Ethnographic research

1. SINDH MADRESSATUAL ISLAM UNIVERSITY KARACHI
DEPARTMENT OF ENVIRONMENTAL SCIENCES
ASSIGNMENT: NO.02
Course Code: ENV-803
Course Title: Research Methodology
Respected Madam:
Professor Dr. Anjum Bano Kazimi
Second Year First Semester
Name of Student: Abdul Latif Sanjrani
REG. NO. 13MSE02
Dated: 28-December-2014

2. Define Ethnography: The scientific description of peoples and cultures with their customs,
habits, and mutual differences.
The study of human races and cultures
The study and systematic recording of human cultures.
Ethnographic research: is usually something conducted by anthropologists and social
scientists, but now marketing executives are taking notice. In this lesson you'll learn
what ethnography is and how it's used to understand consumers.
Anthropology: The qualitative research methodology known as 'Ethnography' is built upon
the social science specialism known as 'Anthropology'.
Ethnography is a description and interpretation of a cultural or social group or system.
The ethnographic researcher examines the groups:
 behaviour
 customs
 way of life
The researcher also studies the:
 meanings of behaviour
 meanings of language
 Interactions of the culture-sharing group.
An ethnographic research study is one that studies people in their natural environment.
It is a descriptive account of social life and culture within a defined social system, and is often
thought of as 'a portrait of a people'.
In effect, it is concerned with a holistic view of a culture - including its shared meanings,
patterns and experiences.
Aim of ethnographic research
It involves the description and the interpretation of cultural behaviour
The aim of the ethnographic researcher is to learn from [rather than study] members of a
cultural group.
The intention off the ethnographic researcher in relation to the members of a particular cultural
group is to understand their world view as they define it.
Key Stages: There are several key stages involved in ethnographic research.
Samples: Often only relatively small samples are needed for ethnographic research - larger
samples can be unwieldy and much information and data can be missed.

3. It is important to remember that the ethnographic researcher is normally an outsider as far as
the group members are concerned.
Therefore he (or she) must continually negotiate access and acceptance by the group members
throughout the duration of the study.
People within the group that are important to the researcher so that they can gain this access
and acceptance include:
 Gatekeepers - these are the people who can allow the researcher access to the group
and to the members of the group.
 Key informants - these are the people on whom the researcher relies for direction and
assistance in terms of acceptance by individual members.
The sample is a purposive sample (i.e. it is chosen for the specific purposes of this research
study.
Data Collection
Data collection always takes place in the field.
Data Analysis
Data analysis is ongoing throughout the study
Advantages/Disadvantages
As with all research methodologies, there are inbuilt advantages, and there are
inbuilt disadvantages.
ADVANTAGES ASSOCIATED WITH ETHNOGRAPHIC RESEARCH
Ethnographic research has many inbuilt advantages, and these can be summarised as:
 Direct observation
In this way, the researcher is not relying on second hand/third hand reporting, but is able to
collect data that he or she has experienced or observed at first hand, and therefore knows that
there have been no errors - unless he or she has made them.
 Links with theory
Throughout the research study, the researcher is assessing the material collected and can
compare this with the theories, altering the theories as the data dictates.
Consequently, there is a direct link with the ever-evolving theories.
 Detailed data
Because of the length of time spent with the participants, as well as the close proximity and
observations (as well as shared experiences), the researcher can obtain very detailed data
indeed.

