![]() ![]() Research question two: What can be learned about cultivating a long-term relationship with Millennial public relations agency employees based on their own perspectives? Possessing the personal skills and characteristics needed Raised to expect excellence in our personal lives Want to have room for a life outside of work Recharging by enjoying a rich personal lifeīeing raised to believe they could have it all Having a great foundation from majors and internshipsĬraving immediate feedback and being motivated by feeling appreciated Starting jobs with several internships under the belt Mostly PR majors instead of majoring in other fields Pioneering social media and easily adapting to changeįeeling entitled due to unique qualifications, as compared to previous generationsĬoming equipped with a public relations education and several internships Research question one: How do Millennial practitioners who work at public relations agencies describe their generation of public relations practitioners? The data came from asynchronous online discussions (via Focus Forums) with 50 participants and emailed data from one participant. The study I’m using as an example is about relationship building with the Millennial generation of practitioners who work at PR agencies. ![]() Again, this is easier to understand through the last chart of this blog post. Then reread the transcripts and selectively code any data that relates to the core variable you identified. Selective coding: Figure out the core variable that includes all of the data. What are the connections among the codes? This will be easier to understand when you see the last chart of this blog post. Record examples of participants’ words and establish properties of each code (see my charts below).Īxial coding: Axial coding consists of identifying relationships among the open codes. Open coding: Basically, you read through your data several times and then start to create tentative labels for chunks of data that summarize what you see happening (not based on existing theory – just based on the meaning that emerges from the data). One of the challenges of understanding the grounded theory approach to data analysis results from the abstract nature of the explanation: Or, you might be reading this because I mentioned in my research-in-brief article in Public Relations Review that a list of open codes, properties, and examples of participants’ words from my study about Millennial practitioners are available on my blog (that would be this blog post). If you’re interested in performing a grounded theory approach to data analysis (or sharing a fresh example with your class), this blog post is for you. If you’re in a research methods course, you might be studying qualitative methods and have heard of grounded theory. ![]()
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