Ethnography · The study of a group · Through often long-term research the researcher is immersing themselves within the group · To explore emic perspective What Sort of Groups Can You Research? Any group can be studied ethnographically as long as you have access. The Ethnographic Process 1. Identify question 2. Identify setting (group) 3. Consider your access and fitting in 4. Gaining entry 5. Identify your data needs 6. Collecting and analysing your data 7. Exit Collecting Data · Observation · Participant observation · Interviews · Analyses of documents and artefacts Short Term Ethnography Not always long term. Pink and Morgan 2013 discuss ethnography that may differ though: 8. Intensity: taking a more active role in guiding participants 9. Ethnographic-theoretical dialogue: the use of theory is more focused from the outset and analysis occurs during ethnography to allow continual dialogue between observation and theory which can shape remainder of 10. Use of audio visual and other traces of ethnographic encounters Uses variety of qualitative methods.