Ethnography
is unobtrusive research through observation and limited
interaction.
The researcher plays the role of an independent, neutral
and - in the
case of immersion - an invisible observer. The key is to
make detailed
observations of the environment with minimal interaction.
You do not
want to influence the data you collect by interacting with
the subjects
of your observation. Ethnographic
research can be very complex and involve a scientific
process of data
collection and coding. However, for the purposes of
undergraduate-level research, a more simplistic approach
is often all
that is necessary. These are some basic steps in
conducting
ethnographic research:
- Start with a game plan.
Before you begin this process, have a good sense of
the kind of data
you want to collect. That's why a good
foundation of secondary
research is very helpful in this process. Knowing the
nature of the
challenge you face can dictate the kind of data you
want to collect.
For example, if your challenge is to attract more
tourists to a
community, then you should focus on how
visitor-friendly the community is in terms of signage,
parking, accommodations, etc.
- Start with an open-mind and fresh
eyes.
Objectivity is mandated. Don't begin observing a
situation with
preconceived notions. They can color your
observations and keep
you from getting to the truth. For example. an
observer from a
big city may assume that people in rural communities
are jealous of his
or her lifestyle. The researcher may be
surprised to discover
that such an
assumption may be completely opposite from the truth.
Forget what the
brand is or what the client wants it to be. Try
to figure out
what it really is.
- Remember that you are a researcher
and not a spy.
All researchers -- especially those who represent this
university --
are expected to engage in ethical conduct. It is
not necessary to
lie to someone who may be curious about what you are
doing. It is
all right to tell someone who you are, who you
represent and the reason
you are observing. The worst case scenario is that the
person may not
wish to talk to you or will ask you to leave. If
that's the case,
disengage with courtesy. However, more often
than not, such a
disclosure may open a useful line of conversation that
provides
meaningful information.
- Be super-vigilant.
Don't try to decide what is and is not important while
you are in the
field. Take it all in. The time for
deciding which data are
meaningful and which are not comes later during
analysis.
Sometimes the smallest, most innocuous observation can
become an
important key in addressing your client's needs.
Ask yourself:
- What does it look like?
- What does it smell like?
- What does it sound like?
- What does it taste like?
- What does it feel like?
To
put it another way, pay
attention to all of your senses. For example,
Tacoma, Washington,
is known for the pungent smell emanating from its local
paper
mills. Outsiders call it the "Tacoma Aroma," an
image the local
Chamber of Commerce would just as soon forget.
Individual observations may seem meaningless. However,
in combination
with other observations, may serve like individual
puzzle pieces
completing a picture.
- Take notes.
Have a note pad or a small tape recorder with you. If
it is practical,
a camera can be very useful. A good ethnographic
observation
takes in a lot of detail. Don't rely on your
memory. If you are
in a situation where a note pad or recorder are not
practical, possible
or may have a negative effect on interaction, try to
capture on paper
or on a recorder what you have
observed and heardas soon as possible after the fact.
- Engage in meaningful small-talk.
Some forms of ethnography involve informal
interviews.
These may be "off-the-cuff" conversations researchers
have with people
they meet, such as small talk with a server in a
restaurant. Meeting
and talking with people can be a source of valuable
data.
Remember the first point -- you have a game plan and
are looking for
certain kinds of information. Keep the conversation
informal and
light. If you want to take notes or record the
conversation, ask
first - but keep in mind that doing so may influence
the conversation
and remove its spontaneity. The key is to make
people you
encounter comfortable.
They are more likely to trust you as a casual friend
than as a formal
interrogator. And, again, never lie about who you are
and what you are
doing.
- Write your ethnographic
descriptions in a neutral, third-person voice.
When it comes time to commit your research to paper,
deliver just the
facts. Save any opinions you might have for the
analysis (which is
addressed in the next point). Stay away from the
first-person "I"
and "we," as well as the second-person "you."
The observer writes
the description as if he or she is on the outside
looking in. If
you use people's names, always use the full name (if
known) in first
reference and the family (last) name in second an
subsequent
references. Calling a person by his or her first name
is too causal and
can be considered, by some, as disrespectful.
- Analyze, don't recommend.
It is permissible to make suggestions about future
avenues of research
and possible tactics/strategies to pursue. But
remember that
recommendations are not made during the research
stage. Those
come in the planning process and in conjunction with a
comprehensive
examination of goals, objectives and tactics. All
observations and
suggestions should be supported by evidence. For
example, it is
not enough to say a town's downtown area is
unattractive. Cite
specific reasons and standards by which you make such
a judgment.
- Write your report as if you expect
those you have observed will read it.
It is all right to have passion for your work.
But don't let that
passion spill over into this narrative. This is
research and,
therefore, not the place for it. Your tone
should be neutral, not
strident. Frame your comments in positive terms.
It is
permissible to make criticisms. However, if you
do, remember the
Mary Poppins Rule: "A spoonful of sugar helps the
medicine go down."
Ethnography is considered primary research in that it is
original
research created by the observer. It is also
qualitative,
informal research, which means it is not necessarily
representative of
that which is being studied. (For example, activity within
a community may be
different on a weekend than it is on a weekday.) Upon its
completion,
ethnographic research may raise questions and suggest
solutions that
merit further research. Ethnography should not be the only
research you
conduct, but should be part of a more comprehensive
research strategy.
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