Misused and missed use — Grounded Theory and Objective Hermeneutics as methods for research in industrial marketing
作者： Stephan M. Wagner , Peter Lukassen , Matthias Mahlendorf
DOI: 10.1016/J.INDMARMAN.2008.05.007
关键词: Sociology 、 Sociology of language 、 Order (exchange) 、 Representation (arts) 、 Social science 、 Grounded theory 、 Meaning (philosophy of language) 、 Qualitative research 、 Hermeneutics 、 Epistemology 、 Industrial marketing
摘要: Abstract Since qualitative research methods have always found strong representation within sociology it is warranted to look at the sociological discussion in order challenge and enrich industrial marketing. With this mission mind, we discuss two concepts that constitute influential schools German-speaking of language community: Grounded Theory Objective Hermeneutics. The analysis their suitability for marketing along several dimensions shows while both target reconstruction meaning, they pursue different paths. strives discover higher-ranked social patterns, Hermeneutics concerned with universal motives underlying a specific interaction.
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