Grounded Theory and Market Research

Grounded Theory and Market Research

Ali Ghorbani (Payame Noor University, Iran), Hosein Moridsadat (Payame Noor University, Iran) and Fatemeh Jafarzadeh (Tabriz University, Iran)
DOI: 10.4018/978-1-4666-6371-8.ch003
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One of the important issues in marketing research studies is the quality of them, especially qualitative researches. Considering some conditions lead to the achievement of high-quality qualitative researches (such as Grounded Theory), the objective of this chapter is to identify major criteria in the quality assessment of studies done on Grounded Theory. Within the current research study, the definitions of Grounded Theory, the validity of Grounded Theory, and the levels of studies on it are addressed. Furthermore, the way to operationalize Grounded Theory in marketing research studies is dealt with. Next, the major elements in the quality of studies done on Grounded Theory and the duties of marketing researchers against qualitative research studies are discussed. Finally, the unique characteristics of Grounded Theory are introduced, and the studies done in this regard are summed up.
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The Statement Of Problem

Mansouriyan (2007) defines the research methodology based on Grounded Theory in the following way: “In its simplest form, Grounded Theory means the process of creation of a comprehensive theory through the organized collection and inductive analysis of data in order to provide answers to the new questions arising from qualitative researches that do not have sufficient theoretical bases regarding their subject of study.”

He mentions five major applications for the theories that are based on Grounded Theory:

  • 1.

    They enable researchers to explain and analyze the subject of study and provide the opportunity to predict possible events related to the subject of the study.

  • 2.

    It is useful in the development of theoretical bases for the subject of study.

  • 3.

    In addition to theoretical bases, it is also useful in the practical aspects of the study.

  • 4.

    It provides a new approach to view the subject of study and takes the researcher to a degree of understanding towards data in which he/she can give meaning to the collected raw data.

  • 5.

    It provides a modern way to guide the future studies that are going to be done on the subject matter (Mansouriyan, 2007).

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