Grounded Theory a methodological experience

This article deals with the experience of using the "Grounded Theory", as a qualitative-interpretative methodology, applied to audience research of soap operas in Portugal. Its adoption led to the finding of regularities which identify action categories of the studied phenomenon, its properties and connections, and to the development of a conceptual formulation of the "receiver exposure to soap operas". In this way, however, many adaptations have been applied. Here, we discuss the choices made about taking the object of the research, the criteria for collecting the data, the form of data analysis for the implementation of the investigative Project (Including the usage of the German qualitative analysis software -Maxqda 2007-). With such description, we aim ato collaborating with the improvement of the recommended techniques for the focused approach.