This document compares and contrasts ethnographic research and participatory research. Ethnographic research involves observing subjects in their natural environment and collecting data through observations and field notes. Participatory research involves interacting with and becoming involved with subjects to collect data through involvement. Both methods are used in various fields like market research, product design, and academia. The research process typically involves identifying problems and subjects, interacting or observing, compiling data, and analyzing findings. Data collection tools and the coding process are also discussed, along with benefits and limitations of each method. Critical thinking skills and cultural factors are highlighted as important aspects of the research.

1. Munyaradzi Tsodzo 210227869
Blessed Mhungu 210226935
Gerard Theron 209106999
Elisha Chakanyuka 210226811
Eugene Mafurutu 210227656
Ethnographic Research
vs
Participatory Research

2. Definitions
Ethnographic Research
•Researcher observes the subject in the natural or social environment.
•Data is collected based on observations.
•Recorded data is refererred to as "field notes".
(Richards, 2010:40)
Participatory Research
•Researcher interacts with the subject in the natural or social environment.
•Direct involvement is used to collect data.
•Also referred to as Participatory Action Research (PAR).
(Marshall & Rossman, 2006:7)(Willis, 2012:232)

3. Common Applications
Ethnographic Research
•Market Research
•Branding
•Social Sciences
(Alasutari, 1995:88)(Camtools, 2013)
Participatory Research
•Product Design
•Web Design
•Academia
•Health Care
(Fountain, 2010)(AHRQ, 2009)

4. Typical Research Process
Identify The
Problem
Interact with
Subject
Identify
Research Group
Observe
Subjects
Compile
Data
Reflection
and Analysis
Propose
SolutionParticipatory Research
Ethnographic Research
Colour Guide
(Creswell, 2013:182)
(Fountain, 2010)
(Phill-Brett, 2011)

5. Research Tools
Participatory Research
•Notebooks
•Pre-research kits for the target group
•Interviews
•Audio recorders
•Data collection: “collective” or group analysis, experiential analysis
(Pant, 2013:99)
.
Ethnographic Research
•Diaries and notebooks
•Photography
•Video and Film
•Audio recorders
•Interviews
•Data is usually analysed through a narrative context.
(Creswell, 2013, 96)(Phill-Brett, 2011)

6. Data Coding Process
•Codes = keywords, phrases, concepts, ideas, and other pieces of data.
•Field notes and participatory data are labeled, categorised and sorted according
to common patterns.
•Memoirs are used to analyse the coding process.
•Categorising refers to arranging data according to similar traits.
•Sorting refers to the logical way in which data is categorised.
(Creswell, 2013:184) (Phill-Brett, 2011)

7. Research Effectiveness
Ethnographic Research
Benefits
•Researcher gains direct knowledge
and experience.
•More accurate data is extracted
from the subject.
•Data is more likely to retain
viability after an extended time
period
(Camtools, 2013)
Flaws
•Subjects may refuse to reveal key
information due to privacy issues
(Marshall & Rossman, 2006:84).
•Researcher must not disrupt the
natural behaviour of the subject
(Bazanger & Dodier, 2009:11).

8. Research Effectiveness
Participatory Research
Benefits
•Researcher is able to get involved in
the subject's activities (Marshall &
Rossman, 2006).
•Researcher is able to utilise the
resources available in the study
location (Watters, 2010:7).
•Helps develop critical thinking
skills, as well as networking abilities
(Watters, 2010:7).
Flaws
•collaborative nature of research requires
full participation of participants.
•More time is needed to train the
participants and extract necessary data .
(The Community Tool Box, 2013)

9. Points To Ponder
•Both research methods help to improve observational skills.
•It is important to keep a meticulous record of collected data.
• Informal sources can also be effective research tools.
•Culture is an important factor in the research process.
•Critical thinking skills are enhanced through social interaction.

10. Thank You.

11. Bibliography
• AHRQ. 2009. AHRQ Activities Using Community-Based Participatory Research to Address Health
Care Disparities. AHRQ. [Online]. Availabe: http://www.ahrq.gov/research/cbprbrief.htm. [19 February
2013].
• Alasutari, P. 1995. Qualitative Method and Cultural Studies. London: Sage Publications.
• Bazanger, I. & Dodier, N. 2009. Ethnography: Relating The Part To The Whole. In: Qualitative
Research: Theory, Method and Practice. Edited by: Silverman, D. 2nd ed. Los
Angeles, London, New Delhi, Singapore & Washington D.C: Sage Publications.
• Camtools 2013. Ethnographic and Field Study Techniques. Camtools. [Online]. Available:
https://camtools.cam.ac.uk/wiki/site/e30faf26-bc0c-4533-acbc-
cff4f9234e1b/ethnographic%20and%20field%20study.html. [20 February 2013].
• Creswell, J. 2013. Qualitative Inquiry & Research Design: Choosing Among Five Approaches. Los
Angeles, London, New Delhi, Singapore, & Washington D.C: Sage Publications.

12. • Fountain, L. 2010. Usability Techniques To Help: Communicate Creative Ideas. System Concepts Ltd. &
YouTube LLC. (Video Recording). [Online]. Available: http://www.youtube.com/watch?v=-vXUCNlicQQ. [19
February 2013].
• Marshall, C. & Rossman, G. 2006. Designing Qualitative Research. Thousand Oaks, London & New Delhi:
Sage Publications.
• Pant, M. 2012. Participatory Research. UNESCO. [Online]. Available:
http://www.unesco.org/education/aladin/paldin/pdf/course01/unit_08.pdf. [18 February 2013].
• Prill-Brett, J. 2011. Ethnographic Research Methods. University of the Philippines Baguio. [Online]. Available:
http://www.tebtebba.org/index.php/all-resources/category/108-day-5?download=805:ethnographic-research-
methods. [20 February 2013].
• Richards, L. 2010. Handling Qualitative Data: A Practical Guide. 2nd ed. Los Angeles, London, New
Delhi, Singapore, & Washington DC: Sage Publications.
• The Community Tool Box. 2013. Participitory Evaluation. University of Kansas. [Online]. Available:
http://ctb.ku.edu/TempDocuments/en/36.6_000.ppt. [20 February2013].
• Watters, J. 2010. Participatory Action Research: An Educational Tool For Citizen-Users Of Community Mental
Health Services. University of Manitoba. [Online]. Available:
• Willis, J. 2007. Foundations of Qualitative Research: Interpretive and Critical Approaches. Thousand
Oaks, London & New Delhi: Sage Publications.