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Wolverhampton Intellectual Repository and E-Theses > Business School > Management Research Centre  > Grounded theory, ethnography and phenomenology: a comparative analysis of three qualitative strategies for marketing research

Please use this identifier to cite or link to this item: http://hdl.handle.net/2436/26753
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Title: Grounded theory, ethnography and phenomenology: a comparative analysis of three qualitative strategies for marketing research
Authors: Goulding, Christina
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
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.
Type: Article
Language: en
Keywords: Ethnography
Marketing theory
Qualitative research
ISSN: 03090566
00000000
Appears in Collections: Management Research Centre

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