Ethnography and grounded theory: A happy marriage?

As qualitative methods are experiencing increasing popularity in consumer research, methods are being introduced from other disciplines, particularly anthropology and sociology. Ethnography has received attention as a promising consumer research method, although it has yet to achieve mainstream status within the discipline. This paper discusses the compatibility of ethnography with the grounded theory method of theory induction as employed in sociology. Combined, it is proposed that these two methods have the potential to offer a detailed understanding of consumption as experienced by consumers.