This title is invaluable reading for anyone collecting data through observation. Innovative and thought provoking, it is a refreshing take on ethnography stressing both academic rigor and practical necessity. It combines theoretical perspective with tangible action plans and walks you step-by-step through designing, conducting and evaluating ethnographic research.

The book skilfully introduces the varied tasks and decisions you need to consider before entering the field - helping you to avoid common mistakes and to conduct safe, ethical research.

The redesigned second edition has cutting edge case studies and examples from across the social sciences and has an embedded awareness of the importance of digital research tools and social media. It also includes a detailed discussion of:

• Autoethnography
• Digital Ethnography
• Visual Ethnography
• Feminist Ethnography
• Managing and Analysing data

Supported by a companion website with real world case studies, journal articles and essay questions this is an ideal companion to every novice researcher.