Ethnology is the comparative study of two or more cultures. ... Ethnology often compares and contrasts various cultures. Anthropologists who focus on one culture are often called ethnographers while those who focus on several cultures are often called ethnologists.An ethnologist is an anthropologist who studies the similarities and differences between cultures. He or she might elect to spend time immersed in particular groups to speak with people and make observations, or review research conducted by other anthropologists to make comparisons.Ethnology is important to cultural anthropology, as it helps us to recognize unique features in a culture, and because it helps bring our own culture into the mix, making the strange familiar and the familiar strange. But through adopting ethnology, we should be cautious when seeking universals Ethnography places a human face on data through real-life stories that teams can relate to and remember;Ethnography provides understanding behind ‘statistics’;Ethnography allows emotional behaviour to be captured;By carrying out research in the everyday life environments of participants it helps to identify discrepancies between what people say they do and what they actually do