The article discusses common misconceptions of what grounded theory is not, by Roy Suddaby of Alberta, Canada. Grounded theory is not: presentation of raw data, or perfect or routine application of formulaic techniques to data. Grounded theory is not easy nor an excuse for the absence of methodology. It is not theory testing, content or word counts. Grounded theory is new modes of interaction and organization using methodology that is attentive to issues of interpretation and a process not binding itself too closely to longstanding assumptions.