Ethnographic research allows researchers to address "how" and "why" questions and to document changes in complex processes and relationships over time. For social scientists, ethnographic research provides a form of inquiry for documenting and analyzing relationships, patterns of interaction, and critical events. Ethnographic research also allows the social scientist to recognize and document the particular symbols, histories, and temporal and spatial contexts that inform and inspire beliefs and practices, as well as the possibilities and evidence for change. For practitioners and policy makers, ethnographic research techniques are used to inform social marketing and behaviour change, program design, and policy formulation and prescription, and to monitor and evaluate changes over time. Participatory approaches, often used in ethnographic research, also allow researchers and evaluators to address power differentials in conducting investigations and/or to inform and derive political processes of change.

The module utilises an anthropological perspective and specifically focuses on the practice of ethnography and developing critical theories based on empirical evidence and interpretation. From that perspective, students also learn specific ethnographic techniques such as documentation, participant observation, and interviewing.