Grounded Theory and Ethnography. The Advantages and Disadvantages of Grounded Theory Methodology and Ethnographic Approaches to Qualitative Research

Essai , 2015 , 11 Pages , Note: 2:1

Sociologie - Méthodologie et Méthodes

This paper examines two qualitative approaches to research and assert the argument that the foundations of good research depend on the mastery of the researcher to deploy the correct methodology for the chosen research area by paying attention to the crucial factors of a well planned systematic approach to research.

The paper argues that both Grounded Theory and Ethnographic approaches can facilitate research that renders a reading that is both informative and clearly understandable in a format that is easily absorbed and understood by the reader which is honest unbiased and transparent, that can establish a workable set of outcomes that maintain interest and benefit the reader, researcher, sponsor and decision makers.

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Contents

Contents ... 2

Introduction ... 3

Grounded Theory Approach ... 3

Ethnographic Research Approach ... 5

Grounded Theory V Ethnography ... 7

Conclusion ... 9

Bibliography ... 10

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Introduction

The discussion that follows is a comparison and contrasting of two analytic schemes that could

be used in the qualitative data analysis. The discussion focusing on the grounded theory

methodology and ethnographic approaches to qualitative research critically addresses the

advantages and disadvantages of the two approaches by highlighting their applicatory strengths

and weakness in qualitative research studies followed by a brief comparative discussion of the

combined strengths and weaknesses and a brief reflection on the application of IT tools in the

research approaches.

Grounded Theory Approach

The concept of grounded theory methodology explicitly involves `generating theory and doing

social research [as] two parts of the same process' (Glaser, 1978, p.2) In 1967 the publishing of

`The Discovery of Grounded Theory' by Glaser and Strauss (1967) was a seminal moment in

qualitative research, the main thesis of the book challenged the notion of testing hypothesis

beforehand based on theatrical assumptions, in contrast grounded theory suggested carrying out

research and analysis and building up concepts and theories from the ground up (Alasuutar,

Bickman & Brannen, 2008). In grounded theory methodology the literature review takes place

after the research, Glaser (1992, p.32) clarified that ` Grounded theory is for the discovery of

concept and hypothesis, not for testing re replicating them...It must be free from the claims of

literature and its findings and assumptions in order to render the data conceptually with the best

fit. Grounded theory must be free from the idea of working on someone else's work or

problems.'

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In grounded theory methodology the data collected to address the research question area may be

quantitative or qualitative or even a blend of both. The data collected is similar to other research

methodology. The data collected for analysis is coded. The coding of the data varies depending

on the stage of the research and purpose but analysis involves open coding, a process of creating

values, categorized and labeled. Following open coding, axial coding is required, the process

known as paradigm model is required to structure the data in order to establish the relationships

between the categories formulated during the earlier open coding process. The process of

selective coding enables the researcher to identify and specify the core themes leading to the

production of the narrative and emergence of the theory. In the final stages of the research

methodology the grounding of the theory continues with further refining and validation through

hypothesis testing. Glaser & Strauss (1967, p.28) argued `evidence and testing never destroy a

theory (of any generality), they only modify it. A theory's only replacement is a better theory'.

Both Barney Glaser and Anslem Strauss elucidated further on grounded theory by jointly

publishing several books on the subject before parting company and writing separately. Two

decades later Strauss and Corbin (1990) offered a more structured approach to grounded theory

analysis with a descriptive model which led to Glaser to critique the strategies, models and

procedural techniques of his co founder. Compared to Strauss, Glaser was a puritan of grounded

theory and argued that theory should emerge from constant comparison and should not be forced

research. Glaser considered Strauss and Corbins models of research to be too descriptive and

structured where as Glaser advocated a more emergent approach. Kools et al (1996) clarified as a

consequence of the divergence in approaches there was no consensus as to which yielded

superior interpretations of social phenomena.

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By contrast Charmaz (2006) argued for a more modern constructivist approach to grounded

theory. Charmaz believed that the approaches advocated by Glaser and Strauss (1967) and

Strauss and Corbin (1990) were too pragmatic and suggested that how people constructed their

social reality was a key part of the research approach. Charmaz argued that extrapolated

interpretations of the researcher were just as important as the internalized interpretations of the

respondents and both gave a more reflective interpretation. Some critics argue that Charmaz

modern constructivist approach was juxtaposed as Glaser and Strauss (1967) approach to

grounded theory was influenced in part by symbolic interactions where interpretation of the

symbolic interaction was indicative to the extrapolation of meaning from the research.

