Grounded Theory Methodology of Qualitative data analysis

1. Grounded Theory
Methodology in
Qualitative Research
Shiv S Tripathi
Asst. Professor
Calcutta Business School

2. Types of Qualitative Research
According to Punch (1998) there are the following approaches to
qualitative Research:
• Case Studies
• Ethnography & Participant Observation
• Phenomenology
• Ethnomethodology & Interpretive Practice
• Grounded Theory
• Biographic Method
• The Historical Method
• Applied and Action Research &
• Clinical Models
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3. Types of Qualitative Research
• According to Creswell (2007) there are five main approaches to
Qualitative Data Analysis. These are:
• Biography : the study of an individual and her or his experiences as told
to the researcher or found in documents and archival material.
• Phenomenology : emphasizes the meaning of an experience for a
number of individuals.
• Grounded Theory : is to generate or discover a theory, an abstract
analytical schema of a phenomenon that relates to a particular
situation. Grounded theory is an iterative process by which the analyst
becomes more and more grounded in the data and develops
increasingly richer concepts and models of how the phenomenon being
studied really works.
• Ethnography : helps understand the social world from the vantage point
of those residing in it. Ethnographies provide understanding of ‘what’s
going on’ of those who inhabit a range of naturally occurring settings.
• Case Study : is an exploration of a “bounded system” or a case (or
multiple cases) over time through detailed, in-depth data collection
involving multiple sources of information rich in context.
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4. Approaches to QDA
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Dimension Biography Phenomenology Grounded Theory Ethnography Case Study
Focus Exploring the life of an
individual
Understanding the essence
of experiences about a
phenomenon
Developing a theory
grounded in data
from the field
Describing and
interpreting a cultural
and social group
Developing an in-
depth analysis of a
single case or
multiple cases
Discipline
origin
-Anthropology
-Literature
-History
-Psychology
-Sociology
-Philosophy
-Sociology
-Psychology
Sociology Cultural anthropology
Sociology
Political science,
sociology,
evaluation, urban
studies, other social
sciences
Data
collection
Primarily interviews
and documents
Long interviews with up to
10 people
Interviews with 20-30
individuals to
“saturate” categories
and detail a theory
Primarily observations
and interviews with
additional artifacts
during extended time
in the field
Multiple sources
document, archival
records, interviews,
observations,
physical artifacts
Data analysis -Stories
-Epiphanies
-Historical content
-Statements
-Meanings
-Meaning themes
-General description of the
experience
-Open coding
-Axial coding
-Selective coding
-Conditional matrix
-Description
-Analysis
-Interpretation
-Description
-Themes
-Assertions
Narrative
form
Detailed picture of an
individual’s life
Description of the
‘essence’ of the experience
Theory or theoretical
model
Description of the
cultural behavior of a
group or an individual
In-depth study of a
“case” or “cases”
Approaches to Qualitative Method (Source: Creswell, 2007)

5. Development of Grounded
Theory Methodology
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Source: Genealogy of Grounded Theory: Major Milestones (Morse, Stern, Corbin, Bower, Charmaz, & Clarke, 2009, p. 17)

6. Comparison between the two major
schools of thoughton GTM
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‘Glaserian’ School of GT ‘Straussian’ School of GT
Beginning with an Empty Mind Having a general idea of where to begin
Emerging Theory, with neutral questions Forcing the theory, with structured questions
Development of a Conceptual Theory Conceptual Description (description of situations)
Theoretical Sensitivity (the ability to perceive
variables and relationships) comes from
immersion in the data
Theoretical sensitivity comes from methods and
tools
The theory is grounded in the Data itself The theory is interpreted by the observer
The credibility of the theory, or verification is
derived from its grounding in the data
The credibility of the theory comes from the rigour
of the method
A basic social process should be identified (what is
happening?)
Basic social processes need not be identified
(Source: Onions, 2006; Jones & Alony, 2011)

