Ethnographic research is one of the most in-depth research methods possible. Because the researcher is at a research site for a long time - and sees what people are doing as well as what they say they are doing - an ethnographer obtains a deep understanding of the people, the organization, and the broader context within which they work. Ethnographic research is thus well suited to providing information systems researchers with rich insights into the human, social, and organizational aspects of information systems. This article discusses the potential of ethnographic research for IS researchers, and outlines the most important issues that need to be considered in selecting this method.
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