Ethnographers use snowball sampling to find participants, called informants, for their studies. Informants lead to others, who then lead to more, and so on. A broad sampling is necessary to provide the researcher with an accurate representation of the emic perspective of the group under study.

Ethnographic research experiments can never be exactly replicated.

Information Literacy, a life-long learning strategy, focuses on empowering individuals by instilling the ability to recognize when information is needed and to have the skills to find, evaluate, analyze, and effectively use that information.

Ethnographers strive to understand and separate the emic perspective (pronounced ee-mik) from the etic perspective (pronounced eh-tik).

Marketing research, in contrast, is a form of sociology that focuses on the understanding of human behavior as it applies to a market-based economy.

A literature review is a comprehensive investigation of all documents, publications, articles, and books regarding a specific area of study.

Macro-ethnography studies large populations of people, whereas micro-ethnography, conversely, focuses on smaller populations.

Emic investigations defi ne cultural phenomena through the perspective of the community under study.

Ethnographers are expected to be refl exive in their work. This means that they are expected to document their own process of research as well as give insight to their own personal backgrounds, experiences, and perspectives.