increase their conversion rate, which ranged from 40-55%.

At first, Workato searched for a simple scheduling tool. They soon discovered that they needed a tool that provided advanced routing capabilities based on zip code and other criteria. Luckily, they found and implemented Chili Piper.

As a result of implementing Chili Piper, Workato achieved a remarkable 75–80% conversion rate and improved show rates. This led to a substantial revenue boost, with a 10-15% increase in revenue attributed to Chili Piper's impact on lead conversion.

This case study example utilizes the power of video testimonials to drive the impact of their product.

Chili Piper incorporates screenshots and clips of their tool in use. This is a great strategy because it helps your viewers become familiar with how your product works, making onboarding new customers much easier.

In this case study example, we see the importance of efficient Workflow Management Systems (WMS). Without a WMS, you manually assign tasks to your team members and engage in multiple emails for regular updates on progress.

However, when crafting and designing your case study, you should prioritize having a good WMS.

Visme has an outstanding Workflow Management System feature that keeps you on top of all your projects and designs. This feature makes it much easier to assign roles, ensure accuracy across documents, and track progress and deadlines.

Visme’s WMS feature allows you to limit access to your entire document by assigning specific slides or pages to individual members of your team. At the end of the day, your team members are not overwhelmed or distracted by the whole document but can focus on their tasks.

7. Rush Order Helps Vogmask Scale-Up During a Pandemic

Vomask's reliance on third-party fulfillment companies became a challenge as demand for their masks grew. Seeking a reliable fulfillment partner, they found Rush Order and entrusted them with their entire inventory.

Vomask's partnership with Rush Order proved to be a lifesaver during the COVID-19 pandemic. Rush Order's agility, efficiency and commitment to customer satisfaction helped Vogmask navigate the unprecedented demand and maintain its reputation for quality and service.

Rush Order’s comprehensive support enabled Vogmask to scale up its order processing by a staggering 900% while maintaining a remarkable customer satisfaction rate of 92%.

Rush Order chose one event where their impact mattered the most to their customer and shared that story.

While pandemics don't happen every day, you can look through your customer’s journey and highlight a specific time or scenario where your product or service saved their business.

The story of Vogmask and Rush Order is compelling, but it simply is not enough. The case study format and design attract readers' attention and make them want to know more. Rush Order uses consistent colors throughout the case study, starting with the logo, bold square blocks, pictures, and even headers.

Take a look at this product case study template below.

Just like our example, this case study template utilizes bold colors and large squares to attract and maintain the reader’s attention. It provides enough room for you to write about your customers' backgrounds/introductions, challenges, goals and results.

The right combination of shapes and colors adds a level of professionalism to this case study template.

8. AMR Hair & Beauty leverages B2B functionality to boost sales by 200%

With limits on website customization, slow page loading and multiple website crashes during peak events, it wasn't long before AMR Hair & Beauty began looking for a new e-commerce solution.

Their existing platform lacked effective search and filtering options, a seamless checkout process and the data analytics capabilities needed for informed decision-making. This led to a significant number of abandoned carts.

Upon switching to Shopify Plus, AMR immediately saw improvements in page loading speed and average session duration. They added better search and filtering options for their wholesale customers and customized their checkout process.

Due to this, AMR witnessed a 200% increase in sales and a 77% rise in B2B average order value. AMR Hair & Beauty is now poised for further expansion and growth.

This case study example showcases the power of a concise and impactful narrative.

To make their case analysis more effective, Shopify focused on the most relevant aspects of the customer's journey. While there may have been other challenges the customer faced, they only included those that directly related to their solutions.

Take a look at this case study template below. It is perfect if you want to create a concise but effective case study. Without including unnecessary details, you can outline the challenges, solutions and results your customers experienced from using your product.

Don’t forget to include a strong CTA within your case study. By incorporating a link, sidebar pop-up or an exit pop-up into your case study, you can prompt your readers and prospective clients to connect with you.

9. How a Marketing Agency Uses Visme to Create Engaging Content With Infographics

SmartBox Dental , a marketing agency specializing in dental practices, sought ways to make dental advice more interesting and easier to read. However, they lacked the design skills to do so effectively.

Visme's wide range of templates and features made it easy for the team to create high-quality content quickly and efficiently. SmartBox Dental enjoyed creating infographics in as little as 10-15 minutes, compared to one hour before Visme was implemented.

By leveraging Visme, SmartBox Dental successfully transformed dental content into a more enjoyable and informative experience for their clients' patients. Therefore enhancing its reputation as a marketing partner that goes the extra mile to deliver value to its clients.

Visme creatively incorporates testimonials In this case study example.

By showcasing infographics and designs created by their clients, they leverage the power of social proof in a visually compelling way. This way, potential customers gain immediate insight into the creative possibilities Visme offers as a design tool.

This example effectively showcases a product's versatility and impact, and we can learn a lot about writing a case study from it. Instead of focusing on one tool or feature per customer, Visme took a more comprehensive approach.

Within each section of their case study, Visme explained how a particular tool or feature played a key role in solving the customer's challenges.

For example, this case study highlighted Visme’s collaboration tool . With Visme’s tool, the SmartBox Dental content team fostered teamwork, accountability and effective supervision.

Visme also achieved a versatile case study by including relevant quotes to showcase each tool or feature. Take a look at some examples;

Visme’s collaboration tool: “We really like the collaboration tool. Being able to see what a co-worker is working on and borrow their ideas or collaborate on a project to make sure we get the best end result really helps us out.”

Visme’s library of stock photos and animated characters: “I really love the images and the look those give to an infographic. I also really like the animated little guys and the animated pictures. That’s added a lot of fun to our designs.”

Visme’s interactivity feature: “You can add URLs and phone number links directly into the infographic so they can just click and call or go to another page on the website and I really like adding those hyperlinks in.”

You can ask your customers to talk about the different products or features that helped them achieve their business success and draw quotes from each one.

10. Jasper Grows Blog Organic Sessions 810% and Blog-Attributed User Signups 400X

Jasper, an AI writing tool, lacked a scalable content strategy to drive organic traffic and user growth. They needed help creating content that converted visitors into users. Especially when a looming domain migration threatened organic traffic.

To address these challenges, Jasper partnered with Omniscient Digital. Their goal was to turn their content into a growth channel and drive organic growth. Omniscient Digital developed a full content strategy for Jasper AI, which included a content audit, competitive analysis, and keyword discovery.

Through their collaboration, Jasper’s organic blog sessions increased by 810%, despite the domain migration. They also witnessed a 400X increase in blog-attributed signups. And more importantly, the content program contributed to over $4 million in annual recurring revenue.

The combination of storytelling and video testimonials within the case study example makes this a real winner. But there’s a twist to it. Omniscient segmented the video testimonials and placed them in different sections of the case study.

Video marketing , especially in case studies, works wonders. Research shows us that 42% of people prefer video testimonials because they show real customers with real success stories. So if you haven't thought of it before, incorporate video testimonials into your case study.

Take a look at this stunning video testimonial template. With its simple design, you can input the picture, name and quote of your customer within your case study in a fun and engaging way.

Try it yourself! Customize this template with your customer’s testimonial and add it to your case study!

11. How Meliá Became One of the Most Influential Hotel Chains on Social Media

Meliá Hotels needed help managing their growing social media customer service needs. Despite having over 500 social accounts, they lacked a unified response protocol and detailed reporting. This largely hindered efficiency and brand consistency.

Meliá partnered with Hootsuite to build an in-house social customer care team. Implementing Hootsuite's tools enabled Meliá to decrease response times from 24 hours to 12.4 hours while also leveraging smart automation.

In addition to that, Meliá resolved over 133,000 conversations, booking 330 inquiries per week through Hootsuite Inbox. They significantly improved brand consistency, response time and customer satisfaction.

The need for a good case study design cannot be over-emphasized.

As soon as anyone lands on this case study example, they are mesmerized by a beautiful case study design. This alone raises the interest of readers and keeps them engaged till the end.

If you’re currently saying to yourself, “ I can write great case studies, but I don’t have the time or skill to turn it into a beautiful document.” Say no more.

Visme’s amazing AI document generator can take your text and transform it into a stunning and professional document in minutes! Not only do you save time, but you also get inspired by the design.

With Visme’s document generator, you can create PDFs, case study presentations , infographics and more!

Take a look at this case study template below. Just like our case study example, it captures readers' attention with its beautiful design. Its dynamic blend of colors and fonts helps to segment each element of the case study beautifully.

12. Tea’s Me Cafe: Tamika Catchings is Brewing Glory

Tamika's journey began when she purchased Tea's Me Cafe in 2017, saving it from closure. She recognized the potential of the cafe as a community hub and hosted regular events centered on social issues and youth empowerment.

One of Tamika’s business goals was to automate her business. She sought to streamline business processes across various aspects of her business. One of the ways she achieves this goal is through Constant Contact.

Constant Contact became an integral part of Tamika's marketing strategy. They provided an automated and centralized platform for managing email newsletters, event registrations, social media scheduling and more.

This allowed Tamika and her team to collaborate efficiently and focus on engaging with their audience. They effectively utilized features like WooCommerce integration, text-to-join and the survey builder to grow their email list, segment their audience and gather valuable feedback.

The case study example utilizes the power of storytelling to form a connection with readers. Constant Contact takes a humble approach in this case study. They spotlight their customers' efforts as the reason for their achievements and growth, establishing trust and credibility.

This case study is also visually appealing, filled with high-quality photos of their customer. While this is a great way to foster originality, it can prove challenging if your customer sends you blurry or low-quality photos.

If you find yourself in that dilemma, you can use Visme’s AI image edit tool to touch up your photos. With Visme’s AI tool, you can remove unwanted backgrounds, erase unwanted objects, unblur low-quality pictures and upscale any photo without losing the quality.

Constant Contact offers its readers various formats to engage with their case study. Including an audio podcast and PDF.

In its PDF version, Constant Contact utilized its brand colors to create a stunning case study design.  With this, they increase brand awareness and, in turn, brand recognition with anyone who comes across their case study.

With Visme’s brand wizard tool , you can seamlessly incorporate your brand assets into any design or document you create. By inputting your URL, Visme’s AI integration will take note of your brand colors, brand fonts and more and create branded templates for you automatically.

You don't need to worry about spending hours customizing templates to fit your brand anymore. You can focus on writing amazing case studies that promote your company.

13. How Breakwater Kitchens Achieved a 7% Growth in Sales With Thryv

Breakwater Kitchens struggled with managing their business operations efficiently. They spent a lot of time on manual tasks, such as scheduling appointments and managing client communication. This made it difficult for them to grow their business and provide the best possible service to their customers.

David, the owner, discovered Thryv. With Thryv, Breakwater Kitchens was able to automate many of their manual tasks. Additionally, Thryv integrated social media management. This enabled Breakwater Kitchens to deliver a consistent brand message, captivate its audience and foster online growth.

As a result, Breakwater Kitchens achieved increased efficiency, reduced missed appointments and a 7% growth in sales.

This case study example uses a concise format and strong verbs, which make it easy for readers to absorb the information.

At the top of the case study, Thryv immediately builds trust by presenting their customer's complete profile, including their name, company details and website. This allows potential customers to verify the case study's legitimacy, making them more likely to believe in Thryv's services.

However, manually copying and pasting customer information across multiple pages of your case study can be time-consuming.

To save time and effort, you can utilize Visme's dynamic field feature . Dynamic fields automatically insert reusable information into your designs.  So you don’t have to type it out multiple times.

14. Zoom’s Creative Team Saves Over 4,000 Hours With Brandfolder

Zoom experienced rapid growth with the advent of remote work and the rise of the COVID-19 pandemic. Such growth called for agility and resilience to scale through.

At the time, Zoom’s assets were disorganized which made retrieving brand information a burden. Zoom’s creative manager spent no less than 10 hours per week finding and retrieving brand assets for internal teams.

Zoom needed a more sustainable approach to organizing and retrieving brand information and came across Brandfolder. Brandfolder simplified and accelerated Zoom’s email localization and webpage development. It also enhanced the creation and storage of Zoom virtual backgrounds.

With Brandfolder, Zoom now saves 4,000+ hours every year. The company also centralized its assets in Brandfolder, which allowed 6,800+ employees and 20-30 vendors to quickly access them.

Brandfolder infused its case study with compelling data and backed it up with verifiable sources. This data-driven approach boosts credibility and increases the impact of their story.

Bradfolder's case study goes the extra mile by providing a downloadable PDF version, making it convenient for readers to access the information on their own time. Their dedication to crafting stunning visuals is evident in every aspect of the project.

From the vibrant colors to the seamless navigation, everything has been meticulously designed to leave a lasting impression on the viewer. And with clickable links that make exploring the content a breeze, the user experience is guaranteed to be nothing short of exceptional.

The thing is, your case study presentation won’t always sit on your website. There are instances where you may need to do a case study presentation for clients, partners or potential investors.

Visme has a rich library of templates you can tap into. But if you’re racing against the clock, Visme’s AI presentation maker is your best ally.

15. How Cents of Style Made $1.7M+ in Affiliate Sales with LeadDyno

Cents of Style had a successful affiliate and influencer marketing strategy. However, their existing affiliate marketing platform was not intuitive, customizable or transparent enough to meet the needs of their influencers.

Cents of Styles needed an easy-to-use affiliate marketing platform that gave them more freedom to customize their program and implement a multi-tier commission program.

After exploring their options, Cents of Style decided on LeadDyno.

LeadDyno provided more flexibility, allowing them to customize commission rates and implement their multi-tier commission structure, switching from monthly to weekly payouts.

Also, integrations with PayPal made payments smoother And features like newsletters and leaderboards added to the platform's success by keeping things transparent and engaging.

As a result, Cents of Style witnessed an impressive $1.7 million in revenue from affiliate sales with a substantial increase in web sales by 80%.

LeadDyno strategically placed a compelling CTA in the middle of their case study layout, maximizing its impact. At this point, readers are already invested in the customer's story and may be considering implementing similar strategies.

A well-placed CTA offers them a direct path to learn more and take action.

LeadDyno also utilized the power of quotes to strengthen their case study. They didn't just embed these quotes seamlessly into the text; instead, they emphasized each one with distinct blocks.

Are you looking for an easier and quicker solution to create a case study and other business documents? Try Visme's AI designer ! This powerful tool allows you to generate complete documents, such as case studies, reports, whitepapers and more, just by providing text prompts. Simply explain your requirements to the tool, and it will produce the document for you, complete with text, images, design assets and more.

Still have more questions about case studies? Let's look at some frequently asked questions.

