Ethnography is now viewed as interpretivist research that accepts that the researcher enter the field with predefined values and beliefs; everything that is witnessed is influenced by those values and beliefs. A balanced ethnography should combine emic and etic perspectives, although there are many researchers who will always prefer to approach their investigation only from their own paradigmatic viewpoint. The emic view places the researcher ‘at the ideational and phenomenological end of the ethnographic spectrum’. The etic view places the researcher ‘at the materialistic and positivist philosophical end of [the] ethnographic spectrum