Grounded theory is a systematic, qualitative research method used to generate theories through data analysis of a process or phenomenon. Key aspects of grounded theory include theoretical sampling to collect data to develop concepts, constant comparison analysis to categorize data and identify relationships between concepts, and memo writing to document analytical ideas. The goal is to develop a core category and explanatory theoretical model grounded in the data that explains relationships between concepts. Strengths include theory emergence from data and flexibility, while weaknesses include extensive data requirements and lack of prescriptiveness.