ATLASResearch
methods
Qualitative/ Methodology

Grounded theory

Build an explanation from the ground up.

Develop a conceptual explanation of a social process through repeated movement between data collection, comparison, and analysis. Emerging categories guide what to investigate next.

WHEN IT FITS

Existing theory does not adequately explain a process, and you can adapt data collection as an explanatory account develops.

Strengths

  • Develops connected concepts rather than only themes.
  • Comparisons make variation and conditions visible.
  • Emerging ideas direct further sampling.

Limitations

  • Requires iterative recruitment and substantial analysis.
  • A list of themes alone is not a grounded theory.
  • Different grounded theory traditions make different assumptions.

Know the boundary

Classical, Straussian, and constructivist grounded theory differ. Match your philosophical stance, coding approach, and quality criteria.

USED ACROSS
Banking & financeBusiness & MBAPsychologyComputer scienceEducation
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