Application of Open Coding using the Grounded Theory Method to

Identify the Profile of Information and Commucation Technology

Companies in the State of Pará from Brazil

Elziane Monteiro Soares and Sandro Ronaldo Bezerra Oliveira

Graduate Program in Computer Sciense, Institute of Exact and Natural Sciences,

Federal University of Pará, Belém, Pará, Brazil

Keywords: Experimental Software Engineering, Grounded Theory, Open Coding, Customer and Market, MOSE.

Abstract: The use of methods inserted in the context of Experimental Software Engineering as the experimental study,

case studies, opinion surveys and controlled experiments, has intensified in recent years. Considering this

context, this study aims to present the application of the Open Coding proposal in the experimental method

of Grounded Theory (GT), in order to contribute to the definition of the profile of Information and

Communication Technology (ICT) companies in the State of Pará from Brazil, since the results generated in

this work favor the development of the next steps of the GT method. The context explored happened under

the perpescence of the MOSE model, more specifically in the Customer and Market (CM) dimension, once

the investigation was based on information related to the concepts present in this dimension, aiming to know

the form that occurs the development of the CM competence in the daily life of each company participating

in this research.

1 INTRODUCTION

According to SOFTEX (2016), the changes that are

occurring in business environments have motivated

companies to modify their organizational structures

and production processes, moving from the

traditional view based on functional areas towards

customer-centric process networks. Therefore, for

companies to improve the quality of software

products and related services, such as the processes of

production and distribution of software, leads to

obtaining competitive advantage in the current

market of software development companies.

In view of the above, this work aims to

contribuite, from the application of the open coding

proposed in the experimental method GT, to define

the ICT companies’ profile in the State of Pará, from

Brazil, since the results generated in this work favours

the development of the next steps that compose the

GT method.

To structure that perception, this work will

provide a consistent view better of the way these

companies operate under CM’s perpective, and thus

to contribuite to making the reality of the companies

of the State of Pará in the current market being known

by all, in order to foster investiments of public

orgnizations and / or private in their projects, aiming

potentially to increase the competitiveness of the ICT

companies of the State of Pará in the brazilian market.

The MOSE model (Rouiller, 2017) was selected

as a reference for the development of the research in

order to deal with the lack of visibility of the

companies from Pará in relation to other states about

the competitive market, by treating in detail the

procedures to maintain a good organizational

environment, quality management of products and /

or services, good relationship with customers,

competitiveness of the company in the market and

innovation, among other factors. MOSE is composed

of five competences dimensions: Society and

Sustainability, Human Talent, Quality, Customer and

Market and Innovation, however this work focuses on

the Customer and Market (CM) competence, which is

seen as substantial for a company which is starting or

already has a few years of experience in the market,

helping to remain competitive and innovative in its

services offered and / or goods produced, while other

skills can be worked after the company acquires

stability in the market.

The definition of the context in this work, based

on the information about the MOSE model, favored

the development of the Grounded Theory

194

Soares, E. and Oliveira, S.

Application of Open Coding using the Grounded Theory Method to Identify the Proﬁle of Information and Commucation Technology Companies in the State of Pará from Brazil.

DOI: 10.5220/0007832701940201

In Proceedings of the 14th International Conference on Software Technologies (ICSOFT 2019), pages 194-201

ISBN: 978-989-758-379-7

methodology, since it requires a well-defined context

of the phenomenon to be studied, since this context

provides the basis for definition problem or the issues

that guided the research.

According to Bandeira-de-Melo and Cunha

(2003), the method of grounded research is a

qualitative research method that uses a set of

systematic data collection and analysis procedures to

generate, validate substantive theories about

essentially social phenomena or comprehensive

social processes.

In the quest to create a theory that more accurately

portrays the profile of companies in the scenario of

Pará, the Grounded Theory method was selected

precisely because the empirical data base provides a

closer approximation to reality by allowing behavior

analysis to be performed with patterns and more

appropriate procedures for the discovery of the

theory.

The core element of Grounded Theory is coding,

which is the process of data analysis (Conte, 2009).

