Academy of Marketing, Qualitative Inquiry in Marketing SIG (special interests group)

Two-Day Symposium on 9th and 10th June 2011, hosted by the School of Management and Law, Glyndŵr University, UK.
Theme: “Qualitative Inquiry and Grounded Theory (GT) Methodology in Marketing”

Who should attend this symposium? It is for you, if you are:

• An experienced academic who undertakes research by using qualitative, quantitative, mixed-methods
research or GT (Grounded Theory) methodology.
• A knowledgeable researcher who wishes to follow GT development for the purposes of methodological
comparisons.
• A well-Informed practitioner and/or consultant who employs GT in their work.
• An exceptional PhD supervisor who wishes to enrich their methodological diversity for informing their
students’ learning progression.
• A proactive scholar who wishes to use GT for proposing a new theory generation.
• An experienced specialist (whether interpretivist, positivist or mixed methodist) who wishes to compare
GT areas of methodology.
• A learned doctoral student who wishes to gain in detail the main differences between Classical GT,
Straussian GT, Constructivist GT and other types of GT.
Grounded Theory (GT) is one of the most rigorous and accepted methods of deriving a new theory from data.
It was founded in the mid-1960s from the field of sociology. Since 1960, scholars from other fields have
adapted and modernised this GT methodology. Consequently, there are different GT methods in the literature.
The use of GT has attracted a considerable amount of interest from academics, researchers, students and
practitioners from the field of marketing in particular, and from other areas in general. Although the basic
building blocks of the GT methodology start in the 1960s, today's challenge is to integrate it into a range of
disciplines in order to generate new theory in your cognate areas. This two-day SIG symposium provides an
opportunity for academics, experienced researchers, consultants, practitioners, teachers and doctoral students
to explore some of the challenges in the use of GT. This symposium will be delivered by keynote speakers:
Professor Barney Glaser (Grounded Theory Institute, USA). Dr Barney Glaser is a sociologist and
along with Dr Anselm Strauss co-originated the GT research method in 1967. In 1970, Barney started
the Sociology Press, USA publishing company dedicated to developing the understanding of the GT
method. One of his most important books “Theoretical Sensitivity” was published by Sociology Press
in 1978. Since then, Barney has published 10 more books and 6 GT readers which further outline the
intricacies involved when doing classic GT. He has travelled extensively throughout the world giving
GT symposiums and seminars to many researchers. He was awarded an honorary doctorate by the
University of Stockholm for his services to research methodology in 1998. In 1999, he founded the
notable, non-profit Grounded Theory Institute. A live teleconference session (with Barney from Mill
Valley, California, USA) will be held on 9th June 2011.
There are several publications of Barney, such as “Awareness of Dying” (1965) and “The Discovery of
Grounded Theory” with Anslem Strauss (1967), “Theoretical Sensitivity” (1978), “Getting Out of the Data”
(March 2011), published by Sociology Press Mill Valley, USA. This new publication demonstrates the
development of GT over the past 40 years. Barney is still writing books when he is already in his 80s!

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 Academy of Marketing, Qualitative Inquiry in Marketing SIG (special interests group)
Two-Day Symposium on 9th and 10th June 2011, hosted by the School of Management and Law, Glyndŵr University, UK.
Theme: “Qualitative Inquiry and Grounded Theory (GT) Methodology in Marketing”

Professor Mike Saren (Leicester University) will talk about “Theory Generation”. He is a founding
editor of the Journal of Marketing Theory. His current research includes an investigation into sub-
cultural consumption, branding and identity. In addition, as one of the editors of the SAGE Handbook
of Marketing Theory, Mike has brought outstandingly together the latest issues concerning the
historical development of marketing theory, its philosophical underpinnings and major theoretical
debates.

Professor Andy Lowe (Grounded Theory Institute, USA). Dr. Andy Lowe will tackle the problems
confronted by classic GT researchers such as data collection and theoretical sampling, writing
memos and theoretical sensitivity, methods of analysis, open and selective coding, classic GT
thesis/dissertation and quantitative GT methodology. Andy is a fellow of the Grounded Theory
Institute and has a close working relationship with the co-originator of Grounded Theory (Barney).
Andy has run more than 20 GT symposiums in universities throughout Europe, Asia and North
America. He was on the editorial board of the first edition of the Grounded Theory Review, which
was originally launched in the late 1990s. To celebrate Barney’s 80th birthday, Andy has recently co-
authored a chapter in a special edition publication (“GT: Philosophy, Method and the Work of
Barney Glaser”), on “Getting through the PhD Process Using Classic Grounded Theory; a
Supervisor/Researcher Perspective.”. Also, Andy has already successfully supervised 7 PhDs all of
which used the GT research methodology.

