ethnography ‘those who want to use qualitative methods because they are easier than statistics are...
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![Page 1: Ethnography ‘Those who want to use qualitative methods because they are easier than statistics are in for a rude awakening’ BUT they are VERY useful! ‘Ethno’](https://reader036.vdocuments.mx/reader036/viewer/2022083009/5697bfb61a28abf838c9e0a0/html5/thumbnails/1.jpg)
Ethnography‘Those who want to use qualitative methods because they are
easier than statistics are in for a rude awakening’ BUT they are VERY useful!
• ‘Ethno’ • Scientific description of culture based on
observations of ordinary interaction and negotiation between people
• Ethnographic research approaches involve– Participant observation– Interviewing (unstructured, structured, group)– (in combination with) surveying
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Ethnography…
• Good for qualitative data – ie identify issues
• Not good for quantitative data – ie how much issues count
• Time consuming• Hard work• Language• Takes practice
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What do we learn with ethnography?
• Understand meaning• Understand how people make decisions• Understand behaviour
– eg Why do people watch weather channels? – eg Why do people live in disaster-prone areas?
• Understand how people are impacted by change
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Who plays?
• Informants: ethnographic informants selected for cultural competence rather than statistical representativeness– Key informants– Culturally specialized informants
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Participant observation…the foundation of cultural anthropology
• Participation - participant observation involves fieldwork, but fieldwork does not always involve participant observation – Establish rapport– Spend time
• Observation - observe where the action is!– Fieldnotes– Photographs– Audio/visual recordings
• Researcher becomes instruments of data collection and analysis
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Why use participant observation?
1. Increase breadth of exposure to types of data
2. Reduces ‘reactivity’ - tendency to change behavior when studied
3. Salient and relevant questions4. Intuitive understanding breeds
confidence5. Best method for the job