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Cited by 458

The DOI matches its Crossref record; 32 of the 32 references it cites were found in a registry or an index.

Grounded theory: the missing methodology on the interpretivist agenda

Goulding, Christina·1998·Qualitative Market Research: An International Journal
DOI 10.1108/13522759810197587
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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.

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Cites

Show all 32 references

Research works printed but not linked: 15

  1. Belk, R.W. (1995), “Studies in the new consumer behaviour”, in Miller, D. (Ed.), Acknowledging Consumption, Routledge, London.
  2. Brown, S. (1995a), “Postmodern marketing research: no representation without taxation”, Journal of the Market Research Society, Vol. 37 No. 3, pp. 287‐310. · doi:10.1177/147078539503700306
  3. Brown, S. (1995b), Postmodern Marketing, Routledge, London.
  4. Charmaz, K. (1983), “The grounded theory method: an explication and interpretation”, in Emerson, R. (Ed.), Contemporary Field Research: A Collection of Readings, Little Brown Company, Boston, MA.
  5. Glaser, B. (1978), Theoretical Sensitivity, The Sociology Press, Mill Valley, CA.
  6. Glaser, B. (1992), Basics of Grounded Theory Analysis: Emergence v. Forcin”, The Sociology Press, Mill Valley, CA.
  7. Goulding, C. (1997), “A grounded theory investigation of contemporary consumer behaviour in relation to museum/heritage consumption”, unpublished PhD thesis, University of Wolverhampton..
  8. Katz, J. (1983), “A theory of qualitative methodology: the social system of analytical fieldwork”, in Emerson, R. (Ed.), Contemporary Field Research: A Collection of Readings, Little Brown Company, Boston, MA.
  9. Kuhn, T.S. (1970), The Structure of Scientific Revolutions, second edition, University of Chicago Press, Chicago, IL.
  10. Morse, J.M. (1994), “Emerging from the data: the cognitive process of analysis in qualitative enquiry”, in Morse, J.M. (Ed.), Critical Issues in Qualitative Research Methods, Sage Publications, Thousand Oaks, CA.
  11. O’Shaughnessy, J. and Holbrook, M.B. (1988), “Understanding consumer behaviour: the linguistic turn marketing research”, Journal of the Market Research Society, Vol. 30 No. 2, pp. 192‐223.
  12. Schwandt, T.A. (1994), “Constructivist, interpretivist approaches to human enquiry”, in Denzin, N. and Lincoln, Y. (Eds), Handbook of Qualitative Research, Sage Publications, Thousand Oaks, CA.
  13. Stern, P.N. (1994), “Eroding grounded theory”, in Morse, J.M. (Ed.), Critical Issues in Qualitative Research Methods, Sage Publications, Thousand Oaks, CA.
  14. Strauss, A. and Corbin, J. (1994), “Grounded theory methodology: an overview”, in Denzin, N. and Lincoln, Y. (Eds), Handbook of Qualitative Research, Sage Publications, Newbury Park, CA.
  15. Thompson, C.J. (1993), “Modern truth and postmodern incredulity: a hermeneutic deconstruction of the metanarrative of ‘scientific truth’ in marketing research”, International Journal of Marketing Research, Vol. 10 No. 3, pp. 325‐38. · doi:10.1016/0167-8116(93)90014-p

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Metadata

Authors
Goulding, C.
Venue
Qualitative Market Research: An International Journal
Publisher
Emerald
Published
1998-04-01
Volume
1
Issue
1
Pages
50-57
ISSN
1352-2752 (ISSN-L)
DOI
10.1108/13522759810197587
OpenAlex
W2021250185
Cited by
458
References
32
FWCI
14.97
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)

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CoChat. (2026). Citation check: Grounded theory: the missing methodology on the interpretivist agenda. https://app.cochat.ai/papers/10.1108/13522759810197587
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Goulding, C. (1998). Grounded theory: the missing methodology on the interpretivist agenda. Qualitative Market Research: An International Journal. https://doi.org/10.1108/13522759810197587

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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.