From left to right: Barney, Mike, Andy, Alexis

Dr. Alexis McLean’s (Glyndŵr University) main focus of expertise is in qualitative data collection and
analysis, particularly specialising in Classic Grounded Theory. Using Classic GT Methodology, Alexis
defended successfully her PhD thesis on “A Study of the Networks within which Venture Capital
Firms are Embedded”. Alexis has many years experience utilising and implementing GT for
supervising postgraduate and doctoral students as well as for writing a variety of research papers
and articles on this subject. She is currently undertaking a research study focused on the
contextualisation of theoretical memos and the development of this emerging approach. Co-
authored with Dr. Binsardi, Alexis’ research “Theoretical Sampling in Grounded Theory;
Methodological and Pedagogical Aspects” was awarded “Best Paper” by Qualitative Market
Research; an International Journal (Emerald) and the Academy of Marketing Symposium 2008.

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 Academy of Marketing, Qualitative Inquiry in Marketing SIG (special interests group)
Two-Day Symposium on 9th and 10th June 2011, hosted by the School of Management and Law, Glyndŵr University, UK.
Theme: “Qualitative Inquiry and Grounded Theory (GT) Methodology in Marketing”

There will be an opportunity for intensive dialogue about GT issues in relation to other qualitative and
quantitative methodologies, as well as a poster session.
If you would like to present your research in the symposium, please send abstract, working paper or a poster
with diagrams etc to the symposium organiser by Monday, 4 April 2011, midnight UMT (UK time) at the latest.
There will be awards and prizes for the best working paper, abstract and poster.

The symposium will draw together researchers, practitioners, students and developers from academia and
industry. All accepted abstracts, working papers and posters will be published in the symposium proceedings,
which are registered with an official ISBN number, and copies of the proceedings are deposited with the British
Library.

The symposium will be held at Glyndŵr University Campus on 9th and 10th June, 2011. The symposium starts
at 10.00 (registration and refreshment) on Thursday morning and finishes at 15.00 on Friday evening. There
will also be an informal social get together and networking event at a symposium gala dinner.
Accommodation can be arranged with the following options:
• You may stay at the University, at academic rates, at a cost of £45 per night, including breakfast
(University Accommodation). Note: you are required separately to book your own room at the University
by contacting Mr. Haydn Hughes, Glyndwr University Accommodation, Catrin Finch Centre, Plas Coch,
Mold Road, Wrexham, LL112AW, UK , Phone: +44(0)1978-293565, e-mail: h.hughes@glyndwr.ac.uk.
• You may stay at the Ramada Plaza Hotel, at corporate rates including breakfast (7 minutes’ walk to the
University). Note: you are required to book separately your own room at the Ramada and mention the
Glyndwr University discounted rate of £82 per night. Ramada Plaza Hotel, Ellice Way, Wrexham, LL13
7YH, UK, Phone: +44(0)1978-291400, Fax: +44(0)1978-291401, E-Mail: info@ramadaplazawrexham.co.uk
The subsidised price of the symposium will be £185 to cover catering, materials, symposium proceedings, a
certificate of attendance, gala dinner etc (not including accommodation). Please note that due to the
limitation of places, reservations will be limited to a first-come-first-served basis. Your place will not be
reserved until payment has been received and cleared. Payment can be transferred directly via Glyndŵr
University’s website online transactions page at https://payonline.glyndwr.ac.uk. Alternatively, payment can
also be made by telephone calling: +44(0)1978-293037 and quoting the symposium.
Further details are available at the symposium website:
http://www.glyndwr.ac.uk/en/UniversityInstitutes/UniversityInstituteforArtsScienceandTechnology/Management/
and clicking “seminars and conferences” (right column) or the Academy of Marketing website at
http://www.academyofmarketing.org/ and clicking “SIGs” and “Qualitative Inquiry in Marketing SIG” (on the
main or top menu), or contact the symposium organiser as follows:

Dr. Ben A. Binsardi

Chair, Qualitative Inquiry SIG, Academy of Marketing
Research Coordinator, Business School, Glyndŵr University
Mold Road, Wrexham, North Wales, LL11 2AW, UK
Tel: +44(0)1978-293136 Fax: +44(0)1978-293375
Symposium Mobile: +44(0)7922089862
E-mail: a.binsardi@glyndwr.ac.uk
Skype: OnlineSupervision

