Ethnography is a research method used to learn about the lives of others. It helps us understand how and why people behave differently in various societies or cultures.
Ethnographic research is the process of collecting data about a group of people. It’s a popular technique used by anthropologists, sociologists and others who study human behavior. It’s mainly thought of as a qualitative research method, which means it allows us to study subjects that don’t lend themselves to numerical data. But, it can be used to collect quantitative data as well.
To find out more about the meaning of ethnographic research, read on.
What Is Ethnographic Research?
When we wish to understand a particular social phenomenon, ethnographic research can be a useful tool.
Ethnography is a great method to understand how cultures work and affect the people who belong to them. To do this properly requires detailed observations about what is going on in a particular society. Here are some defining features of this type of research:
- We can conduct ethnographic research in the natural setting of subjects or respondents. Researchers must travel to where their subjects are. The fieldwork can be completed by several researchers who specialize in this type of work if it spans a large sample size or a wide geographical area.
- Ethnographic researchers avoid making judgments about specific cases. They don’t judge people on dimensions such as morality and social behavior. Instead, they describe their experience of social groups. They don’t treat people as objects for data collection but as subjects who must give their informed consent for such research.
- There are focused ethnographic methods where only one type of data is collected. For example, if the subject is food eaten in a certain culture, researchers may concentrate on kitchen habits, recipes and how food is sourced.
- You can collect demographic data, which includes information about the culture’s people. This is where quantitative data can also come into play.
- Ethnographers need large amounts of data. The more time researchers spend immersed in the subject’s society, the better understanding they’ll have of the culture.
Now that we’ve answered the question, “What is ethnographic research?”, let’s look at how it’s done.
Ethnographic Research Methods
As we’ve discovered, ethnographic research is a method often used to study another culture or group of people. It’s a powerful tool to understand the world better. It can be done through observation, active participation and even interviews with the people being studied.
In the field, anthropologists often take notes while observing their subjects. They also record conversations and keep a journal of what they see. Later, these findings get transcribed and analyzed for accuracy. In addition, multiple researchers can work to get a clear picture of a culture or community. All of this data can go into a book, article, or scientific report that describes the findings of the group’s research.
Let’s look at some specific research techniques used in an ethnographic study:
As the goal of ethnographic research is closely studying an individual (or group) in their natural environment, observation is the primary method used. Researchers can observe the same people or groups on a regular basis for several weeks or months at a time.
The researchers can interview two people within the same culture. They may be related to each other in some way or involved in different actions. This method is used to gather data in many types of research, including medical research.
The researcher joins a group of people being studied, either by living with them or by observing them for an extended period of time during the day. They record what they see. Participant observation is most often used in social science fields, including anthropology, social psychology and sociology.
Field notes come in two types: primary and secondary. In some types of research, such as participatory action research, field notes are the primary documents for analysis and interpretation. However, field notes are often secondary documents used to provide background information for analysis and interpretation.
While ethnography is a useful method of research, it isn’t suitable for all situations.
When To Use Ethnographic Research Methods
Some consider ethnographic research more art than science. Cultures and cultural phenomena aren’t easy to quantify, so they can be open to interpretation. That’s when the meaning of ethnographic research really comes into its own.
Quantitative researchers try to gather data objectively through numbers and statistics, while qualitative researchers use their observations to describe what they see taking place in a particular culture or society. Quantitative research tries to infer from past experiences to predict future events or results. Qualitative researchers aim to understand a culture or society by listening to what its members have to say about it.
Ethnographers can employ quantitative methods in their study. But, it’s the qualitative component that sets this method apart. The data can shed light on an issue. That’s why ethnographic methods can be so effective in getting to know groups of people, their cultures and social interactions. It tends to be used in anthropology, sociology and political science but has wider applications too.
Examples Of Ethnographic Research
Ethnographic research can be used to study issues big and small, cultural or business-related. Here are a few examples of its uses:
- The principal subject of ethnography or ethnological research is to study culture, society, ethnic groups and human behavior.
- Among cognitive scientists, ethnographic research is usually done to understand the general functioning of cognition in a particular group of people.
- In business, we can see examples of ethnographic research used for product development, where companies learn how consumers use their products.
- It also applies to marketing research, where companies can develop a sense of how the public thinks about their product.
- In social work, ethnographic research is used to find out how people cope with problems and challenges they face in their daily lives.
- Another application is in the design of interactive technologies. By observing how people interact with existing technologies, engineers can design new ones that are more effective and user-friendly.
These are just a few examples of how ethnographic research can be used.
Challenges Of Ethnographic Research
As with other research methods, there are challenges to ethnographic research. It’s important to consider these before choosing the right research method. Here are some points to keep in mind:
- It’s time-consuming. In almost every case, it takes a lot of effort for anthropologists to go into another culture and learn about it.
- Results from ethnographic research only apply to the people being studied. It’s difficult to generalize those results to other cultures or societies as a whole.
- The specifics of what was said in an interview may not be reported accurately due to communication barriers. It may also be because researchers weren’t sensitive to the people being studied. If an ethnographer is insensitive to a culture’s people, they may not talk with them freely.
- It’s subject to interpretation. A researcher’s interpretation of the data may be biased.
- Sometimes people don’t want their cultural information shared with outsiders. This may prevent them from speaking clearly or giving consent to researchers.
- There are practical and ethical concerns of ethnographic research. However, getting prior consent of the participants, maintaining their confidentiality and a proper research design can mitigate these issues.
Advantages Of Ethnographic Research
Just as there are drawbacks, there are clear advantages to using ethnographic research. Let’s recap these:
- Ethnography can make it easier for researchers to understand a culture and the way people see themselves. This gives researchers a wider view of how cultures function, which can be very helpful.
- Ethnographic research also allows researchers to document a society or group of people. People around the world can then benefit from that knowledge.
- It provides a different way to collect data about social structures and the way people interact with one another.
- We can also use ethnographic research as a form of advocacy. For example, anthropologists can help those being studied gain access to resources that were previously unavailable to them. By studying remote or marginalized communities, we can better understand their needs and priorities.
These are just a few of the strengths of ethnographic research, a widely used method in the social sciences. Ethnographic research can provide valuable insights into people and how they live. That’s important information to have for a professional on an upward trajectory.
Understanding the nuances of consumers, markets and social change can give you a huge leg up. With Harappa’s Thinking Critically course, our learners achieve this and more. Decision-making, planning and course correction are all easier when teams are equipped with the frameworks and knowledge to think better.
Discover more from Harappa with a selection of trending blogs on the latest topics in online learning and career transformation