Grounded Theory as a Macromarketing Methodology
نویسندگان
چکیده
منابع مشابه
Grounded Theory as a Macromarketing Methodology: Critical Insights from Researching the Marketing Dynamics of Fairtrade Towns
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The overarching research goal for which grounded theory methodology (GTM) is used is to understand the basic social processes that underlie a phenomenon in socially or experientially relevant domains of human life (Charmaz, 2006 ; Glaser & Strauss, 1967 ). It is also a popular methodology adopted by qualitative researchers in social science disciplines and medical and health sciences. In psycho...
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ژورنال
عنوان ژورنال: Journal of Macromarketing
سال: 2015
ISSN: 0276-1467,1552-6534
DOI: 10.1177/0276146715608920