Python Notes for mca i year students osmania university.docx
Ethnography research 1
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ETHNOGRAPHIC
RESEARCH
Research Seminar 1
Joshua J. Batalla
MP-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 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
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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 ? :
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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.
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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 Ethnography
Anthropology
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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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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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!!!
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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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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
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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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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
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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 Dyads
ProQuest Dissertations and Theses, 2011
Dissertation
Author: 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
color
Patterns of use and purchase
Organizational 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
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?)
