The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Grounded Theory and Market Research
Abstract
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.
Related Content
|
Enrica Amaturo, Biagio Aragona.
© 2022.
10 pages.
|
|
Emiliana Mangone.
© 2022.
13 pages.
|
|
Felice Addeo, Valentina D'Auria.
© 2022.
18 pages.
|
|
Costantino Cipolla.
© 2022.
12 pages.
|
|
Gianluca Attademo, Alessia Maccaro.
© 2022.
11 pages.
|
|
Francesco Marrazzo.
© 2022.
22 pages.
|
|
Sergio Mauceri, Maria Paola Faggiano, Luca Di Censi.
© 2022.
24 pages.
|
|
|