Providing indispensable guidance to how to engage in and carry out ethnographic research, this book highlights the potential advantages and possible pitfalls of this type of qualitative studies. Hugo Letiche, Ivo De Loo and Jean-Luc Moriceau paint a full picture of this fascinating research approach, focusing on its adaptability in the field, when researchers become actively involved with those who they are researching.
How Do I Conduct Ethnographic Research? addresses three forms of ethnographic analysis: ethnography, autoethnography, and netnography. Each chapter begins with specific aims to be addressed, and is concluded with helpful exercises to strengthen both ones theoretical and practical academic skills. Stressing the role of researcher choice-making, this timely book aids the reader in devising a unique approach that best suits the context of their research.
This book is crucial for postgraduate students of business and management, marketing, strategy and organization, as well as related subject areas such as finance and human resource management. Those who are new to ethnographic research will additionally find this guide to be invaluable.
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This is an excellent book because it shows in detail and with clarity and passion how ethnography can be used by master's students for their dissertation. I especially like the creative and encouraging angle of exploration and discovery as a learning process which is explained by using many great examples. -- Thaddeus Müller, Lancaster University, UK This book provides a reliable introduction to ethnographic research as a versatile research design for both use in professional practice and for students working on their Master's level dissertation. Based on their experiences as teachers, the authors work out six steps to use this design to explore how a group of people act and interact in their environment. In this way, readers will undoubtedly enjoy ethnographic research, as I have always done myself. -- Alexander Maas, Erasmus University, the Netherlands With this book, management science academics at last have at their disposal a compendium of how to conduct ethnographically informed research in business and organizations. This scientifically supported methodological work offers the advantage of being highly didactic. It has a prominent place in my library and promises to be a reference in the field. -- Philippe Jacquinot, University of Paris-Saclay, France Few books are so able to successfully communicate the ethos and possibilities offered by ethnographic research and to entice a new generation of scholars to explore and learn for themselves its art and techniques. Written in a lucid, coherent and engaging manner, the book is an essential reader for Masters and PhD students alike. -- Mihaela Kelemen, University of Nottingham, UK This book provides an excellent primer on ethnography for postgraduate business students and other researchers. Written in a very accessible style, it explains fundamentals well, includes a wide variety of interesting examples and incorporates new technologies. The stepped approach makes it a vital ongoing reference for an ethnographically-informed thesis. -- Carolyn Cordery, University of Wellington, New Zealand
ContentsPreface1 Origins and introduction to ethnography inbusiness and organization research2 The ontology, epistemology and methodology ofethnographic research3 The basic components of ethnographicallyinformed research4 How to operationalize ethnographic research5 Examples of ethnographic research6 The strengths and limitations of ethnographicallyinformed researchReferencesGlossary
Hugo Letiche, Professor of Organization and Education, ISTEC, Paris, France, Visiting Fellow, Nyenrode Business University, Breukelen, the Netherlands and member of LITEM, a research lab of the Université Paris-Saclay, France, Ivo De Loo, Professor of Management Accounting and Control, Center for Accounting, Auditing & Control, Nyenrode Business University, Breukelen, the Netherlands and member of LITEM, a research lab of the Université Paris-Saclay, France and Jean-Luc Moriceau, Professor of Research Methods and Accountability, Institut Mines-Télécom Business School, Évry-Paris, France and member of LITEM, a research lab of the Université Paris-Saclay, France
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