![]() Such attempts to structure, order and interpret data are commonly seen to defile the canons of pure qualitative research where the primacy of the subjective experience of the participant takes precedence over the interpretation of the researcher (Goulding 1998). This may be partly attributable to the language of the method with its connotations of positivist practices, inherent in the use of such terms as open coding, axial coding, verification procedures and so forth. While methodologies such as ethnography, semiotics, and phenomenology are currently occupying prime position in the conversation about qualitative paradigms in social research, outside of the humanities, grounded theory (Glaser and Strauss 1967) has largely been excluded (Spiggle 1994 Goulding 1998). ![]() It offers an example of grounded theory research in order to illustrate the process of theory building, and concludes by summarising some of the problems and pitfalls associated with the methodology. It attempts to explain the development of grounded theory and explicate the intellectual assumptions which underpin both the philosophy and application of the method. This paper argues that all too often, impressions of the grounded theory method are premised on a number of misunderstandings regarding the aims and procedures of the methodology. While methodologies such as phenomenology, semiotics, discourse analysis and post-structuralism are currently occupying prime position in the conversation about qualiative paradigms within the field of consumer research, grounded theory has largely been excluded. GROUNDED THEORY METHODOLOGY AND CONSUMER BEHAVIOUR, PROCEDURES, PRACTICE AND PITFALLSĬhristina Goulding, Wolverhampton Business School Meyer, Provo, UT : Association for Consumer Research, Pages: 261-266.Īdvances in Consumer Research VolPages 261-266 ![]() It offers an example of grounded theory research in order to illustrate the process of theory building, and concludes by summarising some of the problems and pitfalls associated with the methodology.Ĭhristina Goulding (2000) ,"Grounded Theory Methodology and Consumer Behaviour, Procedures, Practice and Pitfalls", in NA - Advances in Consumer Research Volume 27, eds. ![]() ABSTRACT - While methodologies such as phenomenology, semiotics, discourse analysis and post-structuralism are currently occupying prime position in the conversation about qualiative paradigms within the field of consumer research, grounded theory has largely been excluded. ![]()
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