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Grounded Theory and Market Research

Grounded Theory and Market Research
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Author(s): Ali Ghorbani (Payame Noor University, Iran), Hosein Moridsadat (Payame Noor University, Iran) and Fatemeh Jafarzadeh (Tabriz University, Iran)
Copyright: 2015
Pages: 21
Source title: Market Research Methodologies: Multi-Method and Qualitative Approaches
Source Author(s)/Editor(s): Amandeep Takhar-Lail (University of Bedfordshire, UK) and Ali Ghorbani (Payame Noor University, Iran)
DOI: 10.4018/978-1-4666-6371-8.ch003


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One of the important issues in marketing research studies is the quality of them, especially qualitative researches. Considering some conditions lead to the achievement of high-quality qualitative researches (such as Grounded Theory), the objective of this chapter is to identify major criteria in the quality assessment of studies done on Grounded Theory. Within the current research study, the definitions of Grounded Theory, the validity of Grounded Theory, and the levels of studies on it are addressed. Furthermore, the way to operationalize Grounded Theory in marketing research studies is dealt with. Next, the major elements in the quality of studies done on Grounded Theory and the duties of marketing researchers against qualitative research studies are discussed. Finally, the unique characteristics of Grounded Theory are introduced, and the studies done in this regard are summed up.

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