How to Write a Case Study?

• Choose a compelling story: Not all case studies are created equal. Pick one that is relevant to your target audience and demonstrates the specific benefits of your product or service.
• Outline your case study: Create a case study outline and highlight how you will structure your case study to include the introduction, problem, solution and achievements of your customer.
• Choose a case study template: After you outline your case study, choose a case study template . Visme has stunning templates that can inspire your case study design.
• Craft a compelling headline: Include figures or percentages that draw attention to your case study.
• Work on the first draft: Your case study should be easy to read and understand. Use clear and concise language and avoid jargon.
• Include high-quality visual aids: Visuals can help to make your case study more engaging and easier to read. Consider adding high-quality photos, screenshots or videos.
• Include a relevant CTA: Tell prospective customers how to reach you for questions or sign-ups.

What Are the Stages of a Case Study?

The stages of a case study are;

• Planning & Preparation: Highlight your goals for writing the case study. Plan the case study format, length and audience you wish to target.
• Interview the Client: Reach out to the company you want to showcase and ask relevant questions about their journey and achievements.
• Revision & Editing: Review your case study and ask for feedback. Include relevant quotes and CTAs to your case study.
• Publication & Distribution: Publish and share your case study on your website, social media channels and email list!
• Marketing & Repurposing: Turn your case study into a podcast, PDF, case study presentation and more. Share these materials with your sales and marketing team.

What Are the Advantages and Disadvantages of a Case Study?

Advantages of a case study:

• Case studies showcase a specific solution and outcome for specific customer challenges.
• It attracts potential customers with similar challenges.
• It builds trust and credibility with potential customers.
• It provides an in-depth analysis of your company’s problem-solving process.

Disadvantages of a case study:

• Limited applicability. Case studies are tailored to specific cases and may not apply to other businesses.
• It relies heavily on customer cooperation and willingness to share information.
• It stands a risk of becoming outdated as industries and customer needs evolve.

What Are the Types of Case Studies?

There are 7 main types of case studies. They include;

• Illustrative case study.
• Instrumental case study.
• Intrinsic case study.
• Descriptive case study.
• Explanatory case study.
• Exploratory case study.
• Collective case study.

How Long Should a Case Study Be?

The ideal length of your case study is between 500 - 1500 words or 1-3 pages. Certain factors like your target audience, goal or the amount of detail you want to share may influence the length of your case study. This infographic has powerful tips for designing winning case studies

What Is the Difference Between a Case Study and an Example?

Case studies provide a detailed narrative of how your product or service was used to solve a problem. Examples are general illustrations and are not necessarily real-life scenarios.

Case studies are often used for marketing purposes, attracting potential customers and building trust. Examples, on the other hand, are primarily used to simplify or clarify complex concepts.

Where Can I Find Case Study Examples?

You can easily find many case study examples online and in industry publications. Many companies, including Visme, share case studies on their websites to showcase how their products or services have helped clients achieve success. You can also search online libraries and professional organizations for case studies related to your specific industry or field.

If you need professionally-designed, customizable case study templates to create your own, Visme's template library is one of the best places to look. These templates include all the essential sections of a case study and high-quality content to help you create case studies that position your business as an industry leader.

Get More Out Of Your Case Studies With Visme

Case studies are an essential tool for converting potential customers into paying customers. By following the tips in this article, you can create compelling case studies that will help you build trust, establish credibility and drive sales.

Visme can help you create stunning case studies and other relevant marketing materials. With our easy-to-use platform, interactive features and analytics tools , you can increase your content creation game in no time.

There is no limit to what you can achieve with Visme. Connect with Sales to discover how Visme can boost your business goals.

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What Is a Case Study?

Weighing the pros and cons of this method of research

Verywell / Colleen Tighe

• Pros and Cons

What Types of Case Studies Are Out There?

Where do you find data for a case study, how do i write a psychology case study.

A case study is an in-depth study of one person, group, or event. In a case study, nearly every aspect of the subject's life and history is analyzed to seek patterns and causes of behavior. Case studies can be used in many different fields, including psychology, medicine, education, anthropology, political science, and social work.

The point of a case study is to learn as much as possible about an individual or group so that the information can be generalized to many others. Unfortunately, case studies tend to be highly subjective, and it is sometimes difficult to generalize results to a larger population.

While case studies focus on a single individual or group, they follow a format similar to other types of psychology writing. If you are writing a case study, we got you—here are some rules of APA format to reference.  

At a Glance

A case study, or an in-depth study of a person, group, or event, can be a useful research tool when used wisely. In many cases, case studies are best used in situations where it would be difficult or impossible for you to conduct an experiment. They are helpful for looking at unique situations and allow researchers to gather a lot of˜ information about a specific individual or group of people. However, it's important to be cautious of any bias we draw from them as they are highly subjective.

What Are the Benefits and Limitations of Case Studies?

A case study can have its strengths and weaknesses. Researchers must consider these pros and cons before deciding if this type of study is appropriate for their needs.

One of the greatest advantages of a case study is that it allows researchers to investigate things that are often difficult or impossible to replicate in a lab. Some other benefits of a case study:

• Allows researchers to capture information on the 'how,' 'what,' and 'why,' of something that's implemented
• Gives researchers the chance to collect information on why one strategy might be chosen over another
• Permits researchers to develop hypotheses that can be explored in experimental research

On the other hand, a case study can have some drawbacks:

• It cannot necessarily be generalized to the larger population
• Cannot demonstrate cause and effect
• It may not be scientifically rigorous
• It can lead to bias

Researchers may choose to perform a case study if they want to explore a unique or recently discovered phenomenon. Through their insights, researchers develop additional ideas and study questions that might be explored in future studies.

It's important to remember that the insights from case studies cannot be used to determine cause-and-effect relationships between variables. However, case studies may be used to develop hypotheses that can then be addressed in experimental research.

Case Study Examples

There have been a number of notable case studies in the history of psychology. Much of  Freud's work and theories were developed through individual case studies. Some great examples of case studies in psychology include:

• Anna O : Anna O. was a pseudonym of a woman named Bertha Pappenheim, a patient of a physician named Josef Breuer. While she was never a patient of Freud's, Freud and Breuer discussed her case extensively. The woman was experiencing symptoms of a condition that was then known as hysteria and found that talking about her problems helped relieve her symptoms. Her case played an important part in the development of talk therapy as an approach to mental health treatment.
• Phineas Gage : Phineas Gage was a railroad employee who experienced a terrible accident in which an explosion sent a metal rod through his skull, damaging important portions of his brain. Gage recovered from his accident but was left with serious changes in both personality and behavior.
• Genie : Genie was a young girl subjected to horrific abuse and isolation. The case study of Genie allowed researchers to study whether language learning was possible, even after missing critical periods for language development. Her case also served as an example of how scientific research may interfere with treatment and lead to further abuse of vulnerable individuals.

Such cases demonstrate how case research can be used to study things that researchers could not replicate in experimental settings. In Genie's case, her horrific abuse denied her the opportunity to learn a language at critical points in her development.

This is clearly not something researchers could ethically replicate, but conducting a case study on Genie allowed researchers to study phenomena that are otherwise impossible to reproduce.

There are a few different types of case studies that psychologists and other researchers might use:

• Collective case studies : These involve studying a group of individuals. Researchers might study a group of people in a certain setting or look at an entire community. For example, psychologists might explore how access to resources in a community has affected the collective mental well-being of those who live there.
• Descriptive case studies : These involve starting with a descriptive theory. The subjects are then observed, and the information gathered is compared to the pre-existing theory.
• Explanatory case studies : These   are often used to do causal investigations. In other words, researchers are interested in looking at factors that may have caused certain things to occur.
• Exploratory case studies : These are sometimes used as a prelude to further, more in-depth research. This allows researchers to gather more information before developing their research questions and hypotheses .
• Instrumental case studies : These occur when the individual or group allows researchers to understand more than what is initially obvious to observers.
• Intrinsic case studies : This type of case study is when the researcher has a personal interest in the case. Jean Piaget's observations of his own children are good examples of how an intrinsic case study can contribute to the development of a psychological theory.

The three main case study types often used are intrinsic, instrumental, and collective. Intrinsic case studies are useful for learning about unique cases. Instrumental case studies help look at an individual to learn more about a broader issue. A collective case study can be useful for looking at several cases simultaneously.

The type of case study that psychology researchers use depends on the unique characteristics of the situation and the case itself.

There are a number of different sources and methods that researchers can use to gather information about an individual or group. Six major sources that have been identified by researchers are:

• Archival records : Census records, survey records, and name lists are examples of archival records.
• Direct observation : This strategy involves observing the subject, often in a natural setting . While an individual observer is sometimes used, it is more common to utilize a group of observers.
• Documents : Letters, newspaper articles, administrative records, etc., are the types of documents often used as sources.
• Interviews : Interviews are one of the most important methods for gathering information in case studies. An interview can involve structured survey questions or more open-ended questions.
• Participant observation : When the researcher serves as a participant in events and observes the actions and outcomes, it is called participant observation.
• Physical artifacts : Tools, objects, instruments, and other artifacts are often observed during a direct observation of the subject.

If you have been directed to write a case study for a psychology course, be sure to check with your instructor for any specific guidelines you need to follow. If you are writing your case study for a professional publication, check with the publisher for their specific guidelines for submitting a case study.

Here is a general outline of what should be included in a case study.

Section 1: A Case History

This section will have the following structure and content:

Background information : The first section of your paper will present your client's background. Include factors such as age, gender, work, health status, family mental health history, family and social relationships, drug and alcohol history, life difficulties, goals, and coping skills and weaknesses.

Description of the presenting problem : In the next section of your case study, you will describe the problem or symptoms that the client presented with.

Describe any physical, emotional, or sensory symptoms reported by the client. Thoughts, feelings, and perceptions related to the symptoms should also be noted. Any screening or diagnostic assessments that are used should also be described in detail and all scores reported.

Your diagnosis : Provide your diagnosis and give the appropriate Diagnostic and Statistical Manual code. Explain how you reached your diagnosis, how the client's symptoms fit the diagnostic criteria for the disorder(s), or any possible difficulties in reaching a diagnosis.

Section 2: Treatment Plan

This portion of the paper will address the chosen treatment for the condition. This might also include the theoretical basis for the chosen treatment or any other evidence that might exist to support why this approach was chosen.

• Cognitive behavioral approach : Explain how a cognitive behavioral therapist would approach treatment. Offer background information on cognitive behavioral therapy and describe the treatment sessions, client response, and outcome of this type of treatment. Make note of any difficulties or successes encountered by your client during treatment.
• Humanistic approach : Describe a humanistic approach that could be used to treat your client, such as client-centered therapy . Provide information on the type of treatment you chose, the client's reaction to the treatment, and the end result of this approach. Explain why the treatment was successful or unsuccessful.
• Psychoanalytic approach : Describe how a psychoanalytic therapist would view the client's problem. Provide some background on the psychoanalytic approach and cite relevant references. Explain how psychoanalytic therapy would be used to treat the client, how the client would respond to therapy, and the effectiveness of this treatment approach.
• Pharmacological approach : If treatment primarily involves the use of medications, explain which medications were used and why. Provide background on the effectiveness of these medications and how monotherapy may compare with an approach that combines medications with therapy or other treatments.

This section of a case study should also include information about the treatment goals, process, and outcomes.

When you are writing a case study, you should also include a section where you discuss the case study itself, including the strengths and limitiations of the study. You should note how the findings of your case study might support previous research. 

In your discussion section, you should also describe some of the implications of your case study. What ideas or findings might require further exploration? How might researchers go about exploring some of these questions in additional studies?

Need More Tips?

Here are a few additional pointers to keep in mind when formatting your case study:

• Never refer to the subject of your case study as "the client." Instead, use their name or a pseudonym.
• Read examples of case studies to gain an idea about the style and format.
• Remember to use APA format when citing references .

Crowe S, Cresswell K, Robertson A, Huby G, Avery A, Sheikh A. The case study approach .  BMC Med Res Methodol . 2011;11:100.

Crowe S, Cresswell K, Robertson A, Huby G, Avery A, Sheikh A. The case study approach . BMC Med Res Methodol . 2011 Jun 27;11:100. doi:10.1186/1471-2288-11-100

Gagnon, Yves-Chantal.  The Case Study as Research Method: A Practical Handbook . Canada, Chicago Review Press Incorporated DBA Independent Pub Group, 2010.

Yin, Robert K. Case Study Research and Applications: Design and Methods . United States, SAGE Publications, 2017.

By Kendra Cherry, MSEd Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

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• Knowledge Base

Methodology

• Survey Research | Definition, Examples & Methods

Survey Research | Definition, Examples & Methods

Published on August 20, 2019 by Shona McCombes . Revised on June 22, 2023.

Survey research means collecting information about a group of people by asking them questions and analyzing the results. To conduct an effective survey, follow these six steps:

• Determine who will participate in the survey
• Decide the type of survey (mail, online, or in-person)
• Design the survey questions and layout
• Distribute the survey
• Analyze the responses
• Write up the results

Surveys are a flexible method of data collection that can be used in many different types of research .

Table of contents

What are surveys used for, step 1: define the population and sample, step 2: decide on the type of survey, step 3: design the survey questions, step 4: distribute the survey and collect responses, step 5: analyze the survey results, step 6: write up the survey results, other interesting articles, frequently asked questions about surveys.

Surveys are used as a method of gathering data in many different fields. They are a good choice when you want to find out about the characteristics, preferences, opinions, or beliefs of a group of people.

Common uses of survey research include:

• Social research : investigating the experiences and characteristics of different social groups
• Market research : finding out what customers think about products, services, and companies
• Health research : collecting data from patients about symptoms and treatments
• Politics : measuring public opinion about parties and policies
• Psychology : researching personality traits, preferences and behaviours

Surveys can be used in both cross-sectional studies , where you collect data just once, and in longitudinal studies , where you survey the same sample several times over an extended period.

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Before you start conducting survey research, you should already have a clear research question that defines what you want to find out. Based on this question, you need to determine exactly who you will target to participate in the survey.

Populations

The target population is the specific group of people that you want to find out about. This group can be very broad or relatively narrow. For example:

• The population of Brazil
• US college students
• Second-generation immigrants in the Netherlands
• Customers of a specific company aged 18-24
• British transgender women over the age of 50

Your survey should aim to produce results that can be generalized to the whole population. That means you need to carefully define exactly who you want to draw conclusions about.

Several common research biases can arise if your survey is not generalizable, particularly sampling bias and selection bias . The presence of these biases have serious repercussions for the validity of your results.

