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Wolverhampton Intellectual Repository and E-Theses > Business School > Management Research Centre  > Grounded theory: the missing methodology on the interpretivist agenda

Please use this identifier to cite or link to this item: http://hdl.handle.net/2436/15817
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Title: Grounded theory: the missing methodology on the interpretivist agenda
Authors: Goulding, Christina
Citation: Qualitative Market Research An International Journal, 1(1): 50 - 57
Publisher: MCB UP Ltd
Issue Date: 1998
URI: http://hdl.handle.net/2436/15817
DOI: 10.1108/13522759810197587
Additional Links: http://www.emeraldinsight.com/10.1108/13522759810197587
Abstract: There has been considerable discussion in recent years over the application of interpretive methodologies such as phenomenology, hermeneutics, and semiotics within the field of marketing research, particularly consumer behaviour. However, while these approaches have inspired a wealth of publications, scant attention has been paid to the potential of grounded theory. This is attributed largely to misconceptions regarding both the principles of the method and the two distinct approaches associated with the original authors, Glaser and Strauss (1967). The paper outlines the development of the method and explicates the philosophy underpinning its procedures. Finally, it suggests that grounded theory if applied in its true sense has scope and potential for the study of consumer behaviour and consumption experiences given its emphasis on context, theoretical emergence, and the social construction of realities.
Type: Article
Language: en
Description: Metadata only
Keywords: Consumer behaviour
Grounded theory
Marketing research
Marketing theory
ISSN: 13522752
Appears in Collections: Management Research Centre

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