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The Discovery of Grounded Theory
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1996 MCB UP Ltd. All rights reserved.
- ISSN
- 0263-4503
- DOI
- 10.1108/02634509610131162
- Publisher site
- See Article on Publisher Site
Abstract
Discusses the emergence of qualitative research in the context of research at the marketing/entrepreneurship interface. Debates which qualitative methods for data collection and analysis are relevant to research in this area. In consideration of this, discusses three topical approaches to research: applying the principles of grounded theory; utilizing computer software in data analysis and theory development; and developing a “stream” of research, combining various qualitative and quantitative methods. Drawing on the logic of the “stream” of research, offers a radical approach which reflects the intuitive research process employed by entrepreneurs. Argues that this might be adopted for qualitative academic research.
Journal
Marketing Intelligence & Planning – Emerald Publishing
Published: Nov 1, 1996
Keywords: Entrepreneurship; Marketing; Methodology; Qualitative techniques