I am presently doing my master's dissertation. I aim to identify a perception gap between brand positioning and brand image through a study of brand storytelling. It's a qualitative study (interviews) and I am planning to analyse the data through thematic analysis. I want to know whether a study of this nature falls under grounded theory in terms of methodology. Can I use TA for data analysing while following grounded theory as the methodology? (if not, which methodology will be more apt for this study?). Thank you.
No, Grounded Theory and Thematic Analysis are not compatible. The biggest difference is that GT combines the data collection and analysis into a single, ongoing phase, while TA waits until all the data has been collected before beginning analysis.
In general, I think you are confusing methodology (the study of methods and their uses) with methods, which are approaches to the collection and analysis of data. Both GT and TA are methods, not methodologies. In this case, it sounds like you would be using open-ended interviews as your method for data collection and TA as your method for data analysis.
David L Morgan thank you very much for your explanation. I think my question should be correctly phrased as "what is the most apt research strategy for my research"?. I have been following research onion as a framework and I was confused as to which research strategy suits my research.
The research onion, unfortunately, is very poorly developed with regard to qualitative research. I would suggest you ignore it, unless you program requires you to use it.
Oh, I see. Thanks for your prompt responses. Much appreciated. David L Morgan
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