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

Eileen Fischer, Cele C. Otnes

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

2 Breaking new ground: developing grounded theories in marketing and consumer behavior Eileen Fischer and Cele C. Otnes Across the social science disciplines, there is probably no book more widely cited by those who analyze qualitative data than G….

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 (Electronic)9781847204127
ISBN (Print)9781845421007
DOIs
StatePublished - Jan 1 2006

ASJC Scopus subject areas

  • Social Sciences(all)
  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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