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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 ^^