扎根理论在营销研究中的应用探讨

doi:10.13766/j.bhsk.1008-2204.2016.0292

摘要/Abstract

摘要：

扎根理论是一种重要的定性研究方法，最早诞生于社会学，后在许多社会科学领域得到应用。使用扎根理论之前需要阅读大量文献以培养理论敏感度。而在数据处理方面，扎根理论主要依赖于编码技术，包括主轴编码、开放式编码以及选择性编码。需要注意的是扎根理论不等同于内容分析。在未来的营销学研究中，扎根理论应该更广泛地被应用于面对新话题时的理论构建、进行可重复性研究、过程模型问题以及涉及多变量的复杂问题。

关键词: 扎根理论, 定性研究法, 理论构建, 营销学, 自然主义

Abstract:

Grounded theory is an important qualitative research method. It originated from sociology, and was applied to many other subjects in social science later. Before adopting grounded theory, much literature should be read to foster theoretical sensitivity. In terms of data analysis, grounded theory mainly uses coding techniques, including open coding, axial coding, and selective coding. of note, grounded theory is not content analysis. In future marketing research, grounded theory should be more widely used in theory construction regarding new topics, replicative research, process model and complex research questions with multiple variables.

Key words: grounded theory, qualitative research method, theory construction, marketing research, naturalism

中图分类号:

C93-03

王汪帅, 张新安, 刘慧华. 扎根理论在营销研究中的应用探讨[J]. 北京航空航天大学学报（社会科学版）, 2018, 31(6): 60-68.

WANG Wangshuai, ZHANG Xin'an, Liu Huihua. Application of Grounded Theory in Marketing Research[J]. JOURNAL OF BEIJING UNIVERSITY OF AERONAUTICS AND A, 2018, 31(6): 60-68.

