Management Research Methods: Grounded Theory Method

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Management Research Methods: Grounded Theory Method

The Grounded Theory Approach was developed by two sociologists, Anselm Strauss and Barney Glaser, through their collaborated research on dying patients in hospitals. Through this research they came up with a comparative method that is now Grounded Theory method (Seidel & Urquhart, 2013). It is a systematic methodology that involves discovery of theory through data analysis. This research approach operates in a reverse mode compared to traditional methodologies. The study starts with data collection rather than the hypothesis. Key points from data collected are then marked using a series of codes extracted from the text (Seidel &Urquhart, 2013). In order to make the codes more relevant and easy to use they are grouped according to concepts that are similar. Categories which form the basis for theory development are then formed from the concepts (Seidel & Urquhart, 2013). This paper seeks to define grounded theory, compare, contrast, and critique works by different authors on this approach as well as analyze its advantages and disadvantages.

According to Seidel and Urquhart (2013), ground theory can therefore, be described as a research method that enables one to develop a theory, which offers explanations to the main concern of a population under study and how the concern is resolved. Seidel and Urquhart (2013), notes that this approach enables the researcher to seek out and conceptualize the underlying social structures and patterns of the area under study through constant comparison process. A study by Charmaz (2006), reveals that grounded theory is ideal in the exploration of integral relationships of populations and the behaviour of groups in instances where little exploration of contextual factors affecting the lives of individuals exist. This forms the basis for professional interventions in addressing the concerns of the participants through the demystifying of conjecture and preconception.

The development of Grounded Theory was influenced by the Symbolic Interactionism. According to this school of thought human beings act on the basis of the meaning things represent to them. Meanings are derived from the social interactions and are modified through interpretive processes used in dealing with the interactions (Charmaz, 2006). According to Mello and Flint (2009), the main purpose of conducting a grounded theory research in management and business is to create new concepts and theories that are business related and firmly grounded within qualitative data. The approach facilitates the emergence of rich and original findings of business concepts that are closely bound to the data.

Mello and Flint (2009), argues that the process of conducting a Grounded Theory starts by identifying an area of interest such as the work process, online learning or management studies. The study will, therefore, be based on the perspective of a group of people of the target area who will form the substantive population for example, patients, doctors or students. According to the two researchers, data collection can be done through either qualitative or quantitative methods or a combination of the two approaches. In-depth interviews are the most commonly used methods of data collection and uses open-ended questions. Questions used in questionnaires can be modified to cater for emerging theory. Interviews start with topic guide that are that are then used to collect data. Mello and Flint (2009), notes that researchers should be theoretically sensitive to data by trying to understand issues that participants consider to be significant. In addition, it is important to have as few predetermined ideas as possible; an open mind. This basically implies that prior knowledge should be used to inform the researcher’s analysis and not to direct it. Therefore, literature is used as data that is to be compared with the emerging categories for integration in the theory. This analysis of the grounded theory is quite detailed and outlines the basic processes involved in this approach unlike the one by Mello and Flint who fails to clearly outline the study methodology.

Gibson and Hartman, (2013), postulate that theoretical sampling is another method of data collection that involves joint collection, coding, and analyses. Tis way the researcher is able to identify what other date they require and where to find it so as to develop the theory as it emerges. They argue that this approach is best applied when some key concepts have already been discovered and is used to generate further data that is used to confirm and refute original categories. Data collection can be done through observation of the substantive area and the activities taking place within it. Data can also be collected by use of private and public records in all their forms. Examples are news reports, survey, diary, sculpture, photography as well as government and organizational documents. The researcher can also use individual and group conversations either face to face or remotely.

According to Gibson and Hartman, (2013), during data collection the researcher should also do the open coding. This will facilitate the identification of the core category and the major concern. The core category on this case gives an explanation of the behavior of the substantive area, how the main concern of study is resolved. They note that the importance of the core category in grounded theory approach is that it forms the basis for the generation of theory and for most data variations Memos should also be written throughout the entire study process. Memo writing is an intermediate step between the coding and the drafting of the study.  Gibson and Hartman, (2013), argue that once the core category and major concern have been identified, open coding should be replaced with selective coding. This involves coding for the core category and the related categories only. Once the categories are saturated, the memos should be sorted and theoretical codes identified. When the theory is well formed it is integrated with the literature through selective coding.

