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Grounded theory, a research method born out of the social sciences field, offers a flexible technique that allows simultaneous data collection and processing. Researchers using this method immerse themselves in an area of study, focusing their observations on the data and taking into consideration not only their own interpretations, but also those of the other subjects involved, in order to strengthen their understanding of the social phenomena under examination. This text briefly describes the concept of grounded theory and uses concrete examples to illustrate how data are analysed from the standpoint of the stereotype as an object of study.

Ejemplificación del proceso metodológico de la teoría fundamentada