Introduction

Qualitative Research for the Ethnographer

Sampling Qualitative Data

Processing Qualitative Data

The Deductive Approach: A Priori Categories

The Inductive Approach: Emergent Categories

Methods for Inductive Coding

Hybrid Methods: Inductive and Deductive

Data Display

Example of Gathering and Processing Qualitative Data: A Disneyland Ethnography

Summary of Qualitative Analysis from Ethnographic Work

Computerized Analytics for Unstructured Data

Summary