Gibson and Hartman (2013), postulate that there are two steps of coding processes in data analysis namely line by line or open coding and the theoretical coding. Theoretical coding is used to conceptualize the relationship between the open codes so as to be used as hypothesis which is then integrated into a theory. Open coding is the process through which initial concepts are generated from data. Axial coding involves the development and linking of concepts into coding paradigm. Selective coding, on the other hand, entails selective coding and development of theoretical frameworks. Gibson and Hartman, (2013), argue that the theoretical saturation of concepts in grounded theory method is a point at which the cycle of data collection and analysis can conclude. At this point no additional data is being found and the researcher can develop the categories. The grounded theory method has criteria for assessing the quality of the study. The fit and relevance approach is used to gauge how well the categories can relate to the data. Workability refers to the process of integrating the categories into the emerging core categories. Modifiability refers to counterchecking that all the important concepts are merged in the theory through the process of constant comparison. Gibson and Hartman have to a great extent outlined the whole process of the grounded theory methodology in detail and preciseness. The analysis offers substantial information that readers are able to understand the approach deeply and easily.

According to Dunne, (2011), grounded theory method of research is the systematic use of data to generate theory. The aim is to formulate hypothesis through the use of ideas. The approach also aims at identifying participant’s main concern and ways that they try to resolve it. Dunne (2011), points out that the main questions guiding the researcher are “what is going on, what problems do the participants have, and how are they trying to resolve it?” answers to these questions are provided by the core variables and sub-cores. This approach does not aim find the truth rather to use the empirical research to conceptualize what is going on.

Dunne (2011), postulates that grounded theory requires that there should be no literature review before research. The researcher, therefore, has the freedom to develop new concepts to explain human behavior. Literature review should instead be done in the sorting stage as more data to be compared with what is already coded and generated. In addition, Dunne, (2011), argues that the researcher should refrain from taping and talking. Positive feedback would make one contented with what they already have while negative feedback destroys self-confidence.

According to Engward (2013), grounded theory is a method of discovering theory from data through the use of comparative analysis. It is based on the principal that much of the modern research can be classified as the verification of theory through critical deductions rather than from data derived from the experiment itself. Engward (2013), argues that grounded Theory can be generated by comparative analysis where groups of people are compared and their differences developed into a theory. Grounded theory can appear in the form of a set of prepositions well coded or as a theoretical discussion in form of conceptual categories. Grounded theory can also be developed through theoretical sampling. This involves an interactive data collection, analysis, coding, and planning process. The researcher is required to be data sensitive (Engward, 2013). This implies that they should be in a position to detect where the data is directing them to and what they should do in that case. They should also avoid coming into research with existing theoretical framework as this will only block the utilization of the incoming data. The researcher may explore the same group more deeply or seek new ones. Comparison groups are selected on the basis of their theoretical relevance to the development of the already emerging categories (Engward, 2013). Data should guide the selection of more groups as one proceeds with the study. There are four main stages involved in coding data in order to develop categories and hypotheses. These methods are comparing incidents for each category, integrating categories, delimiting the theory, and writing the theory.

Urquhart (2013), defines grounded theory method is a general research method that guides data collection through the use of qualitative or quantitative data of any type such as images, video, observation, and spoken word. It is a research tool that enables researchers to seek out and hypothesize latent social structures and patterns in a given study area by the use of the constant comparison process. The approach requires that one uses inductive method to come up with substantive codes. The codes develop into theory which then guides the next move and direction to collect more data (Urquhart, 2013). In this analysis Urquhart fails to indicate the methods and process of analyzing the data that one can apply when using the grounded theory approach. The outline given does not provide enough information to readers to help them get a clear picture of the approach and to be in a position to compare it with other methods.

The grounded theory approach is most appropriate when the main aim of the study of social experiences is to explain a process, and not to test an existing theory. There is no testing or developing of hypothesis rather theory is developed through close analysis of the data (Urquhart, 2013). The key features of this study are the theoretical sampling, iterative study design, and system of analysis. An iterative study design involves collecting data and analyzing it simultaneously where analysis guides the next plan of data collection (Urquhart et al 2013).

Grounded theory method of research has several advantages. It has can be used by novice researchers because it allows them to get immersed in the data in detail. This gives them an opportunity to learn more about their study area and about research in general (Seidel & Urquhart, 2013). These advantages are described as below.