参考文献

[1] GOULDING C.Grounded theory, ethnography and phenomenology:A comparative analysis of three qualitative strategies for marketing research[J]. European Journal of Marketing,2005,39(3):294-308.
[2] GLASER B G,STRAUSS A L.The discovery of grounded theory:Strategies for qualitative research[M]. Piscataway:Transaction Publishers,2009:1-245.
[3] STRAUSS A L.Qualitative analysis for social scientists[M]. Cambridge:Cambridge University Press,1987:1-336.
[4] STRAUSS A,CORBIN J M.Basics of qualitative research:Grounded theory procedures and techniques[M]. Mill Valley:Sage,1990:1-272.
[5] ANDREWS L,HIGGINS A,ANDREWS M.Classic grounded theory to analyse secondary data:Reality and reflections[J].The Grounded Theory Review,2012,11(1):12-26.
[6] SPIGGLE S.Analysis and interpretation of qualitative data in consumer research[J].Journal of Consumer Research,1994,20(4):491-503.
[7] GOULDING C.Grounded theory:A practical guide for management,business and market researchers[M]. Mill Valley:Sage,2002:112-135.
[8] HEATH H,COWLEY S.Developing a grounded theory approach:A comparison of Glaser and Strauss[J].International Journal of Nursing Studies,2004,41(2):141-150.
[9] KELLE U.Emergence vs. forcing of empirical data?A crucial problem of grounded theory reconsidered[J].Historical Social Research,2007(19):133-156.
[10] WALKER D,MYRICK F.Grounded theory:An exploration of process and procedure[J].Qualitative Health Research,2006,16(4):547-559.
[11] BOWEN G A.Naturalistic inquiry and the saturation concept:A research note[J].Qualitative Research,2008,8(1):137-152.
[12] GLASER B G.Doing grounded theory:Issues and discussions[M]. Mill Valley:Sociology Press,1998:45-67.
[13] GUMMESSON E.Qualitative research in marketing:Road-map for a wilderness of complexity and unpredictability[J].European Journal of Marketing,2005,39(3):309-327.
[14] EPP A M,PRICE L L.Designing solutions around customer network identity goals[J].Journal of Marketing,2011,75(2):36-54.
[15] DENZIN N K,LINCOLN Y S.The sage handbook of qualitative research[M]. Mill Valley:Sage,2011:101-122.
[16] GLASER B G,HOLTON J.Remodeling grounded theory[J].Forum:Qualitative Social Research,2004,5(2):76-90.
[17] GOULDING C.Grounded theory methodology and consumer behavior,procedures,practice and pitfalls[J].Advances in Consumer Research,2000,27:261-266.
[18] CLARKE A E. Situational analyses:Grounded theory mapping after the postmodern turn[J].Symbolic Interaction,2007,26(4):553-576.
[19] GLASER B G.Theoretical sensitivity:Advances in the methodology of grounded theory[M].Mill Valley:Sociology Press,1978:23-46.
[20] PARRY K W.Grounded theory and social process:A new direction for leadership research[J].The Leadership Quarterly,1998,9(1):85-105.
[21] GLASER B G,KAPLAN W D.Gerund grounded theory:The basic social process dissertation[M]. Mill Valley:Sociology Press,1996:141-149.
[22] SOFAER S.Qualitative methods:What are they and why use them?[J].Health Services Research,1999,34(5):1101.
[23] STRAUSS A,CORBIN J.Basics of qualitative research:Procedures and techniques for developing grounded theory[M].Thousand Oaks:Sage,1998:163-178.
[24] STERN P N.Grounded theory methodology:Its uses and processes[J].Image,1980,12(1):20-23.
[25] FASSINGER R E.Paradigms,praxis,problems,and promise:Grounded theory in counseling psychology research[J].Journal of Counseling Psychology,2005,52(2):156.
[26] MACLARAN P,BROWN S.The center cannot hold:Consuming the utopian marketplace[J].Journal of Consumer Research,2005,32(2):311-323.
[27] 费显政,肖胜男.同属顾客对顾客不当行为反应模式的探索性研究[J].营销科学学报,2013,9(2):13-38.
[28] CHARMAZ K.Constructivist and objectivist grounded theory[M]. Mill Valley:Handbook of Qualitative Research,2000:309-317.
[29] BERGADAA M.The role of time in the action of the consumer[J].Journal of Consumer Research,1990,17(3):289-302.
[30] SUDDABY R.From the editors:What grounded theory is not[J].Academy of Management Journal,2006,49(4):633-642.
[31] CORBIN J M,STRAUSS A.Grounded theory research:Procedures,canons,and evaluative criteria[J].Qualitative Sociology,1990,13(1):3-21.
[32] CHAN H,WAN L C,SIN L Y.The contrasting effects of culture on consumer tolerance:Interpersonal face and impersonal fate[J].Journal of Consumer Research,2009,36(2):292-304.
[33] BENDAPUDI N,LEONE R.Managing business-to-business customer relationships following key contact employee turnover in a vendor firm[J].Journal of Marketing,2002,66(2):83-101.
[34] TULI K R,KOHLI A K,BHARADWAJ S G.Rethinking customer solutions:From product bundles to relational processes[J].Journal of Marketing,2007,71(3):1-17.
