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Ethnography (2).pptx
- 1. Free Powerpoint Templates Free Powerpoint Templates Page 1 ETHNOGRAPHIC RESEARCH Research Seminar 1 Joshua J. Batalla MP-1-1
- 2. Free Powerpoint Templates ETHNOGRAPHY Page 2 • Introduction – What isEthnography? – Usageof Ethnography – Benificiary of theStudy • Methodology – How to conductit. – How to collect andanalyze data. – How to write areport. – Dos& Don’ts – Advantages& Disadvantages – SampleEthnography in PH • Relevanceto ourcourse 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 ETHNOGRAPHY: Page 3 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 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 ? : Page 4
- 5. Free Powerpoint Templates Ethnography Prin«ciplesof Ethnography Page 5 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 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) Page 6 Ethnographer’s Jargon
- 7. Free Powerpoint Templates Rootsof Traditional Ethnography Anthropology Sociology Social Psychology Folklore Studies Linguistics Page 7
- 8. Free Powerpoint Templates Principles of ethnography Page 8 • Holism – focus on relations among activities and not onsingle tasks or single isolatedindividuals –everything connected to everythingelse Natives’ point(s) of view – how people seetheir ownworlds –opportunity to engage withcustomers Study people in their nativehabitats – e.g., home, office, school, library, hospital, community... • •
- 9. Free Powerpoint Templates Cultural Anthropology Sociology Business Organizational Psychology Page 9 Where isit Used?
- 10. Free Powerpoint Templates Methodology Step 1: Preparation Step 2: FieldStudy Step 3:Analysis Step 4: Reporting Page 10
- 11. Step 1: Preparation • • • • Familiarize yourself with: – Organization policies – Work culture – Current System& itshistory Identify the Focusof theStudy – Setinitial goals andprepare questions. – Canbe guided by designer goals Gain accessand permission Gate-keepers vs.Sponsors Free Powerpoint Templates Page 11 (Rose et al., 1995)
- 12. Step 2: FieldStudy • • Field notes, audio, orvideo recording. Follow any leads Establish rapport with managers and users. Record everything: your visits, observations, impressions, feelings, hunches, emerging questions, etc. ASAP for accuracy Be Meticulous!!! Free Powerpoint Templates Page 12 (Rose et al., 1995)
- 13. Step 3: Analysis • • • • Compile data into databases: – Numerical – Textual – Multimedia Quantify data andcompile statistics. Reduceand Interpret Data. Review and Redevelop Ideas. Free Powerpoint Templates Page 13 (Rose et al., 1995)
- 14. Step 4: Reporting • Considermultiple audiences and respective goals. Prepare areport and present the findings. Havedebriefing meetings • • Free Powerpoint Templates Page 14 (Rose et al., 1995)
- 15. Free Powerpoint Templates Visualscan be important in supportingwritten text Photo: L.Manderson Page 15
- 16. Free Powerpoint Templates Page 16 (Randall/Rouncefield, CSCW 1996 Tutorial) Ethnographic Report – Purpose Statement – ExecutiveSummary – 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 Askopen-ended questions Phrasequestions properly to avoidbias Speaktheir language Let user notice things on his/her own • • • •
- 18. Free Powerpoint Templates Advantages • • ‘Real-world’ data Provides in-depth understanding of people in anorganization. Discovery Canbe economical (if you ‘do it yourself’). • • Page 18
- 19. Free Powerpoint Templates Disadvantages Page 19 • Context too specific • ‘Going native’ • Must negotiate access • Time & Money • Data is messyand often unstructured. • How do you assesssignificance?
- 20. Free Powerpoint Templates SampleEthnography in Phillipines Page 20 • Martin F .Manalansan - Global Divas: Filipino Gay Menin the Diaspora Ethnography of Ifugao http://www.ukessays.com/essays/anthropology/sample- ethnographic-project.php#ixzz2HC71oFh1 Class and Gender in the Philippines: EthnographicInterviews with FemaleEmployer-Female DomesticDyads ProQuest Dissertations and Theses,2011 Dissertation Author: EmeldaTabaoDriscoll • •
- 21. Free Powerpoint Templates TheNew ‘Ethnographic’ Methods Arrival on the BusinessScene In the 1990s, various methods began topop-up that resembled traditional Ethnography, with aspecial emphasis on— Actionable Insights into things like… Consumerbehavior Consumerpreferences for product features, form, materialand color Patterns of useandpurchase Organizational Development Page 21
- 22. Free Powerpoint Templates Someof the Namesfor these New Methods ‘Shadowing’ ‘Day-in-the-Life Studies’ ‘Ethnography Lite’ ‘Consumer Ethnography’ ‘Field Observation’ ‘Contextual Inquiry’ ‘Contextual Research’ ‘New Product Ethnography’ (Caganand Vogel) ‘Observational Research’(Abrams) Page 22
- 23. Free Powerpoint Templates Organizational Behavior Page 23 • is an interdisciplinary field dedicated tobetter 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 Goalsof OD Page 24 • ToDescribe • ToUnderstand • ToPredict • ToControl
- 25. Free Powerpoint Templates Questions anyone?? Page 25 ThankYoufor Lending your Ears^^