search query: @author Marsden, D. / total: 14
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| Author: | Marsden, D. Littler, D. |
| Title: | Repertory grid technique: An interpretive research framework |
| Journal: | European Journal of Marketing
2000 : VOL. 34:7, p. 816-834 |
| Index terms: | Consumer behaviour Marketing Theories Qualitative research |
| Language: | eng |
| Abstract: | The repertory grid technique has widely been employed as a qualitative method in consumer research over the last 30 years. This article examines some of the underlying assumptions, research objectives and practical applications of the reportory grid technique (RGT) in consumer research. The use and evaluation of the RGT should be grounded in the assumptions of the theory from which it derives, George Kelly's personal construct psychology (PCP). |
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