ethnography research 1

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ETHNOGRAPHIC RESEARCH

Research Seminar 1

Joshua J. BatallaMP-1-1


ETHNOGRAPHY• Introduction

– What is Ethnography? – Usage of Ethnography– Benificiary of the Study

• Methodology– How to conduct it.– How to collect and analyze

data.– How to write a report.– Dos & Don’ts– Advantages & Disadvantages– Sample Ethnography in PH

• Relevance to our course

Ethno: people or folk; Graphy: describe something

= Ethnography: describing and understanding another way of life from the native point of view (Neuman, 2007)


ETHNOGRAPHY:

The systematic study and documentation of human activitywithout imposing a prior interpretation on itvia immersion in the environment of itand observation of the routine tasks that comprise it

“Make the implicit explicit”

Defined as: a method of observing human interactions in social settings and activities (Burke & Kirk, 2001)as the observation of people in their ‘cultural context’ the study and systematic recording of human cultures; also : a descriptive work produced from such research (Merriam-Webster Online)

Rather than studying people from the outside, you learn from people from the inside


Anthropology:• Study of cultures, relationships,humans and their environment• Anthropologists live within ancommunity for an extended period oftime: interacting, studying, participating,researching• Return to home community withresearch, write paper/book on theculture of communityThe application of anthropologicaltechniques is ethnography. Ethnographyliterally means the writings or report ofanthropology study

What is ETHNOGRAPHY ? :


EthnographyPrinciples of Ethnography«

Holism-Focuses on relations among activities and not on a single tasks or single isolated individuals-Everything connected to everything else

Inductive- started without a single hypothesis

Study people in their native habitats-e.g. Home, office, school, library, hospital, community.


Emic – inside (Hall, 2003)Etic – outside (Hall, 2003)Key informant / key actor – individual of group who closely interacts with ethnographer (Fetterman, 1998)Culture - beliefs, values, behaviors of a cohesive people (Morse and Richards, 2002)

Ethnographer’s Jargon


Roots of Traditional EthnographyAnthropology

Sociology

Social Psychology

Folklore Studies

Linguistics


Principles of ethnography

• Holism– focus on relations among activities and not on single

tasks or single isolated individuals – everything connected to everything else

• Natives’ point(s) of view– how people see their own worlds– opportunity to engage with customers

• Study people in their native habitats– e.g., home, office, school, library, hospital,

community...


Cultural AnthropologySociologyBusiness

Organizational Psychology

Where is it Used?


Methodology

Step 1: Preparation

Step 2: Field Study

Step 3: Analysis

Step 4: Reporting

Free Powerpoint Templates(Rose et al., 1995)

Step 1: Preparation • Familiarize yourself with:

– Organization policies– Work culture– Current System & its history

• Identify the Focus of the Study– Set initial goals and prepare

questions. – Can be guided by designer goals

• Gain access and permission• Gate-keepers vs. Sponsors


Step 2: Field Study

• Field notes, audio, or video recording.

• Follow any leads

Establish rapport with managers and users. Establish rapport with managers and users. Record everything: Record everything:

your visits, observations, impressions, feelings, hunches, emerging questions, etc.your visits, observations, impressions, feelings, hunches, emerging questions, etc.ASAP for accuracy ASAP for accuracy Be Meticulous!!!Be Meticulous!!!


Step 3: Analysis

• Compile data into databases:– Numerical– Textual– Multimedia

• Quantify data and compile statistics.

• Reduce and Interpret Data. • Review and Redevelop Ideas.


Step 4: Reporting

• Consider multiple audiences and respective goals.

• Prepare a report and present the findings.

• Have debriefing meetings


Visuals can be important in supporting written text

Photo: L.Manderson


(Randall/Rouncefield, CSCW 1996 Tutorial)

Ethnographic Report

– Purpose Statement – Executive Summary– Main Body – Future Research– Appendix – Debriefing

Free Powerpoint Templates(Nielsen, 2002)

Dos & Don’ts

Don’t• Ask simple Yes/No

questions• Ask leading questions• Use unfamiliar jargon• Lead/guide the ‘user’

Do• Ask open-ended

questions• Phrase questions

properly to avoid bias• Speak their language• Let user notice things

on his/her own


Advantages

• ‘Real-world’ data• Provides in-depth

understanding of people in an organization.

• Discovery• Can be economical (if you

‘do it yourself’).


Disadvantages

• Context too specific• ‘Going native’ • Must negotiate access • Time & Money • Data is messy and often unstructured. • How do you assess significance?


Sample Ethnography in Phillipines

• Martin F. Manalansan - Global Divas: Filipino Gay Men in the Diaspora

• Ethnography of Ifugao http://www.ukessays.com/essays/anthropology/sample-

ethnographic-project.php#ixzz2HC71oFh1• Class and Gender in the Philippines: Ethnographic Interviews

with Female Employer-Female Domestic DyadsProQuest Dissertations and Theses, 2011

DissertationAuthor: Emelda Tabao Driscoll


The New ‘Ethnographic’ Methods Arrival on the Business Scene

In the 1990s, various methods began to pop-up that resembled traditional Ethnography, with a special emphasis on—

Actionable Insights into things like…

Consumer behavior

Consumer preferences for product features, form, material and colorPatterns of use and purchaseOrganizational Development


Some of the Names for these New Methods‘Shadowing’‘Day-in-the-Life Studies’‘Ethnography Lite’‘Consumer Ethnography’‘Field Observation’‘Contextual Inquiry’‘Contextual Research’‘New Product Ethnography’ (Cagan and Vogel)‘Observational Research’ (Abrams)


Organizational Behavior• is an interdisciplinary field dedicated to better

understanding and managing people at work. • diverse field of disciplines , including

management, psychology, organizational theory, statistics, social psychology, anthropology, information technology, human stress management, counseling, psychometric, ergonomics, sociology and ethics


Goals of OD• To Describe• To Understand • To Predict • To Control


Questions anyone??

Thank You for Lending your Ears ^^

ethnography research 1

Education

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ethnography introduction

field study step

customers study people

report of anthropology

systematic study

study of cultures

study methodology