Chapter 5Grounded theoryWhat, why, and how

Shaphali Gupta and Suresh Malodia

DOI: 10.4324/9781003107774-7


The grounded theory approach is an established and well-accepted methodology used for conceptualization and theory building in qualitative methods. The popularity and extensive employment of the grounded theory method exhibit the rigor this method possesses in analyzing and interpreting the qualitative data providing the relevant outcomes. Over the decades, the extensive use of this method by researchers in academia and industry has established a vast body of literature related to the grounded theory approach and method. Whereas the existing literature succinctly explains the evolution, development, and nitty-gritty of the ...

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