Using Ethnography to Understand Meaning: A Review of Sam Ladner's Practical Ethnography: A Guide to Doing Ethnography in the Private Sector

Abstract

Ethnography is a qualitative research methodology that explains the meaning of a culture within context. Ethnographers take the emic position, participants’ point of view, and try to understand their language, concepts, categories, and opinions that defines their research. The author, Sam Ladner, wrote a thorough text that bridges the research and the practical use of ethnography in the private or public sector. An experienced or new researcher could gain knowledge by reading this text and implementing the methods in his or her private or public sector job. If a client wants to understand why consumers make certain decisions, the methods in this book would help one gather that data.