People Innovation Excellence

What You Need to Know About : Grounded Theory

Grounded theory (GT) is a qualitative research methodology commonly employed by scholars to analyze communication processes and content, often for the development of interpretive theories. As a methodology, GT is more than a method or set of methods for collecting or analyzing data. Instead, GT is an approach to social research that specifies an emergent rather than predetermined research design through an atypical sequence of activities for building and developing theory; it is an approach that arguably runs counter to traditional notions of scientific method as developed initially in what is referred to as the natural sciences. Distinguishing characteristics of GT include delay of the literature review, simultaneous collection and analysis of data, emic construction of analytic codes and categories from data (vs. etic or a priori application of previous theory), development of midrange theories (vs. universal laws) to explain communication behavior and processes, the composition of theoretical memos to define analytic categories, and sampling procedures inspired more by a concern for theory construction than for representativeness.

Littlejohn, Stephen W and Karen A.Floss. (2009). Encyclopedia of Communication Theory.USA:SAGE.654

Penanggungjawab naskah :

Gayes Mahestu
Edwina Ayu Kustiawan

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