4.  Holistic
The researcher, by being a participant over a prolonged period of time, is able to see many
facets of the group/culture, rather than just one or two parts of it, and therefore have a much
more holistic view of the culture/group.
 Validity
Because the researcher is directly involved with members of the group and experiencing what
they are experiencing (i.e. all data collected is first hand evidence), then validity is much more
assured, than relying upon external observation or other's experiences and reports.
 Contrast & Comparison
Because of the multiple perspectives obtained through an ethnographic research, the researcher
will be able to contrast individual accounts and experiences and compare them as well.
 Actor's perceptions
The ethnographic researcher is acting a role by participating within a group or culture, and
whilst he or she cannot place themselves inside the heads of the members of the group that is
being studied, they can develop perceptions which can give them glimpses of the lives and
experiences of the participants within their culture, which allow them to have some
understanding of the participants' lives and experiences.
 Self-awareness
Being a member of a group allows the researcher to become aware of themselves and their
feelings as members of that group or culture.
This will allow them to become more aware of the experiences, feelings, etc. of the participant
members of the group.
 Ecological
By becoming part of the group, there can be a claim made that the research is ecologically
sound - resources are the group's resources, etc.
DISADVANTAGES ASSOCIATED WITH ETHNOGRAPHIC RESEARCH
Although there are many advantages associated with ethnographic research, unfortunately
there are also many disadvantages:
 Time requirement
A good ethnographic research study will require a huge investment in the researcher's time,
because some studies can go on for years, and the researcher needs to be part of the culture or
group for all that time.

5.  Presentation of results
This can be a problem for the researcher because the results will be so diverse as a result of
the multiple perceptions with which the researcher has to deal.
Add to that the length of time (and the possible large number of participants), and collating
all the data and results into a coherent presentation, paper, etc. can be very difficult.
 Reliability
Because the researcher in an ethnographic study is often working alone, then there is often
nobody who can check the findings for reliability.
 Interviewer effect
Just by being a member of the group/culture, but at the same time being an outsider, then the
researcher may affect the findings, as the members of the group will probably want to present
themselves and their group/culture in a good light.
This is similar to the Hawthorne Effect.
 Inhibitions
These can be the inhibitions that might be generated amongst the members of the
culture/group as a result of being observed often continuously for a prolonged time.
It could also be the inhibition felt by the researcher who may be self-conscious at playing a
part that is alien to him or her.
 Safety
There are safety issues for the researcher to consider at being isolated from his/her own
environment and placed in an alien environment with people who may at some time become
hostile.
In addition, the researcher can feel (and indeed) be very isolated from his or her safety
network.
This danger can be physical, psychological, emotional or social.
 Invasion of privacy
There are concerns over the invasion of privacy that can ensue for the members of the
group/culture, who, even though they have agreed for the research to go ahead, may not fully
realise to what extent their privacy may possibly be threatened both during the study (by the
researcher) and afterwards (by society).
There is also a potential problem of lack of privacy for the researcher - particularly after the
study has been completed, if members of the group seek the researcher out.

6.  Scale
Mention of this has already been made, but it is worth reiterating that there can be problems
of scale if the group/culture (or sample of group or culture) is too large.
The collection of data and the results can then become too complex for the researcher to be
able to make sense of the study afterwards.
Also, the larger the group, the longer the time required by the researcher to complete the
study.
 Ethics
Again, mention has been made above as to the risks of lack of privacy, but there are also
ethical concerns over the informed consent of the participants.
If the researcher wants to avoid the risk of the Hawthorne Effect, then ideally members of the
group/culture should not know that they are taking part in a study, but if they are not to know,
then obviously they cannot give consent - informed or otherwise.
If they give informed consent, then the dynamics of the group may be changed - possibly
irreparably, but certainly for the duration of the research.
 Access
There could be problems with gaining access to a particular group or culture, and the
approach could be loaded with tensions on both sides.
This may mean the researcher only approaching a 'safe' group with who he or she feels that
they can be comfortable with, and so risk diluting the research.
 Other concerns
The conduct of the study and its results is often dependent upon the skill and rigour of the
researcher.
Replication of the study can be difficult.
There are issues of researcher objectivity and reactivity (to the members of the group and to
situations encountered within the group).
Transferability of findings may be problematic.
The links to practice and policy-making may not often be easy to make or there may not be
direct links - so making it difficult for implementation, etc.
Obtaining funding for ethnographic research can be difficult.