ABSTRACT
This chapter is about qualitative methods, as exemplified by observational and ethnographic approaches. Qualitative research makes much fuller use of all our senses than do quantitative methods. This idea is illustrated in the beginning of the chapter by considering the probable reactions of someone who, returning home expecting an empty house, finds someone in the house. Findings from qualitative research inform us about the emotional content of human interactions. Fieldwork requires intense attention to detail. The chapter reviews three main methods of data collection: ethnography, participant observation, and non-participant observation; each is illustrated using published research excerpts. The chapter also discusses in some detail a newer data collection form: the computer-mediated Internet observation, focusing on online ethnography. Topics include how to find data online, what to consider, and how to choose. Ethical issues of both fieldwork and online research are examined, with excerpts to illustrate. Qualitative approaches nearly always engage in data collection, data interpretation, narrative report writing, and data analysis as ongoing simultaneous activities. Accurate notes must be kept, organized, and analyzed. Constant attention to maintaining data quality is required. Writing should start early and continue throughout the fieldwork and after it is complete.
