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    Grounded theory: the missing methodology on the interpretivist agenda

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    Authors
    Goulding, Christina
    Issue Date
    1998
    
    Metadata
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    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.
    Citation
    Qualitative Market Research An International Journal, 1(1): 50 - 57
    Publisher
    MCB UP Ltd
    URI
    http://hdl.handle.net/2436/15817
    DOI
    10.1108/13522759810197587
    Additional Links
    http://www.emeraldinsight.com/10.1108/13522759810197587
    Type
    Journal article
    Language
    en
    Description
    Metadata only
    ISSN
    13522752
    ae974a485f413a2113503eed53cd6c53
    10.1108/13522759810197587
    Scopus Count
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    Faculty of Social Sciences

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