Table of Contents
Ethnography: A Multi-method Approach 1
From Sociology to Health Care, Psychology, Education, Communication, &
Marketing Research: The Many Uses of Ethnography 3
Quality Considerations
Gathering Quality Ethnographic Data: 3 Key Considerations 7
Ethnography: Mitigating Observer Bias 9
Facilitating Reflexivity in Observational Research: The Observation Guide & Grid 12
Supporting Observational Research 14
The Importance of Analytical Sensibilities to Observation in Ethnography 16
Ethnography: A Case Study in a Quality Approach 18
The “Real Ethnography” of Michael Agar 22
Design Considerations
The Five Observer Roles in Ethnography 24
To Deceive…or Not? 26
Ethnography: Number of Observations 29
Observational Research Nurtures a Growing Interest in Contexts 32
Transparency & Reporting
25 Ingredients to “Thicken” Description & Enrich Transparency in Ethnography 34
Reporting Ethnography: Storytelling & the Roles Participants Play 36