Ethnography is a qualitative research method that involves studying people and cultures in their natural settings. It aims to understand social behaviours, beliefs, traditions, and interactions through long-term observation and participation. Ethnographic research provides deep contextual insights that cannot be captured through surveys alone.
It is widely used in anthropology, sociology, education, and user experience research.
Key Dimensions:
- Participant observation and fieldwork
- In-depth interviews and documentation
- Cultural and social analysis
- Longitudinal data collection
Example:
An education researcher observing classroom interactions over several months uses ethnography to study learning behaviour.
