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The purpose of this paper is to describe the advantages, challenges and uncertainties of collecting and analyzing data using participant observation in logistics research.

Experiences from a participant observation study of an interorganizational radio frequency identification (RFID) implementation in an international environment are presented and reflected on. The RFID implementation included complex interactions between three leading companies.

The results appear to support an increased use of participant observation in qualitative logistics research, particularly when investigating interorganizational aspects. The analysis highlights values, general limitations and challenges of using participant observation in logistics. The paper illustrates that using participant observation results in significant and detailed findings, which would be difficult to achieve with other methods. Suggestions on how to take advantage of the method's benefits and overcome methodological challenges are provided.

Future research may address experiences from other studies regarding how to analyze and report data from a participant observation study. It may also clarify the role the method is given in case studies and extend the analysis of epistemological aspects conducted in this paper.

This paper may inspire logistics researchers to consider participant observation, either as sole method or as part of a multi‐methodical case study, in order to make use of its benefits and thus broaden the dimensions of logistics research.

A broad literature review indicates that participant observation studies are rather uncommon in logistics research. This paper thus highlights the potential of using this method in logistics research, particularly when investigating the overlooked, but essential, interorganizational aspects of logistics and SCM.

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 article offers practical advice to ethnographers venturing into doing participant observations through, but not about, videoconferencing applications such as Zoom, for which the methods literature offers little guidance.

The article stems from a research project about a BioMedical Design Fellowship. As the COVID-19 pandemic hit, the Fellowship converted all teaching activities to online learning via Zoom, and the participant observations followed along. Taking an autoethnographic approach, the authors present and discuss concrete examples of encountered obstacles produced by the video-mediated format, such as limited access and interactions, technical glitches and changing experiences of embodiment.

Changing embodiment in particular initially led the authors to believe that the “messiness” of ethnography (i.e. misunderstandings, emotions, politics, self-doubts etc.) was lost online. However, over time the authors realized that the mess was still there, albeit in new manifestations, because Zoom shaped the interactions of the people the authors observed, the observations the authors could make and how the authors related to research participants and vice versa.

The article succinctly summarizes the key advice offered by the researchers (see Section 5) based on their experiences of converting on-site ethnographic observations into video-mediated observations enabling easy use by other researchers in relation to other projects and contexts.

The article positions video-mediated observations, via e.g. Zoom, which are distinctly characterised by happening in real time and having an object of study other than the online sphere itself, vis-à-vis other “online ethnography” methods. The article further aims to enable researchers to more rapidly rediscover and re-incite the new manifestations of the messiness of ethnography online, which is key to ensuring high-quality research.

Domestic preparation practices influence the sensory properties and nutritional composition of food products. Information on the variability in actual domestic preparation practices is needed to assess the influence of applied conditions on the sensory and nutritional quality of food. The collection of such information requires a reliable, valid and practical research method. The paper aims to discuss these issues.

Direct in-home observations, observations in a model-kitchen using cameras, and a self-reporting questionnaire were evaluated for reliability and validity, to study domestic food preparation practices by consumers. Broccoli preparation practices by Dutch consumers were checked by these three methods in this research paper.

All three research methods were found to be test-retest, inter-observer, parallel-form reliable; and face, content and concurrent valid. However, the self-reporting questionnaire is the most practical research method that can be administered on a large number of respondents in a short time to capture the wide variations in preparation practices.

Consumers can be assisted on domestic food preparation practices that reach their sensory preferences (e.g. texture, colour) as well as have health benefits on consumption.

The purpose of this paper is to illustrate the methodological importance of how researchers exit fieldwork to draw attention to implications for participant and researcher well-being.

Reflecting in detail on one researcher’s final six-months exiting fieldwork at a retirement village, this paper critically examines the unintended consequences of participant observation and researcher-participant relationships.

The paper illustrates that difficulties to exit fieldwork can be unintended consequences of participant observation activities and developing researcher-participant relationships. The findings also discuss how fieldwork exit can impose upon participant and researcher well-being.

The findings are built upon fieldwork at a retirement village where the researcher served as a volunteer. Thus, the discussion focusses on participant observation activities that are likely to lead to close researcher-participant relationships. However, this paper aims to serve as a useful resource for researchers when considering how to exit their unique fieldwork contexts “with grace”.

