IN RESEARCH BARBARA KESZEI1 – ANDREA DÚLL2 Glass-buildings – how lay people and professionals communicate about them3 Abstract In the present study we introduce the Grounded Theory method through the example of a study about similarities and differences in the opinions regarding glass façade build- ings. We highlight the importance of using different samples. From a methodological point of view it is of utmost importance to pick the right method for data collection. Glass façade buildings have special psychological meanings which are different for lay people and professionals. In the study used as an example the sources of information were lay people and professional and lay media outlets. Qualitative content analysis was used to explore these parities and divergences. We introduce the capabilities and shortcomings of the Grounded Theory method we encountered during our research. Keywords: glass façade, lay people and professionals, media content analysis, environ- mental psychology, methodology Introduction This study focuses on the methodological questions: how opininons, attitudes can be explored and what difficulties emerge on the way. One of the qualitative research meth- ods, qualitative content analysis, more specifically the Grounded Theory method is 1 Assistant lecturer, Budapest Business School Faculty of Commerce Hospitality and Tourism, Department of Pedagogy; PhDstudent, ELTE Eötvös Loránd University, Doctoral School of Psychology: e-mail: keszei.
[email protected]. 2 DSc PhD, professor, ELTE Eötvös Loránd University Institute of Psychology; professor, Budapest University of Technology and Economics, Department of Sociology and Communication; e-mail:
[email protected]. 3 This work was completed in the ELTE Institutional Excellence Program (783-3/2018/FEKUTSRAT) supported by the Hungarian Ministry of Human Capacities for Andrea Dúll.