ABSTRACT
Ethnography is a well-established qualitative research method that involves the researcher being immersed in a community of people and observing people’s activities, listening and asking related questions. Ethnography originates from anthropology; it was the methodology utilised for observing and writing about specific remotely-based cultural groups. The studies of Malinowski (1922,1929) in the Trobriand Islands (now Papua New Guinea) are commonly referred to as ground-breaking anthropological research. The anthropologist would generally spend long periods of time living in the community in a participant observer role, watching and asking questions; making extensive hand-written field notes which would then be collated and written up as an in-depth description of the tribe or situation being studied.
