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11.4 Analyzing text content 305

method that is fundamentally different from the traditional experimental research
methods described in Chapters 2 and 3. As demonstrated in Figure 11.1, when
conducting experimental research, we normally start from a preformed theory,
typically in the form of one or more hypotheses, we then conduct experiments to
collect data and use the data to prove the theory. In contrast, grounded theory starts
from a set of empirical observations or data and we aim to develop a well-grounded
theory from the data. During the process of theory development, multiple rounds
of data collection and analysis may be conducted to allow the underlying theory
to fully emerge from the data (Myers, 1997; Corbin and Strauss, 2014). Therefore,
some researchers refer to the theory generated using this method as the “reverse-
engineered” hypothesis.

Hypothesis Study
Data
Experimental research

Study Data Theory

Grounded theory
FIGURE 11.1
Experimental research compared with grounded theory.

Grounded theory can be applied to a variety of research methods discussed in
this book such as ethnography (Chapter 9), case studies (Chapter 7), and interviews
(Chapter 8). The major difference between qualitative research strategies that are
mainly descriptive or exploratory and grounded theory is its emphasis on theory
development from continuous interplay between data collection and data analysis.
Because grounded theory does not start from a preformed concept or hypoth-
esis, but from a set of data, it is important for researchers to start the research pro-
cess without any preconceived theoretical ideas so that the concepts and theory truly
emerge from the data. The key to conducting successful grounded theory research
is to be creative and have an open mind (Myers, 2013). Since grounded theory was
first proposed in 1967, opinions on how to conduct research using grounded theory
have diverged (Glaser, 1992; Strauss, 1987; Corbin and Strauss, 2014). The founders
disagree on whether grounded theory can be formalized into a set of clear guide-
lines and procedures. Glaser believes that procedures are far too restrictive and may
contradict the very basis of this method: creativity and an open mind. Even with the
public disagreement, the procedures and guidelines proposed by Strauss and Corbin
have been widely used in the field of social science, probably partly due to the fact
that the procedure makes grounded theory more tangible and easier to implement.