La grounded theory y la investigación cualitativa en comunicación y marketing

Abstract

Grounded Theory, developed by Barney G. Glaser and Anselm L. Strauss, has had in the last years an important impact on the qualitative research field, mainly applied to clinical and educational research. We consider that its methodology is perfectly applicable to business research, with a scientific rigor hardly achievable with the qualitative methodologies that are usually used.