Ethnographic Research is conducted for the purpose of studying the behavioral, conceptual, cultural, social or racial attributes of a particular person, group, community or society for a given period of time in a particular place or situation. unlike other types of research, ethnography uses only human beings as its subjects. The researcher who conducts the study observes the person or group in their natural setting rather than artificial lab or controlled experimental environment. Ethnographer performs this job either by living with the person or group being observed or by observing it from the outside. In addition he may also make use of interviews or other relevant documents for this purpose. Ethnographic study may be conducted for different purposes: for investigating consumers' behaviors, for studying rural or urban communities, various ethnic groups and schooling etc. Market researche, sponsored by companies producing consumer goods, use ethnography for studying consumption or preference pattern of a particular group of consumers for various products available in the market. The aim would be to discover new buyers or markets for their current or future products. Ethnographic study is sometimes carried out by a governmental or non-governmental organization in connection with its social welfare projects. Moreover, it might also be carried out by an educational researcher for studying a problem faced by a specific learner or group of learners coming from a particular communities or ethnic groups. And last but not least, what would be the purpose or type of ethnographic study, one thing is clear, ethnographers always use it for studying a person or group persons in terms of their culture or ethnicity.
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