An ethnographic study is carried out in the normal context of the subjects of the study, for example observing people in their own workplace. It is a form of in the wild study; these have high ecological validity but hold their own specific challenges, such as replication and control of variability.
Used in Chap. 13: page 161
Also used in hcistats2e: Chap. 1: page 9; Chap. 11: page 124; Chap. 13: pages 162, 163; Chap. 14: page 184
Also known as: in-the-wild studies
Links:
Interaction Design Foundation: Ethnography- British Medical Journal: Qualitative research methodologies: ethnography