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In this paper, we responded to recent calls for the use of a greater variety of qualitative methods in the study of inter-organizational encounters, including mergers and acquisitions (M&As). The paper provided a reflection on the authors’ experiences in carrying out two studies of merger processes in the UK and Finland, one ethnographic and one combing also auto-­ethnographic methods. Contrasts between the former case of an “outsider” entering into an ethnographic study and the latter case of an auto-ethnographer with a dual role as a researcher and integration team member were highlighted. The paper offered three contributions to extant research. First, the paper extended the methodological debate in the study of M&As to the level of individual methods. Second, the paper identified the finding types that emerge when using ethnographic methods in the study of mergers. Third, the paper discussed the unique challenges posed when conducting ethnographic work investigating organizational combinations in times of mergers as opposed to ethnography in traditional, single organizational settings.

In this paper, we provide a practical example of how ethnographic insight is obtained in the field. In so doing, we demonstrate multiple ways in which ethnographic approaches can be adapted during on-going research processes to develop rich and multiple emic/etic perspectives.

This paper is based upon the first author’s reflective experience of undertaking ethnographic field work. The discussion draws from a multi-method, longitudinal and adaptive ethnographic research design, which aimed to capture the process of new family identity formation in Sri Lanka.

Existing research gives us excellent insight into various methods used in contemporary ethnographic research and the kinds of insight generated by these methods. With few exceptions, these studies do not give significant insight into the specifics of the ethnographic research process and the adaption practice. Thus, we provide a practical example of how ethnographic insight is obtained in the research field.

Our discussion elaborates the ways in which we integrated multiple research methods such as participant observations, semi-structured in-depth interviews, informal sessions, Facebook interactions, adaptations of performative exercises and elicitation methods to overcome complexities in cultural, mundane and personal consumption meanings. We also discuss how closer friendships with informants emerged as a consequence of the ethnographic research adaption practice and how this influenced trust and confidence in researcher-informant relationship, presenting us with a privileged access to their everyday and personal lives.

Purpose – This chapter explores a traditional mode of ethnography referred to as ‘realist ethnography’ as it relates to sport and physical culture (SPC) research.

Design/methodology/approach – The chapter discusses different approaches to ethnography, but principally addresses a realist ethnography I conducted on Ashtanga yoga in Canada.

Findings – I discuss how data evolved from the realist ethnographic method, and outline the manner in which ethnographic research is as a ‘way of life’. The chapter concludes that the realist ethnographic method is not untenable, as some authors suggest, but rather a viable and exciting mode of knowledge production in the SPC field.

Originality/value – The chapter is original work. It makes a case for the retention of realist ethnographies in our methodological lexicon, and illustrates the empirical process of writing culture. It also endeavours to engage students and scholars alike regarding the value of ethnographic methods more broadly.

The purpose of this paper is to illustrate the methodological significance and potential of integrating Facebook in ethnographic research. The authors discuss how friendly relationships with participants could be initiated, fostered and managed by incorporating Facebook in ethnographic data collection and how such relationships deepen ethnographic interpretation.

This paper focuses on the methodological implications of adopting “friendship as method” during ethnographic research. The discussion is premised upon a longitudinal, multi-method ethnographic research process exploring new family identity formation in Sri Lanka and New Zealand.

Building on friendship theories, the authors suggest that Facebook engagement helps overcome three challenges inherent to ethnographic research: gaining access and immersion, capturing multiple perspectives, and developing rich and thick interpretations. The findings illustrate that adopting Facebook as a platform to strengthen friendships with research participants expands the researcher’s field by enabling him to follow the ethics and pace of conventional friendship and by inspiring dialogical interaction with participants. Thus, it is suggested that Facebook helps diluting the power hierarchy in the participant–researcher relationship and encourages participants to reveal more subtle details of their mundane lived experiences.

Even though researchers have often used social media interactions in ethnographic research, there is no theoretical foundation to understand how such interactions could better inform the depth and richness of research phenomena. Particularly, considering the emerging significance of social media in personal identity construction, sustenance and enactment, it is import to understand how such mediums enable researchers overcome inherent methodological complexities. Therefore, this paper contributes to literature on conventional ethnography, netnography and friendship theories by presenting a theoretical framework to understand how Facebook interaction contributes to overcome challenges in conducting ethnographic research.

Exposing the hidden lives of female public relations (PR) practitioners requires deep connection with those lives. Stories need to be uncovered, interrogated, and ultimately told, to shine a light on the lived experiences of those working in PR. The methods used to collect these stories require deep immersion in the field and the ethnographic method is ideal for this. Ethnographic research methods have long been utilised to gain insights into the lived experiences of individuals and communities. This chapter provides an understanding of the strengths and limitations of ethnographic research methods in capturing the nuances of women's experiences of working in PR.

Organisational ethnography is an established field in business studies and has been used to investigate disciplines cognate to PR, including advertising and media, but, to date, has failed to be fully explored in PR research. This chapter examines the potential for ethnography to open new areas of PR theory and considers its potential as a means of bridging the gap between PR theory and practice.

Ethnography is not without its limitations; key concerns surround objectivity, the role of the researcher, and that of the participant, and ethics. Nonetheless, this method would appear to offer huge potential for the study of PR practices; the diverse nature of the sector makes it a rich area to study.

This chapter explores the potential of this method to offer an opportunity to investigate areas such as working practices, ethics in practice, power, gender, diversity, and culture.