The method allows researchers to start analyzing the data at an early stage. The benefit in this is that the results of early analysis will guide the researcher into the direction of the next set of data to collect unlike in other methods where population is determined prior to the study and analysis done after all data has been collected (Seidel &Urquhart, 2013). It encourages and provides a method for a very systematic and detailed analysis of data. This is achieved through comparison of related data and the developing of core categories. It allows for more qualitative and quantitative analysis than other social science approaches (Mello & Flint, 2009).

The method generates enough evidence for researchers to support their claims. Research is at objective and subject to criticism. A researcher should therefore use a method that creates enough evidence for the findings so that the study is validated. The grounded theory approach provides sufficient evidence for studies (Mello and Flint, 2009). Moreover, it is ideal in describing repeated processes for example the communication processes used between analysts and users. This is because the study is based on comparison of categories. The researcher is able to identify concerns between parties in groups of study and form a basis for professional interventions to such issues (Mello and Flint, 2009).

Grounded theory has some disadvantages as well. First time users of this research method might have a hard time during coding. The coding is a complex process for people using the method for the first time (Mello and Flint, 2009). In addition, open coding is time consuming especially for broad studies, and may make the study process using this approach such an overwhelming process as compared to other approaches (Mello and Flint, 2009).

It is difficult to scale up when dealing with larger concepts. The basic principal of this approach requires that the researcher needs to narrow down to the core categories but this may prove difficult for studies covering broad concepts (Mello and Flint, 2009). On a similar note, the method is detailed and may pose a challenge when visualizing the bigger picture. It also tends to produce only low level theories. This approach is referred to as a theory yet what it produces cannot really be classified as a theory. This approach is referred to as a theory yet what it produces cannot really be classified as a theory (Seidel and Urquhart, 2013).

This approach is referred to as a theory yet what it produces cannot really be classified as a theory. The notion of ground is also misplaced, it is not logical to ground one’s findings in qualitative research. The basis of grounding is also not clear. The use and claims of inductive knowledge are also ambiguous. It is impossible to have a preconception free approach in the process of collection and analysis of data as is suggested by Glaser and Strauss (Mello and Flint, 2009).

In conclusion, the grounded theory method is a research technique that seeks to generate theory from systematically gathered and analyzed data. The main purpose of conducting a grounded theory research in management and business is to create new concepts and theories that are business related and firmly grounded within qualitative data. The approach facilitates the emergence of rich and original findings of business concepts that are closely bound to the data.

References

Charmaz K (2006) Constructing Grounded Theory: A Practical Guide through Qualitative Analysis London Sage Publications

Dunne, C. (2011). The place of the literature review in grounded theory research. International Journal Of Social Research Methodology, 14(2), 111-124

Engward, H. (2013). Understanding grounded theory. Nursing Standard, 28(7), 37-41.

Gibson, B. B., & Hartman, J. J. (2013). Rediscovering Grounded Theory. Electronic Journal Of Business Research Methods, 11(2), 116.

Glaser B. G and Strauss AL (1967) The discovery of grounded theory: Strategies for qualitative research New York: Aldine de Gruyter

Lawrence, J., & Tar, U. (2013). The use of Grounded Theory Technique as a Practical Tool for Qualitative Data Collection and Analysis. Electronic Journal Of Business Research Methods, 11(1), 29-40. Glaser B. G (1992) Basics of grounded theory analysis Emergence vs. forcing California: Sociology Press

Mello, J., & Flint, D. J. (2009). A refined view of grounded theory and its application to logistics research. Journal Of Business Logistics, 30(1), 107-125.

Mills, J., Bonner, A., & Francis, K 2006. The development of constructivist grounded theory’, International Journal of Qualitative Methods, 5(1): 25-35.

Seidel, S., & Urquhart, C. (2013). On emergence and forcing in information systems grounded theory studies: the case of Strauss and Corbin. Journal Of Information Technology (Palgrave Macmillan), 28(3), 237-260.

Urquhart, C., Lehmann, H., & Myers, M. D. (2010). Putting the ‘theory’ back into grounded theory: guidelines for grounded theory studies in information systems. Information Systems Journal, 20(4), 357-381.

 

 

 

 

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