Marketing Research
Grounded theory is a qualitative research methodology that aims to develop theories based on data collected from the field rather than starting with pre-existing hypotheses. It involves systematic data collection and analysis, where researchers continuously compare data, codes, and categories to build a theoretical framework that is grounded in the real-world experiences of participants. This approach emphasizes the generation of theories that are closely tied to the context of the research and encourages flexibility as new insights emerge.
congrats on reading the definition of Grounded Theory. now let's actually learn it.