Artificial Intelligence in Computer-Based Qualitative Data Analysis in NVivo Based on Grounded Theory Methodology

Introduction 
The use of artificial intelligence (AI) in qualitative data analysis is becoming increasingly common, particularly in the social sciences, psychology, and humanities. NVivo software is one of the tools available to facilitate such analysis. It enables the coding, exploration, and modeling of qualitative data through advanced text-analysis techniques. When combined with grounded theory methodology (GT), NVivo serves as a powerful instrument in the pursuit of an assumption-free theory. 

Goals and Methods 
The objective of this study was to evaluate the effectiveness of AI-assisted coding automation in NVivo for qualitative text data analysis. The study followed a qualitative design, with data collected from 62 unstructured interviews conducted as part of a social research project. Analysis involved both manual coding by three experts (members of the research team) and automated coding using NVivo’s AI features. A comparative analysis examined coding accuracy, processing time, and the identification of implicit data patterns. 

Results 
Preliminary findings indicate that automatic coding in NVivo is a valuable tool for identifying general themes and can significantly speed up the initial stage of data analysis. However, AI cannot replace the interpretative depth achieved through manual coding, especially in terms of conceptualization and theorizing. Automation proves limited sensitivity in capturing cultural context and the emotional nuances of spoken utterances.

Conclusions
AI-assisted automated coding approaches, such as those employed in NVivo, can support qualitative researchers in data analysis, particularly during the initial review of empirical material. Nonetheless, to fully embrace grounded theory methodology the researcher must play an active role, engage in theoretical reflection, and adopt an iterative approach. These activities still lie beyond the capacity of current AI technologies. It is recommended that AI be treated as an aid rathen than a substitute for a classical qualitative analysis based on grounded theory.