QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

MYERS

GROUNDED THEORY

Chapter 9

Sage Publications Limited

2008 Michael D. Myers All Rights Reserved

Introduction

Written Record
QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

Data Analysis Approach

Grounded theory is a research method that seeks to develop theory that is grounded in data systematically gathered and analysed There is a continuous interplay between data collection and analysis

Data Collection Technique

Research Method

Philosophical Assumptions

Grounded theory

The purpose of grounded theory

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

The purpose of grounded theory research in business and management is to develop new concepts and theories of business-related phenomena, where these concepts and theories are firmly grounded in qualitative data It allows for the emergence of original and rich findings that are closely tied to the data

Grounded theory

Defining grounded theory

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

The discovery of theory from data systematically obtained and analysed in social research (Glaser & Strauss, 1967: 1) The methodological thrust of grounded theory is toward the development of theory, without any particular commitment to specific kinds of data, lines of research, or theoretical interests . . . Rather it is a style of doing qualitative analysis that includes a number of distinct features . . . and the use of a coding paradigm to ensure conceptual development and density (Strauss, 1987)

Grounded theory

Grounded theory and the literature review

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

As a general rule, grounded theory researchers should make sure that they have no preconceived theoretical ideas before starting the research Many people think that this means ignoring the literature But this is not so - the intention is to make sure that researchers are not constrained by literature when coding Researchers should make sure that they do not impose concepts on the data those concepts should emerge from the data

Grounded theory

Some approaches to grounded theory

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

Two main variants:

1. Strauss and Corbins (1990) book provides one coding paradigm (context, conditions, interactions, conditions and consequences) 2. Glasers (1978) book provides 18 coding families giving many more options

Glaser accused Strauss and Corbin of being too restrictive and of forcing data and concepts into a preconceived mould
However the Strauss and Corbin (1990) variant is the most widely used

Grounded theory

How to do grounded theory

1. Open coding
QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

Summarizing some text by the use of a succinct code

Constant comparison: constantly compare and contrast qualitative data in the search for similarities and differences

2. Axial coding or selective coding

Refine the conceptual constructs

3. Theoretical coding
The formulation of a theory

Grounded theory

Critique of grounded theory

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

Advantages:
It has intuitive appeal for novice researchers, since it allows them to become immersed in the data at a detailed level It gets researchers analysing the data early It encourages systematic, detailed analysis of the data and provides a method for doing so It gives researchers ample evidence to back up their claims It encourages a constant interplay between data collection and analysis It is especially useful for describing repeated processes e.g. the communications processes between doctors and patients, or the communications processes between information systems analysts and users

Grounded theory

Critique of grounded theory (2)

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

Disadvantages:
First time users can get overwhelmed at the coding level

Open coding takes a long time

It can be difficult to scale up to larger concepts or themes Because it is a detailed method, it can be difficult to see the bigger picture

Tends to produce lower level theories only

Grounded theory

Evaluating grounded theory studies

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

Is there a clear chain of evidence linking the findings to the data?

Are there multiple instances in the data which support the concepts produced?
Has the researcher demonstrated that they are very familiar with the subject area or, as Glaser puts it, are steeped in the field of investigation (Glaser, 1978)? Has the researcher created inferential and/or predictive statements about the phenomena? Has the researcher suggested theoretical generalizations that are applicable to a range of situations?

Grounded theory

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