The terminology could be referred to participant observation, ethnography, it is all the same. Anthropology and based on concept of naturalism they observe people in natural settings and interpret their actions, it is face to face social interactions in their home or social environment. When it is not able to use quantitative for numerical purposes use field research. They look at interactions within their own society, their own culture. Focus groups are common in business but you do not interact with people in home environment but your own environment. It is qualitative in nature but different in terms of structure. Ethnography is basically describing a culture and understanding another way of life. It comes from an interpretative school, most likely symbolic interactionist use participant observations what they figure out is what is meant by that behavior why do they do what they do.