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

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Consumer behaviour
Grounded theory
Marketing

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

Breaking new ground : Developing grounded theories in marketing and consumer behavior. / Fischer, Eileen; Otnes, Cele C.

Handbook Of Qualitative Research Methods In Marketing. ed. / Russell W. Belk. Edward Elgar Publishing, 2006. p. 19-30.

Research output: Chapter in Book/Report/Conference proceedingChapter

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