Qualitative Research Methods for Public Health

This article discusses the epistemology, key elements, and processes of two qualitative methodologies, grounded theory and ethnography study, used in public health research. It compares and contrasts the two approaches and discusses their advantages and disadvantages. The article also presents a research topic and design using ethnography study to understand the challenges in caring for morbidly obese patients.

Running head: QUALITATIVE RESEARCH METHODS FOR PUBLIC HEALTH
Qualitative Research Methods for Public Health
Name of the Student
Name of the University
Author note

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Introduction
The aim of the assignment is to discuss the two qualitative methodologies in detail,
which are grounded theory and ethnography study. Each of the two methodologies will be
evaluated. The assignment discusses the epistemology of the methodologies, their key elements
and processes used in the approach. The assignment compares and contrasts the two different
approaches. Lastly the assignment discusses the topic of interest and the theoretical approach that
will be used to research the topic.
Part 1
Epistemology
Grounded theory is the qualitative approach. It is rooted in ontological critical realism. It
is based on the epistemological objectivity. The theory is combined form the theory of the
positivism, sociology and symbolic interactionism. The theory is grounded in actual data.
Application of the grounded theory is the “mid-range theory” that is focused on the main process
and connects different phases of theory together (Birks & Mills, 2015). It means for
understanding the psychological experiences of the patients suffering from obesity the grounded
theory can be best applied. On collecting the data from the primary and secondary source the
researcher can conclude the diverse experiences. It helps understand the relationships dynamics
change experienced by the obese patients. The theories can be developed by understanding in
details about the participant’s emotional experiences and other parameters. In short, the
methodology of the grounded theory aids in addressing the research question while explaining
the core process causing the change instead of focusing on the social groups (Charmaz, 2014).

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The ethnography study is underlined by the ontological and epistemological
presuppositions. The ethnography study can range from a realist perspective to a constructivist
perspective, where the researcher and subjects socially constructs the understanding of the
society and the cultural phenomena. It helps the researcher to explore the particular phenomena
while describing the alternate realities. The researcher can build the substantive grounded theory
while describing and interpreting the observations (Rooshenas et al., 2015).
Key elements of methodology
Grounded theory is the inductive methodology as well as combined with deductive
methodology. Both are combined in a way of abductive reasoning. It works in contrast to the
deductive approach. It uses the principle of thinking about research question in focused manner
and conceptualising data. The rationale is to close the gap between the empirical research and
theory. After the data collection the analysis and the development of the theories occur. It is the
research tool that helps identify and conceptualise the latent social pattern and structures of the
area of investigation while comparing with other methods. In short, the methodology of the
grounded theory aids in understanding the behaviour of the research participants (Wiesche,
Jurisch, Yetton & Krcmar, 2017).
Ethnography study contains elements like field-based research where the researchers
control the behaviours of the respondents. It contains the element of personalisation. The
researcher follows the principle of contacting people face-to-face. This research method
includes inductive approach and follows the holistic principle. The dialogic method is used to
expound the interpretations and findings by the participants. The researcher can develop the

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hypothesis based on the empirical data which can be again tested using the quantitative research
design (Rooshenas et al., 2015).
Process and tools
The research process of the grounded theory involves both the data collection and
analysis. The data is collected from the primary and secondary research. It is the iterative
process of raising the generative questions and identifying the theoretical concepts. The linkages
are developed between the theoretical concepts. The analytical strategies used within this process
are coding, memoing, and integrative diagrams and sessions. In the coding method the
researchers identify the anchors from which the key points can be gathered. This is followed by
collecting the codes having similar content for grouping the data. The researcher then makes
broad groups of similar concepts for developing theory that will detail the subject of the research
(Cho & Lee, 2014).
In ethnography study there are different processes of collecting the data to capture the
social meanings and the ordinary activities in the natural setting. The aim of the data collection
is to minimise the bias. It includes observation of the participants, filed notes, surveys and
interviews. The interviews are recorded and transcribed for full analysis. To provide great insight
into the research area the researcher may also use the secondary research and document analysis.
Reflexivity is used to make the data collection transparent and the interpretation. Image is the
other form of data collection to project on an abstract idea from an individual’s perspective on
past experiences. It is the primary tool of the ethnographers for data collection. It means the data
collection techniques are multifactorial (Baskerville & Myers, 2015).

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Part 2
Similarities and differences
There are several similarities and differences between the grounded theory and the
ethnography study. According to Ward, Gott & Hoare (2015) both the grounded theory and
ethnography, the methodologies involve examining the phenomena in natural context. Both the
methodologies use the holistic approach. As argued by Belgrave & Seide (2018) both the
approaches uses more than one data collection process to allow for multiple interpretations. It
increases the credibility and accuracy of the research study in both cases. In both grounded and
the ethnography study the researcher presents the results from the perspective of the respondents
who have experienced the phenomena in the natural setting (Madden, 2017). Both the
methodologies use the excerpts from the interview. The researcher than adds the stories of the
participants to the report that increases the richness of the findings (Press, 2018).
While applying the grounded theory the researcher aims to develop a theory that can
explain the psychological phenomenon behind a problem. It also helps explains how human
beings use the social interactions and defines reality (Birks & Mills, 2015). On the contrary the
ethnographers provide the description of the cultural phenomenon as their primary goal (Ward,
Gott & Hoare, 2015). Ethnography study differs from the grounded theory as the former intends
to understand the behaviour of the participants in regards to the specific cultural phenomena. It
means the ethnographers have to focus only on one aspect. It is the culture and not the entire
context that they focus on (Press, 2018). However, in case of grounded theory the researchers
explains the core category underlying the research and then links with the behaviour of the
participants in regards to the phenomena (Birks & Mills, 2015).

