Quantitative Ethnography is a methodology that blends qualitative and quantitative approaches into a solution for overcoming the weaknesses of traditional methods when applied to big data. Quantitative Ethnography views big data—and data more generally—as evidence about the discourse of particular cultures.

Is ethnography quantitative or qualitative?

Ethnography is a type of qualitative research that gathers observations, interviews and documentary data to produce detailed and comprehensive accounts of different social phenomena.

Can Ethnography use a quantitative data?

Ethnography is a form of field research that seeks to learn the culture of a particular setting or environment. It often relies on participant observation through prolonged field work and may include other qualitative and quantitative methods.