This document discusses grounded theory, a qualitative research method where theory is developed from data. It describes the history and evolution of grounded theory since its inception by Glaser and Strauss in 1967. Specifically, it outlines Glaser's inductive approach of allowing categories to emerge from data versus Strauss and Corbin's abductive approach incorporating verification. The fundamental tenets of grounded theory are also summarized, including constant comparison, theoretical coding, theoretical sampling, saturation and sensitivity. An example study exploring customer-company relationships is provided to illustrate grounded theory methods. Finally, common pitfalls in grounded theory research are identified.

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Tugas Metode Penelitian Kualitatif 2014
DEMYSTIFYING GROUNDED
THEORY FOR BUSINESS
RESEARCH
Kelley O'Reilly
Western Michigan University.
David Paper
Utah State University.
Sherry Marx
Utah State University.
Disusun oleh:

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GROUNDED THEORY
GROUNDED THEORY: “THE DISCOVERY OF THEORY FROM DATA” (GLASER & STRAUSS,
1967, P. XX).
GROUNDED THEORY DENOTES DUAL REFERENTS: (A) A METHOD CONSISTING OF
FLEXIBLE METHODOLOGICAL STRATEGIES AND (B) THE PRODUCTS OF THIS TYPE OF
INQUIRY.
THE HISTORY:
WITH ROOTS IN THE CHICAGO SCHOOL OF SOCIOLOGY AND SYMBOLIC INTERACTIONISM BARNEY
GLASER AND ANSELM STRAUSS LAID OUT PROCEDURES FOR THE GENERATION OF THEORY FROM
EMPIRICAL DATA IN THEIR 1967 BOOK, THE DISCOVERY OF GROUNDED THEORY.
THE CHASM:
GRADUALLY STRAUSS AND GLASER MOVED IN DIFFERENT DIRECTIONS AND EVOLVED THEIR OWN
VERSIONS OF THE ORIGINAL GROUNDED THEORY. GLASER CONTINUED TO USE THE METHOD OF
DISCOVERY WHERE CATEGORIES ARE EMERGENT FROM THE DATA, STRAUSS LATER WITH JULIET
CORBIN MOVED TO A MORE CONSTRUCTIVIST APPROACH AND TOWARDS VERIFICATION AS WELL AS
GENERATION OF THEORY.

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GROUNDED THEORY
THEORYDATA
PROSES INDUKTIF
(GROUNDED THEORY)
GLASER’S APPROACH:

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GROUNDED THEORY
THEORYDATA
PROSES ABDUCTIVE
(GROUNDED THEORY)
STRAUSS & CORBIN’S APPROACH:
THEORY

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FUNDAMENTAL TENETS
THE FUNDAMENTAL TENETS INVOLVE THE FOLLOWING NONLINEAR STEPS CONDUCTED
THROUGHOUT DATA COLLECTION, ANALYSIS, AND WRITING:
(A) THE CONSTANT COMPARATIVE METHOD.
(B) THEORETICAL CODING.
(C) THEORETICAL SAMPLING.
(D) THEORETICAL SATURATION.
(E) THEORETICAL SENSITIVITY.
THE SILO STUDY EXAMPLE:
THE SILO STUDY WAS DESIGNED TO EXPLORE WAYS TO DEVELOP LASTING
RELATIONSHIPS BETWEEN CUSTOMERS AND COMPANIES AND BETTER UNDERSTAND THE
NATURE OF CUSTOMER-COMPANY INTERACTIONS.

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A LA CARTE APPROACH
PITFALL 1: GETTING TRAPPED BY THE CONCENTRATION SITE.
PITFALL 2: FAILING TO FOLLOW THE STORY IN THE DATA.
PITFALL 3: CODING FOR CONTENT, NOT THEORY.
PITFALL 4: USING GT WHERE IT IS NOT WELL SUITED.

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TERIMA KASIH
Tugas Metode Penelitian Kualitatif 2014
DEMYSTIFYING GROUNDED
THEORY FOR BUSINESS
RESEARCH