Theories of research: Grounded theory

 

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Paper
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Development of a research tool for the elicitation of consumer response
Tracy X.P. Zou and W. B. Lee, International Journal of Market Research, Vol. 49, No. 5, 2007, pp.613-631
A new consumer research tool is proposed for eliciting consumer responses from unstructured data, such as narratives. The grounded theory approach is adopted to guide the process of data collection an ...

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