7. Comparison between the two major
schools of thoughton GTM
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‘Glaserian’ School of GT ‘Straussian’ School of GT
The researcher is passive, exhibiting disciplined
restraint
The researcher is active
Data reveals the theory Data is structured to reveal the theory
Coding is less rigorous, a constant comparison of
incident to incident, with neutral questions and
categories and properties evolving.
Coding is more rigorous and defined by technique. The
nature of making comparisons varies with the coding
technique. Labels are carefully crafted at the time. Codes
are derived from ‘micro-analysis which consists of word-
by-word data analysis’
Two coding phases or types, simple (fracture the
data then conceptually group it) and substantive
(open or selective, to produce categories and
properties)
Three types of coding, open (identifying, naming,
categorizing and describing phenomena), axial (the
process of relating codes to each other) and selective
(choosing a core category and relating other categories
to that)
Regarded by some as the only ‘true’ GTM Regarded by some as a form of Qualitative Data Analysis
(QDA)
(Source: Onions, 2006; Jones & Alony, 2011)

8. Salient Features of GTM
• For analyzing theoretical data.
• It uses Theoretical Sampling.
• Having ‘a priori’ knowledge or not.
• The data is grounded in the theory itself.
• The sample size should be extended upto the point when there are
no more categories emerging out of analysis.
• Findings are validated by the actual responses or quotations.
• Typically 20-30 or maximum 50-60 interviews are sufficient for
analysis (Creswell, 2007). In addition to that, survey data, audio,
video and GPS data can also be analysed through Grounded Theory.
• Compatibility with software packages like Atlas.ti, InVivo, MaxQDA
that support Grounded Theory Methodology of Qualitative Data
Analysis using diagrams, network views, excel sheets, density clouds,
export to SPSS etc.
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9. TypicalFlow Diagramfor conductingresearch
usingGroundedTheory
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Source: Adopted from Goulding, 2002)

10. Reliability & Validity
It is determined by the rigour or trustworthiness of the
qualitative research which has four aspects viz.:
• Credibility – Triangulation (for internal validity)
• Transferability – application in other areas with similar settings
(for external validity)
• Dependability – can it be replicated (for reliability)
• Confirmability - reflexive journal, without any bias from the
researcher (for Objectivity)
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11. How to achieve trustworthiness?
It can be achieved through:
• Audit Trail
• Triangulations
• Authenticity
• Privacy & Confidentiality
• Informed Consent
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Reliability & Validity

12. An example through QDA
Software - Atlas.ti 7.0
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13. References & Further Reading• Charmaz, K. (1983). The Grounded Theory Method: An explication and interpretation, in R, Emerson (ed.),
Contemporary Field Research: A Collection of Readings, Boston: Little Brown.
• Charmaz, K. C. (2009). Constructivist grounded theory. In J. M. Morse, P. N. Stern, J. Corbin, B. Bower, & A.
E. Clarke. (Eds.). Developing grounded theory: The second generation (pp. 236-247). Thousand Oaks, CA:
Sage Publications.
• Creswell, J. W. (2007 ). Qualitative inquiry and research design: Choosing among five traditions, (2nd ed.).
Thousand Oaks, CA: Sage Publications.
• Creswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed
• Glaser, B and Strauss, A. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research.
Chicago: Aldine.
• Glaser, B. G. (1992). Basics of grounded theory: Emergence vs. forcing. Mill Valley, CA: Sociology Press.
• Glaser, B. G. (2007). Doing formal theory, In A. Bryant & K. Charmaz (Eds.). The SAGE handbook of:
grounded theory. (pp. 97-113). Thousand Oaks, CA: Sage Publications.
• Goulding, C. (2000), Grounded Theory Methodology and consumer behavior, Procedures, Practices and
Pitfalls, Advances in Consumer Research, Vol 27, pp. 261-266.
• Goulding, C. (2002). Grounded Theory: A Practical guide for Management, Business & Market
Researchers. Sage, London.
• Jones, M. and Alony, I. (2011). Guiding the use of Grounded Theory in Doctoral Studies – An Example
from the Australian Film Industry, International Journal of Doctoral Studies, Vol. 6, pp. 95-114.
• Onions, P. E. W. (2006). Grounded theory applications in reviewing knowledge management literature.
Leeds Metropolitan University Innovation North Research Conference, Leeds, 24 May.
• Strauss, A. & Corbin J. (1998). Basics of qualitative research: Techniques and procedures for developing
grounded theory (2nd ed.).Thousand Oaks, CA: Sage. Publications
• Strauss, A. & Corbin, J. (1990), Basics of Qualitative Research, Grounded Theory Procedures and
Techniques. New York: Sage Publications.
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