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Selecting the most appropriate research method is one of the most difficult problems facing a researcher. Grounded Theory is presented here as a method of choice as it is. This paper tracks a Grounded Theory research project undertaken to study the phenomena of collaboration and knowledge sharing in the Australian Film Industry. The detailed, rigorous, and systematic approach of the theory Grounded Theory also permits flexibility and freedom rendering Grounded Theory suitable for the investigation of complex multifaceted phenomena. Grounded Theory is also well equipped to explore socially related issues. This cha pter describes the techniques, utility, and ease of use of grounded theory, discussing them in a practical sense to assist potential users in applying the method.