Providing indispensable guidance to how to engage in and carry out ethnographic research, this book highlights the potential advantages and possible pitfalls of this type of qualitative studies. Hugo Letiche, Ivo De Loo and Jean-Luc Moriceau paint a full picture of this fascinating research approach, focusing on its adaptability in the field, when researchers become actively involved with those who they are researching. How Do I Conduct Ethnographic Research? addresses three forms of ethnographic analysis: ethnography, autoethnography, and netnography. Each chapter begins with specific aims to be addressed, and is concluded with helpful exercises to strengthen both one’s theoretical and practical academic skills. Stressing the role of researcher choice-making, this timely book aids the reader in devising a unique approach that best suits the context of their research. This book is crucial for postgraduate students of business and management, marketing, strategy and organization, as well as related subject areas such as finance and human resource management. Those who are new to ethnographic research will additionally find this guide to be invaluable.