PART ONE: THE METHODOLOGYWhat Is Ethnography?Method or Methodology? Locating Ethnography in the Methodological LandscapeEthnographic Methodology Approaches, Scholars and ModesNew Ethnographic StylesDesigning ResearchProject ManagementPART TWO: COLLECTING MATERIALSEntering the FieldEthical DilemmasHow to ObserveWhat To Observe Social Structures, Talks and ContextsEthnographic InterviewingCrafting Ethnographic RecordsPART THREE: ANALYZING MATERIALSCoding and Analyzing Ethnographic RecordsPolitics of AccountabilityPART FOUR: AUDIENCESCommunicating Findings, Writing EthnographiesLeaving the FieldThe `Observation Society' A Chance for Applied EthnographyFinal