PUBH6013 - Ethnography and Grounded Theory: A Detailed Comparison

This essay provides a comparative analysis of ethnography and grounded theory, two prominent qualitative research methodologies. It explores the origins, advantages, disadvantages, and key elements of each approach. Ethnography, rooted in anthropology, focuses on studying cultures through direct observation and interaction, while grounded theory aims to develop theories from systematically collected and analyzed data. The essay highlights their similarities in data collection methods but emphasizes their differences in focus, sample sizes, and data analysis techniques. Examples are provided to illustrate the application of each theory, particularly in understanding consumer behavior and software development practices. The discussion concludes by summarizing the core distinctions between the two methodologies, particularly concerning their focus, sample sizes, and data collection methods. Desklib provides access to a wide range of solved assignments and study resources for students.

RUNNING HEAD: QUALITATIVE RESEARCH 1
Qualitative Research
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QUALITATIVE RESEARCH 2
Qualitative Research
INTRODUCTION
There are five groups of qualitative methodologies. The five are ethnography, grounded
theory, case study, we have narrative and finally phenomenological. This is according to John
Creswell.
GROUNDED THEORY
Grounded theory is the popular form of qualitative research method that involves coming
up with a theory that has its base from data that has been collected and analyzed in a very
systematic manner. The aim of the theory is simple to understand the reason behind certain
things like the social relationships as well as the behaviors of the group which is mostly known
as the social process (Lewis, 2017). This theory was developed In the United States of America
particularly in California by scientists called Glaser and Strauss while they were undertaking
their study Awareness of Dying.
Grounded theory has several advantages and disadvantages. The advantage is that this
theory is very essential in developing phenomena which cannot be explained by other paradigms.
It also provides a systematic and rigorous procedure in data collection and analysis (Vincent,
2016) .Finally, application of this theory breeds creativity as well as critical thinking.
Elements of the grounded theory
Grounded theory has several important and unique elements. One of this unique character
is that there is simultaneous collection and analysis of data. In grounded theory, there is also
what is known as theoretical sensitivity. This simply means that it is the categories and analytic

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codes which are developed from data (Zhao & Ji, 2014). The pre-existing concepts are actually
not used in this particular theory. The theory is also characterized by the use of theoretical
sampling when it comes to refining different categories. Abstract categories in grounded theory
are usually constructed in an inductive manner and the social processes are usually discovered in
data (Breen & O’Connor, 2014). The theory is also characterized by the use of analytical memos
between coding as well as writing. The final element of grounded theory is that the different
categories are usually integrated into a certain theoretical framework.
ETHNOGRAPHY THEORY
The term Ethnography has its roots in Greece and it can be simply defined as the study of
culture of different groups of people (Denzin and Lincoln, 2005). The theory is structured in
such way that allows exploration of the culture whereby the ethnographer simply observe the
society from the point of view of the particular study.
Ethnography is a research methodology that involves the examination of how different
participants behave when they are at a certain social situation so as to understand their
interpretation of such behaviors. According to Dewan, behavior can be shaped in many ways
such as the constraints or difficulties the participants go through when they are in a society that
they actually do not belong (MacNeil, 2008). The pioneers behind the ethnography theory
include the biological, social as well as cultural branches of the broad anthropology.
Ethnography theory is used at the early stages of the user centered design project. It is
due to the fact that ethnography theory usually focus on the structuring the comprehension of the
design problem (Berryman et al., 2013). This therefore implies that is good to carry out
ethnographic studies when is starting his or her project so that they can be able to support the

