ethnography research 1

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ETHNOGRAPHIC RESEARCH

Research Seminar 1

Joshua J. BatallaMP-1-1

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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)

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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

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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 ? :

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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.

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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

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Roots of Traditional EthnographyAnthropology

Sociology

Social Psychology

Folklore Studies

Linguistics

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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...

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Cultural AnthropologySociologyBusiness

Organizational Psychology

Where is it Used?

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Methodology

Step 1: Preparation

Step 2: Field Study

Step 3: Analysis

Step 4: Reporting

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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

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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!!!

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Step 3: Analysis

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

• Quantify data and compile statistics.

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

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Step 4: Reporting

• Consider multiple audiences and respective goals.

• Prepare a report and present the findings.

• Have debriefing meetings

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Visuals can be important in supporting written text

Photo: L.Manderson

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(Randall/Rouncefield, CSCW 1996 Tutorial)

Ethnographic Report

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

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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

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Advantages

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

understanding of people in an organization.

• Discovery• Can be economical (if you

‘do it yourself’).

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Disadvantages

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

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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

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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

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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)

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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

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

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Questions anyone??

Thank You for Lending your Ears ^^