Objectives

This article outlines the use of ethnography as a qualitative research methodology and one of the key data collection methods that is used in ethnographic studies, observation. This is explored in the context of the researcher's doctoral study.

Ethnography and observation will be discussed in relation to research within radiography and their application within qualitative research studies.

Key findings

The author uses examples from their own work to illustrate the strengths and challenges of undertaking an ethnographic study using observation within a diagnostic imaging department.

Conclusion

Ethnography and observation can be utilised to highlight the professional culture of a group of people and uncover some of the unknown behaviours that may be exhibited.

Implications for practice

Ethnography is a useful methodology within radiography research which can be utilised when behaviours and norms are of interest.