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.