Questions 1-10
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.
