HOW? AND WHY?: THEORY EMERGENCE AND USING THE GROUNDED THEORY METHOD TO DETERMINE LEVELS OF ANALYSIS

The grounded theory method is more appropriate than just a grounded theory “approach,” for teasing out the detail of the level of analysis of constructs. Also, triangulation is important to this kind of research, but the methodological distinctions between qualitative and quantitative data and qualitative and quantitative analysis need to be made clear when mapping out a methodology. The contention here is that the qualitative analysis of quantitative data is more important than the quantitative analysis of qualitative data. Qualitative analysis in line with the full grounded theory method will generate explanations of how and why a construct is represented at various levels of analysis. In turn, such an explanation can illustrate whether the questionnaire instrument is representing the levels of analysis of the construct adequately or not.