Grounded theory: experiences of two studies with a focus on axial coding and the use of the NVivo qualitative analysis software

This article recounts personal experience of one of the analytical steps followed in Grounded Theory Methodology (GTM), based on the empirical experience and theoretical knowledge of a tourism and an information technology researcher. The research aim of Author 2Marianna’s PhD was to investigate the factors that influence the decisions of small tourism business owners to adopt sustainable practices in their business operations. Author 1Andrea examined the implications of the long-term storage and use of mobile phone location data on individuals’ perceptions of privacy (Gorra, 2007). Here we will illustrate how we used the more abstract ways of coding, namely axial coding, as well as our experiences of using the qualitative analysis software QSR NVivo.

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