- GTM is good at examining micro-phenomena as the coding process requires a close examination of data (example: software)
- However, it can be used to study larger units, like firms 


Claremont Graduate University

GTM studies individuals’ interactions with a phenomenon through acquired data in interviews, observation, and documents. Then, future sampling is based on new concepts 

Using Grounded Theory Method in Research

Urquhart, C. (2013). Grounded theory for qualitative research. SAGE Publications, Ltd https://www.doi.org/10.4135/9781526402196

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