The paper provides practical suggestions to help marketing researchers such as ethnographers, manage fieldwork exits with participant and researcher well-being concerns in mind.

The practical suggestions provided by this paper aim to enable marketing researchers to exit fieldwork contexts “with grace” through reflection and proactive management of the social impacts of their research activities.

Even though researchers acknowledge fieldwork is social and personal by nature, little research attention has been paid to the management of researcher-participant relationships and the exit stage of fieldwork. This paper discusses and addresses this blind-spot in marketing research.

This paper examines the value of mobile phones in ethnographic research, and seeks to demonstrate how this particular technology can support and enhance participant observation.

Reflecting in detail on one researcher's experience of incorporating this technological device into an ethnographic study, the paper considers how new observational tools can contribute to research beyond data generation.

The study suggests that the mobile phone can be an extension of the ethnographer and act as a powerful prosthetic, allowing the researcher to translate ethnographic principles into practice.

This paper reflects on the uses of a mobile phone in an ethnographic study of young men's consumer experiences. Thus, the discussion focuses on a research site where the mobile phone holds a ubiquitous position. However, there are now more than four billion mobile phones in circulation worldwide, so whilst acknowledging important differences in research sites, this research can be seen to have wide implications beyond the study of young consumers.

The paper argues that mobile phones allow researchers to record their observations, co‐create data and share experiences with their participants in ways that enhance the quality of ethnographic interpretations and understanding.

Little research attention has been paid to how emerging technologies support the more traditional participant observer, or how researchers actually embed them within their fieldwork. This paper addresses this gap and considers the wide‐ranging role that technology can have throughout this research process.

The purpose of this paper is to reflect on the tensions between being covert and overt during ethnographic observations. The example of an ethnographic study of the culture in a diagnostic imaging department will be used to provide examples.

This paper is a reflection on an ethnographic study, focussing on the participant observation.

This paper discusses the author’s reflections on the covert and overt nature of ethnographic observation.

The discussion is of value to all ethnographic researchers who experience this tension.

The purpose of this study was to explore the utility of a virtual reality (VR) classroom experience for improving the capacity of instructional leaders. Specifically, school leaders used VR to build their classroom observation and analysis skills to prepare to have more effective post-observation conversations with teachers. The authors provide insights from multiple data points that highlight the affordances of the virtual setting for improving classroom observation skills.

Drawing on the application of simulations to practice classroom observations, the authors developed a VR experience in which participants tag observable elements of academic discourse using codes from two observation protocols. The protocols identify elements of equitable student access: how teachers call on students and how they design questions. Seventy-five school leaders used the VR platform to observe a classroom scenario and code evidence of equitable classroom access. The authors analyzed data from tagging in the virtual reality scenario and triangulated these data with survey data focused on observation practices from participants' schools. A reflection component is included on the platform to collect these qualitative data.

The study results indicate that the virtual reality platform provides an innovative process for leadership professional development focused on building school leaders' capacity to identify elements of academic discourse during classroom observations. Participants reported that the opportunity to practice classroom observations in a risk-free environment was useful. However, for school leaders to fully transfer the data to using in conversations with teachers, they benefit from leadership coaching.

This study ascertains the potential effectiveness of an advanced technology for enhancing instructional leadership by using evidence-based classrooms observations to drive improvements in teaching practice. Beyond the utility of the virtual reality tool, this study provides a proof of concept for the next generation of instructional leadership through teacher observations with augmented reality.

Participant observation, in which research is carried out through the direct participation of the researcher in the situation of interest, is a method of considerable interest to managerial psychologists, and others such as staff officers and other employees who carry out a similar role. Unfortunately it, and qualitative methodology as a whole, of which participant observation is a sub‐species, are approaches which are widely denigrated in the literature. This is unjust, since the method is not without its rigours, and the alternative, complementary and more highly regarded quantitative approach is not without its flaws, some of them fatal. Gives examples where participant observation is likely to be the only viable method of eliciting information, and there may be a significant public interest in such cases. There are ethical objections to covert participant observation, but even this has its valid applications. Participant observation should achieve its rightful place as a major research method with diverse application and usefulness.