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