Research Design

1. RESEARCH METHODOLOGY
QUALITATIVE RESEARCH PROCEDURES
ETHNOGRAPHIC RESEARCH DESIGN
PREPARED BY: MUHAMMAD HANAFI BIN MD ZAINI
(2017775287)
PREPARED FOR: DR. JOHAN@EDDY LUARAN
EDU
702

2. WHAT IS ETHNOGRAPHIC RESEARCH?
Ethnography: Writing about groups of people
Identify a group of people, study them in their homes or workplaces.
How they behave, think, and talk, and develop a general portrait of the group.
Describing, analysing, and interpreting a culture-sharing group: shared
patterns of behavior, beliefs, and language that develop over time.
Culture: Everything having to do with human behavior and belief.
Language, rituals, economic, political structures, life stages, interactions,
and communication styles.

3. WHEN DO YOU CONDUCT AN ETHNOGRAPHY?
The study of a group provides understanding of a larger issue.
A culture – sharing group to capture the “rules” of behaviour.
Narrowly framed (teachers, students, staffs members) or broadly framed
(entire schools) and may be representative or illustrative of some larger
processes, events, or activities.
Have a long-term access to a culture-sharing group in building a detailed
record of their behaviours and beliefs over time.
May be a participant or an observer, gather extensive fieldnotes, interview
many people, and collect letters and documents to establish the record of the
culture-sharing group.

4. WHAT ARE THE TYPES OF ETHNOGRAPHIC
DESIGNS?

5. REALIST ETHNOGRAPHIES
Third-person point of view, scientifically reporting the data objectively on
the information learned from participants at a field site.
Does not offer personal reflections and remains in the background as an
omniscient reporter of the “facts”.
Exclude personal bias, political goals and judgment but include details of
everyday life among the people studied through standard categories for
cultural description: family life, work life, social networks.
 The participants’ views are produced through edited quotations and has
the final word on the interpretation and presentation of the culture.

6. CASE STUDIES
An important type of ethnography, although it differs in several important
ways. It may focus on a program, event, or activity involving individuals
rather than a group.
 Interested in describing the activities of the group instead of identifying
shared patterns of behaviour exhibited by the group.
 Is an in-depth exploration of a bounded system which is separated out or
research in terms of time, place, or some physical boundaries.

7. CASE STUDIES

8. CRITICAL ETHNOGRAPHIES
Advocating for the emancipation of groups marginalised in our society for
researchers who are politically minded and seek to against inequality and
domination through their research.
 The researchers collaborate, actively participate, negotiate the final written
report, use care in entering and leaving a site, and reciprocate by giving back
to the society.
 The researchers are self-conscious in identifying biases and values rather
than being an “objective” observer.
 Change to help transform the society to be less marginalised.

9. KEY CHARACTERISTICS
 Cultural theme: A general position, declared or implied, that is openly
approved or promoted in a society or group.
 A culture sharing group: Two or more individuals who have shared
behaviours, beliefs, language and possess similar characteristics; interacts
on a regular basis/occasionally.
 Behaviour shared pattern: An action taken by an individual.
 Belief shared pattern: How an individual thinks about or perceives things.
 Language shared pattern: How an individual talks to others.

10.  Emic Data: Supplied by participants in a study; first-order concepts.
 Etic Data: The ethnographer’s interpretation of the participants’
perspectives; second-order concepts.
 Negotiation Data: Agreed by the participant and the researcher.
KEY CHARACTERISTICS

11. Description: A detailed rendering of individuals and scenes to depict what is
going on in the culture-sharing group. General to specific.
 Describing events, activities and places without veering too far from the
actual scene of attention and people whose shared patterns need to be
discerned.
 Making sense of the information: Thematic Data Analysis.
 Interpretation in ethnography: Draw inferences and forms conclusions.
 Context: Setting, situation, or environment that surrounds the studied
cultural group.
 Researcher Reflexivity: The awareness and openness in discussing his/her
role in the study which honours and respects the site and participants.
KEY CHARACTERISTICS

12. Identify your
intent, the
appropriate
design, and how
the intent relates
to your research
problem
Discuss how you
plan to receive
approval and gain
access to study
sites and
participants
Collect
appropriate data
emphasizing time
in the field,
multiple sources
of information
and collaboration
Analyse and
interpret your
data within a
design
Write and report
your research
consistent with
your design
STEPS IN CONDUCTING AN ETHNOGRAPHY

13. EVALUATING AN ETHNOGRAPHY
 Identifies a culture-sharing group or case to study.
 Focuses on a cultural concept.
 Provides evidence to show how this group has shared patterns.
 Engages in fieldwork and gathers the evidence.
 Shows an analysis through a detailed description of the culture sharing
group; context, themes, interpretation.
 Portrays the reflection of the researchers role and how their personal
backgrounds/characteristics shape the account that they report.

14. THANK YOU