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Grounded Theory Definition

A method of categorizing empirically collected data to build a general theory to fit the data.

Grounded theory is a method of categorizing empirically collected data to build a general theory to fit the data. This qualitative research technique seeks to develop theories by gathering and analyzing data from real-world observations without including preconceived notions or pre-existing theories. In marketing research, data is collected directly from a target audience or market to obtain insights and develop theories about consumer behavior and market trends, as well as other relevant phenomena. This method focuses on generating concepts and hypotheses from empirical observations, rather than testing existing theories. grounded theory can uncover hidden insights, challenge assumptions and generate theories that are grounded in real-world study. This is opposite of traditional marketing research methods that rely on existing theories. Grounded theory enables researchers to develop theories directly from empirical data.

Who relies on grounded theory?

Market researchers and professionals utilize grounded theory to gather comprehensive insights into consumer behaviors, preferences and market dynamics. What’s more, academics, market researchers, product developers and various organizations turn to this method to uncover hidden patterns and generate novel insights based on real-world observations.

Why should I care about grounded theory?

Grounded theory can uncover insights that might not be captured by traditional methods. It collects findings from authentic experiences and opinions of consumers to develop insights that lead to more effective and informed marketing strategies.