Grounded Theory and Ethnography 1
Grounded Theory and Ethnography
Priscilla Achulo
BUSI 815 - Qualitative Research Methods (D01)
Liberty University
Grounded Theory and Ethnography 2
Grounded Theory and Ethnography
Qualitative inquiry as a research process is not an easy task. Aside from the collection of
data being different from the mode of data collection in quantitative research, qualitative
research also involves the daunting task of listening and interpreting information, all through the
research. The process of data collection alone has not been the challenge in applying the
qualitative method of research, but also, the appropriate technique to adopt in synthesize and
assess the data collected presents another set of challenges in its application. In this light of the
many complexities associated with qualitative research in general, the grounded theory and
ethnography concepts were developed. This write-up discusses these two qualitative research
structures and their applications
Description and Use of Grounded Theory and Ethnography
The grounded theory according to Brown (2019) is a systematic and inductive approach
used in the analysis and collection of evolving trends in research data. The major aim of the
grounded theory is to elucidate human comprehension of the world and other humans, as
‘grounded’ in various data gathered from participants based on their lived experiences in a social
context hence, unraveling what seems to be 'reality to participants and what influences human
behavior (Fassinger, 2005). The researcher in using grounded theory seeks to explain the social
processes, which according to Fathi et al. (2016), he does by relying “more on the phenomenon
and the process” while revolving all field notes around the phenomenon and process, to the
extent where the researcher’s concepts become ideas reasons for actions and interactions (p.
