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Grounded Theory

Grounded Theory
A Practical Guide for Management, Business and Market Researchers

First Edition

Grounded Theory

July 2002 | 186 pages | SAGE Publications Ltd
Written with a clarity of style and a practical slant throughout, Grounded Theory represents a primer for organizational, business, and marketing students studying for research degrees who would like to adopt the grounded theory methodology approach for their dissertation or thesis. In a similar vein, it also should be a hugely important resource for researchers. It aims to both properly contextualize grounded theory by looking at its background, characteristics and the different sides of the argument of its potential for the researcher, but also to outline how the approach may be applied within a research context.

Grounded Theory is different from other texts on four levels:

  • It offers an overview of qualitative methods in general and locates grounded theory in this context;
  • It compares and contrasts the various grounded theory approaches in an accessible manner;
  • It offers an in-depth case study for students and researchers to follow/use;
  • And it provides a critique of the methodology itself.

Essential reading for advanced students and academics in the fields of organizational and business studies, marketing and management.

The Qualitative Turn in Management Research
Grounded Theory
Evolutionary Developments and Fundamental Processes

Getting Started
Data Collection and Sampling

Analyses, Interpretation and the Writing Process
Researching the Consumer Experience
An Illustration of the Grounded Theory Method

The Identification and Explanation of Concepts and Categories
A Critical Review of the Methodology

An essential book to guide students for qualitative research at both Undergraduate and Post graduate levels

Mr Shelton Giwa
Dpt of Strategic Management & Marketin, De Montfort University
November 22, 2015

A clear and well constructed introduction to grounded theory which provides researchers with the necessary insights to determine the appropriateness of this methodological approach

Professor Daniel Moss
Business School, Chester University
October 2, 2014

A very useful guide to grounded theory.

Mr Michael Parsons
Faculty of Business and Society, University of South Wales
March 18, 2014

Goulding's introduction helped students to understand quickly the concept of Grounded Theory. As students had to perform (basic) Grounded Theories themselves, they often referred to this book and mentioned that is was a great support.
The only improvement I can see so far is to develop an additional book that guides students through a sample Grounded Theory.
Flick's book "An Introduction to Qualitative Research" has been a great framework for this book.

Mr Wolfgang Kotowski
Aberdeen Business School, Robert Gordon University
November 26, 2012

Very detailed account on grounded theory analysis

Dr Ilona Mikkonen
Department of Marketing, Aalto University School of Economics
July 20, 2011

Provides a supplementary text for teaching content. used in selected session

Ms Nicki Walsh
School of Nursing, Nottingham University
October 6, 2010

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