This document discusses ethnographic research, which involves observing people and cultures in their natural environments. There are three main types - business, educational, and medical ethnography. Key characteristics include studying cultural themes within a culture-sharing group and examining shared behaviors, beliefs, and language through fieldwork. Common methods are naturalistic observation, participant observation, interviews, surveys, and examining life and work. Ethnographic research is best used early in user-focused investigations and for complex market research to gain insights into consumer habits.
2. WHAT IS ETHNOGRAPHIC ?
Ethnographic research is a qualitative research approach that
involves observing variables in the natural environment or their
habitats to arrive at objective research results. Ethnographic
research has its roots in ethnography which is an in-depth study
of people, cultures, customs, and mutual differences.
3. TYPES OF ETHNOGRAPHIC RESEARCH
There are three types of ethnohraphic research, as follows :
1. Business ethnographic research
2. Educational ethnographic research
3. Medical ethnographic research
All based on different fields of human endeavor and each type is defined
by specific characteristics. Ethnographic research is a multi-dimensional
research design that can be adapted to different fields including
business, medicine, education, and psychology.
4. THE KEY CHARACTERISTIC OF
ETHNOGRAPHIC RESEARCH
The following characteristics typically illustrate an ethnographic study:
• Cultural themes
• A culture-sharing group
• Shared patterns of behavior, belief, and language
• Fieldwork
• Description, themes, and interpretation
• Context or setting
• Researcher reflexivity
5. WHAT ARE METHOD OF ETHNOGRAPHIC
RESEARCH ?
In order to gather the most relevant responses using this, it is best to
include different question types in your survey. Likert scale questions,
open-ended questions, multiple-choice questions, and close-ended
questions are common types of ethnography survey questions, as follows
:
1. Life and work
2. Naturalistic observation
3. Participant observation
4. Interview
5. Survey
6. WHEN TO USE ETHNOGRAPHIC RESEARCH ?
Ethnographic research should be used in the early stages of user-focused
systematic investigations. This is because ethnography research helps
you to gather useful information about the dispositions, goals, and habits
of the research variables in specific contexts.
Ethnography research is most suitable for complex research processes
especially in markets and customer settings. In market research,
ethnography allows organizations to gain insights into consumer habits
and receive first-hand feedback on the extent to which their product or
service meets the needs of target markets.
This research design is also useful for examining social behaviors and
interactions. It is extremely beneficial in the study employees' disposition
