ABSTRACT
Ethnography is one of the most important informing traditions of interpretive research, along with phenomenology/existentialism. Anthropologists developed the ethnographic method in their study of indigenous populations. In social research in management and marketing, ethnography has been widely used in adapted forms to generate qualitative insights and to understand these phenomena from the point of view of the participants. This chapter introduces important concepts and principles that student researchers can use in their own research projects.
