Written by four leading ethnographers of virtual worlds, this book examines human interaction in online spaces–both game and non-game. Readers are able to get a sense of digital ethnography from beginning questions, through data collection and analysis, to published results. It includes practical advice for dealing with ethical issues. The authors include case studies from World of Warcraft, Second Life, Everquest, and others. This is an excellent introduction to ethnography for anyone who wants to learn more about it or get started with their own research.
Boellstorff, T., Nardi, N., Pearce, C., & Taylor, T.L. (2012). Ethnography And Virtual Worlds: a Handbook of Method. Princeton: Princeton University Press.