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dc.contributor.authorGoulding, Christina
dc.date.accessioned2008-01-08T12:08:09Z
dc.date.available2008-01-08T12:08:09Z
dc.date.issued1998
dc.identifier.citationQualitative Market Research An International Journal, 1(1): 50 - 57
dc.identifier.issn13522752
dc.identifier.doi10.1108/13522759810197587
dc.identifier.urihttp://hdl.handle.net/2436/15817
dc.descriptionMetadata only
dc.description.abstractThere 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.
dc.language.isoen
dc.publisherMCB UP Ltd
dc.relation.urlhttp://www.emeraldinsight.com/10.1108/13522759810197587
dc.subjectConsumer behaviour
dc.subjectGrounded theory
dc.subjectMarketing research
dc.subjectMarketing theory
dc.titleGrounded theory: the missing methodology on the interpretivist agenda
dc.typeJournal article
html.description.abstractThere 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.


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