ABSTRACT
The ethnographic approach exemplifies many of the central features of qualitative research. It commonly focuses on one or a small number of instances, generally relies heavily on non-numerical data, and is centrally concerned with processes, mechanisms, attitudes, and belief systems. Ethnographic study has a long and rich history. Some date it from ancient Greek times and the Greek historian Herodotus, who did detailed studies of local culture as he traveled around the ancient Persian Empire. From cultural anthropology, the practice of ethnography has branched out in multiple directions. Ethnography does not merely entail going and living somewhere and talking to people. A key component of ethnographic research is the taking and keeping of field notes.
