Complete the notes below. Write ONE WORD ONLY for each answer.
ETHNOGRAPHY IN BUSINESS
Ethnography: research which explores human cultures
It can be used in business:
- to investigate customer needs and 1
- to help companies develop new designs
Examples of ethnographic research in business
Kitchen equipment
- Researchers found that cooks could not easily see the 2 in measuring cups.
Cell phones
- In Uganda, customers paid to use the cell phones of entrepreneurs.
- These customers wanted to check the 3 used.
Computer companies
- There was a need to develop 4 to improve communication between system administrators and colleagues.
Hospitals
- Nurses needed to access information about 5 in different parts of the hospital.
Airlines
- Respondents recorded information about their 6 while travelling.
Principles of ethnographic research in business
- The researcher does not start off with a hypothesis.
- Participants may be selected by criteria such as age, 7 or product used.
- The participants must feel 8 about taking part in the research.
- There is usually direct 9 of the participants.
- The interview is guided by the participant.
- A lot of time is needed for the 10 of the data.
- Researchers look for a meaningful pattern in the data.