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Ethnography method is useful in the early stages of your research. Ethnography focuses on creating an understanding of the research design problem. Ethnographic approaches like participant observation can be used to analyse an existing design.

Ethnographic approach is used for complex and critical research design problems. More complex the research design problems mainly in terms of the domain, audience, and context are likely to require a deeper understanding which can be achieved using ethnographic study.

Ethnographic research approach is a qualitative method where you observe or interact with your study participants in the real-life environment. Today, Ethnography (popularised by anthropology) is used in social science research area. This is because, 1) This technique can help figure out and also analyse unexpected problems in your study. While conducting various kinds of studies which are not based on observation or interaction, it is easy to miss unexpected problems. This happens either due to, maybe questions were not asked, or respondents forgot/avoided to mention something that is not so critical. But using this technique, you can migrate the risk of missing some unexpected problems in your study area. 2) other added advantages of this method are: (a) its ability to provide a detailed and truthful representation of the respondents behaviour and attitude. (b) due to its subjective nature, this study method is proved beneficial in uncovering and analysing suitable respondent attitudes and emotions.