Misused and missed use - Grounded Theory and Objective Hermeneutics as methods for research in industrial marketing

被引：62
作者：
Wagner, Stephan M. [1 ]
Lukassen, Peter [2 ]
Mahlendorf, Matthias [2 ]
机构：
[1] Swiss Fed Inst Technol Zurich, Dept Management Technol & Econ, CH-8092 Zurich, Switzerland
[2] WHU Otto Beisheim Sch Management, Kuehne Ctr Logist Management, D-56179 Vallendar, Germany
来源：
INDUSTRIAL MARKETING MANAGEMENT | 2010年 / 39卷 / 01期
关键词：
Qualitative research methods; Sociology of language; Grounded Theory; Objective Hermeneutics; BUYER-SELLER RELATIONSHIPS; QUALITATIVE RESEARCH; OPPORTUNITIES; ATTRIBUTIONS; ORGANIZATION; ORIENTATION; STRATEGIES; MANAGEMENT; FRAMEWORK; SALES;
D O I：
10.1016/j.indmarman.2008.05.007
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Since qualitative research methods have always found strong representation within sociology it is warranted to look at the sociological discussion in order to challenge and enrich qualitative research in industrial marketing. With this mission in mind, we discuss two sociological concepts that constitute influential schools within the German-speaking sociology of language community: Grounded Theory and Objective Hermeneutics. The analysis of their suitability for research in industrial marketing along several dimensions shows that while both methods target the reconstruction of meaning, they pursue different paths. Grounded Theory strives to discover higher-ranked social patterns, while Objective Hermeneutics is concerned with universal motives underlying a specific interaction. (C) 2009 Elsevier Inc. All rights reserved.
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页码：5 / 15
页数：11
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