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 2 QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT 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 3 QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT 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 Ethnographic research 4 QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT 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 Ethnographic research 5 QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT 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 Ethnographic research 6 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 Ethnographic research 7 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? Ethnographic research 8 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. Ethnographic research 9 QUALITATIVE RESEARCH IN BUSINESS AND MANAGEMENT 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) Ethnographic research 10