It’s rarely possible to survey the entire population of your research – it would be very difficult to get a response from every person in Brazil or every college student in the US. Instead, you will usually survey a sample from the population.

The sample size depends on how big the population is. You can use an online sample calculator to work out how many responses you need.

There are many sampling methods that allow you to generalize to broad populations. In general, though, the sample should aim to be representative of the population as a whole. The larger and more representative your sample, the more valid your conclusions. Again, beware of various types of sampling bias as you design your sample, particularly self-selection bias , nonresponse bias , undercoverage bias , and survivorship bias .

There are two main types of survey:

• A questionnaire , where a list of questions is distributed by mail, online or in person, and respondents fill it out themselves.
• An interview , where the researcher asks a set of questions by phone or in person and records the responses.

Which type you choose depends on the sample size and location, as well as the focus of the research.

Questionnaires

Sending out a paper survey by mail is a common method of gathering demographic information (for example, in a government census of the population).

• You can easily access a large sample.
• You have some control over who is included in the sample (e.g. residents of a specific region).
• The response rate is often low, and at risk for biases like self-selection bias .

Online surveys are a popular choice for students doing dissertation research , due to the low cost and flexibility of this method. There are many online tools available for constructing surveys, such as SurveyMonkey and Google Forms .

• You can quickly access a large sample without constraints on time or location.
• The data is easy to process and analyze.
• The anonymity and accessibility of online surveys mean you have less control over who responds, which can lead to biases like self-selection bias .

If your research focuses on a specific location, you can distribute a written questionnaire to be completed by respondents on the spot. For example, you could approach the customers of a shopping mall or ask all students to complete a questionnaire at the end of a class.

• You can screen respondents to make sure only people in the target population are included in the sample.
• You can collect time- and location-specific data (e.g. the opinions of a store’s weekday customers).
• The sample size will be smaller, so this method is less suitable for collecting data on broad populations and is at risk for sampling bias .

Oral interviews are a useful method for smaller sample sizes. They allow you to gather more in-depth information on people’s opinions and preferences. You can conduct interviews by phone or in person.

• You have personal contact with respondents, so you know exactly who will be included in the sample in advance.
• You can clarify questions and ask for follow-up information when necessary.
• The lack of anonymity may cause respondents to answer less honestly, and there is more risk of researcher bias.

Like questionnaires, interviews can be used to collect quantitative data: the researcher records each response as a category or rating and statistically analyzes the results. But they are more commonly used to collect qualitative data : the interviewees’ full responses are transcribed and analyzed individually to gain a richer understanding of their opinions and feelings.

Next, you need to decide which questions you will ask and how you will ask them. It’s important to consider:

• The type of questions
• The content of the questions
• The phrasing of the questions
• The ordering and layout of the survey

Open-ended vs closed-ended questions

There are two main forms of survey questions: open-ended and closed-ended. Many surveys use a combination of both.

Closed-ended questions give the respondent a predetermined set of answers to choose from. A closed-ended question can include:

• A binary answer (e.g. yes/no or agree/disagree )
• A scale (e.g. a Likert scale with five points ranging from strongly agree to strongly disagree )
• A list of options with a single answer possible (e.g. age categories)
• A list of options with multiple answers possible (e.g. leisure interests)

Closed-ended questions are best for quantitative research . They provide you with numerical data that can be statistically analyzed to find patterns, trends, and correlations .

Open-ended questions are best for qualitative research. This type of question has no predetermined answers to choose from. Instead, the respondent answers in their own words.

Open questions are most common in interviews, but you can also use them in questionnaires. They are often useful as follow-up questions to ask for more detailed explanations of responses to the closed questions.

The content of the survey questions

To ensure the validity and reliability of your results, you need to carefully consider each question in the survey. All questions should be narrowly focused with enough context for the respondent to answer accurately. Avoid questions that are not directly relevant to the survey’s purpose.

When constructing closed-ended questions, ensure that the options cover all possibilities. If you include a list of options that isn’t exhaustive, you can add an “other” field.

Phrasing the survey questions

In terms of language, the survey questions should be as clear and precise as possible. Tailor the questions to your target population, keeping in mind their level of knowledge of the topic. Avoid jargon or industry-specific terminology.

Survey questions are at risk for biases like social desirability bias , the Hawthorne effect , or demand characteristics . It’s critical to use language that respondents will easily understand, and avoid words with vague or ambiguous meanings. Make sure your questions are phrased neutrally, with no indication that you’d prefer a particular answer or emotion.

Ordering the survey questions

The questions should be arranged in a logical order. Start with easy, non-sensitive, closed-ended questions that will encourage the respondent to continue.

If the survey covers several different topics or themes, group together related questions. You can divide a questionnaire into sections to help respondents understand what is being asked in each part.

If a question refers back to or depends on the answer to a previous question, they should be placed directly next to one another.

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Before you start, create a clear plan for where, when, how, and with whom you will conduct the survey. Determine in advance how many responses you require and how you will gain access to the sample.

When you are satisfied that you have created a strong research design suitable for answering your research questions, you can conduct the survey through your method of choice – by mail, online, or in person.

There are many methods of analyzing the results of your survey. First you have to process the data, usually with the help of a computer program to sort all the responses. You should also clean the data by removing incomplete or incorrectly completed responses.

If you asked open-ended questions, you will have to code the responses by assigning labels to each response and organizing them into categories or themes. You can also use more qualitative methods, such as thematic analysis , which is especially suitable for analyzing interviews.

Statistical analysis is usually conducted using programs like SPSS or Stata. The same set of survey data can be subject to many analyses.

Finally, when you have collected and analyzed all the necessary data, you will write it up as part of your thesis, dissertation , or research paper .

In the methodology section, you describe exactly how you conducted the survey. You should explain the types of questions you used, the sampling method, when and where the survey took place, and the response rate. You can include the full questionnaire as an appendix and refer to it in the text if relevant.

Then introduce the analysis by describing how you prepared the data and the statistical methods you used to analyze it. In the results section, you summarize the key results from your analysis.

In the discussion and conclusion , you give your explanations and interpretations of these results, answer your research question, and reflect on the implications and limitations of the research.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Student’s  t -distribution
• Normal distribution
• Null and Alternative Hypotheses
• Chi square tests
• Confidence interval
• Quartiles & Quantiles
• Cluster sampling
• Stratified sampling
• Data cleansing
• Reproducibility vs Replicability
• Peer review
• Prospective cohort study

Research bias

• Implicit bias
• Cognitive bias
• Placebo effect
• Hawthorne effect
• Hindsight bias
• Affect heuristic
• Social desirability bias

A questionnaire is a data collection tool or instrument, while a survey is an overarching research method that involves collecting and analyzing data from people using questionnaires.

A Likert scale is a rating scale that quantitatively assesses opinions, attitudes, or behaviors. It is made up of 4 or more questions that measure a single attitude or trait when response scores are combined.

To use a Likert scale in a survey , you present participants with Likert-type questions or statements, and a continuum of items, usually with 5 or 7 possible responses, to capture their degree of agreement.

Individual Likert-type questions are generally considered ordinal data , because the items have clear rank order, but don’t have an even distribution.

Overall Likert scale scores are sometimes treated as interval data. These scores are considered to have directionality and even spacing between them.

The type of data determines what statistical tests you should use to analyze your data.

The priorities of a research design can vary depending on the field, but you usually have to specify:

• Your research questions and/or hypotheses
• Your overall approach (e.g., qualitative or quantitative )
• The type of design you’re using (e.g., a survey , experiment , or case study )
• Your sampling methods or criteria for selecting subjects
• Your data collection methods (e.g., questionnaires , observations)
• Your data collection procedures (e.g., operationalization , timing and data management)
• Your data analysis methods (e.g., statistical tests  or thematic analysis )

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What is a Case Study? Definition & Examples

By Jim Frost Leave a Comment

Case Study Definition

A case study is an in-depth investigation of a single person, group, event, or community. This research method involves intensively analyzing a subject to understand its complexity and context. The richness of a case study comes from its ability to capture detailed, qualitative data that can offer insights into a process or subject matter that other research methods might miss.

A case study strives for a holistic understanding of events or situations by examining all relevant variables. They are ideal for exploring ‘how’ or ‘why’ questions in contexts where the researcher has limited control over events in real-life settings. Unlike narrowly focused experiments, these projects seek a comprehensive understanding of events or situations.

In a case study, researchers gather data through various methods such as participant observation, interviews, tests, record examinations, and writing samples. Unlike statistically-based studies that seek only quantifiable data, a case study attempts to uncover new variables and pose questions for subsequent research.

A case study is particularly beneficial when your research:

• Requires a deep, contextual understanding of a specific case.
• Needs to explore or generate hypotheses rather than test them.
• Focuses on a contemporary phenomenon within a real-life context.

Learn more about Other Types of Experimental Design .

Case Study Examples

Various fields utilize case studies, including the following:

• Social sciences : For understanding complex social phenomena.
• Business : For analyzing corporate strategies and business decisions.
• Healthcare : For detailed patient studies and medical research.
• Education : For understanding educational methods and policies.
• Law : For in-depth analysis of legal cases.

For example, consider a case study in a business setting where a startup struggles to scale. Researchers might examine the startup’s strategies, market conditions, management decisions, and competition. Interviews with the CEO, employees, and customers, alongside an analysis of financial data, could offer insights into the challenges and potential solutions for the startup. This research could serve as a valuable lesson for other emerging businesses.

See below for other examples.

Types of Case Studies

Several standard types of case studies exist that vary based on the objectives and specific research needs.

Illustrative Case Study : Descriptive in nature, these studies use one or two instances to depict a situation, helping to familiarize the unfamiliar and establish a common understanding of the topic.

Exploratory Case Study : Conducted as precursors to large-scale investigations, they assist in raising relevant questions, choosing measurement types, and identifying hypotheses to test.

Cumulative Case Study : These studies compile information from various sources over time to enhance generalization without the need for costly, repetitive new studies.

Critical Instance Case Study : Focused on specific sites, they either explore unique situations with limited generalizability or challenge broad assertions, to identify potential cause-and-effect issues.

Pros and Cons

As with any research study, case studies have a set of benefits and drawbacks.

• Provides comprehensive and detailed data.
• Offers a real-life perspective.
• Flexible and can adapt to discoveries during the study.
• Enables investigation of scenarios that are hard to assess in laboratory settings.
• Facilitates studying rare or unique cases.
• Generates hypotheses for future experimental research.
• Time-consuming and may require a lot of resources.
• Hard to generalize findings to a broader context.
• Potential for researcher bias.
• Cannot establish causality .
• Lacks scientific rigor compared to more controlled research methods .

Crafting a Good Case Study: Methodology

While case studies emphasize specific details over broad theories, they should connect to theoretical frameworks in the field. This approach ensures that these projects contribute to the existing body of knowledge on the subject, rather than standing as an isolated entity.

The following are critical steps in developing a case study:

• Define the Research Questions : Clearly outline what you want to explore. Define specific, achievable objectives.
• Select the Case : Choose a case that best suits the research questions. Consider using a typical case for general understanding or an atypical subject for unique insights.
• Data Collection : Use a variety of data sources, such as interviews, observations, documents, and archival records, to provide multiple perspectives on the issue.
• Data Analysis : Identify patterns and themes in the data.
• Report Findings : Present the findings in a structured and clear manner.

Analysts typically use thematic analysis to identify patterns and themes within the data and compare different cases.

• Qualitative Analysis : Such as coding and thematic analysis for narrative data.
• Quantitative Analysis : In cases where numerical data is involved.
• Triangulation : Combining multiple methods or data sources to enhance accuracy.

A good case study requires a balanced approach, often using both qualitative and quantitative methods.

The researcher should constantly reflect on their biases and how they might influence the research. Documenting personal reflections can provide transparency.

Avoid over-generalization. One common mistake is to overstate the implications of a case study. Remember that these studies provide an in-depth insights into a specific case and might not be widely applicable.

Don’t ignore contradictory data. All data, even that which contradicts your hypothesis, is valuable. Ignoring it can lead to skewed results.

Finally, in the report, researchers provide comprehensive insight for a case study through “thick description,” which entails a detailed portrayal of the subject, its usage context, the attributes of involved individuals, and the community environment. Thick description extends to interpreting various data, including demographic details, cultural norms, societal values, prevailing attitudes, and underlying motivations. This approach ensures a nuanced and in-depth comprehension of the case in question.

Learn more about Qualitative Research and Qualitative vs. Quantitative Data .

Morland, J. & Feagin, Joe & Orum, Anthony & Sjoberg, Gideon. (1992). A Case for the Case Study . Social Forces. 71(1):240.

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Case Studies vs. Surveys

What's the difference.

Case studies and surveys are both research methods used in various fields to gather information and insights. However, they differ in their approach and purpose. Case studies involve in-depth analysis of a specific individual, group, or situation, aiming to understand the complexities and unique aspects of the subject. They provide detailed qualitative data and allow researchers to explore causal relationships. On the other hand, surveys involve collecting data from a larger sample size through standardized questionnaires or interviews. Surveys are more focused on obtaining quantitative data and generalizing findings to a larger population. While case studies offer rich and detailed information, surveys provide a broader perspective and statistical analysis. Ultimately, the choice between these methods depends on the research objectives and the nature of the research question.

Further Detail

Introduction.

When conducting research, it is essential to choose the most appropriate method to gather data and analyze information. Two commonly used research methods are case studies and surveys. Both methods have their own unique attributes and can provide valuable insights, but they differ in terms of their approach, data collection, and analysis techniques. In this article, we will explore the attributes of case studies and surveys, highlighting their strengths and limitations.

Case Studies

Case studies are an in-depth examination of a particular individual, group, or phenomenon. They involve a comprehensive analysis of a specific case, often using multiple sources of data such as interviews, observations, and documents. Case studies are particularly useful when researchers aim to understand complex social phenomena or explore rare events. They provide a detailed and holistic view of the subject under investigation.

One of the key attributes of case studies is their ability to generate rich and detailed qualitative data. By using various data collection methods, researchers can gather a wide range of information, including personal experiences, attitudes, and behaviors. This depth of data allows for a comprehensive understanding of the case, capturing nuances and complexities that may not be captured by other research methods.

Furthermore, case studies are often conducted in real-world settings, providing a high level of ecological validity. Researchers can observe and analyze the subject within its natural context, which enhances the external validity of the findings. This attribute is particularly valuable when studying complex social phenomena that are influenced by contextual factors.

