ETHNOGRAPHIC RESEARCH Chapter 8 MYERS © 2008 Michael D. Myers

MYERS
QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT
ETHNOGRAPHIC RESEARCH
Chapter 8
Sage Publications Limited
© 2008 Michael D. Myers
All Rights Reserved
QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT
Introduction
Written Record

Data Analysis
Approach
Ethnographic research is one
of the most in-depth
research methods possible

An ethnographer sees what
people are doing as well as
what they say they are doing

It provides researchers with
rich insights into the human,
social and cultural aspects of
organizations
Data Collection
Technique
Research Method
Philosophical
Assumptions
Ethnographic research
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The purpose of ethnography

The main purpose of ethnography is to obtain a deep
understanding of people and their culture

One distinguishing feature is fieldwork

Ethnographers immerse themselves in the life of people they
study [Lewis, 1985] and seek to place the phenomena
studied in their social and cultural context

In ethnographic research, the context is what defines the
situation and makes it what it is
Ethnographic research
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Ethnographic research and case study research
compared
Ethnographic research
Case study research
Time commitment – significant length of
time required in the field
(months/years)
Time commitment – less time required in
the field (weeks/few months at most)
Orientation of researcher – learns from
people
Orientation of researcher – studies
people
Type of data collected – interviews,
documents, notes from fieldwork and
participant observation
Type of data collected – mostly
interviews and documents
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Some approaches to ethnographic research

There are many different schools or views about
ethnography:

The holistic school – emphasizes empathy and identification
with the people

The semiotic school – emphasizes ‘thick description’

Critical ethnographers – emphasize critique

Netnography – fieldwork with online communities over the
Internet
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How to do ethnographic research:
some practical suggestions

Write up field notes on a regular basis –
write it down!

Write up an interview ASAP

Regularly review and develop your ideas
as the research progresses

Develop strategies to deal with a huge
amount of data
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Critique of ethnographic research
QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT

Advantages:
– One of the most valuable aspects is the depth of understanding
– Can challenge ‘taken for granted’ assumptions

Disadvantages:
– Takes a long time
– Does not have much breadth
– It can be difficult for some to write up the findings for a journal article
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QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT
Evaluating ethnographic research studies

Is this a contribution to the field?

Does the author offer rich insights?

Has a sufficient amount of data been collected?

Is there sufficient information about the research method?
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QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT
An example of ethnographic research in marketing:
Kozinets (2001)

Star Trek is one of the great consumption phenomena of our
time

Four spin-off series, nine major motion pictures, and billions
of dollars in licensed merchandise revenues

Kozinets, a marketing researcher, published his findings in
the Journal of Consumer Research (2001)

Kozinets used ethnography to study Star Trek’s sub-culture
of consumption. He used participant observation at various
fan gatherings and fan-related meetings. He also used email
interviews with 65 self-proclaimed Star Trek fans.
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Kozinets’ article

Informs our understanding of
entertainment and mass media
consumption

Portrays a group of devoted consumers
socially constructing reality, rather than
merely passively consuming a product

Suggests that entertainment products are
key conceptual spaces that consumers use
(Kozinets, 2001)
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