search query: @freeterm Grounded theory / total: 10
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| Author: | Goulding, C. |
| Title: | Grounded theory, ethnography and phenomenology A comparative analysis of three qualitative strategies for marketing research |
| Journal: | European Journal of Marketing
2005 : VOL. 39:3-4, p.294-308 |
| Index terms: | Marketing theory Qualitative research |
| Freeterms: | Ethnography Grounded theory Phenomenology |
| Language: | eng |
| Abstract: | This article 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. The article deals information from 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 methodology. The article should be interesting for marketers considering adopting a qualitative perspective, possibly for the first time, as it offers a snap-shot of three widely-used methodologies. |
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