However, case studies also have limitations. Due to their in-depth nature, case studies are time-consuming and resource-intensive. They require significant effort to collect and analyze data, making them less suitable for large-scale studies. Additionally, the findings of case studies may lack generalizability, as they are often focused on specific cases or contexts. Therefore, caution must be exercised when applying the results of a case study to a broader population.

Surveys, on the other hand, are a research method that involves collecting data from a large number of participants using standardized questionnaires or interviews. Surveys are widely used in social sciences and market research to gather quantitative data and identify patterns or trends within a population. They provide a snapshot of the opinions, attitudes, and behaviors of a specific group.

One of the primary attributes of surveys is their ability to collect data from a large and diverse sample. By reaching a significant number of participants, surveys allow researchers to generalize their findings to a broader population. This attribute makes surveys particularly useful when studying large-scale phenomena or when the goal is to make statistical inferences.

Moreover, surveys offer a structured and standardized approach to data collection. The use of pre-determined questions and response options ensures consistency across participants, making it easier to compare and analyze the data. Surveys also allow for efficient data collection, as they can be administered to a large number of participants simultaneously, reducing the time and resources required.

However, surveys also have limitations. They rely heavily on self-reporting, which may introduce response biases or inaccuracies. Participants may provide socially desirable responses or misunderstand the questions, leading to biased or unreliable data. Additionally, surveys often provide limited depth of information, as they focus on collecting quantitative data rather than exploring the underlying reasons or motivations behind participants' responses.

Comparing Case Studies and Surveys

While case studies and surveys differ in their approach and data collection techniques, they both have their own strengths and limitations. Case studies offer a detailed and holistic understanding of a specific case or phenomenon, capturing rich qualitative data and providing high ecological validity. However, they are time-consuming, resource-intensive, and may lack generalizability.

On the other hand, surveys allow for data collection from a large and diverse sample, enabling generalizability and statistical inferences. They offer a structured and efficient approach to data collection, but may suffer from response biases and provide limited depth of information.

Choosing between case studies and surveys depends on the research objectives, the nature of the phenomenon under investigation, and the available resources. If the goal is to explore complex social phenomena in-depth and within their natural context, a case study may be the most appropriate method. However, if the aim is to gather data from a large population and make statistical inferences, a survey would be more suitable.

It is worth noting that case studies and surveys are not mutually exclusive. In fact, they can complement each other in a mixed-methods approach. Researchers can use a case study to gain a deep understanding of a specific case and then conduct a survey to validate or generalize the findings to a larger population.

Case studies and surveys are valuable research methods that offer unique attributes and insights. Case studies provide a detailed and holistic understanding of a specific case or phenomenon, capturing rich qualitative data and enhancing external validity. Surveys, on the other hand, allow for data collection from a large and diverse sample, enabling generalizability and statistical inferences. Both methods have their own strengths and limitations, and the choice between them depends on the research objectives and available resources. By understanding the attributes of case studies and surveys, researchers can make informed decisions and conduct rigorous and impactful research.

Comparisons may contain inaccurate information about people, places, or facts. Please report any issues.

Case Studies | January 15, 2020

How to a Create Compelling Case Study Using Surveys (+Examples)

There are things you can kill - a good story is certainly not one of them. Stories are immortal, particularly when they are captivating, insightful, and memorable. 

When Plato said, "those who tell stories rule the world," he certainly wasn't thinking about marketing, but nowhere could that quote be even more real and emphatic.

Seth Godin couldn't have put it better: "marketing is no longer about the stuff that you make, but about the stories you tell." That is why case studies are crucial to the growth of every business .

A case study is content that details the success story of a product or service. Typically, it outlines the problems the client had and how the service or product of a business resolved them. In this article you’ll learn:

• Know why your business needs to invest in case studies
• Learn how to prepare a case study 
• Learn how surveys can make your case more effective
• Different ways to use case studies for maximum impact

Featured Resource:

This guide shares a process for making compelling case studies to convert more prospects. To make the most out of it, we’ve prepared a case study template, checklist, and 13 examples you can use for inspiration. 

Table of Contents

Why should you invest in a case study?

Almost every business can improve its results by investing in case studies. Below are a few reasons case studies are invaluable for your business.

Shows prospective clients how you work

Sometimes, leads don’t realize they have a certain problem that your product or service can resolve. A case study can provide a clear overview of the value you bring to the table. This is particularly useful for business and marketing consultants , where the outcomes may not be as visible.

It establishes your authority

Case studies are particularly effective for companies offering a product or service focused on a certain niche. They show how a company like theirs benefitted from your service. Ninja Outreach is a good example of this.

It has gathered case studies that focus on the problems of their various customer personas. This ranges from a firm running a PR campaign to an eCommerce store doing email outreach to land guest post placements. Each case study is designed to resonate with a specific customer persona to help them see the value of the product.

It Shows Prospective Clients How you Work

A good case study illustrates how you work and approach a problem. For example, if one of your unique selling points is excellent customer service, a case study can highlight this through the words of an existing client.

A good case study can also help set expectations. For example, your case study might explain how you start every project with a two week review period. Or your company works in sprints. Again, it clarifies what a customer should expect when working with you. 

It’s an Excellent Lead Generation Tool

When you’ve dialed in your messaging, you’re attracting the right type of visitor and they believe your service is right for them. The only thing left is proof of results and a case study can serve that purpose. When you use it for lead generation and require prospects to download it, you know they’re qualified and can follow up with them confidently. 

People researching a company often look for social endorsements before making a purchase or investing in a service. It is part of the customer journey . Social proof, like that offered in the form of a case study, can help convert a warm lead into a customer.

How to Prepare Your Case Study

We’ve covered some of the reasons why a case study can be such an essential element of your business development strategy . Now, let’s focus on how to create a case study that engages and converts a lead and plays a role in turning them into a customer.

Start with a Clear Objective

Ultimately, the objective of your case study is the same; to help turn a warm lead into a paying customer. To do that with case studies, you should understand who you’re targeting . 

A customer persona will make this easier. It should reflect the different types of people or companies that seek your service and your case studies should be created to appeal to them.

Find the right candidate for your case study

If you have delivered value, finding clients for case studies should be easy. A case study doesn’t only benefit you; the client being featured receives several benefits including backlinks and exposure of their brand. 

You don’t always have to wait until the end of the contract to ask a client to be your case study. You can ask for a case study as soon as you deliver a solution that works. However, this should be determined on a case-by-case basis. 

Select Medium(s)

While most people are familiar with written case studies, there are many other ways to share your message. These days podcasts shows , platforms like Pinterest, and video channels have a huge say in marketing. Choose as many mediums as you can so you’re creating content the way your visitor wants to consume it.

Though this article is mainly for people who are writing a case study, it can be used during the research process for a video testimonial. 

Why Use Surveys When Creating a Case Study?

The effectiveness of a case study is based on the insights you get from the client. While you probably have the outcomes clearly defined before you start the process, the little details make your content engaging.

When preparing a case study, you should collect two types of data; quantitative and qualitative. Quantitative data refers to that which can be measured. This covers things like profit, traffic to the website, leads, conversions, etc.

Qualitative data refers to opinions and sentiments about a product or service. Essentially, it’s about what the client has to say about your product or service.

Questionnaires help you extract accurate quantitative and qualitative information. This will put you in the best position to create case studies that are valuable resources for your business.

What Questions Should You Ask in a Survey?

The questions in a case study survey should revolve around the following:

• The challenge or problem the client was facing
• How the challenge was addressed
• The benefits the client experienced or is experiencing

You should ask a mixture of closed (yes or no questions) as well as open-ended questions . Your questions should be simple and straight to the point. Some simple questions you can ask include:

• How was the problem you faced affecting your business?
• If you didn’t find our solution, where would you be now?
• Did you seek other solutions? Were they any help?
• Why did you choose us over our competitors?
• What was your most memorable moment working with us?
• How has our solution transformed your business?

Don’t overburden the client with a truckload of questions: 20 questions or less should suffice.

Your survey will help you prepare for a follow-up interview where you can ask clarifying questions based on the information you received. Read more about choosing the right type of surveys in this article .

The importance of storytelling

Let’s dig deeper into the importance of storytelling. Dr. Howard Gardner, a professor at Harvard University aptly remarked: “Stories constitute the single most powerful weapon in a leader’s arsenal.”

Data, insights, and statistics from surveys and interviews are critical, but an engaging study will have its roots in a story. Rob Walker and Joshua Glenn put the power of stories to the test by purchasing various “insignificant” objects each for $1.25 on average. 

They engaged about 200 writers to help put a narrative to the objects on eBay. Each item had a heartfelt short story written underneath. Guess what? The items, on average, sold for  2,700% above their original price.

People make emotional decisions regarding purchases, and that is why stories can ramp the value of your products. Our brains are hardwired for stories . Here are simple ways to inject storytelling in your case study.

• Make your client the hero: Everybody loves heroes. Imagine Superman was killed right at the beginning of the movie. There would undoubtedly be a money-back hashtag immediately trending. 
• Let the client tell the story: Focus on the client’s story because yours naturally supports it.
• Write in an engaging way: Don’t write in a boring, dry, and monotonous style. Give life to your content by writing in a conversational tone. If you can’t then hire someone from one of the popular freelancing websites  who is well-versed in case studies.
• Give evidence : That’s the name of the game: evidence. Then, back up your client’s claims with screenshots, pictures, infographics, etc. 

4 Ways to use a case study in your sales funnel

Sales funnels are crucial to the bottom line. With a well-laid-out sales funnel, businesses can plan, strategize, and optimize their customer’s buying journey. Here’s a general idea of what a sales funnel looks like.

Here are some ways to integrate case studies into your sales funnel.

Make it accessible on your website

Case studies should be readily accessible on your website because they help your visitor learn more about your company and move down the sales funnel.

Make your case studies, particularly recent ones, prominent on your website. Consider placing it on your home page or within your main navigation. Many companies have a dedicated case study page or section on their site like this:

Source: crazyegg.com

Take out some quotes from your case studies, have your designers add a touch to it, and put it on your website, along with a link to the case study posts. You can also link to your case studies from landing pages.

Incorporate Your Case Study in an Email Marketing Campaign

When a person signs up to your email list, they are open to learning more about your company. You can use your email marketing software to introduce the prospect to your brand, familiarize them with your service, and generate revenue.

It is natural to incorporate case studies within your email campaigns. Particularly so if you are an agency selling a service.

The case study forms a natural reference point as the prospect learns about your company and the products and services you offer. Check out this insightful article on email marketing to learn more about the topic.

Use it for Cold Email Outreach

Cold emails are a powerful sales approach for generating leads and getting conversions. Businesses often cold pitch to leads that have little knowledge of the company approaching them.

A case study attached to a professional email , as a PDF, is a logical way to introduce them to the service you deliver. Alternatively, you could insert extracts from a case study into the email you are sending to a lead.

Here’s an example:

Use your case study in your sales meetings

Researching, writing, and creating a case study is a time-consuming process. However, through this process, you learn a lot about the pain points your customers faced and the benefits they accrued.

All of this information is useful when pitching to a prospect. You can draw on this knowledge to better align the product or service you are providing with the problems a lead faces. This ability to empathize can help you make a sale. It’s particularly important in B2B sales because there’s a lot of money on the line. You can incorporate case studies into your business proposal and use them to illustrate your process and the value you bring to the table.

Of course, a case study is a useful prop for a sales meeting. Provided in the form of a brochure, they give people something to leaf through after a meeting. You can also use it in a meeting when making a point.

According to Global Trust in Advertising and Brand Messages , a report by Nielsen, online consumer reviews are the second most trusted source of brand recommendation. Case studies are, in essence, strong peer recommendations. 

This lends credence to your business. People are more likely to believe claims from consumers like them, who share their problems. 

When fleshed out, the best case studies are based on the information you glean from clients. That is where surveys are crucial. Use the points listed above to give your case studies an X-factor that’ll help you drum up more revenue.

Owen Baker is a content marketer for Voila Norbert, an online email verification tool . He’s spent over a decade in online marketing. He enjoys sharing his knowledge of content marketing across a range of websites.

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Research Writing and Analysis

• NVivo Group and Study Sessions
• SPSS This link opens in a new window
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• Using Qualtrics
• Dissertation and Data Analysis Group Sessions
• Defense Schedule - Commons Calendar This link opens in a new window
• Research Process Flow Chart
• Research Alignment Chapter 1 This link opens in a new window
• Step 1: Seek Out Evidence
• Step 2: Explain
• Step 3: The Big Picture
• Step 4: Own It
• Step 5: Illustrate
• Annotated Bibliography
• Literature Review This link opens in a new window
• Systematic Reviews & Meta-Analyses
• How to Synthesize and Analyze
• Synthesis and Analysis Practice
• Synthesis and Analysis Group Sessions
• Problem Statement
• Purpose Statement
• Conceptual Framework
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• Quantitative Research Questions
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• Journal of Research in Innovative Teaching & Learning (JRIT&L) This link opens in a new window

Writing a Case Study

What is a case study?

A Case study is: 

• An in-depth research design that primarily uses a qualitative methodology but sometimes​​ includes quantitative methodology.
• Used to examine an identifiable problem confirmed through research.
• Used to investigate an individual, group of people, organization, or event.
• Used to mostly answer "how" and "why" questions.

What are the different types of case studies?

Note: These are the primary case studies. As you continue to research and learn

about case studies you will begin to find a robust list of different types. 

Who are your case study participants?

What is triangulation ? 

Validity and credibility are an essential part of the case study. Therefore, the researcher should include triangulation to ensure trustworthiness while accurately reflecting what the researcher seeks to investigate.

How to write a Case Study?

When developing a case study, there are different ways you could present the information, but remember to include the five parts for your case study.

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Case Study vs. Survey — What's the Difference?

Difference Between Case Study and Survey

Table of contents, key differences, comparison chart, methodology, sample size, compare with definitions, common curiosities, what is the main advantage of surveys, what is a survey, what is a case study, how long does it take to conduct a survey, is a case study subjective, how do researchers ensure validity in case studies, what are common uses for surveys, when should i use a case study, can case studies be generalized, are case studies qualitative or quantitative, what sample size is typical for surveys, can a case study include quantitative data, what types of questions are used in surveys, can one research include both a case study and a survey, are online surveys reliable, share your discovery.

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Distinguishing Between Case Study & Survey Methods

Key Difference – Case Study vs Survey

When carrying out research, case studies and surveys are two methods used by researchers. Although both are used to collect information, there is a key difference between a case study and a survey. A case study involves researching an individual, group, or specific situation in-depth, usually over a long period of time. On the other hand, a survey involves gathering data from an entire population or a very large sample to understand opinions on a specific topic. The main difference between the two methods is that case studies produce rich, descriptive data, while surveys do not; instead, the data collected from surveys is more statistically significant.

