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Ethnography research 1
- 1. Free Powerpoint Templates Page 1 Free Powerpoint Templates ETHNOGRAPHIC RESEARCH Research Seminar 1 Joshua J. Batalla MP-1-1
- 2. Free Powerpoint Templates Page 2 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)
- 3. Free Powerpoint Templates Page 3 ETHNOGRAPHY: The systematic study and documentation of human activity without imposing a prior interpretation on it via immersion in the environment of it and 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
- 4. Free Powerpoint Templates Page 4 Anthropology: • Study of cultures, relationships, humans and their environment • Anthropologists live within an community for an extended period of time: interacting, studying, participating, researching • Return to home community with research, write paper/book on the culture of community The application of anthropological techniques is ethnography. Ethnography literally means the writings or report of anthropology study What is ETHNOGRAPHY ? :
- 5. Free Powerpoint Templates Page 5 Ethnography Principles 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.
- 6. Free Powerpoint Templates Page 6 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
- 7. Free Powerpoint Templates Page 7 Roots of Traditional Ethnography Anthropology Sociology Social Psychology Folklore Studies Linguistics
- 8. Free Powerpoint Templates Page 8 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...
- 9. Free Powerpoint Templates Page 9 Cultural Anthropology Sociology Business Organizational Psychology Where is it Used?
- 10. Free Powerpoint Templates Page 10 Methodology Step 1: Preparation Step 2: Field Study Step 3: Analysis Step 4: Reporting
- 11. Free Powerpoint Templates Page 11(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
- 12. Free Powerpoint Templates Page 12(Rose et al., 1995) 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 accuracyASAP for accuracy Be Meticulous!!!Be Meticulous!!!
- 13. Free Powerpoint Templates Page 13(Rose et al., 1995) Step 3: Analysis • Compile data into databases: – Numerical – Textual – Multimedia • Quantify data and compile statistics. • Reduce and Interpret Data. • Review and Redevelop Ideas.
- 14. Free Powerpoint Templates Page 14(Rose et al., 1995) Step 4: Reporting • Consider multiple audiences and respective goals. • Prepare a report and present the findings. • Have debriefing meetings
- 15. Free Powerpoint Templates Page 15 Visuals can be important in supporting written text Photo: L.Manderson
- 16. Free Powerpoint Templates Page 16 (Randall/Rouncefield, CSCW 1996 Tutorial) Ethnographic Report – Purpose Statement – Executive Summary – Main Body – Future Research – Appendix – Debriefing
- 17. Free Powerpoint Templates Page 17(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
- 18. Free Powerpoint Templates Page 18 Advantages • ‘Real-world’ data • Provides in-depth understanding of people in an organization. • Discovery • Can be economical (if you ‘do it yourself’).
- 19. Free Powerpoint Templates Page 19 Disadvantages • Context too specific • ‘Going native’ • Must negotiate access • Time & Money • Data is messy and often unstructured. • How do you assess significance?
- 20. Free Powerpoint Templates Page 20 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 Dyads ProQuest Dissertations and Theses, 2011 Dissertation Author: Emelda Tabao Driscoll
- 21. Free Powerpoint Templates Page 21 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 color Patterns of use and purchase Organizational Development
- 22. Free Powerpoint Templates Page 22 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)
- 23. Free Powerpoint Templates Page 23 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
- 24. Free Powerpoint Templates Page 24 Goals of OD • To Describe • To Understand • To Predict • To Control
- 25. Free Powerpoint Templates Page 25 Questions anyone?? Thank You for Lending your Ears ^^
Editor's Notes
- Observe/interview users in their workplace and collect subjective/objective quantitative/qualitative data.
- Refine the goals and the process used.
- discuss findings with developers and act as “substitute users in a ‘user-centered’ systems design process” (Bently et al., 1992).
- Discovery! - Identifies assumptions that maybe taken for granted by system designers
- Context too specific, not generalizable to other organizations or systems. ‘ Going native’ – develops a bias for analysis and interpretation. Must negotiate access Time & Money (hiring, training, managing, conducting, analyzing data, etc.) Data is messy and often unstructured. Too much data, not enough time to tell a complete story. How do you assess significance? (Did we learn something new, valuable?)