Metodologia teorii ugruntowanej – pomiędzy pozytywizmem a konstruktywizmem
Grounded Theory Methodology – between Positivism and Constructivism

Summary/Abstract: The article focuses on the methodology of grounded theory. The purpose of this article is to present the concept of grounded theory and proposals of the application of this methodology in market research. When considering the problem of integration of research approaches can be concluded that there are methodologies that cannot be classified unambiguously to a particular line of research. The grounded theory is this kind of methodology. By definition, the grounded theory is treated as a part of qualitative research carried out in accordance with the constructivist paradigm. In fact, we can point out features of this methodology that situate it between two different lines of research: positivism and constructivism. The article presents the genesis, notion and characteristics of the grounded theory. The author attempts to locate the methodology of grounded theory between constructivist and positivist paradigm. The paper also presents the possibilities of using the grounded theory in consumer behaviour research.

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