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 Academy of Marketing, Qualitative Inquiry in Marketing SIG (special interests group)
Two-Day Symposium on 9th and 10th June 2011, hosted by the School of Management and Law, Glyndŵr University, UK.
Theme: “Qualitative Inquiry and Grounded Theory (GT) Methodology in Marketing”

Registration Form

Please complete and return by e-mail, regular mail or fax. Please note that the name and title you
give here will be printed on your badge, the participants’ list and the symposium proceedings.
Prepaid advanced registration must be electronically submitted, faxed or mailed as soon as possible.
This registration form must be accompanied by online payment in order to be processed at
https://payonline.glyndwr.ac.uk/. Please use one form per person. Should you have problems
registering, please contact Dr. Binsardi at +44(0)1978-293136 or a.binsardi@ glyndwr.ac.uk.

Full Names :____________________________________________________________________

Title : Prof.  Dr.  Mr.  Ms.  Mrs. other:________________________________

Are you a member of the Academy of Marketing (AM)? : Yes.  No.  I would like to be a
member of the Academy.  I would like to learn more about the Academy.

Occupation : ____________________________________________________________________

Organisation :____________________________________________________________________

Address :____________________________________________________________________

Post Code: :____________________________ City:____________________________________

Country :____________________________________________________________________

Telephone :____________________________________________________________________

Fax: :_________________________ E-mail:_____________________________________

Subsidized symposium fees (£185) include admission to symposium sessions, tea/coffee, lunch,
registration materials, reception, symposium proceedings, a certificate of attendance and gala
dinner to be held during the evening of June 9th. Please note that due to the limitation of places,
reservations will be limited to a first-come-first-served basis. Your place will not be reserved until
payment has been received and cleared. Payment can be transferred directly via
https://payonline.glyndwr.ac.uk/. Note on the University’s Cancellation Policy. Cancellation
(symposium) by Friday 6th May - 50% refund. Cancellation after Friday 6th May - No Refund.
Cancellation (university’s accommodation) by Friday 6th May - 50% refund. Cancellation after Friday
6th May - No Refund.

I am non-vegetarian/vegetarian/other (please specify yes or no): _____________________________

I require assistance because of disability/mobility/other (please specify): ______________________
By sending in this registration form, I acknowledge that I commit myself to the immediate payment
of the full symposium fee of £185. I have taken notice of the cancellation terms on this form.

Date : _________ /________ /_________

Signature : ____________________________

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 Academy of Marketing, Qualitative Inquiry in Marketing SIG (special interests group)
Two-Day Symposium on 9th and 10th June 2011, hosted by the School of Management and Law, Glyndŵr University, UK.
Theme: “Qualitative Inquiry and Grounded Theory (GT) Methodology in Marketing”

GUIDELINES FOR SUBMISSIONS

The aim of this symposium is to provide academics, practitioners and researchers with a forum to
disseminate and share ideas, perspectives and theories relating to qualitative research, GT and other
research methodology. It also offers a networking opportunity for scholars to meet others who share
a similar research direction. Abstract, working papers and posters must be submitted to the
symposium organiser by Monday, 4 April 2011, midnight UMT (UK time) at the latest.

Abstract and References. It should be original and state clearly the purpose, method, results and
conclusions of the work, and should be between 150 to 250 words in length. It should be in the
following formats: Microsoft Word documents, A4‐page, 2.5cm margins on all sides, single spaced
throughout, 12‐point Times Roman font, with the name of the paper’s author(s), email and
institution. References should also be enclosed, which are additional to the words count.

Working Papers. It must be between three to five pages excluding abstract, appendices and
references, tables and figures. Footnotes and formulae must kept to a minimum and numbered
consecutively throughout the text. Appendices should only be included if absolutely necessary. It
should be in the following formats: Microsoft Word documents, A4‐page, 2.5cm margins on all sides ,
single spaced throughout, 12‐point Times Roman font, with the name of the paper’s author(s), email
and institution.

Posters. It must be in pdf or PowerPoint format, and have a maximum file size of 8Mb. It should be
A1 format (594 x 841 mm or 23.4 x 33.1 in) and printed on a single panel to be displayed in the
symposium. Please ensure that the poster is also readable in A4 format (210 x 297 mm -- 8.3 x 11.7
in) so that it can be included in the symposium proceedings. The body of the text should be around
25 point, with main headings no smaller than 48 point. Any smaller, it will be difficult to read from a
distance.