[35] SINGH S.Money,marriage and the computer[J].Marriage & Family Review,1997,24(3):369-398.
[36] BECKER T E.Potential problems in the statistical control of variables in organizational research:A qualitative analysis with recommendations[J].Organizational Research Methods,2005,8(3):274-289.
[37] THOMAS D R.A general inductive approach for analyzing qualitative evaluation data[J].American Journal of Evaluation,2006,27(2):237-246.
[38] MORROW S L,SMITH M L. Constructions of survival and coping by women who have survived childhood sexual abuse[J].Journal of Counseling Psychology,1995,42(1):1-23.
[39] 闫幸,常亚平.企业微博互动策略对消费者品牌关系的影响——基于新浪微博的扎根分析[J].营销科学学报,2013,9(1):62-78.
[40] 汪涛,周玲,周南,等.来源国形象是如何形成的?——基于美、印消费者评价和合理性理论视角的扎根研究[J].管理世界,2012(3):113-126.
[41] WOOTEN D B. Qualitative steps toward an expanded model of anxiety in gift-giving[J].Journal of Consumer Research,2000,27(1):84-95.
[42] CORLEY K. The coming of age for qualitative research:Embracing the diversity of qualitative methods[J].Academy of Management Journal,2011,54(2):233-237.
[43] CORBIN J,STRAUSS A. Basics of qualitative research:Techniques and procedures for developing grounded theory[M]. Thousand Oaks:Sage,2008:234-245.
[44] MICK D G,FOURNIER S.Paradoxes of technology:Consumer cognizance, emotions, and coping strategies[J].Journal of Consumer Research,1998,25(2):123-143.
[45] KRIPPENDORFF K.Content analysis:An introduction to its methodology[M]. London:Sage,2012:52-71.
[46] MOUSTAKAS C.Phenomenological research methods[M]. Mill Valley:Sage,1994:112-119.
[47] RODON J,PASTOR J A.Applying grounded theory to study the implementation of an inter-organizational information system[J].Electronic Journal of Business Research Methods,2007,5(2):71-82.
[48] BELK R W,SHERRY J F,WALLENDORF M.A naturalistic inquiry into buyer and seller behavior at a swap meet[J].Journal of Consumer Research,1988,14(4):449-470.
[49] CELSI R,ROSE R L,LEIGH T W.An exploration of high-risk leisure consumption through skydiving[J].Journal of Consumer Research,1993,20(1):1-23.
[50] KOZINETS R V.Utopian enterprise:Articulating the meanings of Star Trek's culture of consumption[J].Journal of Consumer Research,2001,28(1):67-88.
[51] FRONTERAS A,CROSSINGS B.A critical ethnographic exploration of the consumer acculturation of Mexican immigrants[J].Journal of Consumer Research,1994,21(1):32-54.
[52] WEINBERGER F,WALLENDORF M.Intracommunity gifting at the intersection of contemporary moral and market economies[J].Journal of Consumer Research,2012,39(1):74-92.
[53] FOURNIER S.Consumers and their brands:Developing relationship theory in consumer research[J].Journal of Consumer Research,1998,24(4):343-353.
[54] BOTTI S,ORFALI K,IYENGAR S.Tragic choices:Autonomy and emotional responses to medical decisions[J].Journal of Consumer Research,2009,36(3):337-352.
[55] MCQUARRIE E F,MILLER J,PHILLIPS B.The megaphone effect:Taste and audience in fashion blogging[J].Journal of Consumer Research,2013,40(1):136-158.
[56] SCHOUTEN J W.Selves in transition:Symbolic consumption in personal rites of passage and identity reconstruction[J].Journal of Consumer Research,1991(2):412-425.
[57] 王建明,王俊豪.公众低碳消费模式的影响因素模型与政府管制政策——基于扎根理论的一个探索性研究[J].管理世界,2011(4):58-68.
[58] RINGBERG T,ODEKERKEN-SCHRÖDER G,CHRISTENSEN G L. A cultural models approach to service recovery[J].Journal of Marketing,2007,71(3):194-214.
[59] ULAGA W,EGGERT A.Value-based differentiation in business relationships:Gaining and sustaining key supplier status[J].Journal of Marketing,2006,70(1):119-136.
[60] COMMURI S.The impact of counterfeiting on genuine-item consumers' brand relationships[J].Journal of Marketing,2009,73(3):86-98.
[61] 黄敏学,李小玲,朱华伟.企业被"逼捐"现象的剖析:是大众"无理"还是企业"无良"?[J].管理世界,2008(10):115-126.
[62] KEAVENEY S.Customer switching behavior in service industries:An exploratory study[J].Journal of Marketing,1995(6):71-82.
[63] ULAGA W,REINARTZ W.Hybrid offerings:How manufacturing firms combine goods and services successfully[J].Journal of Marketing,2011,75(6):5-23.
[64] MOORE E S,LUTZ R J.Children, advertising, and product experiences:A multimethod inquiry[J].Journal of Consumer Research, 2000,27(1):31-48.
[65] 刘世雄,刘雁妮,周志民.广告语言形象的概念化、测量与有效性[J].营销科学学报,2014,10(1):112-125.
[66] PERACCHIO L A,LUCE M F,MCGILL A L.Building bridges for an interconnected field of consumer research[J].Journal of Consumer Research,2014,40(6):v-viii.
[67] CAREY R M,MARKUS H R.Social class matters:A rejoinder[J].Journal of Consumer Psychology,2016,26(4):599-602.