Grounded theory, ethnography and phenomenology: a comparative analysis of three qualitative strategies for marketing research

2.50
Hdl Handle:
http://hdl.handle.net/2436/26753
Title:
Grounded theory, ethnography and phenomenology: a comparative analysis of three qualitative strategies for marketing research
Authors:
Goulding, Christina
Abstract:
Purpose – The paper aims to look at some of the problems commonly associated with qualitative methodologies, suggesting that there is a need for a more rigorous application in order to develop theory and aid effective decision making. Design/methodology/approach – The paper examines three qualitative methodologies: grounded theory, ethnography, and phenomenology. It compares and contrasts their approaches to data collection and interpretation and highlights some of the strengths and weaknesses associated with each one. Findings – The paper suggests that, while qualitative methodologies, as opposed to qualitative methods, are now an accepted feature of consumer research, their application in the truest sense is still in its infancy within the broader field of marketing. It proposes a number of possible contexts that may benefit from in-depth qualitative enquiry. Originality/value – The paper should be of interest to marketers considering adopting a qualitative perspective, possibly for the first time, as it offers a snap-shot of three widely-used methodologies, their associated procedures and potential pitfalls.
Citation:
European Journal of Marketing, 39 (3/4): 294-308
Publisher:
Emerald
Journal:
European Journal of Marketing
Issue Date:
2005
URI:
http://hdl.handle.net/2436/26753
DOI:
10.1108/03090560510581782
Additional Links:
http://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=Article&contentId=1463194
Type:
Article
Language:
en
ISSN:
03090566; 00000000
Appears in Collections:
Management Research Centre

Full metadata record

DC FieldValue Language
dc.contributor.authorGoulding, Christina-
dc.date.accessioned2008-05-19T09:46:16Z-
dc.date.available2008-05-19T09:46:16Z-
dc.date.issued2005-
dc.identifier.citationEuropean Journal of Marketing, 39 (3/4): 294-308en
dc.identifier.issn03090566-
dc.identifier.issn00000000-
dc.identifier.doi10.1108/03090560510581782-
dc.identifier.urihttp://hdl.handle.net/2436/26753-
dc.description.abstractPurpose – The paper aims to look at some of the problems commonly associated with qualitative methodologies, suggesting that there is a need for a more rigorous application in order to develop theory and aid effective decision making. Design/methodology/approach – The paper examines three qualitative methodologies: grounded theory, ethnography, and phenomenology. It compares and contrasts their approaches to data collection and interpretation and highlights some of the strengths and weaknesses associated with each one. Findings – The paper suggests that, while qualitative methodologies, as opposed to qualitative methods, are now an accepted feature of consumer research, their application in the truest sense is still in its infancy within the broader field of marketing. It proposes a number of possible contexts that may benefit from in-depth qualitative enquiry. Originality/value – The paper should be of interest to marketers considering adopting a qualitative perspective, possibly for the first time, as it offers a snap-shot of three widely-used methodologies, their associated procedures and potential pitfalls.en
dc.language.isoenen
dc.publisherEmeralden
dc.relation.urlhttp://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=Article&contentId=1463194en
dc.subjectEthnographyen
dc.subjectMarketing theoryen
dc.subjectQualitative researchen
dc.titleGrounded theory, ethnography and phenomenology: a comparative analysis of three qualitative strategies for marketing researchen
dc.typeArticleen
dc.identifier.journalEuropean Journal of Marketingen
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