Daengbuppha, Jaruwan; Hemmington, Nigel; Wilkes, Keith - In: Qualitative Market Research: An International Journal 9 (2006) 4, pp. 367-388
Purpose – The purpose of this paper is to present grounded theory as an alternative approach for conceptualizing and modelling the consumer experience. The basic theoretical tenets of the grounded theory approach are contrasted with more traditional assumptions and methods used in consumer...
