Presented by:

Aiman Ali(1425)
Hajra Khan (1536)
Rida Batool (1467)
Zarmeena Kamal
(1531)
 Introduction

• Ethno = people. Graphy + writing; writing about people.

• Ethnography is a method of research in which the
researcher gathers data within a natural setting.
• No attempt is made to control variables within the
setting for this could alter or destroy the phenomenon
being studied.
• Set in specific location.
• Data can be gathered through interviews, observations
and document analysis.
• Data can be gathered using more than one of the data
collection methods.
ex

• For the purposes of market research,

ethnography is an indirect methodology
where consumers’ natural behavior in
their everyday environment is observed
allowing researchers to immerse
themselves in the consumers’ lifestyle
in order to understand their point of
view in detail and depth.
 History context of Ethnography

• Ethnography originated in early anthropology in

the 1800s.
• Ethnography was primarily developed and
history has
popularized by the anthropologist Bronislaw
Malinowski. influenced the
processes and
• The roots of ethnography lie in anthropological
methods of
studies that focused on studying social and
cultural aspects of small communities in foreign ethnographic
countries. study
• Ethnographers typically spent months or years
conducting research, during which they were
‘detached’ from those they were observing.
Development of
Ethnographic
research

• Late 19th century: anthropology.

• 1920s - 1950s: single case studies.
• 1950s - 1980s: education ethnography,
classrooms.
 Behaviours Beliefs
What are
Ethnograph
ers looking Shared
patterns;
for? Language
individuals who
interact on
regular basis
and over a
period of time.
Explanation
• Ethnography was developed by anthropologists in the
late nineteenth and early twentieth centuries for the
study of small-scale, traditional, isolated societies,
although it is now widely used by practitioners of many
disciplines in all kinds of research settings.
• Ethnography is the art and science of describing a
human group – its institutions, interpersonal behaviors,
material productions, and beliefs.
• ethnographic researchers are primarily concerned with
the routine, everyday lives of the people they study.
• Rick Damaso, the Lead Researcher at Key Lime
Interactive, says a good ethnographic research has
three superpowers, following are they:
• Empathy
• Listening and
• Curiosity
 Main Goal of
Ethnographic Research
Main Goal
• The main aim of ethnographic research is to
attempt to understand what is happening naturally
in the setting and to interpret the data gathered to
see what implications could be formed from the
data.
• Ethnographic research is concerned with
understanding socio/cultural problems and using
these understandings to bring about positive
change in communities, institutions, or groups.
• It is carried out in a natural setting, not in a
laboratory. It involves intimate, face-to-face
interaction with participants. It presents an
accurate reflection of participant perspectives and
behaviors.
 Advantages and
Disadvantages of
Ethnographic Research
 ADVANTAGES
Uncovering and analyzing
It can help identify and relevant user attitudes and
analyze unexpected issues emotions
High external validity

Not too expensive as

compared to other It can easily evolve and
researches Advantages discover new things

It helps people know

It helps increase
more about other
scientists’ understanding
cultures Observes behaviors in of human behavior
their natural settings
 DISADVANTAGES
Main criticisms levelled at
Difficult to check the ethnographic studies is the
validity of researchers amount of time they take to
It can lead to cultural
conclusion conduct
bias.

Another biggest drawback It depends on the

is that it takes a substantial ethnographer’s
amount of time. Disadvantages relationship with his
subjects

It can be difficult to
choose a representative Dependent on
sample It depends on people’s researchers observations
openness and honesty.
Ethics in Ethnographic
Research
 In a nutshell, researchers must make their
research goals clear to the members of the
community where they undertake their
research and gain the informed consent of
their consultants to the research beforehand.
 Working with children under supervision.
 Collection of audio or visual data, it should
be done carefully and privately.
 Storage of data and re-use of data.
 Most of all, researchers must be sure that
the research does not harm or exploit those
among whom the research is done.
CHARACTERISTICS
OF
ETHNOGRAPHIC
RESEARCH
• Contextual • Organic
• Unobtrusive • Natural settings
• Longitudinal • Multiple Methods for data
• Collaborative collection

