2.0 Introduction
This chapter describes the research design and elaborates on the methodology chosen by the researcher. Thereby, the argument is made that the choice inherent in research design and methodology represents a central choice regarding the trajectory and possible results of the research. A balanced approach combining theoretic and existing research with the empirical data gathered is chosen. The crucial argument for this mixed approach of deploying grounded theory elements with existing research for theory construction (rather than a pure approach grounded theory wherein a theory is developed from scratch) is deemed prudent as it connects the research with existing work. As Lessig formulated, creativity has always built upon the past, or when you consider Newton’s saying about standing on the shoulder of giants, it would be careless and presumptuous not to take the existing work into consideration and simply contribute an original and, hopefully, beneficial conceptualisation to the existing body of knowledge.

First, the methodological choice is vindicated; then the actual practices and instruments are described.



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