GOING DEEPER INTO BUILDING A GROUNDED THEORY APPROACH: FROM VERIFICATION TO DISCOVERY

The quantitative literature on levels of analysis emphasizes identifying the level of a construct as a confirmation rather than a discovery process. Based on the comments we received from Parry and Gephart we integrate some of their ideas regarding discovery in our earlier model to augment the verification process associated with construct validation. However, we also emphasize the need to use structure even with qualitative methods, given the nature of the level verification process. We begin by discussing their specific comments as well as our reactions to these comments. We then discuss the ideas of theoretical sampling, discovery and levels of abstraction, and include an example to demonstrate the utility of using a "discovery"-oriented approach to level specification for construct validation. Finally, we provide a brief conclusion for our reply.