Ethnographic Research

1. SUBJECT:
Qualitative Research Methods In Education
TOPIC:
Nature And Process Of Ethnographic Research
SUBMITTED BY:
Gulnaz Bashir
SUBMITTED TO:
Dr.Iftikhar Ahmad Baig

2. Definition & Meaning Of Ethnography
The Greek word, Ethno essentially means a
nation, people or culture.
Ethno-logy is the study of the characteristics of
different peoples and the differences and
relationships between them.
Ethnicity is the fact or state of belonging to a
social group that has a common national or
cultural tradition.

3. What Is Ethnographic Research?
Ethnographic research is a qualitative
method where researchers observe and/or interact with
a study's participants in their real-life environment.

4. Purpose Of Ethnographic Research

The goal of ethnographic research is to describe,
analyze and interpret the culture of a group, over
time, in terms of the group’s shared beliefs,
behaviors and language
(Gay et al, 2011).

5. Nature Of Ethnographic Research:
Key Characteristics
Ethnographic research consist of the following key features:
1. Subjects are researched in a natural setting, rather than a
laboratory
2. The research demands close, face to face interaction within
the researcher and the participants.

6. Key Characteristics
3. Produces an accurate reflection of perspectives
and behaviors.
4. Ethnography consists of inductive, interactive
and repeated collection of unstructured data
and analysis to build local cultural theories.
5. Data are mostly collected from fieldwork
experiences.

7. Key Characteristics Of Ethnographic
Research
6. It uses multiple methods of data collection like
interview, observation, reviewing artifacts and visual
materials.
7. The research frames all human behavior and belief within
a socio-political and historical context.
8. Culture is used as a lens to interpret results

8. Key Characteristics
9. Emphasizes on exploration of the nature of
particular social phenomenon.
10. It investigates a small amount of cases,
usually one case but in detail.

9. Process Of Ethnographic Research
1. Identify Research problem/
Question:
2. Determine location for research
3. Formulate presentation method

10. Process Of Ethnographic Research
4.Acquire permission & Access:
5. Observe & Participate
6. Collect Data: Interviews , collection of archival data
7.Code & Analyze data

11. NOTE:
Ethnographic research:
is a form of observational research that involves sending trained
observers to watch and interact with consumers in their “natural
environments.”
Netnography:
is observing customers in a natural context on the Internet and
mobile space.