• Interpretive • Researcher is the

instruments
 TYPES OF
ETHNOGRAPHIC
RESEARCH
 Business
Ethnographi
c Research

TYPES OF
ETHNOGRAPHI
C RESEARCH

Medical Educational
Ethnographi Ethnographi
c Research c Research
TYPES OF
ETHNOGRAPHIC
RESEARCH
•BUSINESS ETHNOGRAPHIC RESEARCH:
• Involves observing consumer habits and
target markets.
• Combines different techniques including
fieldwork, physical interviews and online
surveys in order to gather useful data on
the consumer habits of target markets.
• The aim of this research design is to
discover recurring client behavioural
patterns that can serve as key market
insights.
MEDICAL ETHNOGRAPHIC RESEARCH:
• Research used for qualitative investigations in
healthcare.
• Helps medical practitioners to understand the
dispositions of patients ranging from the simplest to
the most complex behavioral patterns.
• Enables the healthcare provider to have access to a
wealth of information that will prove useful for
improving a patient’s overall experience.
EDUCATIONAL ETHNOGRAPHIC RESEARCH:
• Research design that involves observing teaching and
learning methods and how these affect classroom
behaviors.
• This research model pays attention to pedagogy, its
effects on learning outcomes and overall
engagements by stakeholders within the classroom
environment.
METHODS
 Naturalism

Participant
Archival
Observatio
Research
n

Surveys Interviews
MEHODS OF ETHNOGRAPHIC RESEARCH
Naturalism:
• Researcher observes the
research variables in their
natural environment in order
to identify and record
behavioural patterns.
• Involves living in the natural
environment of the group or
individuals being researched
for a period of time in order to
record their activities.
• Naturalistic observation can
be disguised or undisguised.
Participant Observation:
• Ethnographer gathers
information by participating
actively and interacting with
the research subjects.
• This gives the researcher
access to information that can
only be made available to
members of the group.
• There are 2 types of
participant observation which
are, disguised participant
observation and undisguised
participant observation.
Interview:
• Qualitative research method that
merges immersive observation
with one-on-one discussions in
order to arrive at the most
authentic research outcomes.
• Converses with members of the
research group as they engage in
different activities related to the
research context.
• The researcher gathers relevant
data related to the goals and
behaviors of the members of the
research group.
• Usually informal and
spontaneous.
Surveys:
• Inductive research method that is used to
gather information about the research subject.
• Also referred to as analytic induction.
• Involves outlining hypotheses in the form of
survey questions and administering these
questions in the research environment.
• Discovers the causative factors of certain habits
of the research group and come up with
accurate explanations for these behaviours.
Archival Research:
• The researcher analyses existing research,
documents and other sources of information
about the research group in order to discover
relevant information.
• Also referred as understanding.
• Reduces the chances of experimental biases
since the researcher does not directly interact
with the subjects.
• Allows the ethnographer to have access to a
large repository of research data that results in
more accurate findings.
 • Another research technique designed to help

Collecting
ethnographers study cultures.
• artifacts are texts that can and should be read
and together with other research data.
• The meaning of cultural artifacts within the culture
reading which you are studying contributes to the meaning
of the culture overall.
cultural • Researchers would not just collect these objects
artifacts and describe them in the project, but also try to
figure out what the mean for the people of the
culture.
Guidelines Researchers
Follow
• Researchers pay attention to the items around and what
the people in the culture do with those items.
• Pay attention to the items that seem important, useful, or
indispensable to the members of the culture.
• Begin by noticing the appearance, size, texture, and other
visible qualities of the artifact.
• Talk to the members of the culture they are studying to
learn about the artifact’s purpose, history, peculiar
features, and so on.
• Notice ways in which the artifact is being used by the
members of the culture.
• Find out about the artifact metaphorically or symbolically.
Behind its physical reality, what can the artifact symbolize
or stand for in the culture that you are studying?
 Ethnographic
Interview

PURPOSE TARGET PROCEDURE

Informants In-depth
Cultural Personal
In-depth
knowledge
Representative or Topic interview Elicitation
information and beliefs histories Individuals experts (Unstructured Techniques
or Semi )

Description of
practices and
traditions
Ethnogra
phy VS
other
research
types
Importance of Ethnographic research
• Richer comprehensive prospective- in-depth understanding of the
culture amongst group of interest
• Gives importance to a specific group – provides understanding to
outsiders
• Detailed interpretation beyond that of quantitative research
• All anthropology depends on ethnographic research