3.6 Qualitative Research Methods Part 1
In the next two sections, we will cover a variety of qualitative research methods. This section will focus on many different forms of ethnographic research, or ethnography. We will explore interviewing and content analysis in the next section.
Ethnography
Another research method sociologists use to collect data is ethnography—studying people in their environments to understand the meanings they give to their activities. The work of sociology rarely happens in limited, confined spaces. Rather, sociologists go out into the world. They meet people where they live, work, and play. Ethnography, or ethnographic research, involves gathering primary data from a natural environment. This field research, or fieldwork, requires the sociologist to step into new environments and observe, participate, or experience those worlds.
In fieldwork, sociologists are the ones out of their element. The researcher interacts with or observes people and gathers data along the way. While field research often begins in a specific setting, the study’s purpose is to observe specific behaviors in that setting. Ethnographers aim to provide a “thick description” of the setting and interactions they observe (Geertz 1973). For example, rather than writing “Parker smiled,” the researcher would elaborate on what is observable and may write something like “They parted their lips with an upward lift at the ends of their mouth, displaying a few top teeth.” The aim of the “thick description” approach is for researchers to account for both what they see and the context in which they view it as a way to deeply understand society. This level of detail can make the reader feel as though they are experiencing the setting firsthand.
Ethnographic research is conducted through participant observation. Generally, the goal is to study groups of people and understand what is meaningful to group members, but there are other types of ethnography that we will learn about in the next sections. Some center on the experience of the researcher (autoethnography), while other approaches analyze gendered relations in power structures (institutional ethnography).
Participant Observation
Participant observation refers to a style of ethnographic research in which researchers join people and participate in a group’s routine activities for the purpose of observing them within that context. This method lets researchers experience a specific aspect of social life. A researcher might go to great lengths to get a firsthand look into a trend, institution, or behavior. For instance, at the beginning of a field study, a researcher might have a question like “What really goes on in the kitchen of the most popular diner on campus?” or “What is it like to be houseless?” The researcher might then work as a server in a diner, experience houselessness for several weeks, or ride along with police officers as they patrol their regular beat. Often, these researchers try to blend in seamle