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future design decisions. Besides, this method can as well be used to evaluate an already existing
design. It is also recommended to use this theory when for very complex as well as critical
design problems.
The main advantage of using the ethnography theory is the fact that it can assist one to
identify as well as analyze any unsuspected issue. Another advantage is that it can provide a
detailed as well as faithful representation of the users’ behaviors as well as the attitudes
(Creswell, 2007). Ethnography theory however has some shortcomings. One of the main
disadvantage is the fact that they are time consuming. Ethnography research usually take long so
as one is able to generate and analyze data.
Elements of ethnography theory
There are three key features of the ethnography theory. The theory involves carrying out
an investigation of a small number of cases. This therefore means that the sample size is quite
small in this particular theory. In grounded theory too, there is some sort of tendency to work
primarily with unstructured data. Unstructured data is simply that data which is yet to be coded
at the exact point of collection. Ethnography theory is also characterized by strong emphasis on
exploring the nature of particular social phenomenon instead of setting out to test the hypothesis
(Watts, 2011). In this theory, the researcher also collects what is available, whatever is normal,
what people do, what they speak or say and finally how they work around. In this theory, the
researchers also looks out for patterns of the mental activities of the subject or the participants.
This includes examining their ideas and beliefs that are often expressed in language or how they
often behave in certain groups. This behavior is exhibited through their actions (Mosedale,

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2014). This form of theory also involves the researcher engaging in an extensive fieldwork
approach to collect data mainly through interviews, symbols, artifacts and many other sources.
Researchers in this theory also referred to as ethnographers dwell so much on describing the
culture of the group they are examining in detailed.
Comparison
Similarities among the theories.
Despite being five group of methodological theories, majority of them are similar in
many aspects. One of the similarities among the theories is the fact that they utilize the same
methods of collecting data. The most common methods of collecting data in the theories include
observation, interviews and finally reviewing of the texts.
Differences
Ethnography
This is the most popular method among the professionals. In this particular type of the
research methodology, the researcher gets himself or herself directly among the participants’
niche or environment with the sole objective of understanding the aims, cultures, the different
challenges, motivations and finally the core themes that come up. This form of research
methodology borrows its leaf from cultural anthropology whereby the researchers used to engage
directly into certain cultures for quite some time (Foley, 2006). In simple terms, this research
does not majorly rely on the use of interviews as well as questionnaires and surveys. The
researcher in this particular method gets the first-hand experience of the environment in which
the research is to be carried out.

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An example of the ethnography model of research involves following up consumers of a
certain product up to their homes so that the researcher can actually understand and observe how
they interact or use the products in question.
Grounded theory
Grounded theory is not one of the popular theories in qualitative research. In this
particular form of theory, the aim is to offer or rather provide a certain theory or a vivid
explanation behind certain events. This particular form of theory differs with phenomenological
study in the sense that the latter only focus on describing the importance of a certain occurrence.
This form of study mostly uses interviews as well as already existing documents to
formulate a certain theory to explain the occurrence of an event. It involves digging deep into a
variety of both the open as well as axial coding applications so as to get to know different themes
then now finally come up with the theory. Unlike other forms of studies, grounded theory usually
utilize very large sample sizes between 20 and 60 participants so that the theory can be
established in a better manner (Isaacs, 2014). This theory actually can be used to create
awareness on how a certain product or event can be designed based on understanding how the
particular community behaves. An example of the theory in application involves seeking to
comprehend as to why majority of the software developers utilize portals to communicate as well
as write codes. It might also involve seeking to understand as to why small scale retailers usually
approve or decline customers for credit.
METHOD FOCUS SAMPLE SIZE DATA

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COLLECTION
Ethnography Focus is either on
context or culture
No range for the
exact sample size.
Data collection is
mostly through
observation and
interviews
Grounded theory The focus is usually
to form a theory that
is grounded in the
field data
The sample size in
this particular theory
is between 20 and 60.
Data Collection is
mostly through
interviews followed
by open and axial
coding.
CONCLUSION.
There are different theories of qualitative research. Grounded theory, ethnography theory,
phenomenology, Action research and finally case studies are the most common theories. In
ethnography theory, the focus is usually on culture. Data is mostly collected through observation
and interviews in this theory. In Grounded theory, the focus is usually to come up with a certain
theory to explain certain behaviors or events. The sample size in this theory are between 20 and
60.Data is mostly collected through interviews which is then followed up with open and axial
coding. Despite the numerous differences among the qualitative research methodologies, they are
same in a manner that the method of collecting data are similar.
References

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