JOURNAL OF BEIJING UNIVERSITY OF AERONAUTICS AND A ›› 2018, Vol. 31 ›› Issue (6): 60-68.DOI: 10.13766/j.bhsk.1008-2204.2016.0292

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Application of Grounded Theory in Marketing Research

WANG Wangshuai, ZHANG Xin'an, Liu Huihua   

  1. Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200030, China
  • Received:2016-08-14 Online:2018-12-25 Published:2018-05-25


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

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