One of the most common problems in research is that there is not enough data to generate a hypothesis. In such cases, the research should naturally start with collecting data and follow an inductive path. This is where grounded theory analysis comes to your aid. It allows you to formulate a hypothesis by combining your analysis with data collection.
In this article, the grounded theory analysis will be explained to you, including its ins and outs. In particular, you will be reinforced with diverse examples to help you understand the subject. Thus, it will be a great opportunity for researchers who are eager to learn this methodology. Now, begin learning it by reading its definition.
Grounded theory analysis is a qualitative research technique used to generate theories while collecting data.
This feature distinguishes it from traditional analysis approaches because it is used to discover patterns and themes together at the same time with data collection. Coding is the key concept in this process because it is a step that must be taken to determine categories, make comparisons, and ultimately develop a complete theory.
In order to apply grounded theory analysis, researchers need to complete certain stages. These stages, of course, start with data collection and end with the introduction of the theory. You can perform your analysis by following the steps below:
Steps for the ground theory analysis
Here, we will try to explain how grounded theory works by presenting you with an example study. For example, the purpose of the research is "to learn what strategy you can develop against your competitors in a new market."
A company wants to conduct research in this context. This company wants to contact and interview the owners or managers of businesses that have recently entered the market.
1. First, start with data collection. It is very important that you choose the appropriate sample in this step. It may be helpful to select companies that have something in common with your company. Then, list the participants. These can be CEOs of companies, department managers, and company strategists. Lastly, you interview the participants. Apart from the interviews, you can also expand the data with market reports and company financial documents.
2. In the second step, you need to start coding the transcripts of the interviews and financial documents. For example, you have identified frequently occurring expressions such as "market research," "competition," "new market," "branding," and "product adaptation.". You proceeded by constantly comparing whether these concepts were compatible in each interview and document.
3. Now, it's time to uncover patterns and relationships. You created broader categories by examining the connections between open codes. For example, you put the "branding" and "product adaptation" tags under the "product development" category.
4. In the last stage of coding, all that remains is to determine the core category. As a result of the initial and axial coding you made, the "Market Entry Strategy" core category emerged.
5. Start developing your theory. List the key elements that emerge as a result of the categories. You have a theory consisting of many components, such as customer demands, company powers, intercompany relations, brand reputation, and legal regulations. After this step, all that remains is to put the grounded theory into practice.
The grounded theory approach is frequently used in social sciences, and it contains complex components, such as sociology, education, and psychology. Apart from this, it is a method applied in cases where theories are inadequate in fields such as economics and healthcare. Now, you will read examples of grounded theory used in various disciplines.
Sociology
Education
Psychology
With grounded theory analysis, you can systematically conduct research with insufficient data. We explained how to do this in the titles above, but remember that this analysis has some limitations as well as its advantages. Here, you can decide whether it is suitable for your research by understanding its pros and cons:
All in all, grounded theory is a qualitative research methodology for researchers who want to create a competent theory. This methodology allows you to perform data collection and analysis simultaneously. This article has been prepared as an instructive tool for you to understand and conduct the analysis. First, the definition of grounded theory analysis is provided in the introduction.
Then, the steps of the analysis were shown. In the following heading, how you would conduct the analysis in a research study was explained with an example. Examples of the use of grounded theory analysis in different disciplines were presented, and finally, the strengths and weaknesses of the analysis were shared with you.
Atakan is a content writer at forms.app. He likes to research various fields like history, sociology, and psychology. He knows English and Korean. His expertise lies in data analysis, data types, and methods.