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Ethnographic Methods

Ethnographic Methods. What are they? What are their advantages and disadvantages? Discuss examples of this type of research. Demonstrate your specific knowledge of this type of research.

Ethnographic Methods

Ethnography can be used in the investigation of complex or critical design problems (Hammersley). Therefore a good researcher is needed during observation and interaction with the study population in their natural environment. Therefore, ethnographic research refers to the qualitative methods that are used by researchers to observe and interact with their study population in their natural environment. It is also focused on looking at the deeds and wordings of the study population, their interaction with one another as well as their social and cultural environment. Besides, ethnographic methods are used to investigate the language, rituals, symbols, as well as the shared meanings within a society with the primary aim of providing an explanation of the specific cultures under investigation against their theoretical backdrop.

The research parameters of the ethnographic methods include inductive, longitudinal, qualitative, and exploratory parameters (Bernstein and Daniel). The process of data collection in the ethnographic research is best done on an iterative basis that involves the researcher taking on has been described as a reflex role, that is, observation, reflection, building up a theory, and getting back to the field for testing. Testing is significant because of the inevitable element of subjectivity in a research method, especially where the researcher is also the instrument. Practical considerations during ethnographic data collection include time and place. Regarding data collection and triangulation, most of the researches consider using participant observation that is usually triangulated using interviews.

There are specific times when ethnographic research can be used. It is most useful in the initial stages of user-centered design research as ethnography emphasizes on the development of an understanding of the design problem. Another instance is to evaluate an existing design in which its true values are obtained from the development of an early comprehension of the relevant domain, process, audience, context, and goals. Finally, the ethnographic method is recommended for complex and critical design problems.

Advantages of Ethnographic Methods

One of the major advantages of using ethnographic methods is that it aids in the identification and analysis of unexpected problems during research. Another advantage is that it helps individuals in learning more regarding their cultures as it involves the study of ways of life of a specific culture. Business-wise, ethnographic research enables businesses to learn more about the target market, and this helps in making the right decision, which will increase their sales. For example, a culture that doesn’t favor pork business will prompt the investor to look for alternative markets. Another advantage is that it helps in increasing the understanding of human behaviors to the scientists as it is involved in studying the behavior of a community.

Disadvantages of Ethnographic Research

One of the major disadvantages of ethnographic research is that it is challenging to choose a representative sample as most of the research relies on qualitative research, and this makes it hard for the researcher to choose their study sample (Khajeheian). Another disadvantage is that it takes a lot of time to conduct ethnographic research as it takes time for the researcher to establish their connection and build a good rapport with the people. Besides, the research is dependent on the researcher’s relationship with the subjects and also the openness and honesty of the study population.

Example of Ethnographic research

Social media analytics, where the social media posts are unprompted and make an impact on the consumption patterns, thus essential in digital ethnography.

Eye-tracking to understand consumer behavior and measuring market effectiveness

Another example is discovery forums in which individuals are involved in describing their day-to-day routines and behaviors as they interact with other people, such as family members.                  

Works Cited

Bernstein, Alissa, and Daniel Dohan. “Using Computational Tools to Enhance Comparative Ethnography.” Beyond the Case: The Logics and Practices of Comparative Ethnography (2019): 209.

Hammersley, Martyn. “What is ethnography? Can it survive? Should it?.” Ethnography and Education 13.1 (2018): 1-17.

Khajeheian, Datis. “Enterprise social media: Ethnographic research on communication in entrepreneurial teams.” International Journal of E-Services and Mobile Applications (IJESMA) 10.1 (2018): 34-46.