The primary data collection technique is participant observation although other methods of collecting information concerning the context are often used. An ethnographic study begins with no a prior assumptions; the researcher seeks to explore and although the research will have a focus, the theoretical framework acts as cognitive signposts rather than controlling the direction of the investigation. Ethnography uses descriptive narrative to analyse and present the findings from the investigation; the purpose is to build theory by describing situations as they are and presenting patterns within a context.