Ethnography
Ethnography (Greek: ethnos - people and graphein - describe) is a method of studying and learning about a person or group of people.
Typically, ethnography involves the study of a small group of subjects in their own environment. Those subjects might be e.g. small, multi-ethnic groups, the residents of a district or suburb or the employees within an office.
Ethnography is therefore a special kind of ethnological research and means translated a “description of people”. The main purpose of ethnography is to understand the life and social structure of foreign cultures or groups from their point of view.
See also:
Qualitative market research