Key Takeaways

• Case studies involve in-depth research of an individual, group, or specific situation, while surveys gather data from an entire population or a large sample.
• Case studies produce rich, descriptive data, while surveys produce data that is more statistically significant.
• Case studies are used in qualitative research, while surveys are mostly used in quantitative research.

What is a Case Study?

A case study refers to an in-depth study in which an individual, group, or a particular situation is studied. This is used in both natural and social sciences. In the natural sciences, a case study can be used to validate a theory or even a hypothesis. In the social sciences, case studies are used extensively to study human behavior and comprehend various social aspects. For example, in psychology, case studies are conducted to comprehend individual behavior. In such cases, the researcher records the entire history of the individual so that it enables him to identify various patterns of behavior. One of the classic examples of a case study is Sigmund Freud’s study of Anna O.

Case studies typically produce rich descriptive data. However, they cannot be used to provide generalizations on an entire population since the sample of a case study is usually limited to a single individual or a few individuals. Various research techniques, such as interviews, direct and participatory observation, and documents can be used for case studies.

What is a Survey?

A survey refers to research where data is gathered from an entire population or a very large sample to understand the opinions on a particular matter. In modern society, surveys are often used in politics and marketing. For example, imagine a situation where an organization wishes to understand the opinions of consumers on their latest product. Naturally, the organization would conduct a survey to comprehend the opinions of the consumer.

One of the most powerful research techniques used for surveys is the questionnaire. For this, the researcher creates a set of questions on the topic for which he will gather information from the participants. Unlike case studies, the data gathered from surveys is not very descriptive. Instead, they are statistically significant.

What is the difference between Case Study and Survey?

Definitions of Case Study and Survey: Case Study: A case study refers to an in-depth study in which an individual, group, or a particular situation is studied. Survey: A survey refers to research where data is gathered from an entire population or a very large sample to understand the opinions on a particular matter. Characteristics of Case Study and Survey: Research Type: Case Study: Case studies are used in qualitative research. Survey: Surveys are mostly used in quantitative research. Data: Case Study: Case studies produce rich in-depth data. Survey: Surveys produce numerical data. Sample: Case Study: For a case study, a relatively small population is chosen. This can vary from a few individuals to groups. Survey: For a survey, a large population can be used as the sample.

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How to use surveys to improve the impact of your case studies

• Written July 4, 2019
• by Nico Prins

Case studies are one of the most effective ways to turn hesitant leads into customers. Some people even go as far as saying that a good case study is as effective as a personal recommendation.

Yet the problem is that because case studies are a chance for you to shout about your results, most companies end up producing the same sort of content. This is often along the lines of ‘‘ Here’s How we Saved this Client a Million Dollars ”. 

The stats are one part of a case study that almost everyone gets. Most case studies struggle to get past the headline number. As a result, they miss out on the customer journey. In this guide, I’ll share with you how to write a long-form case study that tells a story and is relevant to potential clients. I’ll cover why you need to do this, and how, in the sections below.

What type of case studies you need

If you are running a company, you probably have a diverse client base. For example, the marketing agency that I consult for does  content marketing  and SEO consultancy work with a number of banks, Software as a Service companies, and enterprise level bricks and mortar companies. These clients operate in different verticals. While the overarching problem they face is often the same, their pain points are different.

The case studies you create for your business should reflect the range of clients you work with. To make them as relevant as possible they need to incorporate these different pain points within the copy. The closer you can align the case study with the problems a certain type of client is facing, the more impactful the case study will be.

Ultimately it is this relevancy that can be the difference between you winning a contract or losing it. For this reason, I strongly recommend creating a range of case studies that reflect the diversity of your clients.

You can see how Hubspot have taken this approach with the case studies they have on their site. The case studies cross eight different niches. The number of verticals reflects the diversity of their client base.

How to prepare your case study

Now, case studies obviously require a little bit of research on the client. The most powerful case studies mirror the customer journey of a client from consideration through to purchase. This means looking at the following:

• The problem they were facing when they contacted you
• What it was like to work together with you
• What was the impact of your work

Your aim is to get past the headline figures. For example, the end result of your work together might be a headline figure – $100,000 saved. But how that revenue is used, for example enabling a company to hire another employee, is a fact that could resonate with other potential clients. It is this combination of data and insights that provide a powerful case study.

The best way to get this information is a combination of surveys and interviews. A good survey will help you build a picture of the clients experience working together with you. The interview is where you ask pertinent questions that help fill in the finer details.

The kind of information you are looking to collect through your survey is a mixture of qualitative and quantitative data. Quantitative, which is all that numerical stuff. Things like money saved, money earned, or additional traffic brought to a website.

Qualitative data is wordier. This includes things like clients’  sentiments, personal experiences and lessons learned. To collect this information you need to ask the right questions.

You can loosely divide your survey questions into open or closed-ended. Closed-ended questions usually end up with ‘yes’ or ‘no’ answers. Asking someone to rate something on a scale of 1-5 is also a closed-ended question.

Open-ended questions are much more unpredictable. This looks like something along the lines of ‘How do you feel about …?’ The person on the other end could really come out with anything.

Ideally, you want less than 20 questions in your survey. They should be a mixture of open-ended questions and close-ended questions. The aim of these questions, as I mentioned previously, is to build the framework for your story. You want to collect the key facts and get insights you can use for the follow-up interview.

What questions to ask in your survey

When creating your survey questions you want to ask questions that follow the outline of the user journey. This essentially means covering those three points that I listed above and using a mixture of closed and open-ended questions.

The questions you pose in your survey should be specific. Break down big points into multiple questions. This is useful for customer satisfaction survey because each question provides insights into a different aspect of your business.

So, for example, you might break down the question, “ why did you choose to work with our company? ” to:

• What problem were you facing before you started working with us?
• What would have happened if you couldn’t solve the problem?
• What factor convinced you to choose our company over a competitor?

You can see how these three questions dig a little deeper. You could, of course, use the same approach with close-ended questions. Using this approach you can acquire information you can then use in the follow-up interview.

How to turn your case study into a story

It’s a generally agreed fact in copywriting circles that the amount of copy you need is proportional to the cost of the product or service you are selling. The more expensive the product or service the more you have to explain, show, educate and convince a prospect to make a purchase.

If you’re going to write a long piece of content you need to make it interesting. This is where storytelling comes into play.

Our lives are based on stories. We read stories in magazines, online, in the newspapers and watch made up stories on TV. Stories draw you in. Research by Jenifer Aaker , a professor of marketing at Stanford Business School, found that a story is significantly more memorable than facts alone.

Moreover, setting a case study within the framework of a story provides you with an opportunity to tap into emotional triggers. This is important given the fact that we make decisions based on both emotional and rational factors.

So you can think of it a bit like a glowing review from a customer, except you’re in control. That’s not to mention a whole range of extra benefits. Case studies are inherently good for natural keyword targeting. They’re also a great way to build client relationships.

Pulling it all together

Once you’ve got all of your data lined up, writing your case study is a breeze. Like all content, the first thing you need is a compelling headline. The example I gave at the start of this article were obviously jokes, but they’re also a pretty good indication of what you want to aim for.

The goal is to draw people in, so it’s good to try and squeeze in the kind of results they can expect from you. Even if it’s not a million dollars. Utilise the framework of a story to lead them towards your end goal. Finally, you hit them with a call to action.

You can see how I used this formula for a case study that I created to promote the software promos that my partner and I run.

• Start with a headline figure
• Place the case study within the context of a story
• Include insights from the person you worked with
• Provide proof in the form of screenshots
• Finish with a call to action

I link to this case study in the postscript of emails when I’m pitching my service. The majority of people I subsequently speak to read the piece. I know from discussing it with people I’ve worked with that the case study played an important role in their final decision.

Hubspot utilizes a similar approach. Their case study for  Rock & Roll Hall of Fame  is a good example. They have an above the fold synopsis of the case study, followed by the headline figures and an extended piece of copy. It’s a nice format that satisfies the needs of scan readers and people who like to investigate before they make a decision.

Remember that design can play an important part in your case study. You want to highlight the key facts for people who are just going to scan read your content. You can do this with a well laid out case study. Below is an example of a custom page design that I created for a previous client that highlights all of the key facts above the fold.

The core part of the case study is for people who want to have access to as much information as possible before they make a decision. Don’t be afraid to have 1,000 words or so of content. Just make sure that you apply copywriting principles, like using heading to break up the text, if you do so.

Wrapping up

We said earlier that surveys and case studies tie together nicely because one generates data and the other presents it. This a pretty straightforward relationship, but it seems like not everybody has gotten the memo.

I’m sure you’ve seen any number of boring case studies which say next to nothing. This happens when people know they’re supposed to write case studies, but they’re not really sure what to include. Or they might know what they want to say, but they don’t have any compelling quotes or statistics to back it up, so their case studies have very little real-world impact. This is why surveys and first-hand data is so crucial to creating a compelling case study.

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Research Designs, Survey and Case Study

In every research effort, the first issue is to define the research problem properly, that is, the problem to be investigated or solved. The next issue is to select the research design. The research design occupies a very critical point in research since the success of the entire research work depends largely on the research design. It is the structure and planning of the entire approach to a problem for research. Research design answers some crucial questions such as "how was the data collected or generated, and how was it analyzed" In other words, it shows your reader how you obtained your result and why in this study survey research design and case study research designs are discussed.

Related Papers

Dr Sandjon sitio S Seraphin

The research design refers to the overall strategy that we choose to integrate the different components of the study in a coherent and logical way, thereby, ensuring we will effectively address the research problem; it constitutes the blueprint for the collection, measurement, and analysis of data. Note that our research problem determines the type of design we should use, not the other way around!

Lova Rakotoarison

Before examining types of research designs it is important to be clear about the role and purpose of research design. We need to understand what research design is and what it is not. We need to know where design ®ts into the whole research process from framing a question to ®nally analysing and reporting data. This is the purpose of this chapter.

ResearchGate

Joyzy P Egunjobi

Research Method Vs Research Design Students are usually confused about research methods and research designs. These may appear the same, but they are different. Research Methods Research methods can be conceived as various processes, procedures, and tools employed to collect and analyze research data. They are approaches used to execute research plans. A research method is a research paradigm or philosophical framework that research is based. There are three commonest methods in research namely, quantitative, qualitative, and mixed methods. These methods are an umbrella for various research designs. Research Designs Research designs are the overall research structure of a study which help to ensure that the data collected effectively answers the research question(s). Research designs can be Descriptive (e.g., case-study, naturalistic observation, survey), Correlational (e.g., case-control study, observational study), Experimental (e.g., field experiment, controlled experiment, quasiexperiment), Review (literature review, systematic review), and Meta-analytic (meta-analysis) in nature. They can, however, be grouped under research methods. Note that the nature of the research will determine the research method as well as the appropriate research design.

Chirapol Sintunawa

David Suárez

Rekha Mudkanna

Adetayo Olorunlana

As the architectural design is to a building so also is research design to all academic enquiry. Most times, it is first conceived by the landlord before involving the architect who also need to research on the land, the texture, space, and the resources available and then give professional advice on the planning. These concepts from the builder are therefore translated into a sketchy plan, then to obtain permits, put forward a work schedule and then order materials. There is no need ordering materials or putting workers at the site until the designs (i.e. architectural, electrical, civil structural drawings) among others of building have presented, reviewed and approved. The design may be an office building, a factory, a school, a residential home. The same process is essential in social sciences, medical sciences, management and legal studies to conceive a research topic, employ high-level sophisticated planning in data generation and analysis, all these processes ought to be incl...

Teaching Public Administration

Sawsan Abutabenjeh

Research design is a critical topic that is central to research studies in science, social science, and many other disciplines. After identifying the research topic and formulating questions, selecting the appropriate design is perhaps the most important decision a researcher makes. Currently, there is a plethora of literature presenting multiple approaches to the formulation of research design. Although the existence of multiple approaches is a powerful source in the development of a research design, new public administration (PA) researchers and students may see it as a source of confusion because there is a lack of clarity in the literature about the approaches to research design, research methods, and research methodology in the social sciences. The purpose of this research paper is to lessen the confusion over research design and offer a better understanding of these approaches. The comparison analysis obtained in this research can provide guidance for PA researchers, students ...

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Survey shows 28% of U.S. parishes have Spanish-language Masses

By Peter Pinedo

Washington, D.C. Newsroom, Aug 22, 2024 / 15:30 pm

A first of its kind study by the U.S. Conference of Catholic Bishops (USCCB) shows that 28% of parishes in the country offer Spanish-language Masses. 

This number suggests a rise in the number of U.S. Catholic parishes offering Spanish-language Masses over the last 10 years.  

Alejandro Aguilera-Titus, assistant director of Hispanic Affairs in the USCCB’s Secretariat of Cultural Diversity in the Church, said in a statement that the survey “reflects the dedication of our dioceses to Hispanic and Latino communities.”

He called the results of the survey “heartening” because it shows a “widespread commitment to build a more integrated and united Catholic Church in the United States.”

Survey findings

The bishops’ survey included data from 175 dioceses and 16,279 parishes. The survey found that 4,479 parishes — 28% of all U.S. parishes — currently offer one or more Spanish-language Masses.

Though there is no precise data to compare this number to, it suggests an approximately 10% increase from 2014 when the bishops reported that 81% of the around 5,000 parishes offering non-English Masses were celebrating Mass in Spanish.

Additionally, the survey said that 2,760 parishes have a Hispanic ministry presence but do not offer a Spanish-language Mass.

Not included in the survey were the Archdiocese for the Military Services, the Diocese of Saint Thomas in the U.S. Virgin Islands, the Personal Ordinariate of the Chair of Saint Peter, and the Eastern Catholic eparchies in the U.S.

Results of medical exam builds case for ‘incorrupt’ body of Sister Wilhelmina, says bishop

The church’s hispanic hotspots .

The city with the highest number of parishes offering Spanish-language Masses in the U.S. is Los Angeles. The Archdiocese of Los Angeles has 240 parishes, that is 83% of all parishes in the archdiocese, offering a Spanish-language Mass.

Southern California has an especially high concentration with 78% — 423 out of 540 — of parishes in the region's four dioceses offering a Spanish-language Mass.

Texas and Florida are also hotspots for Hispanic ministry.

