Ethnography is a qualitative approach used to study a group, community, or culture. The goal of ethnography is to describe and interpret the values, behaviors, beliefs, and language that are shared within a specific collective culture. Researchers using this technique may focus on language, relationships, ceremonies, and many other aspects of how a culture functions and persists. Ethnography is both a process and an outcome of research in the sense that the term ethnography can refer to a very specific methodological approach as well as the outcome of using this method. During ethnography, a researcher becomes immersed in the field of study and frequently uses participant observation and interviewing to collect information about a group that has a shared culture. Although the process of ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles