It's a qualitative approach that uses participant observation as field research or face-to-face interviews
It depen's on the goals of your resarch. It can be useful participant observation or other tool such us dicusion board, triangulation groups and so on.
The following sources should be helpful to your topic:
- Anderson, K. (2009). Ethnographic research: A key to strategy. Harvard Business Review, 87, 3, p. 24.
- Elliott, R. and Jankel-Elliott, N. (2003). Using ethnography in strategic consumer research. Qualitative Market Research, 6, 4, pp. 215-223.
- Goulding, C. (2005). Grounded theory, ethnography and phenomenology: A comparative analysis of three qualitative strategies for marketing research. European Journal of Marketing, 39, 3/4, pp. 294-308.
- Kelly, D. and Gibbons, M. (2008). Market Analysis Marketing Methodologies Ethnography: The good, the bad and the ugly. Journal of Medical Marketing, 8, 4, pp. 279-285.
- Reeves, S., Kuper, A. and Hodges, B. D. (2008). Qualitative research methodologies: ethnography. British Medical Journal, 337, a1020, pp. 512-514.
- What methods of analysis can be used for a study of ethnography: https://www.researchgate.net/post/What_methods_of_analysis_can_be_used_for_a_study_of_ethnography
There are several variants or ways of Ethnography. Whereas many anthropologist employ participant observation in ethnographic studies of culture, educational researchers utilize the technique to produce micro-ethnographies. Micro-ethnography is a participant observation study of one aspect of a cultural component (e. g. education). You can use one of the method in discovering patterns (e. g. Triangulation). Pattern is a relationship among categories. Pattern seeking means examining the data in as many ways as possible. In searching for patterns, researchers try to understand the complex links among various aspects of people's situations, mental processes, beliefs, and actions.
Best wishes
We use a combination of tools:
interviews, audio-visual records, self-reports, self-observations and group meetings.
The analysis of all information is done through NVIVO.
Many ethnographic and social research projects ask participants to record their own experiences. If you are gathering this type of data, be aware that people have different levels of expertise in using video/audio equipment and you may end up with large amounts of unusable material. Ask participants to keep a log of what they are doing and why they chose to record particular events.
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