Qualitative Research:
Asserts multiple realities, based on individual perceptions.
Open-ended methodology; bottom-up approach
GTM: is used when there is no theory
RQ: How do people behave in/react/respond to...?
How Does it Work?
20-30 with a common experience
Problem: their perceptions are studied as to how they act/react/ strategically deal with a shared phenomenon.
Data: interview, multiple times
Data Analysis: constant comparative method
Written Report: structured and includes graphic
Steps of Data Collecting & Analysis
Open or axial coding
Axial coding
End Results in GTM
Selective coding=hypothesis or theory grounded in data
Conditional Matrix=graphic, which shows complex interrelationships
Validity (Quan) = Trustworthiness (Qaul.)
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