扎根理论在营销研究中的应用探讨

Application of Grounded Theory in Marketing Research

扎根理论是一种重要的定性研究方法,最早诞生于社会学,后在许多社会科学领域得到应用。使用扎根理论之前需要阅读大量文献以培养理论敏感度。而在数据处理方面,扎根理论主要依赖于编码技术,包括主轴编码、开放式编码以及选择性编码。需要注意的是扎根理论不等同于内容分析。在未来的营销学研究中,扎根理论应该更广泛地被应用于面对新话题时的理论构建、进行可重复性研究、过程模型问题以及涉及多变量的复杂问题。

Grounded theory is an important qualitative research method.It originated from sociology,and was applied to many other subjects in social science later.Before adopting grounded theory,much literature should be read to foster theoretical sensitivity.In terms of data analysis,grounded theory mainly uses coding techniques,including open coding,axial coding,and selective coding,of note,grounded theory is not content analysis.In future marketing research,grounded theory should be more widely used in theory construction regarding new topics,replicative research,process model and complex research questions with multiple variables.