Coding refers to the procedures used to label and

analyze the data collected (Glaser and Strauss, 1967).

Therefore, the interpretation of the data is the essence

of qualitative research, whose function is to develop

the theory, helping in the decisions about which data

will be worked (Flick, 2004).

To assist in the collection of empirical data, a

survey was developed and applied in ICT companies

in the state of Pará in order to collect information

related to the Customer and Market competence area,

which is part of the MOSE model, in order to know

the form that the development of CM competence

occurs in the daily life of each one.

Thus, the use of an experimental study is applied

precisely for the purpose of discovering something

unknown or to test a hypothesis (Zendler, 2001 apud

Cruzes, 2007), where the population, the research

method, the method of collection and the form of

analysis of the data collected.

Thus, Experimental Software Engineering (ESE)

is the subject of Software Engineering that

investigates theories, methods and techniques by

experimentation. Typical approaches to experimental

evaluation are case studies, opinion surveys and

controlled experiments (Wohlin et al., 2000).

In view of the above, the benefits of the

application of experimental studies are related to

obtaining results that justify the use or not of a

technology, based on some indication that it can

contribute to the improvement of product quality or

software process. The use of a process to conduct the

studies contributes to the control and execution of the

same, validation, generalization of results and

replication, since the theory generated must be able to

be applied in another context.

In addition to this introductory section, this paper

is organized as follows: Section 2 presents some

related works on the study carried out, Section 3

briefly presents the survey conducted, Section 4

presents in detail the open coding of the Grounded

Theory method, Section 5 presents the evalutation

used in this work and Section 6 discusses the results

obtained with the research and possible future work.

2 RELATED WORKS

From a bibliographical review in the literature, in

order to find previous works that have themes related

to the one proposed by this work, some works were

analyzed, which will be described next.

A study conducted by Santos (2011) showed the

importance of analyzing the human aspects, as these

can influence the success of a Software Process

Improvement (SPI) program, in order to obtain a

better understanding of these influences. Therefore,

in this work a research was presented on the influence

of human aspects in SPI programs, in order to deepen

the understanding of these influences, considering the

human aspects, and with the purpose of helping these

programs in future successes. For data collection, we

chose to use semi-structured interviews and for data

analysis the researchers used the Grounded Theory

method, precisely to create the substantive

propositions about the influence of human aspects.

Melo (2008) reports that studies show that

activities that are inadequate to the requirements

engineering process are a critical factor for the

success of software projects. Based on this, he

presented an empirical research carried out with

Requirements Engineers, aiming at a better

understanding of the importance and difficulties

existing during the requirements elicitation phase.

Thus, it provides the main characteristics and

necessary profile, which involves a good

requirements elicitor, as well as aid to the project

managers during the selection of the most appropriate

profile of their team to carry out the elicitation task,

obtaining, therefore, the better results for software

design.

Pereira (2001) developed a research with the

entrepreneurs the western of State of Paraná from

Brazil, based on a qualitative study, with qualitative

approaches to the analysis of the data collected. The

general objective of this work was to analyze the

profile of the successful entrepreneur from western

Paraná and to identify the influences of the profile in

Application of Open Coding using the Grounded Theory Method to Identify the Proﬁle of Information and Commucation Technology

Companies in the State of Pará from Brazil

195

its business in Mercosur. The data collected came

from the interviews with entrepreneurs selected from

a population universe from industry, wholesale and

retail.

In his work, Pereira was able to conclude that the

interviewees live in constant professional instability,

due to the economic and political factors coming from

the international market, mainly from countries with

border connections.

The work presented show approaches to data

collection and analysis with the aim of creating

approaches for improvement during the software

development stage, either from analyzes on the

influences of human factors and even support

mechanism, taking into account the reports of people

who participate in the stages in the development

process. In other works, the objective was to create a

profile for requirements elicitors and entrepreneurs,

thus following another research context.

