GROUNDED THEORY, A KVALITATÍV KUTATÁs KLASSZIKUS MÉRFÖLDKÖVE.

Grounded theory is a research method in which theory emerges from the data and is grounded in it (Glaser - Strauss, 1967). Despite the international popularity of the method, the grounded theory unfortunately hasn't taken roots in the Hungarian management and marketing research fields. The purpose of this article is to highlight some features and key points of the method and to popularize it among researchers. [ABSTRACT FROM AUTHOR]