All but one parish in the south Texas dioceses of El Paso and Laredo offers a Spanish-language Mass. Meanwhile, a Spanish-language Mass is offered in all 72 parishes in the Diocese of Brownsville.

In the Archdiocese of Miami, 89 out of 109 — 81% — of parishes offer a Spanish-language Mass. The twenty parishes not offering a Spanish-language Mass still have some form of Hispanic ministry presence.

Why it matters

(Story continues below)

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According to the Pew Research Center , Latinos make up 33% of the country’s total 52 million Catholics.

Philadelphia Archbishop Nelson Perez, one of the USCCB’s leaders in Hispanic evangelization, told CNA in an interview earlier this year that the spiritual health of Latino Catholics is vital to the U.S. Church.

He also shared that the bishops are aware of the danger posed by an increasing number of young Hispanics leaving the Church .

José Manuel De Urquidi, founder of a Latino Catholic ministry called the Juan Diego Network, told CNA that the survey further demonstrates the need for the entire Church, not just specialized Hispanic ministry offices, to evangelize to the Latino community, especially to the young. 

“The vast majority of Gen Z and Alpha generations are Latinos,” he pointed out. “In order to have Latinos attend weekly masses we have to go out there and try to understand them so we can evangelize them and form them so they are attracted to the sacraments. For this we need to do a lot of things as a Church, not rely on the overwhelmed and under-budgeted Hispanic ministries.” 

The U.S. bishops released a pastoral plan at the end of last year to better minister to the country’s growing Hispanic Catholic population

The plan is meant to be a guiding document in serving the country’s Hispanic population over the next 10 years, leading up to the 500th anniversary of the apparition of Our Lady of Guadalupe in 2031 and the 2,000th anniversary of the death and resurrection of Jesus Christ in 2033.

Commenting on the new survey, Bishop Oscar Cantú of San Jose, chairman of the USCCB’s Subcommittee on Hispanic Affairs, said in a statement that “surveys like this are vital to understand and address the response of the Church to the needs and aspirations of our Hispanic/Latino communities.”

“There are common obstacles that dioceses face when engaging in Hispanic/Latino ministry, such as bilingual priests, or limited resources,” he said. “In a practical way, this survey helps to measure our work and determine how we can continue serving this thriving part of our Church and the importance of ongoing ministry to the needs of our Spanish-speaking brothers and sisters.”

This article was updated on Friday, Aug. 23, at 6:00 a.m.

• USCCB - United States Conference of Catholic Bishops ,
• Catholic News ,
• Hispanic Catholics ,
• Hispanic Ministry

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In more than 200 U.S. cities, buyers will find a price tag of $1 million or more on the typical starter home. A housing shortage that worsened over the pandemic has helped drive the cost of all homes to new heights.

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• Open access
• Published: 23 August 2024

Nationwide surveys of awareness of tuberculosis in India uncover a gender gap in tuberculosis awareness

• Ranganath Thimmanahalli Sobagaiah 1 ,
• Nitu Kumari 2 ,
• Divya Bharathi Gattam 3 &
• Mohammed Shoyaib Khazi   ORCID: orcid.org/0000-0003-4682-0306 4  

Communications Medicine volume  4 , Article number:  168 ( 2024 ) Cite this article

Metrics details

• Epidemiology
• Tuberculosis

Tuberculosis remains a major challenge in India, with an estimated 2.69 million cases each year. Although men are more affected than women, gender differences and related factors affect awareness of tuberculosis and thus impact tuberculosis diagnosis and access to treatment. Understanding the gender-specific needs and complexities when diagnosing and treating tuberculosis is essential to manage cases in India.

We undertook a comparative study using data from three National Family and Health Surveys (NFHS), specifically NFHS-3, NFHS-4 and NFHS-5. We investigated the prevalence and gender disparity in awareness about tuberculosis, and associated factors, using regression analysis.

Most men and women surveyed are between the ages of 15 and 19. Across the surveys, the proportion of men and women who are unaware of spreading of tuberculosis decreases from 44.9% during NFHS 3 to 29.6% during NFHS 5. However, the prevalence ratio of men to women with no knowledge about modes of transmission of Tuberculosis increases from 0.92 during NFHS 3 to 0.98 during NFHS 5. Higher odds with younger age (NFHS 5, aOR: 1.07 (1.01–1.13)) and rural residency (NFHS 5, aOR: 1.12 (1.06–1.18)), and lower odds with unmarried marital status (NFHS 5, aOR: 0.92 (0.86–0.98)) are noteworthy associations. Women and men have differences in knowledge.

Conclusions

Gender disparity associated with awareness about tuberculosis in India is observed across all three nationwide surveys. Being aged fifteen to nineteen years and residing in rural area are risk factors. Being unmarried is a protective factor for women, but not for men.

Plain Language Summary

Lack of awareness of the spread of tuberculosis may be an important factor contributing to the current burden of disease. We used datasets from three rounds of the National Family Health Survey conducted in India to determine the proportion of men and women who knew how tuberculosis spreads. Using a predictive model, we showed that misconceptions are more common among both men and women. For women, younger age and living in rural areas were risk factors for lack of awareness, which was not the case for men. Such differences may represent a barrier to reducing the burden of disease. These findings can be used to develop gender-specific, comprehensive people awareness programs to raise awareness about tuberculosis.

Introduction

Tuberculosis (TB) is a disease vastly influenced and prevented by the social factors in the community. Lack of knowledge regarding the disease can contribute to underuse of medical services, delay in diagnosis and poor treatment adherence in people living with tuberculosis. Enhancing the dissemination of information on tuberculosis to increase the public awareness and health promotion is crucial to achieve the global targets for reduction in disease burden of tuberculosis. Studies have revealed that irrespective of a general overview about the disease, there is a breach in knowledge regarding the transmission, diagnosis, management, and its prevention. Also, poor knowledge or comprehension of tuberculosis disease and its treatment frequently contributes to non-adherence to therapy 1 , 2 , 3 .

Currently in India, the National Tuberculosis Elimination Programme (NTEP) with the development of National Strategic Plan 2017–25 is an ambitious attempt by the Government to eliminate tuberculosis by 2025 4 . Despite being a preventable and curable disease, tuberculosis is the most infectious killer disease attributing to almost 10 million cases per year globally, out of which 1.9 million cases are from India 5 , 6 . Numerous guidelines and tools have been released and made accessible by the Ministry of Health and Family Welfare (MoHFW) to tackle the problem of tuberculosis. The policies have been constantly updated after gathering considerable implementation-related learnings and the expansion of programme activities is still happening 7 .

Lack of knowledge about TB is a continuing problem and pose a risk for its prevention and care in China 8 . Similar situation can also be expected in India. In addition, because of the lack of knowledge about the disease and fear of being ostracized, persons with TB often hide their symptoms and fail to receive appropriate treatment which is a stumbling block in the prevention and care of the disease 9 .

The trend analysis of National Family Health Survey (NFHS) 10 aids to give us key themes to improve the National Tuberculosis Elimination Programme’s (NTEP) coverage, quality, equity, efficiency, and effectiveness.

Internationally, in countries with high disease burden of tuberculosis, the routine diagnosis of tuberculosis, treatment compliance and health seeking habits are observed to be affected by gender and their knowledge and perception towards the disease 11 , 12 . The overall misconceptions about the transmission of TB ranges from 43–68 percent of women and 35–66 percent of men in all subgroups of background characteristics 13 , 14 .

With the disease burden of 1,933,381 cases from India in 2021 6 , out of which 6% were children aged 0 to 14 years, 58% were men and 36% were women, it becomes even more crucial to address the gap in awareness of transmission of TB among the two genders. Therefore, the Central TB Division formed the National Framework for Gender Responsive Approach to TB in India guidelines which reports that gender differences and inequalities play a crucial role in how people access and receive healthcare due to TB 15 . Gender is an important variable in the incidence, exposure, risks, health seeking behaviour and in treatment outcomes of tuberculosis.

Globally, studies have also shown that men may repress their illnesses knowingly or unknowingly in an effort to avoid being perceived as weak or feminine, or as a form of compensation. They achieve this, among other things, by believing that they are physically superior to women. They ignore disease as they work to fulfil their obligations to support and uplift their families, something many people are finding harder and harder to accomplish 7 . Men perceive control as a fundamental component of acceptable manhood and efforts to obtain it have also led men to put their health on the back burner, men were afraid of being perceived as being less than men 11 , 16 .

In countries like Malawi, role constructions as primary material providers for their immediate family along with the opportunity costs of acknowledging illness seem important barriers to care-seeking. Upon that, Men’s sense of adequacy as providers was influenced by limited employment opportunities and small incomes. It has been suggested that there is a need to address harmful masculinity and promote gender equality to support interventions for TB and chronic cough 16 .

In India, men are more affected with TB compared to women, but women are at a higher risk of manifesting the disease easily due to undernutrition mainly because of social norms which prevent prioritizing of their nutrition, health, and well-being. Whereas men are at the risk of developing TB due to their employment like mining and construction industries 15 .

Moreover, the factors affecting the health seeking due to gender remains the same as that found globally and access to services is greatly impacted by gender disparities that affect care-seeking, as well as health system variables such access restrictions, a lower index of suspicion of TB in women, and the provision of insufficient information to care-seekers 17 .

Across the globe, there has been a trend that the female participation in the surveys exceeded male participation in TB related surveys 18 . During NFHS less number of men were interviewed when compared to women. Hence, gender-specific factors in tuberculosis prevention and treatment can have a wide range such as differences in care-seeking behavior, diagnostic challenges, risk factors, disease burden of HIV and tuberculosis coinfection, and delayed treatment. Addressing these factors is crucial for achieving equity in tuberculosis care and reducing the burden of the disease among both men and women 19 . Another important factor that can be considered is the sex assortativity among the contacts of the existing patients that might have contributed to sex disparities in disease burden of tuberculosis among adults 20 . According to the NFHS-5 data, although, gender influence in knowledge and perception towards the disease affects the tuberculosis management and care, the extent of the influence is not explicitly explored in India.

This study observes the trends in gender influence in awareness of transmission of tuberculosis at national level to understand the factors that affect this. Noteworthy variation in awareness regarding transmission of tuberculosis is observed among men and women at the national level. On exploring the factors that influence TB awareness, interesting results are obtained which have major implications for TB prevention and care initiatives such as the NTEP in India. The most important factors among women are socioeconomic status, rural residence, age, and education. Our results suggest empowering women and promoting the education of mothers could improve TB awareness, a goal of the TB prevention and care program in India.

Study design

It is a cross-sectional study that compares three complex sample surveys of nationally representative population.

Data sources

Datasets of Demographic Health Survey (DHS) which is also known as National Family Health Survey (NFHS) in India. After permission we obtained the recoded datasets for all three NFHS from DHS. Individual Recode file that contains the data on all the women and Mens Recode file that contains data on all men interviewed during NFHS were used in data analysis. These files shall be referred as Womens dataset and Mens dataset in the article.

For NFHS 3 conducted during 2005 to 2006, the survey included participants from 29 states. For NFHS 4 conducted during 2015 to 2016 and NFHS 5 conducted during 2019 to 2021, the survey included participants from all states and union territories.

Sample characteristics

For NFHS surveys, the multistage cluster sampling is adopted along with population proportion to sampling technique.

Participants

NFHS-3 and NFHS-4 adopted different sample designs for data collection. NFHS-3 used a two-stage approach for rural areas and a three-stage approach for urban areas. In rural areas, the first stage involved selecting villages as Primary Sampling Units (PSUs) using probability proportional to population size (PPS), and in the second stage, households were systematically chosen within each village. In urban areas, three stages were used, with the selection of wards, Census Enumeration Blocks (CEBs), and households 21 . NFHS-4 employed a stratified two-stage sample design with the 2011 census serving as the sampling frame. In rural areas, PSUs (villages) were selected using PPS, and the strata were defined based on the number of households and the percentage of the population belonging to scheduled castes and tribes. In urban areas, CEBs were selected using PPS, considering the SC/ST population percentage. Complete household mapping was conducted in selected PSUs, which were segmented into clusters. Random sampling was used to choose clusters, and within each selected cluster, 22 households were randomly selected in the second stage of data collection. This design resulted in NFHS-4 clusters being either complete PSUs or segments of PSUs 22 . NFHS-5 used the same sample design as that of NFHS-4 21 . From each household one woman from the eligible age group was selected randomly for interview. However for men, during NFHS 3, only those men were interviewed who were usual residents of the sample household or visitors who stayed in the sample household the night before the survey 21 . However, during NFHS 4 and NFHS 5, only men who were selected only in the subsample of households selected for the state module 22 , 23 . In addition to the above, during NFHS 3, the union territories were not considered. Moreover, Telangana was formed in June 2014. Therefore, it is not available as a separate state in NFHS 3. Similarly, Ladakh as a union territory was formed in October 2019. Hence it is not available as a separate state or union territory in NFHS 4.

A total of 74369 cases in Mens dataset and 124385 cases in Womens dataset during NFHS 3, 112122 cases in Mens dataset and 169686 cases in Womens dataset during NFHS 4 and 101839 cases in Mens dataset and 724115 cases in Womens dataset during NFHS 5 were available. Inclusion criteria for analysis for our research was, first: age group of the respondent between 15 to 45 years of age, and second was “Yes” as response to the question: Ever heard about tuberculosis. Detailed inclusion criteria are given in Supplementary Figs.  1 and  2 .

We created the variable on awareness about tuberculosis based on the respondent’s response as “Yes” or “No” to the following questions that were asked during NFHS survey:

Q1: Tuberculosis spread by: Air when coughing or sneezing.

Q2: Tuberculosis spread by: Sharing utensils.

Q3: Tuberculosis spread by: Touching a person with tuberculosis.

Q4: Tuberculosis spread by: Food.

Q5: Tuberculosis spread by: Sexual contact.

Q6: Tuberculosis spread by: Mosquito bites.

Based on the responses, we derived four categories in the dependent variable which are as follows: Category 1: Knowledge without misconceptions: if the response was “Yes” to Q1 and “No” to all other questions. Category 2: Knowledge with misconceptions: if the response was “Yes” to Q1 and “Yes” to any other questions from Q2 to Q6. Category 3: No knowledge without misconceptions: if the response was “No” to all questions from Q1 to Q6. Category 4: No knowledge with misconceptions: if the response was “No” to Q1 and “Yes” to any other questions from Q2 to Q6. For data representation and analysis, Category 3 and Category 4 were added and was considered as single category. Category 1 was used as reference for regression analysis. The categorization in the dependent variable was made based on previous study 24 .

