Grounded Theory

•Principles of grounded theory.

•Data collection and coding in grounded
theory.
•Developing and validating grounded
theory.
02/15/2025 Dr. Sunder Rajdeep, Professor & Head, 1
Dept. of Communication & Journalism, University of Mumbai.
 Principles of Grounded Theory :
• Grounded theory is a social science research method
that involves the collection and analysis of mainly
qualitative data with the aim of generating theory.
• It does not represent a single method but rather a
series of interlocking procedures.
• The grounded theory aims to formulate a new
theory by analyzing interviews, observations,
Content analysis and other empirical data.
• The process of data collection and analysis alternates
until new analyses no longer provide new knowledge.
• For e.g. : Digital Storytelling in Journalism : Examining
the Evolution of Narrative Techniques in Online News
Dr. Sunder Rajdeep, Professor & Head, 2
02/15/2025
Dept. of Communication & Journalism, University of Mumbai.
 Principles of Grounded Theory :
i) The grounded theory is an inductive research
method that focuses on constructing theory from
qualitative data.
ii) Unlike traditional deductive approaches that test pre-
existing theories, grounded theory seeks to generate
new theories by grounding them in empirical
evidence.
iii) The central idea behind grounded theory is to develop
a comprehensive understanding of a particular
phenomenon through the constant comparative
method and theoretical sampling.
For e.g. : Semiotic Theory (Application in Instagram
reels)
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Dr. Sunder Rajdeep, Professor & Head, 3
Dept. of Communication & Journalism, University of Mumbai.
 Principles of Grounded Theory :
iv) Grounded theory involves a constant process of
comparing and contrasting data collected from multiple
sources.
v) This related process allows researchers to identify
patterns, categories, and relationships within the data,
gradually developing conceptual frameworks and
theoretical insights.
vi) Grounded theory employs Theoretical Sampling, which
involves selecting participants or data sources based on
their potential to contribute to the emerging theory.
vii) Researchers purposively sample individuals, events, or
contexts that can offer diverse perspectives and enrich the
theoretical understanding.
Dr. Sunder Rajdeep, Professor & Head, 4
02/15/2025
Dept. of Communication & Journalism, University of Mumbai.
Data collection and coding in grounded theory:
• The researcher collects qualitative data by asking
open-ended questions in interviews and surveys,
studying historical or archival data, or observing
participants and interpreting what is seen. This
collected data is transferred into transcripts.
• The categories or themes are compared and
further refined by data, until there are only a few
strong categories or themes remaining.
• That is where coding occurs, and there are
different levels of coding as the categories or
themes are refined down :
Dr. Sunder Rajdeep, Professor & Head, 5
02/15/2025
Dept. of Communication & Journalism, University of Mumbai.
 Coding in grounded theory:
i) Data collection (Initial coding stage) : Read through the data
line by line.
ii) Open coding stage : Read through the transcript data several
times, breaking down the qualitative research data into
excerpts, and make summaries of the concept or theme.
iii) Axial coding stage : Read through and compare further data
collection to summarise concepts or themes to look for
similarities and differences. Make defined summaries that
help shape an emerging theory.
For e.g. : i) I prepare Insta reel for my own satisfaction.
ii) I prepare Insta reel for the users entertainments.
iv) Selective coding stage : Use the defined summaries to
identify a strong core concept or theme.
Dr. Sunder Rajdeep, Professor & Head, 6
02/15/2025
Dept. of Communication & Journalism, University of Mumbai.
 Coding in grounded theory:
• During analysis, the researcher will apply
theoretical sensitivity to the collected data they
uncover, so that the meaning of feelings in what
they see can be fully understood.

