This chapter outlined the research methodology. Table 3.7 summarizes the most important decisions made for this research.

Level of decision


Epistemological orientation


Type of research

Hybrid of exploratory and explanatory

Research strategy

Multiple case studies

Data collection

Documentation, archival records, interviews

Data analysis

Pattern matching

Selected sites, Pandora Media

Unit of analysis

Online digital content (music)

Table 3.7: Summary of the research methodology.


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