Independent

Based on the review of literature 15 , we selected the following variables for the regression model.

Age in five-year groups

The current age of the respondent was divided into groups of five years each. The participants from all surveys selected in the study were belonging to the age group of fifteen to forty-five years of age. Age group of 45 to 49 years was used as reference category.

Type of place of residence

It is where the respondent was interviewed as either urban or rural which was created based on whether the cluster or sample point number is defined as urban or rural and urban area was considered as a reference category.

Region in which the respondent was interviewed. During NFHS 3, only twenty-nine states were included. However, during NFHS 4 and NFHS 5, states along with Union Territories were also included in the survey. Kerala state was taken as a reference category.

Highest education level

This is a standardized variable providing level of education in the following categories: No education, Primary, Secondary, and Higher which was used as reference category.

Wealth Index

The wealth index is a composite measure of a household’s cumulative living standard. The wealth index is calculated using easy-to-collect data on a household’s ownership of selected assets, such as televisions and bicycles; materials used for housing construction; and types of water access and sanitation facilities. Richest category was used for reference in regression analysis.

Current marital status

It is the current marital status of the respondent. The original variable in the dataset was recoded to form three categories as the distribution of data among various categories in the original variable was skewed. The recoded variable had three categories: “Never married”, “Married” and “Others” which was used as reference category.

Response to the question

Tuberculosis can be cured: The response had three categories: “No”, “Yes” and “Don’t know”. The response “Yes” was taken as reference category.

Keep secret if family member gets tuberculosis: The response had three categories: “No”, “Yes, remain a secret” and “Don’t know/Not sure/It depends”. Response “No” was taken as reference category.

Frequency of reading newspaper or magazine

The response had four categories: “Not at all”, “Less than once a week”, “at least once a week” and “almost every day”.

Frequency of listening to radio

The response was had four categories like those of frequency of reading newspaper or magazine.

Frequency of watching television

The response was had four categories like those of frequency of reading newspaper or magazine. Reference category for frequency of reading newspaper or magazine, listening to radio and watching television was “at least once a week” for regression analysis.

During NFHS 3, the Men’s Questionnaire was employed to interview men aged 15–54 who were usual residents of the sample household or visitors who stayed in the sample household the night before the survey 21 . However, during NFHS 4 and NFHS 5, the Men’s Questionnaire was administered only in the subsample of households selected for the state module 14 , 21 . Hence, the number of cases in the Mens dataset are less in number when compared to those in Womens dataset. Moreover, those who were not interviewed may have contributed notably to the results of our study.

64,212 cases from Mens dataset and 109,032 cases from Womens dataset file for NFHS 3, 91,293 cases from Mens dataset and 61,8274 cases from Womens dataset for NFHS 4 and 85,751 cases from Mens dataset and 671,750 cases from Womens dataset for NFHS 5 were included in the study for further analysis.

Ethical considerations

Our study used secondary data for analysis from the datasets provided by the Demographic Health Surveys Program (DHS). We applied for access, and this was granted based on us providing information about our planned use. All the datasets provided were re coded and already anonymized to completely protect the privacy of the survey participants. Informed consent was obtained from the participant or guardian (for children) before the interview for all surveys by DHS 25 . We did not obtain approval from institutional review boards as the data we were using was deidentified and recoded, that has already been reviewed for privacy and ethical concerns before by DHS. Moreover, this data is available public domain in form of datasets and national and state level reports. The authors were not allowed to share the datasets with each other. Hence all authors have obtained authorization to use the datasets separately from DHS.

Statistics and reproducibility

The datasets were imported to STATA® MP 4 core v17, and declaration for survey design for each dataset was done for weights, primary sampling unit and strata as per instructions by DHS in order to accommodate for stratification by province and state, size group. Dependent variables were computed and required independent variables were recoded. Association between categorical variables was assessed using design adjusted Chi square test. Further, Multinominal Logistic Regression analysis was used to derive adjusted odds ratio with Category 1 as the reference category in the dependent variable. The regression models were derived separately for men and women. Subsequently Poissons Regression analysis was used to derive adjusted prevalence ratio for similar models as it is difficult to interpret an odds ratio for a cross-sectional study as there is confusion between risk or odds leading to incorrect quantitative interpretation 26 . Moreover, the prevalence of no knowledge was higher than 10% and the odds ratio would overestimate the prevalence ratio. However, due to the limitation of Poissons regression with svy commands, in the dependent variable was converted into binomial variable combining Category 1 and Category 2 into a single category as “Knowledge about the spread of Tuberculosis” and Category 3 and Category 4 into a single category as “No knowledge about the spread of Tuberculosis”. All the statistical analysis was carried out under the subset of svy commands that has inherent property for measures similar to robust measures for poisons regression 27 . Microsoft® Excel 365 was used to make line charts. QGIS® Desktop 3.30.1 was used to make maps for prevalence ratio of Men: Women of No knowledge about spreading tuberculosis among men and women. To limit the length of the manuscript, the details on odds ratio are given in the main manuscript and details on prevalence ratio are given in the Supplementary Table No.  7 to Supplementary Table No.  10 .

Reporting summary

Further information on research design is available in the  Nature Portfolio Reporting Summary linked to this article.

In NFHS 3, 64,212 cases from Mens dataset (containing data from interview of eligible men at household) and 109,032 cases from Womens dataset (containing data from interview of eligible women at household) were included as they fulfilled inclusion criteria. Similarly, from NFHS 4, 91,293 cases from Mens dataset and 618,274 cases from Womens dataset were included for analysis. In addition to the above, from NFHS 5, 85,751 cases from Mens dataset and 691,750 cases from Womens dataset were included for analysis.

Descriptive data

In NFHS 3, 18.26% men and 19.93% women were from the age group fifteen to nineteen years. 38.00% of the men were residing in urban area whereas 64.53% women were residing in rural areas. Most of the men and women had Secondary level of education and belonged to richest level of wealth index. More than half of them were married. While highest proportion of the men belonged from Central zone followed by South zone, most of the women were from Central zone followed by East and South zone in similar proportion. 36.41% men read newspaper or magazine, 25.23% listened to the radio, and 47.83% watched television almost every day. However, for most of the women watching television daily was the only mode of exposure to mass media on almost daily basis. More than 50% of the women never read newspaper or magazine or listened to radio. More than 75% believed that tuberculosis can be cured and would not keep a secret if family member gets tuberculosis.

In NFHS 4, the proportions for age group, level of education, wealth index, current marital status, belief that tuberculosis can be cured, belonging to zone and response for keeping secret if family member gets tuberculosis, were like those in NFHS 3 among men. However, most of the women belonged to the age group twenty to twenty-four years followed by fifteen to nineteen years. Among women similar proportions as that of NFHS 3 were seen with respect to reading newspaper or magazine, listening to radio, and watching television. However, more than 60% of both men and women resided in rural area. In addition to that, among men only 34.53% red newspaper or magazine, and only 6.98% listened to radio and 63.28% watched television almost every day. There was a major change in proportion among men for frequency of mode of exposure to mass media with respect to and listening to radio and watching television.

In NFHS 5, like that in NFHS 4, the proportion of majority of men and women remained unchanged in terms of, type of place of residence, education level, current marital status, belief that tuberculosis can be cured, and response to the question that will they keep secret if family member gets tuberculosis. Among women most of them belonged to the age group of fifteen to nineteen years. In addition to that, most of the men belonged from East zone followed by West zone. Also, there was an increase in proportion of men and women who would never read a newspaper or magazine and listen to radio. In addition to that, there were no respondents who would read newspaper or magazine, listen to radio, or watch television almost every day among both men and women who participated in NFHS 5.

The detailed distribution of eligible men and women during three NFHS surveys are given in Tables  1 and  2 respectively. Moreover, the state and union territory wise distribution for eligible men and women is given in Supplementary Table No.  1 and Supplementary Table No.  2 respectively.

Trend of Knowledge and Misconceptions about spreading to tuberculosis:

Across three surveys, there has been a decrease in the proportion of men who had “No knowledge” and consequently rise in proportion of those who had knowledge about spreading of tuberculosis. Moreover, during NFHS 4, the proportion of those with “No Knowledge” was less than that of those who “Had Knowledge”. In addition to that, from NFHS 4 to NFHS 5, there is an increase in proportion of those who “Had knowledge with misconceptions” but decrease in the proportion of those men who “Had knowledge without misconceptions” about the spread of tuberculosis. Hence there was an increase of misconceptions among men. (Fig.  1 ).

Proportion of knowledge and misconceptions about spreading of tuberculosis among men.

Across three surveys, there has been a decrease in the proportion of women who had “No knowledge” and consequently rise proportion of women who “Had knowledge” about the spread of tuberculosis. However, the proportion of women with “No Knowledge” has always been higher than that of those who “Had knowledge without misconception”. The difference between those who “Had knowledge without misconception” and those who “Had knowledge with misconceptions” about the spread of tuberculosis had been increasing. Hence, there was an increase of misconceptions among women. (Fig.  2 ).

Proportion of knowledge and misconceptions about spreading of tuberculosis among women.

For comparison of prevalence of “No knowledge” about spreading tuberculosis among men and women across the states, during NFHS 3, NFHS 4 and NFHS 5 are presented as Prevalence Ratio on geographical basis on map of India with political boundaries denoting state and union territories. (Figs.  3 , 4 and 5 respectively)

Prevalence ratio of men: women for no knowledge regarding spreading of TB during NFHS 3.

Prevalence ratio of men: women for no knowledge regarding spreading of TB during NFHS 4.

Prevalence ratio of men: women for no knowledge regarding spreading of TB during NFHS 5.

Outcome data

Adjusted odds ratio for men and women for various factors affecting the response as “No knowledge” about spreading of tuberculosis.

Main results

The Crude odds ratio for the independent variables for men and women during three rounds of NFHS is given in Supplementary Table No.  3 and Supplementary Table No.  4 respectively. While any age group was not a significant factor among men, among women the age group of fifteen to twenty four years had higher odds of having “No knowledge” about the spread of tuberculosis during NFHS 3 (aOR: 1.28 (1.12–1.44) for age group fifteen to nineteen years and 1.15 (1.03–1.28) for age group of twenty to twenty four years) and NFHS 5 (aOR: 1.07 (1.01–1.13) for both age groups) and it was statistically significant.

Like the age groups, residing in rural areas was not a significant factor among men. However, women had the higher odds ratio of “No knowledge” who were residing in rural areas and the odds had marginal change across three surveys (aOR: 1.18 (1.07–1.30) during NFHS 3, aOR: 1.09 (1.03–1.14) during NFHS 4 and aOR: 1.12 (1.06–1.18) during NFHS 5) and it was statistically significant. It shows that there has been a disparity between men and women with respect to residing in rural areas.

Education level

No education has constantly been associated significantly with higher odds ratio of having “No knowledge” about spread of tuberculosis among both men and women, however the odds ratio were higher among women (aOR: 2.72 (2.37–3.11) during NFHS 3, aOR: 2.08 (1.96–2.22) during NFHS 4 aOR: 1.66 (1.57–1.76) during NFHS 5) when compared to men through three surveys and the difference of odds ratio between men and women have been decreasing.

For both genders, all categories of wealth index were associated significantly with higher odds ratio of “No Knowledge” about spread of tuberculosis and the odds ratio were highest among the respondents belonging to the poorest category of wealth index during NFHS 3 and NFHS 4. However, during NFHS 5, among men only those belonging to the poorest category of wealth index were associated with higher odds ratio.

For men the marital status was not a significant factor. However, among women never married had lesser odds ratio of “No knowledge” about spreading tuberculosis during NFHS 3 and NFHS 5 which was statistically significant.

Tuberculosis can be cured

Both among men and women those who believed that tuberculosis cannot be cured, were associated with higher odds ratio of having “No knowledge” about spreading of tuberculosis. Among men the odds ratio had increased during NFHS 5 (aOR: 1.95 (1.62–2.34)) when compared to NFHS 3 (aOR: 1.74 (1.51–2.00)). However, among women the odds ratio had decreased during NFHS 5 (aOR: 1.62 (1.54–1.71)) when compared to NFHS 3 (aOR: 1.76 (1.57–1.98)) and these findings were statistically significant.

Would keep secret if family member gets tuberculosis

For men, only during NFHS 5 had higher odds ratio (aOR: 1.21 (1.05–1.39)) for “No knowledge” about spreading of tuberculosis if they wanted keep secret if family member gets tuberculosis. However, for women, the odds ratio of “No knowledge” about spreading of tuberculosis were higher during all three surveys. Moreover, the odds ratio among women have reduced over time marginally. ((aOR 1.27 (1.16–1.38) in NFSH 3, aOR: 1.23 (1.17–1.30) in NFHS 4 and aOR: 1.26 (1.16–1.38) in NFHS 5).

Not reading newspaper or magazine at all among men was associated with increased odds ratio of having “No knowledge” about spreading tuberculosis among men during NFHS 3 (aOR: 1.33 (1.16–1.50)) and NFHS 4 (aOR: 1.24 (1.12–1.36)) only. However, the odds ratio was insignificant during NFHS 5. Among women not reading newspaper or magazine at all was associated with increased odds ratio of having “No knowledge” about spreading of tuberculosis during three surveys. In addition to that the odds ratio had decreased from NFHS 3 (aOR: 1.23 (1.12–1.35)) to NFHS 5 (aOR: 1.16 (1.10–1.22)).

Among both genders, not listening to radio was associated with higher odds ratio of having “No knowledge” about spreading of tuberculosis during NFHS 3. How ever during NFHS 5, the odds ratio were insignificant in males and protective among females (aOR: 0.93 (0.86–0.99)).

For men not watching television at was associated with increased odds ratio of “No knowledge” about spread of tuberculosis during NFHS 4 (aOR: 1.14 (1.02–1.27)). However, among females, not watching television at all was associated with increased odds ratio during NFHS 3 (aOR: 1.12 (1.01–1.24)) and NFHS 5 (aOR: 1.08 (1.04–1.12)).

The detailed adjusted odds ratio for men and women are given in Tables  3 and  4 respectively.