Ethnographic Research Approach

Hammersley and Atkinson (1995, p.1) stated `in its most characteristic form...[ethnography]

involves the ethnographer participating, overtly or covertly in people's daily lives for an

extended period of time, watching what happens, listening to what is said, asking questions in

fact, collecting whatever data are available to throw light on the issues that are the focus of the

research'

In ethnography the analytical composition of data collection consists of fieldwork as an essential

part of the analytic method as well as the examination of existing secondary data. Direct

participation by the researcher within the research arena may also be required as well as

observation and structured and semi structured interview documentation and detailing of the

observation and experiences of the participants as well as the researchers own role both

objectively as well as subjectively (O'Reilly, 2005).

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In contrast to grounded theory, ethnography methodology does not necessarily set out to test

hypothesis but instead explore social phenomenon. The scientific inquiry as a complete observer

both overt as well as covert requires disciplined preparation as the data gathered can often be

unstructured and not coded at the point at which the data is collected in the field. As the research

method is qualitative and subjective the statistical methods of quantification do not apply as the

scientific enquiry entails systematic recording of behaviors and recording of events and is more

concerned with the descriptions of phenomenon than in statistics.

In addition to observational field work, in-depth interviews of the research subjects are carried

out as empirical observational recordings and interpretations alone cannot provide the rich data

needed to obtain an in-depth perspective of the phenomenon being researched. Tuckman (1996)

stated that that ethnographic interviewing differed from other interview methods as they are

designed not just to collate information and facts but to extrapolate meaning from the collected

data. The combination of empirical observational recording and in depth interviewing allows the

meanings of the observed and recorded phenomena to be extracted from the research subjects in

their everyday lives.

As well as primary research techniques, secondary research is also considered a part of the

ethnographic research methodology, as this can help in identifying other ethnographic accounts

and the discourse surrounding the research area. The addition of secondary sources of data also

allows for a detailed and multi faceted perspective to be constructed in the analysis of the

research resulting in the production of a richly written account of the phenomenon being

researched. These techniques in the field of ethnography provided what Geertz (1973) famously

called the' thick description' and has become part of the notion of qualitative research.

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The study of subjects and objects from a personal as well interpersonal distance can also have

certain limitations. Burns (1994) argued that the descriptive and interpretive nature of the

research procedure remain problematic particularly in replicating the entire research procedure

for validation purposes as ethnographic research can often span considerable time spans and

findings can differ as well be diverse due to the multiple contributory perspectives. The

observational recording of events is based on the mastery of the ethnographer and the imposition

of conceptual biases can alter the value free recording and analysis. The research data being open

to personal interpretation is also open to misappropriation as respondents or subjects may not

even mean what they say or say what they actually mean or may not even fully recollect or

transmit details of their recollections accurately requiring the ethnographer to possibly bridge the

gap between the data transmitted and recorded. The rich data could be lost in translation.

The conduct of the research method can also raise ethical concerns as the overt observational

fieldwork can lead to intrusion into the livelihoods of the research subjects and a lack of privacy.

Covert observation can also raise ethical concerns as this leads to an absence of consent in an

attempt to avoid the Hawthorne effect in deriving factual accuracy (Nord, 1963).

Grounded Theory V Ethnography

Grounded theory has certain similarities to ethnographic research methods such as in the mode of

data production through field work observation, qualitative interviews and documenting (Strauss

& Corbin, 1990). Because fewer assumptions are placed on the variable being studied both

grounded theory and ethnography can be a good method for exploratory research and hypothesis

generation. Both research methods can produce a more in-depth and detailed sets of data and is

ideal for recording attitudes, feelings and behaviors and can enable more complex aspects of

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person's experiences to be studied with fewer restrictions and assumptions. Ethnography can

also be combined with grounded theory as the approach can provide the thick description data

for grounded theory analysis and can be conductive to theory building. (Glaser & Strauss, 1967)

Both research methods also share similar limitations in terms of verification. Babbie (1995, p.

A13) highlighted the importance of validity by suggesting `the reader should be in a position to

completely replicate the entire study independently' as this can prove the validity of the research

by other researchers within the social research field. The subjectivity of the research data can be

difficult to validate as well as replicate as information gathered can also be a conjectural

extrapolation and the researchers own biases may become embedded in the research which can

be difficult to identify or avert.

