This article discusses the application of grounded theory combined with the Delphi method to explore AB testing in Business Process Improvement (BPI). The grounded theory approach is essential due to the limited research in this domain. Initially, semi-structured interviews were conducted with experts from a major software company specializing in BPM software. Following these interviews, a ranking-type Delphi study was carried out to identify and rank critical issues related to AB testing. This approach ensured a focused follow-up among knowledgeable panelists, enhancing the depth of insights collected.
The grounded theory methodology is suitable for building theory in fields where little is known, making it ideal for investigating AB testing in BPI.
The Delphi method's ranking-type version helps identify and prioritize key issues, enhancing the understanding of expert insights gathered in AB-BPM studies.
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