Grounded Theory

Grounded theory is a qualitative methodology that builds theory inductively from data rather than testing a theory decided in advance. Developed by Glaser and Strauss, it is the appropriate choice when little existing theory explains the phenomenon you are studying.

Its defining features are constant comparison, in which each new piece of data is compared against existing codes and categories, and theoretical sampling, in which who you recruit next is decided by what the emerging theory still needs. Data collection and analysis run simultaneously rather than in sequence.

Coding proceeds through open coding (fracturing data into concepts), axial coding (relating categories to one another) and selective coding (integrating around a core category). Sampling continues until theoretical saturation. Memo-writing throughout is essential, as memos are where the theoretical reasoning is actually developed and later become the analysis chapter.