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Ethnography

Qualitative research

Definition

Prolonged immersion in a group's natural setting to understand its culture and shared meanings from the inside, producing 'thick description'.

Where it's used

Studying workplace culture through months of participant observation
Consumer-culture research in marketing

Software used

NVivoAtlas.ti

Related concepts

Case Study Phenomenology Qualitative Research Data Saturation Focus Group Grounded Theory

Read the complete guide A–Z encyclopedia

Guides that use this concept

Case Study Research: Design, Types & Rigour (Yin vs Stake)

How to Conduct Research Interviews: Protocol, Probes & Practice

Sampling Methods in Research: Types, Selection & Justification

Atlas.ti vs NVivo: Choosing Your Qualitative Analysis Software

Mentoring for this area:Qualitative Research NVivo Research Methodology

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