• Krittinee NuttavuthisitEmail author


Previous chapters have identified the key data collection techniques including individual interview (Chap.  5) and focus group interview (Chap.  6). This chapter discusses the other important technique, ethnography, using mainly observation combined with other supporting methods such as informal, unstructured interviews and some archival techniques.


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© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Sasin Graduate Institute of Business AdministrationChulalongkorn UniversityBangkokThailand

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