My research question is: What are the strategies that hotels’ managers/owners follow to respond to negative posts in social media?
I found that hotels’ response strategies can be classified into four main categories based on two dimensions. This helped me to develop a typology of hotels’ response strategies.
And, because my aim is to build a theory, I used this classification to select my cases. I mean, I have selected three cases that can be classified clearly in the first group, and another three cases that can fit it the second group and so on.
My concern is that each one of these groups includes different hotels with different characteristics (big and small, luxury and budget,….) My argument is that they were grouped based on my research question but I am not too sure if this is acceptable.
Now, are these procedures acceptable if my aim is to build a theory and to make an analytical generalization?