• This coding process repeats until the researcher

has reached theoretical saturation/end.
•
• In grounded theory analysis, this is where all data
has been researched and there are no more
possible categories or themes to explore.
Dr. Sunder Rajdeep, Professor & Head, 7
02/15/2025
Dept. of Communication & Journalism, University of Mumbai.
 Coding in grounded theory:
• For e.g. : Exploring the reasons of people leave a company.
• Researchers may start looking at the quantitative data around
departures over the year and look for patterns. Coupled with
this, they may conduct qualitative data research
through employee engagement surveys, interview panels for
current employees, and exit interviews with leaving employees.
• From this information, they may start coding transcripts to find
similarities and differences (coding) picking up on general
themes and concepts. For example, a group of excepts like:
• Code-A : “The hours I worked were far too long and I hated
traveling home in the dark”.
• Code-B :“My manager didn’t appreciate the work I was doing,
especially when I worked late”.
• Code-C : There are no good night bus routes home that I could
take safely”.
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 Developing Grounded Theory :
• Grounded Theory (GT) is a qualitative research
methodology developed by Barney Glaser and Anselm
Strauss in the 1960s.
• It aims to generate a theory that explains a particular
phenomenon or process. Here's a step-by-step guide to
developing Grounded Theory :
• Steps in Developing Grounded Theory :
1. Initial Interest and Research Question : Identify a
research area or question that sparks your interest. This
will guide your data collection and analysis.
2. Data Collection : Gather data through various methods,
such as : A) Interviews, B) Observations, C) Focus groups,
D) Document analysis, E) Secondary data analysis.
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 Developing Grounded Theory :
3. Open Coding : Analyze the data by breaking it down into
smaller units, such as words, phrases, or sentences.
Assign preliminary codes to these units to identify
patterns, themes, or concepts.
4. Axial Coding : Re-examine the data and codes, looking
for relationships between them. Identify axes or
categories that connect the codes and form a conceptual
framework.
5. Selective Coding : Focus on the most relevant and
frequent codes.
This involves : i) Identifying core categories, ii) Developing a
story or narrative, iii) Integrating the theory with existing
literature.
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 Developing Grounded Theory :
6. Theoretical Sensitivity : Continuously reflect on
your own biases, assumptions, and preconceptions
throughout the research process.
7. Theoretical Saturation : Collect and analyze data
until no new codes or concepts emerge, indicating
that the theory is saturated.
8. Theory Development : Refine and elaborate the
theory, ensuring it is :
i) Conceptually dense
ii) Logically articulate
iii) Empirically grounded
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 Validating Grounded Theory :
Validation and Verification : It involves evaluating the
theory's credibility, dependability, and confirmability.
Criteria for Validation. For e.g. : Indian communication
theory
1. Credibility : The theory is believable and trustworthy,
reflecting the participants' experiences and
perspectives.
2. Dependability : The theory is consistent and reliable,
with a clear audit trail and transparent methodology.
3. Confirmability : The theory is supported by the data,
with a clear and logical connection between the data,
codes, and theory.
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 Validating Grounded Theory :
Test the theory through :
a) Member checking (validating findings with
participants) : Verify the theory with the participants
who provided the data, ensuring that the theory
accurately reflects their experiences and perspectives.
For .e. g. : Preparation of Insta reels.
b) Peer review (seeking feedback from colleagues) :
Share the theory with colleagues or peers, soliciting
feedback and criticism to refine and strengthen the
theory.
c) Literature review (comparing the theory to existing
research).
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 Validating Grounded Theory :
d) Data Triangulation : Use multiple data sources,
methods, or investigators to validate the theory,
increasing confidence in the findings.

e) Theory Triangulation : Compare the emerging theory

with existing theories, frameworks, or concepts,
ensuring that the new theory is consistent with or
challenges existing knowledge.

f) Analytical Triangulation : Use multiple analytical

techniques, such as coding, and diagramming, to
validate the theory and ensure that the analysis is
comprehensive and systematic.
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 THANK YOU

02/15/2025 Dr. Sunder Rajdeep, Professor & Head, 15

Dept. of Communication & Journalism, University of Mumbai.