M1 - Learner Manual

1.23. Advantages of Ethnography

The main advantage of ethnography is that it gives the researcher direct access to the culture and practices of a group. It is a useful approach for learning first-hand about the behaviour and interactions of people within a particular context. By becoming immersed in a social environment, you may have access to more authentic information and spontaneously observe dynamics that you could not have found out about simply by asking.

There are some disadvantages with ethnographic research. It can be a very time-consuming exercise. In order to embed yourself in the setting and gather enough observations to build up a representative picture, may take as much as a few weeks but more likely several months. This long-term immersion can be challenging, and requires careful planning.

Ethnographic research can run the risk of observer bias. Writing an ethnography involves subjective interpretation, and it can be difficult to maintain the necessary distance to analyse a group that you are embedded in. As well, there are often also ethical considerations to take into account: for example, about how your role is disclosed to members of the group, or about observing and reporting sensitive information.