Authors’ Abstract, Working Papers and Posters. Full references should appear at the end of
abstract, working papers and posters. They must be presented in Harvard or APA (American
Psychological Association) Styles. In order to ensure standard quality symposium proceedings, all
submissions will be reviewed (anonymous peer review or blind review) according to the following
criteria, (1) original & conceptual contribution, (2) clear, logical presentation, (3) literature review,
(3) theory development, (4) method, (5) data analysis, (6) robust discussion/conclusions, (7) content
& visual impacts (posters). The decision in relation to the acceptance of abstract, working papers and
posters and the conferment of awards and prizes are final. Authors will be notified as soon as the
review process has been completed in a three week time. By submitting abstract, working papers
and posters to be reviewed, the author(s) are indicating that at least one of the authors will attend
the symposium and present the paper or poster. Any papers not presented by an author/co-author
will not be published in the Symposium Proceedings. All attendant presenters must also register for
the symposium and pay the registration fee. Successfully refereed working papers, abstract and
posters will be published in the Symposium Proceedings.

Author Biography and Photo. A brief professional biography (of approximately 100 words for each
author, his or her institutional affiliation and email or contact details) should also be submitted,
accompanied by a small author photograph. This information is not used during the review process,
but will be made available in print in the symposium proceedings.

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 Academy of Marketing, Qualitative Inquiry in Marketing SIG (special interests group)
Two-Day Symposium on 9th and 10th June 2011, hosted by the School of Management and Law, Glyndŵr University, UK.
Theme: “Qualitative Inquiry and Grounded Theory (GT) Methodology in Marketing”

Tentative Schedule
Thursday 9th June 2011
10.00 – 10.15 Registration, symposium proceedings, files, badge and a certificate of attendance
Lunch, coffee and tea
10.15 – 10.30 Welcome Speech
Academy of Marketing (AM) and Glyndŵr University (GU)
10.30 – 11.45 Professor Andy Lowe (Grounded Theory Institute, USA):
“Trust in emergence - the roots of Grounded Theory (GT) and the classic GT process”
Questions and Answers
Facilitator: to be confirmed (AM)
11.45 – 12.00 Coffee and Tea, Networking among Participants, Poster Presentation
12.00 – 13.00 Seminar Group Discussions 1 (Abstract and Paper Presentation by Participants)
Questions and Answers
Moderator: to be confirmed (AM)
13.00 – 13.45 Symposium Lunch at Glyndŵr Catrin Finch
13.45 – 14.30 Dr. Alexis Mclean (Glyndŵr University)
Alexis will talk about the use of GT in marketing and management and the aspects of
new theory generation and the contextualisation of theoretical memos.
Questions and Answers
Facilitator: to be confirmed (AM)
14.30 – 16.00 Seminar Group Discussions 2 (Abstract and Paper Presentation by Participants
Questions and Answers
Moderator: to be confirmed (AM)
16.00 – 16.15 Coffee and Tea, Networking among Participants, Poster Presentation
16.15 – 17.30 A live teleconference (dialogue) session with the co-originator of Grounded Theory
Professor Barney Glaser (Grounded Theory Institute) from Mill Valley, California, USA
Facilitator: Professor Andy Lowe
17.30 End of Today’s Symposium
19.00 – 21.00 A symposium gala dinner held in Glyndŵr University’s Restaurant 1887
Dinner Speech: to be conformed (AM/GU)

Friday 10th June 2011

09.15 – 09.30 Coffee and Tea, Networking among Participants, Poster Presentation
09.30 – 11.00 Professor Mike Saren (Leicester University)
An Introduction to Theory Generation in Marketing, Conceptualisation, Historical
Development, Key Areas for Debates
Questions and Answers
Facilitator: to be confirmed (AM)
11.00 – 11.15 Coffee and Tea, Networking among Participants, Poster Presentation
11.15 – 12.45 Seminar Group Discussions 3 (Abstract and Paper Presentation by Participants)
Questions and Answers
Moderator: to be confirmed (AM)
12.45 – 13.45 Awards and prizes (best paper/abstract/poster) held at the symposium luncheon
Congratulation Speech (Awards & Prizes): to be confirmed (AM/GU)
in Glyndŵr Catrin Finch
13.45 – 14.45 Professor Andy Lowe (Grounded Theory Institute, USA): GT Methodology and Theory
Generation, Conceptualisation, Historical Development, Key Areas for Debates,
Questions and Answers
Facilitator: Professor Mike Saren
14.45 – 15.00 Coffee and Tea, Networking among Participants, Poster Presentation
End of Symposium