It would be extremely misleading to set out a process here for ethnographic study as I do in many other chapter; it may imply that there is some form of linear progression through that process and with ethnography that is most certainly not the case. The term ‘iterative’ was used to describe the data collection-analysis-theory-development process within case study research. Here that iteration or cyclical process is taken even further. There are no defining lines between collecting data, analyzing data, reflecting, interpreting and writing; generating theory is not the goal of ethnographic study although theory building may result on some occasions