Unlike the related works, this research considers

using the Grounded Theory research method to create

a replicable approach of a process for the

identification of the profiles of companies focused in

the area of information technology, from the

perspective of Customer and Market competence area

belonging to MOSE model.

3 SURVEY

As a way to reach the objective of the work, a survey

was developed and applied in information and

communication technology companies in the state of

Pará in order to collect information related to the

Customer and Market competence area, which is part

of the MOSE model, in order to know the

development of these skills in the daily life of each

one.

For the definition of the subjective questions that

compose this questionnaire, an exploratory research

was carried out based on the bibliographic survey

about the assets of the MOSE model, more

specifically in the analysis of the goals and expected

results of the CM competence dimension that is part

of this model, selected to support the research of this

research.

The survey was applied in order to collect

qualitative data by structured interviews and applied

in a face-to-face manner in companies. The

application was made with the representatives of each

ICT company participating in this research, which

had as target audience 14 companies, of which 11

were the sample of participants, all of them operating

in the state of Pará, specifically those located in the

capital of state of Pará, with a time in the ICT market

between 4 and 30 years, but the people selected as

respondents were those who have knowledge of

business strategies, customer' understanding of

opportunities, that is, a broad management vision of

the products and / or services provided by the

companies in question, which favors the achievement

of more significant results, within the context

investigated, in the competencies chosen in the

MOSE model. All the companies are registered in

ParaTIC - Association of Companies the State of Pará

of Software and ICT (http://www.paratic.com.br).

The execution and the results obtained initially

with the survey application were published in (Soares

and Oliveira, 2018).

From the production of the data set, obtained with

the application of the survey, the process of analysis

and codification was started, belonging to the

Grounded Theory research method. Coding can be

interpreted as an analytical process from which data

are broken, conceptualized and integrated to form a

theory (Strauss and Corbin, 1998).

Therefore, in order to guarantee the application of

the three types of analysis procedures proposed in the

Grounded Theory method, a set of steps were defined

and executed, and in this work only the Open Coding

context is discussed.

4 THE GROUND THEORY FROM

OPEN CODING

In the search to construct the substantive theory, in

relation to the profile of the ICT companies of the

State of Pará, the Grounded Theory (GT) research

methos was applied considering only the CM

competence.

It is emphasized that the Grounded Theory is a

methodology of qualitative research, endowed with

mechanisms, whose purpose is to aid in the

development of theories from data collected in a

certain empirical reality.

In order to support and streamline the procedures

for coding and interpreting the data in the application

of the GT method, Atlas.ti (http://www.atlasti.com)

was selected. This tool has extensive mechanisms for

managing, extracting, comparing, exploring and

reassembling significant pieces of large amounts of

data in a creative, flexible and systematic manner that

effectively supports the interpreter (researcher) in

qualitative research.

Although Atlas.ti facilitates many of the activities

involved in the analysis and interpretation of

ICSOFT 2019 - 14th International Conference on Software Technologies

196

qualitative data (particularly selection, indexing /

coding and annotation), its purpose is not to generate

automatic interpretation of the text, since it is the

researcher to carry out the creative and systematic

work of seeking to conceptualize and associate the

data.

Therefore, to facilitate the understanding and

development of the application of the GT method, the

following steps were defined for the present work:

1) Transcript of the interviews, organized by

competence goals and companies,

2) Identification of the codes based on the

competence goals and questions applied in the

Survey,

3) Definition of the main network between the codes,

4) In each question identify snippets from the codes

already defined,

5) Identification of new codes for each specific

competence goal,

6) Construction of a new network between the new

codes and the specific codes of the competence

goal (primary codes),

7) Mark the excerpts from the texts, referring to the

transcriptions of the interviews with the new

codes,

8) Identification of common factors among codes,

9) Definition of the substantive theory of the profile

of companies in the capital of Pará.

In order to ensure that the data coding steps

proposed in the Grounded Theory were achieved, a

relationship was established between the previously

listed steps and the three coding levels of the method,

being it open, axial and selective, as may be shown in

Table 1.

Table 1: Relationship between the coding type and the steps

defined in this work.

