Grounded theory, ethnography and phenomenology: A comparative analysis of three qualitative strategies for marketing research

  title={Grounded theory, ethnography and phenomenology: A comparative analysis of three qualitative strategies for marketing research},
  author={Christina Goulding},
  journal={European Journal of Marketing},
– The paper 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 paper examines 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 one., – The… 

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