This paper reports on a study conducted to develop a framework for evaluating the retrieval features using an applied ethnographic method. Direct observation, interviews, analysis of notes, and informal social interaction were done with ten users on their application of the retrieval features and their difficulties in searching. Retrieval features evaluated were those offered by 12 database providers. Findings revealed that the proposed framework successfully gathered the data needed. Application of the features was related to users' retrieval tasks, preference and style of searching, and understanding of the features. Difficulties were related to identification of the appropriate search terms. Expected retrieval features were related to search terms, i.e. relevance feedback, list of similar terms, and assigning values to search terms. Applied ethnographic method used in this study revealed that users have a substantial amount of knowledge about the retrieval features, and that their comments were related to their subject background.

The purpose of this paper is to conduct a general review of the ethnographic method. It uses metaphors to read several pieces of ethnographic research and discuss the different issues encountered during the research process. The review consisted of new articles but also important books that helped to construct and maintain the field of organizational ethnography.

The paper aims to discuss the ethnography research process through the metaphor of the Christian Seven Sins. It proposes a reflection on planning and conducting ethnographic research. The seven sins are used as a metaphor that can lead to more reflexive research for educational and explanatory purposes. Ultimately, the authors encourage organizational scholars to conduct ethnographic research.

The metaphors of the Christian seven sins represent issues that may arise during an ethnographic research. Gluttony is the dive in all topics that may appear; Greed is to lose yourself in the amount of data; Lust is to get too much involved in the field; Wrath is to take the struggles of the subjects as your own; Envy is to judge other's research according to your paradigm; Sloth is to not collect enough ethnographic data and Pride is forgetting to have a critical perspective toward your data. The redemption of these “sins” brings reflexivity to ethnographic research.

The paper opts to treat ethnography as a methodology that can be utilized with different epistemological and ontological approaches which could diminish the degree of reflection. No metaphor would be able to explain all the details of an ethnographic research project, still the seven sins provided a wide range of ideas to be reflected upon when using the methodology.

As a paper on ethnography, researchers and especially PhD students and early careers can get to know the issues that can arise during ethnographic research and put them in contact with good examples of ethnography in Organization and Management Studies.

This paper groups different complexities and discussions around ethnographic research that may entail research reflexivity. These ideas were scattered through various ethnographic publications. With the review their highlights can be read in a single piece. With these discussions, the paper aims to encourage researchers to conduct good quality ethnography.

Throughout this chapter you will be exposed to the meaning and types of ethnographic research. An emphasis will be made on the use of ethnography in hospitality and tourism settings. Variations of ethnography such as netnography, chrono ethnography, and ethnographic interviews are explained along with their benefits and drawbacks. This chapter includes guidance on how to conduct an ethnography including the scope and context, length of the project, access to and selection of informants, position of the researcher, issues of concealment or disclosure, and the language used to write the ethnographic narrative. Furthermore, you will be exposed to some of the principal forms of analysis in ethnography including thematic, domain, taxonomic, componential, sociograms, and typologies. Finally, this chapter provides examples of some of the main decisions involved by a researcher engaged in ethnographic inquiry.

The purpose of this paper is to explore the issues surrounding the use of ethnography and participant observation in event studies. It considers the role and benefits of participant observation in terms of understanding event audiences and provides examples of the range of participant motivations and preferences such approaches can reveal and explore. As a methodological paper it focuses on the processes, challenges and benefits surrounding the utilisation of ethnographic methods within events research, with specific examples taken from an ethnographic study into contemporary dance music culture to contextualise the discussion.

Ethnography and participant observation are flexible research approaches characterised by varying levels of participation in and observation of different cultural groups and activities. This paper focuses specifically on participant observation revolving around field trips, focus groups, internet research and key informant interviews.

The challenges facing ethnographic researchers studying event audiences include identifying opportunities for observation and participation, identity negotiation for different research settings, their positioning on the participant observer spectrum, recruiting participants, recording data and the extent to which research takes an overt or covert approach, bearing in mind ethics and participant reactivity. It concludes that once these challenges are addressed, this multifaceted approach provides a valuable avenue for researchers exploring the range of socio-cultural forces at play surrounding event audiences and their experiences.

It advocates a shift from attempts to quantify audience motivations and experiences, to methods which seek to understand them more fully through focusing on the entirety of the event experience and the influence of surrounding cultural networks and discourses.

This paper accounts for, and reflects upon, the research design and the methodological approach adopted in ethnographic research with young people. In particular, the purpose of this paper is to reinforce the significance of conducting qualitative participatory and innovative methods with young people, alongside the value of rapport building.

Qualitative participatory methods are understood as the most appropriate way to empower and respect young people in the research process. Alongside such methods the ethnographic nature of the research is discussed in conveying the importance of rapport building with young people in the field. In doing so the paper examines a number of important considerations when conducting youth research.

The triangulation of qualitative methods was fundamental in exploring and understanding young people’s lives in each locality and allowed for deep and meaningful explorations of specific themes. The additional and complementary methods employed alongside traditional methods were particularly suited to understanding young people’s everyday lives, as complex experiences are not always conveyed through traditional methods alone. Conducting participatory methods produced narratives around safety, security and governance in public places.

Being reflexive and adapting to a research setting in order to enhance the process of building and maintaining trust with young people is the most important facet when conducting youth research. Giving careful consideration to the impact of a researcher’s presence in the field needs to be carefully navigated.