ABSTRACT
This chapter describes the methods used in this study. It starts by making a case for using a qualitative research approach to study the research questions, followed by an explanation of the researcher's philosophical assumptions as well as a description of her role in the research. It then describes the grounded theory methodology, including data collection and interview procedures. An important component of this chapter is a thorough description of the sample, which consisted of 21 advertising agency professionals from 18 of the top advertising agencies in the United States. The description of the participants also includes short summaries of their main insights about brand communication during the COVID-19 health crisis. Next is a comprehensive description of the data analysis and coding procedures, including open, axial, and selective coding, as well as a description of qualitative validation methods used in this study. The chapter foreshadows the contents of chapters 4–8, which are based on the different components of grounded theory design, and provide the framework for this book.
