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 language | English (US) |
|---|---|
| Title of host publication | Handbook of Qualitative Research Methods in Marketing |
| Editors | Russell W. Belk |
| Publisher | Edward Elgar Publishing |
| Pages | 19-30 |
| Number of pages | 12 |
| ISBN (Electronic) | 9781847204127 |
| ISBN (Print) | 9781845421007 |
| DOIs | |
| State | Published - Jan 1 2006 |
ASJC Scopus subject areas
- General Economics, Econometrics and Finance
- General Business, Management and Accounting
- General Social Sciences