How to Conduct Ethnographic Research

I recently had the pleasure of learning how to conduct ethnographic research for the first time. In this "How To" account I will describe the process by organizing my description around the following seven questions: 1. What is ethnography and what are its key characteristics? 2. Why do we conduct ethnography? 3. How do we collect data in ethnography? 4. What should we do before we get started? 5. What are the stages in conducting ethnography? 6. What should we do with all the data? 7. What pitfalls should we watch out for? What Is Ethnography and What Are Its Key Characteristics? How we define ethnography? Ethnography is the art and science used to describe a group or culture (Fetterman, 1998). According to Angrosino (2007), ethnographers search for predictable patterns in the lived human experiences by carefully observing and participating in the lives of those under study. Ethnography may also involve a full immersion of the researcher in the day-to-day lives or culture of those under study. Ethnography as a method has certain distinctive characteristics (Angrosino, 2007). First, it is conducted on-site or in a naturalistic setting in which real people live. Second, it is personalized since you as the researcher are both observer and participant in the lives of those people. Ethnography also collects data in multiple ways for triangulation over an extended period of time. The process is inductive, holistic and requires a long-term commitment from you. Finally, ethnography is dialogic since conclusions and interpretations formed through it can be given comments or feedback from those who are under study. Why Do We Conduct Ethnography? There are a number of methodologies that can be chosen for a research project. It is important for us to know the advantages of choosing ethnography over other types of methodologies or approaches. Below is a selective list of advantages of conducting ethnography, most culled from a list provided by Wolcott (1999): * Ethnography can be conducted entirely by one individual. * It is longitudinal in nature, allowing you as the researcher to observe and record changes over time. * It can be carried out almost at any place. * It focuses on working with others rather than treating them as objects. * It provides you with a detailed and rich database for further investigation and writing. * You can make the research not only interesting but adventurous. * It requires no expensive or elaborate tools or equipment. * It may present you with an opportunity to learn and use another language. * It draws upon your personal skills and strengths to advantage. * You often have exclusive domain or sole responsibility in the chosen setting or site. * Your role is recognized. * It offers you an opportunity to integrate professional and personal life. * It allows you to get an insider's view of reality. * It can provide deep insightful data. * It can be used to study marginalized groups of people closed to other forms of research. * It allows you to collect data in a realistic or naturalistic setting in which people act naturally, focusing on both verbal and nonverbal behaviors. How Do We Collect Data In Ethnography? There are three modes of data collection in ethnography: observation, interviewing and archival research (Angrosino, 2007): * Observation: Participant observation is unique in that it combines the researcher's participation in the lives of the people under study while also maintaining a professional distance (Fetterman, 1998). According to Angrosino (2007), observation is the act of perceiving the activities and interrelationships of people in the field setting. * Interviewing: Interviewing is the process of directing a conversation to collect information (Angrosino, 2007). …