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Qualitative research refers to a group of methodologies whose approach offers a different lens in exploring, understanding, interpreting, or explaining the phenomenon in real-world settings. Qualitative research that was initially criticized has recently gained popularity hence witnessed the development of qualitative research methods and types. Two main types of qualitative research methods are ethnographic and grounded theory, and both have their similarities and differences. Sociologists Barney Glaser and Anselm Strauss discovered grounded theory as a method of analysis (Charmaz & Thornberg, 2021). It is a systematic method of conducting research, and shaped data collection dictates the strategies used in data analysis. The grounded theory aims at constructing a theory that offers an abstract understanding of one or more concerns under study. Ethnography, on the other hand, is concerned with learning about people. The main similarity between ethnography and grounded theory is that both methodologies use observation as the primary method of data collection Fathi Najafi et al., 2016.
Despite both having the observation methods as a similarity, the difference comes in where observers in the grounded theory discuss the details of only one aspect of the research, but for the ethnographies, the observer examines the details of all the aspects available. The second difference between the two methods is the systematic strategy of simultaneous data collection and analysis based on the grounded theory. In grounded theory, where the researcher moves back and forth between data to analysis and back, enables the researcher to get complete mastery of the data, helping them focus on the most significant issues in the particular field of study (Charmaz & Thornberg, 2021). By focusing on the developing concepts, the researchers can also gather further data that expounds on the topic under study. On the other hand, ethnography advocates for a separate data collection and analysis of results, which increases the amount of data and increases confusion (Fathi Najafi et al., 2016).
In grounded theory, the researchers focus more on the phenomenon and the process and have field notes around the two issues. In ethnography, the focus is usually more on the social setting. This means that ethnography looks into issues such as religious beliefs, culture, and kinship in specific communities, putting more emphasis on structure than the process (Fathi Najafi et al., 2016). Ethnographic observations, unlike grounded theory, present a challenge with mass data with no relationship to each other. On the contrary, grounded theory explains the process incorporated in the phenomenon, which helps create a comprehensive picture. The grounded theory also advocates for a line by line coding, which is characterized by labeling data and taking it apart while looking at the meanings and actions suggested by these data. Therefore, the researchers are always forced to take a second look at the data to compare the possible fragments and potential analytic questions arising. Through a grounded theory, the researchers can synthesize data and get the ability to move past the description and construct new concepts that show what is happening (Charmaz & Thornberg, 2021). Another unique aspect of grounded theory is memo writing which includes a provisional analysis. 
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