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Keywords: Participant observation
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Journal Articles
Journal of Services Marketing (2020) 34 (1): 78–86.
Published: 09 January 2020
... for specific, culturally or socially grouped communities and/or related stakeholders (Atkinson, 2015). In terms of methods, the hallmark of ethnographic research methodologies is participant observation (Hammersley and Atkinson, 2007), which allows researchers to spend extended periods in the field, either...

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