Coding Types Steps defined for this Work

Open

Step 1

Step 2

Step 3

Step 4

Axial

Step 5

Step 6

Step 7

Selective

Step 8

Step 9

In Step 1, the interviews were recorded in full,

organized by competence goals and companies,

which provided the initial analysis in the CM context

in the companies, with the results presented in the

paper about the application of the survey (Soares and

Oliveira, 2018), but in this work these data will be

further refined by the coding of the GT method.

With the conclusion of Step 1, which dealt with

the transcription of the interviews, organized by

competence goals and companies, Step 2 was started,

in order to continue the other activities listed in the

steps of development of the GT method.

To help analyze the data and identify the codes

based on the competence goals and questions applied

in the survey (procedure related to Step 2), the

documents with the transcripts were imported into the

Atlas.ti tool, precisely to assist in the manipulation of

the qualitative data.

The documents imported into the tool, with the

transcripts, were separated by competence goal, since

the CM competence dimension has nine competence

goals (Table 2), so nine documents were created, with

their respective research question, in these

documents, letters of the alphabet were attributed to

the companies that participated in the research, as a

form of representation in all nine documents, thus

ensuring anonymity (Soares and Oliveira, 2018).

Table 2: Goals and expected results of the Customer and

Market (CM) competence dimension.

CM Competence Goal) Expected results

CM.1 Agreements with

customers are established an

managed

Agreements with customers are

expected to be established an

managed. It is also expected to be

observed whether goods an

services are being delivered an

whether customers are making

their commitments to signed

agreements.

CM.2 Actions to promote the

consumption of goods and / o

services are carried out

It is expected that actions are

taken to promote the consumption

of goods and / or services of the

usiness unit (in some

environments are called sales) and

that these are preferably

registered.

CM.3 Customer service is

erformed

In this goal, Customer Service

means receiving your request,

rocessing it, asking questions

and arranging for the delivery o

goods and services purchased.

This goal addresses aspects

related to ensuring tha

agreements and contracts with the

customer are met.

CM.4 Relationship with

customers is carried out

The business unit is expected to

observe the satisfaction of its

customers in relation to the

experiences of consumption of the

goods and services, and that

actions are developed to solve

roblems that may tarnish its

image.

Application of Open Coding using the Grounded Theory Method to Identify the Proﬁle of Information and Commucation Technology

Companies in the State of Pará from Brazil

197

Table 2: Goals and expected results of the Customer and

Market (CM) competence dimension. (cont.)

CM.5 The portfolios of goods

and / or services are defined an

maintained

It is expected that the main goods

and / or services offered by the

usiness unit will be organized in

ortfolio. It should be emphasized

that each good and service must

be specified in the portfolio,

considering its target audience, its

categorization and prioritization,

competitors and among others.

CM.6 Prospection of new

demands are detailed

considering the assets and / o

services of the portfolio

Customers (internal or external to

the company) are expected to be

categorized into profiles and tha

rospecting, retention an

conversion actions of new

customers are carried out. It is also

necessary to make a detailed

analysis of the generation of new

demands, now considering

specific time goals for the goods

and services defined in the

ortfolios.

CM.7 Approaches to custome

service are established an

maintained

It is expected that channels will be

established to meet custome

requests and deliver the goods an

/ or services produced by the

business unit.

CM.8 Relationship approaches

with customers are established

and maintained

It is expected that channels o

relationship and communication

with customers will be established

and maintained (and market-

focus, where relevant). There

should also

e studies to see if the

form of customer relationship

(and market-focus) is being

effective and adjustments shoul

e made when this

communication has no positive

effects on the business.

CM.9 Incidents are recorded,

analyzed and preventive actions

are carried out

It is expected that incidents o

delivery of the goods and / o

services will be handled in time

not to generate wear and tear with

the customer. In addition to the

need to solve these incidents,

these should be recorded and

eriodic reviews should be made

with the intent to prevent them.

