Grounded Theory: Help or Hindrance for Consumer Behaviour?

Qualitative research thinking has had a profound effect upon marketing and the marketing research industry. This paper looks at one methodology in particular - grounded theory (GT) and questions whether it has been a help or hindrance in marketer's quest for insights into consumer behaviour. The paper begins with an overview of the GT approach to research and the conflict between the various methodologies proposed by the original authors (together and separately) and others. It examines the methodological considerations and the inconsistencies and ‘methodological slurring' that may occur as a result. The paper examines the relationship of the traditional literature review and prior research knowledge in GT research and notes the variety of approaches taken. In addition it queries whether the mix of (sometimes emergent) methodologies leads to lightweight conceptual development and/or theoretical insight. In particular it questions whether GT research raises credibility issues amongst journal editors and whether this deters GT research. The paper concludes that GT offers considerable potential in the field of consumer research and offers a systematic method for collection and analysis of data which may suit some researchers and if applied well could produce new insights