Grounded theory: the missing methodology on the interpretivist agenda

  title={Grounded theory: the missing methodology on the interpretivist agenda},
  author={Christina Goulding},
  journal={Qualitative Market Research: An International Journal},
  • Christina Goulding
  • Published 1 April 1998
  • Business
  • Qualitative Market Research: An International Journal
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… 
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