ETHNOG RAPHY  IN  BUSI ESS

Ethnography: research which explores human cultures
It can be used in business:
• to investigate customer needs and 【B1】 .............................
• to help companies develop new designs

Examples of ethnographic research in business
Kitchen equipment
• Researchers found that cooks could not easily see the 【B2】 .............................in measuring cups.

Cell phones
• In Uganda, customers paid to use the cell phones of entrepreneurs.
• These customers wanted to check the 【B3】 .............................. used

Computer companies
• There was a need to develop 【B4】 .............................. to improve communication between system administrators and colleagues.

Hospitals
• Nurses needed to access information about 【B5】 ..............................in different parts of the hospital.

Airlines
• Respondents recorded information about their 【B6】 .............................. 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, 【B7】.............................. or product used.
• The participants m ust feel 【B8】.............................. about taking part in the research.
• There is usually direct 【B9】.............................. of the participants.
• The interview is guided by the participant.
• A lot o f time is needed for the 【B10】 ……………………………………of the data,
• R esearchers look for a m eaningful pattern in the data.