Denscombe (1998, p.208) identified `qualitative data as the product of a process of

interpretation, as both methods rely on the interpretation of the symbolic interactions, Bryman et

al (2008) argued that these qualitative methodologies lacked transparency as the reader may not

be able to ascertain exactly what the researcher did to arrive to the conclusion and is inherently

reliant on the skill and genuineness of the researcher. By contrast Glaser (1992) argued that for

the data to be valid rigorous and reliable it must be grounded and suggested grounded theory was

more conceptual than other qualitative research approaches.

Both research methods require collecting and analyzing unstructured information which can be

complicated and time consuming when collecting large volumes of data, codifying the findings

and applying themes and extracting meaning can be a difficult task as both research methods

have an association with interpretivism and rely in the skill of the researcher to determine the

quality and validity of the research. In recent years the use of specialist IT tools to carry out the

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processing of qualitative data has further complicated the process. Computer assisted qualitative

research can help manage large amounts of text data as well as retrieval and manipulation of data

by sorting and assembling the coded data in quick succession but the disadvantages to specialist

IT tools lie in breaking the natural flow of the narrative of the research. By coding the data line

by line using IT software the natural flow of the narrative is often broken. All computer

programs are designed to follow a mechanical set of calculated outcomes and as a consequence

the analysis could become superficial. The ability of the researcher to master the software could

also determine the quality of the rendered data as the ability of the researcher to apply the most

relevant analytic data manipulation and presentation will determine the narrative and meaning of

the data. Programs such as Nvivo MaxQda etc can aid in reducing the amount of data by

condensing and synthesizing data but ultimately it is the researcher's expertise that will

determine the quality of the analysis.

Conclusion

`The differences between methodologies do not suggest differences in quality, but in their nature

and purpose' (Sarantakos, 2005, p.49). Both research approaches are valuable in their own

context and are highly useful as qualitative approaches to research. The foundations of the good

research depend on safeguarding against errors by not paying attention to the crucial factors of a

well planned systematic approach that delivers informative and clearly understandable results in

a format that is easily understood by the reader which is honest unbiased and transparent, the

findings from the research approaches should establish a workable set of outcomes that is of

interest and benefit to the reader, researcher, sponsor and decision makers.

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Bibliography

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Babbie, E., (1995) The Practiseof Social Research, 7

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Edition, Wadsworth Publishing Conpany.

Burns, R, B., (1994) Introduction to Research Methods, Melbourne Longman, Cheshire.

Bryant, A, Charmaz. eds., (2007) The SAGE handbook of Grounded Theory, Paperback Edition,

SAGE Publications Ltd.

Bryman, A.,(2008) Social Research Methods, 3

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Edition, Oxford Press University

Charmaz, K., (2008) Constructing Grounded Theory, A Practical Guide Through Qualitative

Analysis, SAGE Publications Ltd .

Denscombe, M., (1998) The Good Research Guide, Open University Press.

Geertz, C., (1973) The interpretation of Cultures: Selected Essays, Basic Books Publishers, New

York

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Qualitative Research, Weidfield & Nicolson, London.

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Glaser, B, G., (1978) Theoretical Sensitivity, Mill Valley CA, Sociological Press USA.

Hemmerly, M & Atkinson,P., (2007) Ethnography: Principles in Practice (3

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Edition )London

and New York, Routledge.

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Kools, S, M, McCarthy, R, Durham and Robrechi, L., ( 1996) Dimensional Analysis:

Broadening The Conception of Grounded Theory, Qualitative Health Researcvh 6 (3) 312-331.

Nord, W, R., (1963) A field experiment on Hawthorne effect and psychological demand

characteristics, Cornell University.

O'Reilly,K., (2005) Ethnographic Methods, London and New York, Routledge.

Sarantakos, S., (2005) Social Research, 3

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Edition, Macmillian

Strauss, A, L, Corbin, J, M., (1990) Basics of Qualitative Research, Grounded Theory: Basic

Procedures and Techniques, Sage Publications.

The Grounded Theory Institute, The official site of Dr. Barney Glaser and Classic Grounded

Theory, Available at: http://www.groundedtheory.com/ [Accessed 15

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Publishers.

• Université: London Metropolitan University (Working Lives Research Institute)
• Cours: Dprof Researching Work
• Note: 2:1
• Auteur: Abdul Aziz (Auteur)
• Année de publication: 2015
• Pages: 11
• N° de catalogue: V337663
• ISBN (ebook): 9783668270886
• ISBN (Livre): 9783668270893
• Langue: anglais
• mots-clé: research, Grounded Theory, Ethnographic approach, informative research