کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
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1027998 | 942274 | 2010 | 11 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Misused and missed use — Grounded Theory and Objective Hermeneutics as methods for research in industrial marketing Misused and missed use — Grounded Theory and Objective Hermeneutics as methods for research in industrial marketing](/preview/png/1027998.png)
Since qualitative research methods have always found strong representation within sociology it is warranted to look at the sociological discussion in order to challenge and enrich qualitative research in industrial marketing. With this mission in mind, we discuss two sociological concepts that constitute influential schools within the German-speaking sociology of language community: Grounded Theory and Objective Hermeneutics. The analysis of their suitability for research in industrial marketing along several dimensions shows that while both methods target the reconstruction of meaning, they pursue different paths. Grounded Theory strives to discover higher-ranked social patterns, while Objective Hermeneutics is concerned with universal motives underlying a specific interaction.
Journal: Industrial Marketing Management - Volume 39, Issue 1, January 2010, Pages 5–15