Qualitative research may be conducted to diagnose a situation, screen alternatives or discover new ideas. It is useful when research problems and issues are unclear, and it helps researchers understanding complex situation and research problems (William G., Steven, Ben, Hume & Barry J., 2011).
Qualitative research takes an interpretive, naturalistic approach to its subject matter; qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings that people bring to them (Denzin NK and Lincoln YS, 1994). It begins by accepting that there is a range of different ways of making sense of ...view middle of the document...
Common data collection methods are by observation and interview.
Advantages of Ethnography
Ethnography research does not involve language and avoid biases of direct question and answering of respondents who may wish to please the interviewer.
Disadvantages of Ethnography
Ethnography research requires a huge investment in the researcher’s time, because the researcher needs to be part of the culture or group for all that time (Peter & Maxine, 2010). It relies on interpretation, so, findings in ethnography studies should checked with a number of experts and checked with respondents to see if indeed the correct meanings have been assigned to their behaviors(William G., Steven, Ben, Hume & Barry J., 2011). Since the researcher in this study is often working alone, then there is often no one can check the findings for reliability (Peter & Maxine, 2010).
Hammersley, M., 1992. What’s Wrong With Ethnography? – Methodological Explorations. London, Routledge.
Peter Vickers & Maxine Offredy, 2010. Developing a Healthcare research proposal: An interactive student guide. Viewed 6 March 2012.
Grounded theory is derived from social science, It is an approach for looking systematically at qualitative data (Patricia Yancey Martin & Barry A. Turner, 1996). With grounded theory, the researcher poses questions about information provided from historical records (e.g. sales records). The researcher asks questions to her or himself and repeatedly questions the responses to derive deeper explanations. A grounded theory does not begin with a theory, but it is uses to generate or discover a theory (William G. Zikmund, Steven Ward, Ben Lowe, Hume Winzar & Barry J. Babin, 2011). It is an approach that enables researcher to find out and conceptualize the latent social patterns and structures of the research area of interest through the process of constant comparison. It has been called as the missing methodology on the interpretivist agenda” of business research (Goulding, 1998).
Advantages of Grounded Theory
Grounded theory is a systematic and rigorous procedure, and it provides flexible approach to qualitative research; problems can remain that the inquiry can proceed in many directions other than the stated purpose of the research (William, Steven, Ben, Hume & Barry J., 2011). And rich information can be obtained from the experiences of individuals (Peter & Maxine, 2010).
Disadvantages of Grounded Theory
In the other hand, the advantage of grounded theory is sometimes can be its main disadvantage (Peter & Maxine, 2010). The subjectivity of the data leads to difficulties in establishing reliability and validity of approaches and information. It is difficult to detect or prevent researcher-induced bias. Some first time users of grounded theory methods tend to get overwhelmed information. Inexperienced researchers in particular tend to find...