Other analyses

In our regression model for all three surveys, we included the State or Union Territory of residence of respondents to derive aOR for residents of other states and union territories when compared to the residents of the state Kerala. During NFHS 3 for men, the highest odds ratio for “No knowledge” about spreading of tuberculosis was among those who were residing in Jharkhand (aOR: 11.02 (6.71–18.10)) followed by Madhya Pradesh (aOR: 4.96 (3.43–7.17)). Similarly, during NFHS 4 the highest odds ratio was among those who were residing in Uttarakhand (aOR: 7.33 (5.07–10.58)) followed by Himachal Pradesh (aOR: 6.04 (4.44–8.21)). However, during NFHS 5, Dadra & Nagar Haveli and Daman & Diu (aOR: 47.76 (24.25–94.07)) had the highest odds ratio followed by Bihar (aOR: 14.49 (10.02–20.97)). For women, during NFHS 3, the highest odds ratio for having “No knowledge” about spreading of tuberculosis was among those who were residing in Bihar (aOR: 15.00 (10.52–21.38)) followed by Assam (aOR: 10.07 (7.82–12.96)). Similarly, during NFHS 4, the highest odds ratio was among those who were residing in Jharkhand (aOR: 14.93 (13.18–16.90)) followed by Assam (aOR 8.49 (7.47–9.63)). However, during NFHS 5, the highest odds ratio was in those women who were residing in Bihar (aOR: 31.36 (27.65–35.57)) followed by Jharkhand (aOR: 25.46 (22.16–29.25)).

The detailed adjusted odds ratio for men and women for state and union territories is given in Supplementary Table 5 and Supplementary Table  6 respectively.

The details on unadjusted and adjusted Prevalence Ratio for Men and Women are given in Supplementary Table  7 to Supplementary Table  10 .

India being a signatory to the 2030 Agenda for Sustainable Development 28 , we are currently implementing National Strategic Plan (NSP – 2017–2025) 29 , 30 and envision tuberculosis free India by 2025. In order to achieve this goal, there is a need to adopt a comprehensive approach to gender specific and gender sensitive interventions 15 . This study was undertaken to find out gender disparity and its associated factors regarding awareness of tuberculosis in India by comparing data of three nationwide surveys viz. NFHS-3, NFHS-4 and NFHS-5.

Across the three surveys comparison, we found that there has been a decrease in the proportion of men with “no knowledge” about the spread of tuberculosis and consequently rise in proportion of those who had knowledge over the stretch of years in India. This depicts success of various strategies involved to increase public awareness viz. availability of health information sources in vernacular language and according to local needs; regular training of concerned human resources and promotion of e- learning modes. Moreover, the decrease in the proportion of women who had “no knowledge” was more as compared to men, may be due to improved access of women to electronic media via mobile and internet usage, which could not be assessed due to limitations of the study and may also be due to inclusion of females in health manpower. Moreover, the proportion of men and women with knowledge about the spread of tuberculosis was associated with misconception regarding awareness of tuberculosis transmission which can be attributed to easier access to electronic media via mobile and internet and also lack of awareness of trusted sources of correct information regarding health-related states, particularly TB. In addition, it points towards gender being an important social construct which influences the level of awareness of people about health and illness. As per social norms men have a greater public involvement and hence greater exposure to information, which leads to greater awareness about tuberculosis among men 31 . A previous study from Gujarat showed similar findings of higher proportion of men with better knowledge. It was seen that men were more aware about the mode of transmission and symptoms of tuberculosis 32 . Another study from Nanded, Maharashtra showed similar finding of higher knowledge (33.6%) and more positive attitude (53%) in men about tuberculosis compared to women 33 .

In present study, age was an important risk factor which is associated with gender disparity in awareness regarding tuberculosis transmission. Women in age group of fifteen to nineteen years age and twenty to twenty-four years of age were having “no knowledge” about the spread of tuberculosis when compared to men in same age group. Our analysis was concordant to previous similar studies which showed that women with higher age group are more aware and knowledgeable about TB 34 , 35 , 36 . Increase in age may add more health experience, hence, better aware about TB and identify the mode of infection. In addition to that, culturally higher aged women in India enjoy greater autonomy and freedom than younger one, thus find little or no hindrance in order to seek medical help for self thus more aware and knowledgeable than younger one 37 .

Overall, the analysis shows that the odds among those with “no education” having lesser awareness of tuberculosis transmission have reduced in both men and women but still the odds were more in women as compared to men over the years. As women with higher education have higher odds for awareness and correct knowledge regarding spread of TB, it was in the line with other studies 38 , 39 . It could be that educated people have greater access to various sources of information leading to more awareness about health, availability of healthcare services and use this awareness and information in accessing the health care services 40 , 41 .

Furthermore, women residing in rural area and belonging to low income households were acting as a risk factor for decreased awareness on transmission of tuberculosis, while, such was not the case among men, which is in line with similar other studies 42 , 43 , 44 , 45 . Women with better socio-economic status and those in urban areas are more likely to have better access to health, better media access to TB information, as well as good communication, transportation, and other necessities 35 , 46 . In addition, the rural-urban divide in knowledge and awareness can also attribute to awareness disparity depending upon the place of residence. Therefore, urbanized women and from higher socioeconomic backgrounds have a much better chance than women from rural areas and lower socioeconomic backgrounds of meeting their needs and demands thus knowledge and awareness regarding TB 47 .

It is also found that women who would like to keep it a secret if any member suffers from tuberculosis have higher odds of having no knowledge about spread of tuberculosis than men during NFHS 3 and NFHS 4 which was not so during NFHS 5. Its probable explanation could be that women with more hindrance feel lesser autonomy in terms of medical seeking behaviour thus do not easily disclose a family member’s tuberculosis 47 . During NFHS 5 there was an overlap in the odds for men and women thus eliminating the gender disparity. Usually, NFHS is completed within a year. However, NFHS 5 was completed in three years that is from 2019 to 2021. The duration of completion of survey was increased due to lockdown. However, we are of the opinion that the pandemic has not affected awareness about the methods of spreading tuberculosis in a notable way. The results can be generalised to whole population of the country as the NFHS was conducted among the nationally representative population in the country.

Various strategies to improve access to knowledge regarding tuberculosis and its transmission include creating a culture of evidence-based decision-making by the use of ICT based applications from grass root level upwards, supporting integration and improvement in TB information systems, including NIKSHAY for achievement of TB elimination goals and establishing a TB Knowledge Network (TBKN), inter-connecting all knowledge and research institutions in the country through a virtual network. The overarching role will be to establish a backbone connectivity which will enable knowledge and information sharing amongst TBKN connected institutes, enabling collaborative research, development and innovation amongst TBKN connected institutes, facilitating advanced distance education in specialized sub-areas of TB, facilitating connection between different sectoral networks in the field of research.

The key strategy is to move towards an e-learning mode utilizing the web based and mobile based learning experiences and translating the content to vernacular language and adding relevant content as per local needs at the State level. There has been also high visibility media campaign involving Amitabh Bacchan, India’s biggest film star and an ex-TB patient, as the TB brand ambassador, a big impact on conveying the threat of TB to the public at large. Moreover, TB Champions from amongst patients, technical experts, political representatives, public figures, sportsperson, and celebrities added their voice to increase visibility and action on TB. Substantial efforts have been made towards capacity building of programme managers, state IEC officers and communication facilitators with dedicated national, regional and state level trainings and workshops, to increase awareness about TB 29 .

This study has few limitations such as since it is secondary data analysis, all aspects about knowledge and awareness of tuberculosis could not be explored. Secondly, NFHS which produced the data for this study, was based on respondents’ self-reported information, with no objective validation of the information provided. Furthermore, the dataset of women used in the analysis is limited to the reproductive age group women (fifteen years to forty-nine years of age), which is insufficient to generalize the result for all the women. Similarly, elderly men dataset is not available for analysis. The proportion of men included in the survey was not comparable to that of women. Lastly, since the data for this study came from a cross-sectional survey, we were only able to look at the association between independent and dependent variables and hence any conclusions about causality could not be drawn. In the models derived using Poisson’s Regression providing Prevalence Ratio, multiple independent variables can be seen having a varied level of significance, when compared with Odds Ratio Logistic Regression providing Relative Risk Ratio. This can be attributed to the fact that Poisson’s Regression was derived after converting the dependent variable into a binomial variable for the feasibility of the statistical analysis based on the available expertise of the authors.

Based upon our study, we recommend increased usage of mass media and social media platforms for disseminating health education, since television and radio as media of communication does not hold much value in today’s era. Future research should investigate the reasons that could explain the unexplained differences in tuberculosis awareness, knowledge, and attitude amongst men and women. Moreover, frequent community health contact activities considering gender- specific needs in tuberculosis prevention and care initiatives should be promoted. Furthermore, the fear of stigma and discrimination in different ways at their homes, workplaces, healthcare settings and in communities may prevent people, women, and transgenders, from seeking healthcare. This can be tackled by adopting social behaviour change communication (SBCC) campaigns, especially targeting women, may yield greater results in tuberculosis awareness and knowledge, leading to better tuberculosis notification rates, hence, achieve the goal of ending tuberculosis in India by 2025.

Data availability

The datasets that support the findings of this study are available from DHS at https://dhsprogram.com/ but restrictions apply to the availability of these data, which were used under license for the current study. Though the datasets are available in the public domain, a formal request is required to be placed with DHS which should mention the project details such as Title, Objectives and description of tentative analysis that will be carried out. The numerical data for the Figs.  1 and  2 can be found in file named Supplementary Table  11 . Further, the numerical data for Figs.  3 ,  4 and  5 is provided in Supplementary Tables  12 , 13 and 14 respectively.

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Acknowledgements

We would like to thank DHS for approving the authorization to use datasets and providing datasets free of cost upon request. The authors would like to state that we did not receive any external funding for our work. This research project was entirely self-funded, and we did not have the support of any grants or other funding sources.

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Bangalore Medical College and Research Institute, Bengaluru, India

Ranganath Thimmanahalli Sobagaiah

World College of Medical Sciences and Research, Jhajjar, India

Nitu Kumari

Kempegowda Institute Medical Sciences, Bengaluru, India

Divya Bharathi Gattam

All India Institute of Medical Sciences, Mangalagiri, India

Mohammed Shoyaib Khazi

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Ranganath T S (R.T.S.) conceptualized the study. In addition to that, he performed a review of literature, and supervised the research team. Nitu Kumari (N.K.) and Divya Bharathi G (D.B.G.) curated the data, conducted the investigation for filtering the variables, developed, and validated the methodology, and created the visualizations. K Md Shoyaib (K.M.D.S.) conducted the final statistical analysis on the final datasets. N.K., D.B.G. and K.M.D.S. drafted the manuscript and all authors reviewed, edited, and approved the final manuscript. All authors had complete access to the D.H.S. datasets, which were accessed upon approval of individual requests, by D.H.S. All authors have verified the data.

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Correspondence to Mohammed Shoyaib Khazi .

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Thimmanahalli Sobagaiah, R., Kumari, N., Bharathi Gattam, D. et al. Nationwide surveys of awareness of tuberculosis in India uncover a gender gap in tuberculosis awareness. Commun Med 4 , 168 (2024). https://doi.org/10.1038/s43856-024-00592-x

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DOI : https://doi.org/10.1038/s43856-024-00592-x

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Genetic Polymorphisms Associated with Insulin Resistance Risk in Normal BMI Indians

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Background: Type 2 diabetes mellitus and cardiovascular illnesses are two metabolic conditions that are greatly influenced by insulin resistance (IR). Identifying genetic markers associated with IR can offer insights into its mechanisms and potential therapeutic targets. Objective: This study investigated the association between four single nucleotide polymorphisms (SNPs) and insulin resistance among 191 individuals in the Indian population. Methods: A literature review identified four SNPs linked to IR. Participants were divided into groups based on insulin resistance and sensitivity, determined by the Homeostasis Model Assessment for Insulin Resistance (HOMA2-IR). DNA was extracted for genotyping using Illumina Infinium Global Screening Array (GSA) V3. Case-control analysis assessed SNP-genotype associations with insulin resistance and other clinical parameters. Results: Among 191 participants, 57 were insulin-resistant and 134 were insulin-sensitive. Significant associations (P < 0.05) were found between selected SNPs and IR. SNP rs920590 showed the strongest association, with the T allele associated with increased IR risk (odds ratio = 4.01, 95% CI 1.55-10.34; p < 0.0014). Additionally, serum LDL cholesterol, serum triglycerides, HbA1c, Insulin fasting and fat mass show significant differences in cases and controls. Conclusion: This study validates genetic markers linked to insulin resistance (IR) in the Indian population and elucidates their roles in IR pathogenesis. Understanding these markers can inform personalised therapeutic strategies for metabolic disorders.

Competing Interest Statement

The authors have declared no competing interest.

Funding Statement

This study was funded by Answer Genomics Pvt Limited.

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I confirm all relevant ethical guidelines have been followed, and any necessary IRB and/or ethics committee approvals have been obtained.

The details of the IRB/oversight body that provided approval or exemption for the research described are given below:

The study protocol received approval from the Answer Genomics Ethical Review Committee. REF.NO.:10/NRT/23-24 AERC Number:10001/AERC/24 I am pleased to inform you that the aforementioned study has been approved by the Answergenomics Ethical Review Committee (AERC) in accordance with the compliance of the Section 4, National Ethical Guidelines for Biomedical and Health Research Involving Human Participants, ICMR (2017). All research activities must be conducted in accordance with the approved submission. It is your responsibility to fulfil the following requirements of approval: 1. Changes, amendments and addenda to the protocol, informed consent, or other study materials must be submitted to AERC for re-review and approval prior to implementation. 2. Any unanticipated problems, adverse events, protocol violations, social harm, or any new information becoming available which could change the risk/benefit ratio must be reported to the AERC. The AERC concluded that the Principal Investigator has taken sufficient safeguards to carry out the study. Therefore, the AERC approves the proposal for conducting the survey submitted in the protocol. This approval is based on your submission of study protocol (refer email [email protected] dated 29/12/2024) Any deviation from this protocol will require further approval of the AERC. This is valid for one year from the date of approval, mentioned geographical location and presented sample. After the completion of the study, please submit the study report to the AERC.

I confirm that all necessary patient/participant consent has been obtained and the appropriate institutional forms have been archived, and that any patient/participant/sample identifiers included were not known to anyone (e.g., hospital staff, patients or participants themselves) outside the research group so cannot be used to identify individuals.

I understand that all clinical trials and any other prospective interventional studies must be registered with an ICMJE-approved registry, such as ClinicalTrials.gov. I confirm that any such study reported in the manuscript has been registered and the trial registration ID is provided (note: if posting a prospective study registered retrospectively, please provide a statement in the trial ID field explaining why the study was not registered in advance).

I have followed all appropriate research reporting guidelines, such as any relevant EQUATOR Network research reporting checklist(s) and other pertinent material, if applicable.

Data Availability

All data produced in the present study are available upon reasonable request to the authors.

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