Ethnography

• Ethnography

  • Studies a group's way of life from a first hand experience of observing that culture
  • Small scale, qualitative data
  • Valid, study behaviour in natural setting
  • Can be used to see communities or find history
• Strengths

  • In depth, inside knowledge about a community
  • Valid, but relies on researcher's interpretation
• Weaknesses

  • Difficult to make generalisations from small scale research, might not be reliable
  • Lacks representativeness, only studying one community