| 17.08.2022

Blog: What is Grounded Theory?

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Gustav Medberg, Postdoctoral Researcher and Lecturer at the Department of Marketing at Hanken, gives us an overview of what Grounded Theory (GT) is all about in his blogpost.

“In a nutshell, GT is a framework for analyzing qualitative data. The method offers a set of flexible guidelines that help researchers to focus their data collection and analysis with the aim of inductively building theories.”

In this blogpost, Medberg dives into history by examining the academic backgrounds of Glaser and Strauss, the creators of grounded theory, to gain an understanding of the origin of the method and how and why they developed different perspectives on the theory later. 

Read the whole blog post here: