نظریه داده بنیاد کلاسیک؛ شرح مراحل تولید نظریه مرکز ثقلی هویت برند توریسم سلامت ایران

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استاد دانشکدة مدیریت دانشگاه تهران، تهران، ایران

2 دانشیار دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران

3 استادیار دانشکدة مدیریت، دانشگاه خوارزمی، تهران، ایران

چکیده

در دهة گذشته، جامعة علمی ایران از روش­های تحقیق کیفی، از جمله روش نظریة داده­بنیاد در پژوهش­های علوم مدیریتی استقبال کرده و از آن به‌عنوان یک روش کارآمد بهره برده است. تفاوت­های موجود بین دو بنیانگذار نظریة داده­بنیاد، به شکل­گیری دو شیوة متفاوت از این روش منجر شده است: نظریة داده­بنیاد کلاسیک و نظریة داده­بنیاد استراوسی. علی‌رغم مزیت­ها و برتری­های عمدة روش نظریة داده­بنیاد کلاسیک، محققان ایرانی از این روش غفلت کرده­اند. در این مقاله، به تشریح روش نظریة داده­بنیاد کلاسیک در قالب گزارش مراحل اجرای یک رسالة دکتری پرداخته شده است. برهمین­اساس، مقالة پیش رو، مراحل مختلف روش نظریة داده­بنیاد کلاسیک و همچنین چگونگی تولید یک نظریة داده­بنیاد، با نام نظریة مرکز ثقل هویت برند توریسم سلامت ایران را به­تفصیل شرح می­دهد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Classic Grounded Theory; description of generating Gravity Center of Iranian Health Tourism Brand Identity Theory

نویسندگان [English]

  • Ali Akbar Farhangi 1
  • Mehdi Karoubi 2
  • Faraz Saadeghvaziri 3
1 Prof., Faculty of Management, University of Tehran, Tehran, Iran
2 Associate Prof., Faculty of Management and Accounting, Allame Tabataba’i University, Tehran, Iran
3 Assistant Prof., Faculty of Management, University of Economic Sciences, Tehran, Iran
چکیده [English]

Over the last decade, Iranian scientific society has used qualitative research methods such as grounded theory widely in management science studies and has utilized it as an effective method. Differences between two founders of this method resulted into different methods: Classic Grounded Theory (CGT) and Straussian Grounded Theory. However, despite great advantages of Classic Grounded Theory (CGT), it is ignored by Iranian researchers. This article describes an example of doing Classic Grounded Theory (CGT) through conducting a PhD dissertation. Consequently, this paper provides detailed guidelines of Classic Grounded Theory (CGT) steps and presents how a grounded theory was generated named gravity center of Iranian health tourism brand identity.

کلیدواژه‌ها [English]

  • brand identity
  • classic grounded theory
  • glaser
  • Health tourism
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