Grounded Theory

Abstract

Grounded theory is a methodology to develop theory from qualitative data to gain fresh insight about relationships between people and their experiences. The major parts of grounded theory analysis include open coding, axial coding, categorizing, memo writing, constant comparison, and conditional–consequential matrices. A number of common misconceptions of grounded theory include that it is an excuse to ignore literature, a presentation of raw data, theory testing, a formulaic technique, a perfect and easy methodology, or an excuse for the absence of methodology. Three common approaches are taken when using grounded theory. First, the classical approach was developed to push back on quantitative positivism and address misconceptions about the rigor of qualitative work. Second, the constructivist approach centers the co‐construction of reality through the interactions of researchers and participants. Third, the practical approach focuses on practical problems people face in their daily lives, working for research‐oriented solutions. Health communication scholarship using grounded theory is featured. Two widely contested debates exist about grounded theory. First, researchers disagree on the extent of a study's final theoretical contributions. Second, researchers may disagree on the use of extant literature in a study's research design. Ultimately, grounded theory is widely used in health communication research and remains distinct from other qualitative methodologies.