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Hi Deborah, Thank you for the precise and helpful information .. I need your help as I feel a little bit confused. i am doing a case study of airline corporate image. it is the newest crisis scenario in my country related to our regional carrier. I think, i among the pioneers doing the case study research for this airline company. I used the conceptual framework from other previous conducted study. It was conducted in quantitative manner. If i used the conceptual framework as my guidance for my literature review and interview question construction, is that okay if i do not use inductive for the case study because i do not build a new theory. If i just compare and argue with the previous finding and the model used, is it consider as deductive approach in case study? Based on my reading, i found some researchers used deductive approach in their case study. they tested the hypotheses..but i just compare my finding with the model used from the previous research. For your information, i did documentation, direct observation and interview (trigulation) with ex-passengers and aviation expert. What do you think? .Please help me..i am stuck. Thank you