Doing Ethnography is invaluable reading for anyone collecting data through observation. Innovative and thought provoking, it is a refreshing take on ethnography stressing both academic rigor and practical necessity. It combines theoretical perspective with tangible action plans and walks you step-by-step through designing, conducting, and evaluating ethnographic research.The book skilfully introduces the varied tasks and decisions you need to consider before entering the fieldhelping you to avoid common mistakes and to conduct safe, ethical research.The redesigned Second Edition has cutting edge case studies and examples from across the social sciences and has an embedded awareness of the importance of digital research tools and social media. It also includes a detailed discussion of:AutoethnographyDigital EthnographyVisual EthnographyFeminist EthnographyManaging and Analysing data This is an ideal companion for every novice researcher.