Ethnography 101: What makes it an Ethnography?
6. Researchers add data collection methods as appropriate.
Ethnography is very flexible in terms of data collection. Some ethnographers develop their methodology in the field as events unfold. The primary data collection methods, observation and interviews, may be supplemented by a wide variety of field research techniques. Some additional data collection techniques commonly deployed by design agencies include passive video capture, video participant shadowing, photo elicitation, visual diaries, and concept collages. Research in archives as well as social media web sites can yield supplemental findings that are difficult to capture or observe in the field.
Results from ethnographic studies are often triangulated with quantitative methods, such as surveys or analytics, for corroboration, extension, or quantification purposes.
Copyright 2009, Paul Bryan, Usography Corporation (http://www.usography.com)
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