Grounded thoery. Using its methodology to uncover marketing management processes
John Connell Glasgow Caledonian University, United Kingdom andAndy Lowe University of Strathclyde, United Kingdom
INTRODUCTION
The principal danger of the over reliance or deductive research in market research is that the agendas of the professional research community can seem to be more important that the issues which are of prime concern to those in the substantive area being studied. Where inductive research is cited as being used, it is often very difficult for either the client or the research community to clearly establish how the transition...