Also in Step 2, in order to identify the codes, a

detailed analysis line by line was made in the

sentences transcribed from the interviews, precisely

to search for the key words or expressions, which

allowed generating the preliminary data and their

possible relations. Basically, during the open coding

the researcher separates the data into distinct parts,

examines and compares them rigorously for

similarities and differences.

Therefore, this step must involve a careful and

contextualized reading of the transcribed lines, in this

way it allows to generate codes, from a part of the text

or in some moments of a word for assignment

(conceptualization) of a code name that reflects the

text segmented (Maciel, 2011).

Thus, from this detailed analysis, the first codes of

this work, generated by the researcher's vision and

interpretation, appeared.

With the emergence of the first codes, it was

possible to define the main network between the

codes, corresponding to Step 3. The network

visualization allows expressing relations between

codes, and was created observing the interrelation or

interdependence between the competences goals, that

is, the relationship established between the codes in

this work considered the structure provided in the

MOSE. Figure 1 shows the structure of

interdependence between competence goals.

Figure 1: Interdependence of competence goals required by

profile.

In MOSE, the relationship established among the

nine competence goals considers the

recommendations required by profile, based on the

size and number of employees that the company

obtains, in order to meet the diversities of companies

in relation to the size and the number of employees,

the competence goals are allocated considering three

profiles: Small (PEQ), Medium (MED) and Large

(GRD), according to relationship shown by Figure 1.

Step 4 proposed in each question to identify

excerpts from the codes already defined and was

executed in parallel to Step 2, since the generated

codes reflect the texts (excerpts) considered

important from the perspective of the researcher, in

the explored context, with the association between a

code and a citation, in order to capture meaning in the

data and also serve as identifiers for specific

occurrences in the data.

Thus, with the completion of the steps that

compose the open coding, the first results were

obtained, being these results primordial to the follow

up of the next steps referring to the axial and selective

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198

coding. It is remarked that the results of the axial and

selective steps are under analysis for publication in

the annals of another conferences.

4.1 Results of the Grounded Theory

Method for Open Coding

This section presents the results obtained through

analyzes performed on the data, that is, resulting from

the open codification process, with its due

descriptions and foundations, which formed the initial

basis for the construction of the substantive theory of

definition of the ICT companies profile, considering

CM competence.

The main network, seen in Figure 2, emerged as a

result of the microanalyses performed in the

transcribed texts, with the extraction of the initial

codes, occurring in the steps related to the open

coding. The initial set of codes refers to the concepts

that characterize the participants' responses to the CM

competence goals addressed in each question

formulated in the survey.

It is also worth noting that the organization of the

codes in the diagram does not represent a pre-

established order of importance, since their

hierarchical order observed in the figure does not

express their degree of relevance, for example, the

code incident handling, of the diagram does not have

a high level of importance compared to others, this

code was only positioned to improve the visual

presentation field of the diagram, as well as all others

present in the primary code diagram, since the main

point of this result is the presentation of codes and

how the relationship between them occurs.

For Bandeira-de-Mello and Cunha (2003), the

codes generated in the open coding should be

classified as: a) first order codes, directly associated

to the citations (called "in vivo" codes), b) and

abstract or theoretical codes associated with other

codes. The connectors used to associate the code

generated in the Figure 2 were of type “is associated

with”, where the source code and destination code

have specific concepts related; while in the type “is

part of”, the source code is a part that composes

together with other parts of destination code.

For a better understanding of the codes presented

in the diagram (seen in Figure 2), Table 3 was

developed with the purpose of presenting a detailed

description of the first codes extracted in the research,

with the following specifications: (a) MOSE

competence goal, which CM goal in which the code

originated, (b) code, presents the name that was

assigned to the code in the analysis, (c) grounded

(degree of reasoning), indicating the number of times

the code was applied, (d) density, indicating the

number of links between the code and other codes, (e)

related codes, where the names of the codes with

which there is the relationship in the diagram are

presented.

Posteriorly, a structure graphic, with occurrences

of citations, was developed to each code, in order to

point out text snippets that provide proper evidence to

main concept related to code, wich consequently

aided in the accounting of the quantity of time that

code was applied (grounded).

