QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

GROUNDED THEORY

Chapter 9

Sage Publications Limited

2008 Michael D. Myers

All Rights Reserved

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

Introduction

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

Grounded theory

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

The purpose of grounded theory

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

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

Defining grounded theory

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

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

Grounded theory and the literature review

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

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

1. Open coding

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

QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

Evaluating grounded theory studies

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

10