Grounded theory: the missing methodology on the interpretivist agenda

Grounded theory: the missing methodology on the interpretivist agenda 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Grounded theory: the missing methodology on the interpretivist agenda

Loading next page...
 
/lp/emerald-publishing/grounded-theory-the-missing-methodology-on-the-interpretivist-agenda-DlTd6vM0sw
Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522759810197587
Publisher site
See Article on Publisher Site

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.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Apr 1, 1998

Keywords: Consumer behaviour; Grounded theory; Marketing research; Marketing theory

References

  • Method slurring: the grounded theory/phenomenology example
    Baker, C.; Wuest, J.; Stern, P.
  • Discourse analysis: exploring action, function and conflict in social texts
    Elliott, R.
  • Revenge, existential choice and addictive consumption
    Elliott, R.; Eccles, S.; Gournay, K.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month