Thus completing the open coding phase, having

already the initial codes estructured in network, it can

proceed to next steps that compose the GT method,

wich is axial and selective coding, developed in future

works.

Figure 2: Primary code Network.

Application of Open Coding using the Grounded Theory Method to Identify the Proﬁle of Information and Commucation Technology

Companies in the State of Pará from Brazil

199

Table 3: Primary code specifications.

Customer and Market

Competence Goal (MOSE)

Code Grounded Density Related Codes

CM1

Contracts and agreements

established

21 1 Portfolio of Goods and Services

CM2

Promote Goods and Services 19 1 Prospecting New Customers

CM3

Make an Attendance 12 1 Maintain an Attendance

CM4

Conduct Relationship 15 1 Maintain Relationship

CM5

Portfolio of Goods an

Services

11 3

Contracts and agreements established, Prospecting

ew Customers, Maintain an Attendance

CM6

Prospecting New Customers 13 3

Promote Goods and Services, Portfolio of Goods

and Services, Maintain Relationship.

CM7

Maintain an Attendance 13 4

Make an Attendance, Portfolio of Goods and

Services, Maintain Relationship, Inciden

Treatment.

CM8

Maintain Relationship 11 4

Conduct Relationship, Prospecting New

Customers, Maintain an Attendance, Inciden

Treatment.

CM9

Incident Treatment 15 2 Maintain an Attendance, Maintain Relationship.

5 EVALUATION

In order to guarantee the veracity of the results,

evaluations were carried out based on the previous

knowledge of an expert in the area of experimental

software engineering, being certified as a consultant-

implementer and leading evaluator of the MPS.BR,

CMMI, CERTICS, MEDE- PROS, MOSE, among

others, working for more than 5 years in deployments

of models to improve the process or software product

in organizations from different regions of Brazil.

The evaluations performed on the results occurred

at the end of each coding step, guided by specific

criteria proposed by Strauss and Corbin (1998) to

evaluate substantive theories based on data, which

are:

 Fit - the theory must be appropriate to the

substantive research area and must correspond to

the data,

 Understanding - the theory makes sense for

professionals in the area studied,

 Generality - the theory must be abstract enough to

serve as a general guide without losing its

relevance,

 Control - the theory acts as a general guide and

enables a person to fully understand the situation.

In order to standardize and organize the

evaluation, a scale was defined and applied to the

criteria presented previously, in order to assign a

classification for each doubt or inconsistency found

in the coding steps, specified below:

 NA (No Attendance): indicates that a problem has

been found in an item that, if not changed, will

compromise the theory,

 PA (Partial Attendance): indicates that a coding

problem has been found which should be changed,

 FA (Full Attendance): indicates that the analysis

performed on the data is complete and contributes

to the theory.

In general way the expert evaluated the research

results of open codification as a full attendance with

fit, unsderstanding, generality and control because the

research report had consistency about the MOSE

assets. This way, the researcher started the axil and

selective conding using the results obtained from

open coding.

6 CONCLUSION

The objective of this study was to present an

application of the open codification proposed in the

Grounded Theory experimental method carried out in

the data that were collected by the application of the

survey with the participation of 11 respondents, with

time in the ICT market between 4 and 30 years. The

open codification was carried out in order to

contribute to the definition of the profile of

Information and Communication Technology

companies in the capital of Pará from Brazil, as it

generated results that favor the development of the

next stages of the GT method. The explored context

occurred under the perpescence of the MOSE model,

more specifically in CM dimension.

Thus, it is intended as future work to further

refines this research from the application of the other

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stages, axial and selective, that makes up the GT

research method. This fact, therefore, will contribute

to the creation of the central and substantive theory

regarding the profile of the companies that operate in

the ICT technology market of the State of Pará.

ACKNOWLEDGEMENTS

The authors would like to thank the Dean of Research

and Postgraduate Studies at the Federal University of

Pará (PROPESP/UFPA) for providing financial

support through the Qualified Publication Support

Program (PAPQ).

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