Practical Ethnography: A Guide to Doing Ethnography in the Private Sector, 1st Edition (e-Book) book cover

Practical Ethnography

A Guide to Doing Ethnography in the Private Sector, 1st Edition

By Sam Ladner


211 pages

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Paperback: 9781611323900
pub: 2014-03-15
Hardback: 9781611323894
pub: 2014-03-15
eBook (VitalSource) : 9781315422251
pub: 2016-08-25
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Ethnography is an increasingly important research method in the private sector, yet ethnographic literature continues to focus on an academic audience. Sam Ladner fills the gap by advancing rigorous ethnographic practice that is tailored to corporate settings where colleagues are not steeped in social theory, research time lines may be days rather than months or years, and research sponsors expect actionable outcomes and recommendations. Ladner provides step-by-step guidance at every turn--covering core methods, research design, using the latest mobile and digital technologies, project and client management, ethics, reporting, and translating your findings into business strategies. This book is the perfect resource for private-sector researchers, designers, and managers seeking robust ethnographic tools or academic researchers hoping to conduct research in corporate settings. More information on the book is available at

Table of Contents

Chapter 1 Introduction

Chapter 2 Using Theory in Ethnography

Chapter 3 Managing a Private-Sector Ethnography Project

Chapter 4 Ethnographic Tools

Chapter 5 Managing Clients

Chapter 6 Ethical Ethnography

Chapter 7 Sampling

Chapter 8 Fieldwork

Chapter 9 Analysis

Chapter 10 Reporting

Chapter 11 Beyond Ethnography

About the Author

Sam Ladner is a sociologist, UX researcher, and student of productivity. She specializes in ethnographic research for product design. Prior to her current job as Principal UX Research Lead at Amazon, she worked at Microsoft in the Operating Systems Group, where she led the research on human-led design, and Microsoft Office, where she conducted ethnographic studies of workplaces. She holds a PhD in sociology and served as a Postdoctoral Fellow at the Ryerson School of Information Technology Management in Toronto.

Subject Categories

BISAC Subject Codes/Headings:
SOCIAL SCIENCE / Anthropology / General