Breaking new ground: Developing grounded theories in marketing and consumer behavior

Eileen Fischer, Cele C. Otnes

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish (US)
Title of host publicationHandbook Of Qualitative Research Methods In Marketing
EditorsRussell W. Belk
PublisherEdward Elgar Publishing
Pages19-30
Number of pages12
ISBN (Print)9781845421007
DOIs
StatePublished - Dec 1 2006

ASJC Scopus subject areas

  • Business, Management and Accounting(all)

Cite this

Fischer, E., & Otnes, C. C. (2006). Breaking new ground: Developing grounded theories in marketing and consumer behavior. In R. W. Belk (Ed.), Handbook Of Qualitative Research Methods In Marketing (pp. 19-30). Edward Elgar Publishing. https://doi.org/10.4337/9781847204127.00008