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Najafi et al. (2016) argued that the two methodologies differ when it comes to literature
review before collecting the data or at the time of discussion of findings. In case of grounded
theory the investigators do not consult the literature to avoid any influence prior to field work. It
is known that the grounded theorists perform intense literature review but that is not pertaining to
the area of investigation. On the other hand the ethnographers do consult the conceptual
literature before data collection. It is used to present the idea on how to proceed further.
According to Bamkin, Maynard & Goulding (2016) both the methodologies differ in
respect to the sample selection. In grounded theory “theoretical sampling technique” is used for
theory building. The emergence of theory is facilitated by the collections of theories, data
collection, coding and analysing. On the other hand the aim of the ethnographers is not to
generate theories. They only aim to explain the meaning of the cultural phenomena. Therefore,
ethnographers focus more on the particular cultural aspects. In this methodology the researcher
applies the purpose sampling. In ethnography the researcher collects data from the contrasting
and similar cases to perceive the single case finding (Baskerville & Myers, 2015). Bamkin,
Maynard & Goulding (2016) explained that grounded theorists discusses the conceptual analysis
in the final report. They also explain the substantive theory that was built from the collected data.
On the other hand the ethnographers use the descriptive approaches. It helps in narrating and
describing the actions of the participants. It can be concluded that both the research
methodologies is selected based on the similarities and differences (Rooshenas et al., 2015).
Advantages and disadvantages
The main advantage of the grounded theory is the process of generating the theory. This
theory is advantageous when there is insufficient literature pertaining to the area of interest. This

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approach is less time consuming and is more efficient due to document analysis. Also grounded
theory is advantageous as it is less intrusive, cost effective, and more stable and have precise
details. The drawbacks of the grounded theory include insufficient details, biased selectivity and
low retrievability (Padgett, 2016).
The advantages of the ethnographic studies are its higher validity, and building of
rapport with the respondents. The strength of the ethnography is to investigate the complex issue
relate to society and culture, interactions and relationships. It is difficult for the quantitative
methods. Ethnographies probe the deep attributes of the topic. On the other hand it is
considered unreliable, and not sufficient enough for representation. It is difficult to identify the
patterns and trends, it is subjective, which is considered disadvantage. The main limitations of
the ethnography are the expensive nature and it is protracted. It is difficult to replicate the study.
There are chances that the ethnographers may bring their personal bias and prejudice in the study
(Najafi et al., 2016).
Research question
For the study based on the grounded theory, “How and why’’ the dominant forms of
queries are and sometimes “what” questions are also asked. For instance, open ended questions
may be asked such as “How do you cope up with weight gain and obesity during activities of
daily living?” or “what kind of services did occupational therapist give?” In case of
ethnographic study, the research question is mainly focused on the culture. Therefore, the
question may be, “How do Aboriginals interact with the members outside the Aboriginal
community?”, “could I watch you perform cultural practices?”

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Part 3
Research topic
My area of interest is to identify the challenges in caring mechanism of the patients with
obesity. Obesity is the public heath issue all over the world. There is increasing mortality and
morbidity due to child obesity all over the world. According to World Health Organisation or
WHO, there is excess utilisation of health care resources due to increasing obesity patients
(Swinburn & Vandevijvere, 2016). According to WHO, in 2016, 39% of the people above 18
years were overweight, and 13% were obese (Swinburn & Vandevijvere, 2016). These patients
pose significant challenges to health care delivery. I am interested in making my career in public
health. Therefore, I would like to research on obesity as it is the burning issue of the society.
Qualitative research design
To research on this topic, I would us the qualitative method ethnography study to
understand the challenges in caring for morbidly obese patients. I would like to explore the
attitude of the health practioners including physicians and the nurses while caring for patients
who are critically ill with obesity.
To achieve my research aim I would adopt ethnographic approach where the practioners
will be observed for understanding their care practices. I will use the social constructivist
paradigm as this one will help acknowledge the social reality constructed between individuals
and by them (Press, 2018). I will conduct interview of practioners for data collection. I will
conduct the research in the span of four months of time. I would perform a constant comparison
for qualitative analysis. I would like to conduct the research on the intensive care unit.

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The rationale for choosing the ethnography study is the advantages that have been
discussed above. This methodology will help me identify any significant challenges faced by the
nurses and doctors such as cross-cultural skills or linguistic barriers. It will help make
recommendations that can resolve the issue. Observation and interview method of data
collection, will together help enhance the validity of the study. It will help build rapport with the
nurses and doctors (Madden, 2017). This methodology will help understand the experiences of
doctors and nurses and decipher the meaning. It will help develop knowledge of the culture of
the care given in intensive care unit of the hospital. Thus, the approach is justified to investigate
the complex health issue and problems faced due to interactions and relationships between care
providers and obese patients.

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References
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