Grounded theory, ethnography and phenomenology: A comparative analysis of three qualitative strategies for marketing research

摘要: – The paper aims to look at some of the problems commonly associated with qualitative methodologies, suggesting that there is a need for more rigorous application in order develop theory and aid effective decision making., examines three methodologies: grounded theory, ethnography, phenomenology. It compares contrasts their approaches data collection interpretation highlights strengths weaknesses each one., suggests that, while as opposed methods, are now an accepted feature consumer research, truest sense still its infancy within broader field marketing. proposes number possible contexts may benefit from in‐depth enquiry., should be interest marketers considering adopting perspective, possibly first time, it offers snap‐shot widely‐used procedures potential pitfalls.