The objective of this paper is to discuss the specificity of multiple case study (MCS) research design using analysis of research description realized according to this strategy in the field of place branding and place marketing published between 1976 and 2016 in scholarly journals. Selecting cases and cases’ context are most frequently explained in place marketing articles where findings are results of MCS research. The choice of a case study as a research strategy and limitations of the studies are less frequently justified in investigated papers. Our analysis shows that the authors should pay more attention to elements characteristic for methodological rigour in their descriptions of the research method. For this purpose, we prepared a checklist. We have discussed in detail key methodological issues for MCS. Moreover, we have formulated guidelines for improving research methodology’s descriptions in scholarly papers. It should lead to an increase in methodological rigour in future research reports. Therefore, researchers will find out suggestions for studying phenomena within place branding domain.

中文翻译：

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多案例研究设计：地方营销研究的例子

本文的目的是通过对 1976 年至 2016 年间发表在学术期刊上的地方品牌和地方营销领域的研究描述进行分析，讨论多案例研究 (MCS) 研究设计的特殊性。选择案例和案例的背景在地方营销文章中最常被解释，其中发现是 MCS 研究的结果。选择案例研究作为研究策略和研究的局限性在调查论文中较少被证明是合理的。我们的分析表明，作者在描述研究方法时应该更多地关注方法论严谨性的特征。为此，我们准备了一份清单。我们已经详细讨论了 MCS 的关键方法论问题。而且，我们制定了改进学术论文中研究方法描述的指南。它应该会导致未来研究报告中方法论的严谨性增加。因此，研究人员将找到研究地方品牌领域内现象的建议。