This document discusses ethnography as an invaluable research method. It defines ethnography as the scientific description of peoples and cultures with their customs, habits, and differences. Ethnography uses both qualitative and quantitative methods in a holistic and interpretive way to study cultural systems from emic and etic perspectives. It is a flexible and iterative process that relies heavily on fieldwork through daily recording of field notes. Ethnography presents case studies of host populations in human contexts. It implies formulating questions, collecting and testing data, and drafting conclusions while leaving room for doubt. Ethics in research require avoiding falsification and acknowledging others' work to prevent plagiarism.

1. ETHNOGRAPHY
An invaluable Research Method
Prof.Dr.Ing. David Luigi Fuschi

2. Definition
 Ethnography
• Pronunciation: / θ n r fi/ - nounɛ ˈ ɒɡ ə
The scientific description of peoples and cultures with
their customs, habits, and mutual differences.
Oxford Dictionary
 However, Ethnography, is much more than this and
does not only apply to people, customs and habits, it
can be used in a wide set of contexts…

3. Ethnography...
 includes both qualitative and quantitative methods
 is more than simply methods, but has ontological and
epistemological properties
 is a holistic approach to the study of cultural systems
 is the study of the socio cultural contexts, processes,‐
and meanings within cultural systems
 is the study of cultural systems from both emic and etic
perspectives (Phon-emic vs Phon-etic)
Whitehead,T.L., (2004)

4. Ethnography...
 is greatly dependent on fieldwork
 is a process of discovery, making inferences, and
continuing inquiries in an attempt to achieve emic
validity
 is an iterative process of learning episodes
 is an open ended emergent learning process, and not a‐
rigid investigator controlled experiment
 is a highly flexible and creative process
Whitehead,T.L., (2004)

5. Ethnography...
 is an interpretive, reflexive, and constructivist process
 requires the daily and continuous recording of field-
notes
 may be carried out by individual or by teams of
investigators
 presents the world of its host population in human
contexts of thickly described case studies.
Whitehead,T.L., (2004)

6. Research & creating
knowledge
Implies:
- formulating questions
- collecting data
- testing hypotheses
- drafting conclusions
Yet always leaving room for doubt

7. Scientific Method

8. Scientific Method

9. Scientific Method

10. Types of Data
• quantitative vs. qualitative

11. Deduction and Induction
Deduction
Induction

12. Ethics in Research
 The researcher is always responsible of the ethical conduct
of her/his research
 Avoid fabrication and falsification of any form at any time
 Always acknowledge work and contributions of others so as
to avoid plagiarism
 Always use informed consent whenever there are human
participants
 balance between protecting participants vs. quest for
knowledge

13. Questions?

14. Practice

15. Some examples
 We will now examine some examples coming from the
following sources:
• http://www.jhsph.edu/research/centers-and-institutes/center-
for-refugee-and-disaster-
response/publications_tools/publications/_pdf/pr_apx-
b_ethnographic.PDF
• http://wp.stolaf.edu/sociology/soan-373-ethnographic-research-
methods-final-papers/
• http://www.thesummitprep.org/pmisterovich/files/2011/11/Soc-
101-Ethnographic-Study-Examples-2011.pdf

16. Questions?

17. References&
Sources

18. References
Whitehead,T.L., (2004), "What is Ethnography?
Methodological, Ontological, and Epis temological
Attributes ", EICCARS Working Paper Series
Whitehead,T.L., (2002), "Introduction to Ethnographically
Informed Community and Cultural As s es s ment
Res earch Sys tems ", EICCARS Working Paper Series
Whitehead,T.L., (2002), "Bas ic Clas s ical Ethnographic
Res earch Methods - Secondary Data Analys is ,
Fieldwork, Obs ervation/Participant Obs ervation, and
Informal and Semi-s tructured Interviewing", EICCARS
Working Ppaper Series

19. Sources
Oskar Blakstad,O., (2008), “Research Basics”, [On-Line]:
https://explorable.com/research-basics
Shuttleworth,M., (2009), “What is the Scientific Method?”,
[On-Line]: https://explorable.com/what-is-the-scientific-
method
Shuttleworth,M., (2008). “Operationalization”, [On-Line]:
https://explorable.com/operationalization
Shuttleworth,M., (2008). “What is Generalization?”, [On-
Line]: https://explorable.com/what-is-generalization

20. Thank You!
Prof.Dr.Ing. David Luigi Fuschi
d.fuschi@bridgingconsulting.com