ABSTRACT
This chapter explores grounded theory (GT) as a methodology for inductively generating theory from data. It introduces the origins of GT in sociology and its philosophical underpinnings in symbolic interactionism and pragmatism. The chapter outlines key methodological features of classic GT: simultaneous data collection and analysis, coding procedures (open, axial, and selective coding), the constant comparative method, memo-writing, and theoretical sampling. Variants of GT (Glaserian, Straussian, and constructivist) are compared in terms of their approach to coding and theory development. Practical guidance is given on applying GT to qualitative data such as interviews or field notes, especially in digital research contexts (e.g., analyzing online community interactions to build a new theory). The chapter also addresses how to determine when theoretical saturation is reached and discusses the strengths (theory emergence and depth) and challenges (rigor, researcher bias, and managing large data) of using GT.
