Hi Katie, not my method but….
Ethnography is – strictly speaking – the term for the ‘result’ of research, not a technique. As in ‘I have written an ethnography of x’
However, it has become a term for ‘some qualitative research about some social situation’, which is a bit misleading. In this sense it is in the same boat as ‘grounded theory’ which seems to be used to indicate ‘some kind of qualitative research that i am trying to make sound more rigorous’.
These terms have their own specific meaning, and I think we need to use them appropriately or things get confused!
just my 2c
Nick