A qualitative study of stock market investors' perception of accounting practices and investment behavior

Since 2001, violations of the generally accepted accounting principles (GAAP) have led some organizations to bankruptcy and a declination of confidence among stock market investors. With a decline in stock market investors' confidence, U.S. organizations are uncertain how investors will respond in their future investment behavior. The purpose of the qualitative constructivist grounded theory study was to explore stock market investors' perceptions of ethical behavior from previous misstated accounting errors in U.S. corporations, and how those perceptions influenced the future investment behaviors of 20 investors living in the southeast region of the United States. The participants were asked 10 questions, stemming from a questionnaire and seven interview questions. The study results showed 10 participants (50%) of the target population intend to be more active as investors in the stock market, two participants (10%) of the target population lost faith in the stock market and will reduce their investing, and eight participants (40%) of the target population will remain constant in their investment behavior in the stock market.