Grounded theory is defined as the process for ‘… the discovery of theory from data systematically obtained from social research.’ (Glaser and Strauss, 1967). As an approach to research, Grounded theory may be used in two ways. On one hand, it may be used as a research philosophy. Thus, the researcher approaches a research question with no a priori research framework or theoretical context. A research question, considered interesting, is posed and data are gathered relative to the question. Subsequent data analysis, as explained below, is employed to support the researcher’s contention about how the data may be used to respond to the research question. On the other hand, grounded theory may be used as a technique for analysing data, which involves the process of constant comparison. The theory suggests that categories and properties are concepts that are identified by the researcher and evolve from the constant comparing of the data. A category emerges from the data and may stand by itself as a conceptual element. A property is an attribute of a category. For example, the category ‘Communication’ may have properties of ‘written’ and ‘verbal’. The constant comparison process may support existing categories or generate new ones. As Glaser and Strauss (1967) put it: ‘By comparing where the facts are similar or different, we can generate properties of categories that increase the categories’ generality and explanatory power’.

The data analysis process involves three types of coding. First, ‘open’ coding involves assigning the data to categories that are identified from the data by the researcher. Second, ‘axial’ or ‘theoretical’ coding involves identifying relationships between the categories. These relationships support the identification of an overall theoretical framework. Third, ‘selective’ coding involves ensuring that all available data are associated with an emerging category and that core categories are identified to support the conceptualisation of the theoretical framework. Eventually, a situation of theoretical saturation is attained where no new categories or properties emerge from the gathering of further data.