UE Research Method-ethnography (ethnography)

Ethnography, ethnography, has the connotation of the human portrait, originally for social human scholars to participate in the observation method, to the specific culture and society collection production data, records, evaluation, and social or anthropological theory, to explain such observations of a research method.

The scope of ethnography: anthropology, Sociology, pedagogy

Ethnographic research methods: mainly including observation (participatory and non-participatory observation), interviews and other common questionnaires; case description, comparative method, classification method

Ethnographic Research process:

-Preparation: Identify research focus, objectives, and problems; identify the place; Develop the role of researcher in fieldwork "1"

Put aside the previous research theory and research results until the correlation is found in the field, then pay attention to it;

Ethnographic entry into the field should establish a harmonious relationship with the people in the research place, including social map+spacial map+temporal map

-Outline fieldwork: Select participants, context and activities (including target sampling)

When a target sample is sampled, several sampling methods may be available:

Integrated Sampling-ideal, of a large size; sampling or quota sampling-representing the units of the main unit of analysis; NET sampling and snowball sampling-Specifies the next participant, mostly in depth interviews; extreme case sampling-find typical or general; Typical case studies-identify general case characteristics Unique case sampling-unusual or infrequent; Prestige case sampling-http://www.aliyun.com/zixun/aggregation/10734.html "> expert advice; key case sampling-particularly important, logical, and extensive references Intensive case sampling; conceptual/theoretical standard sampling-consulting rich or familiar with situational experience;

-Selection of data collection methods: mainly include interactive observation, interview, collection of artifacts, application of supplementary techniques and other common questionnaire methods.

Each method can be subdivided into more specific techniques, and a typical ethnography uses multiple ideas, even using a variety of strategies to determine the data collected by a strategy.

Observation: On-site participation in observation, fine observation and listening, long time collection of data, confirmation of observations, observation of significant matters, field answers, reflective records

Deep interview: To get the respondent's response to a certain thing and the way of thinking, here should pay attention to the type of interview, the quality of the problem, order, logic, do a good interview record, do not miss any details

-Collection of artifacts for the purpose of locating, confirming, analyzing, identifying and interpreting

Collection of personal or official documents: written and symbolic records held by social group participants

Objects: Objects showing social meaning and value

-Supplementary methods

Visual

Analyze Nonverbal communication

Focus Group

Deep visit

-Analysis Data: Case description, Comparison method, classification method

to the goal-oriented, produce some ideas and propositions, and finally get the concept. Coding classification, arranging data order; Reliability of estimate data: Looking for negative evidence, avoiding special examples using triangulation method to compare information

presents construction materials, such as flowcharts, matrices

-Make a conclusion

The advantages and disadvantages of ethnography research

Advantages：

1, the hypothesis is dynamic, the conclusion is open

2. Easier access to new insights and assumptions

3. Realistic assumptions can be established

4, more unexpected than the traditional method of harvest

5. With continuity

Shortcomings：

1. Ethnographic researchers require a higher demand for technical training, and observers often have preconceived notions

2. Spend a lot of time and money

3. Long record and difficult to quantify

4, the observer will have emotional and emotional input

Problems such as the inability to quantify, and the use of sampling procedures vary from person to person, are issues of ethnography. However, we have to dialectically look at this problem, each scientific method has its advantages and disadvantages, we can do is to use this method as far as possible, as far as possible to make its results more credibility. This method can be noted:

1. Extend the time of field work

2, the movement various method strategy

3. Language used by verbatim recording participants

4. A description of low inference

5, the use of a number of researchers

6. Mechanical record material

7, the use of information provided by the participants

8. Participation and inspection by members

9, the use of participants review

10. Use of participant negative cases

Classic case:

One, Zhang Tongdao movie villain Country: http://movie.douban.com/subject/3778273/

Second, from 1980-90 Saunders to the casino and gamblers conducted a series of research, published a number of papers. For example, SAUNDERS12 a month to track and observe the behavior of 2 gamblers teams, by attending gamblers meetings, private interviews, and informal gatherings. He concludes and draws some broad conclusions: gamblers will be affected by many factors in the process of returning to normal people, leading to the change and recovery of gamblers, or refusal to change. Later, some of his papers and ideas were also used by some research gamblers in the psychological treatment of gambling.

Now think about it, in fact, in the life style of the project, has been used in the ethnographic methodology, but at that time they have always thought that this is called deep visit, not to delve into the methodology behind it, all of the above mentioned process and attention matters, seems to have been used at that time, Now I just want to sum up this methodology and expect to be able to use it in a later project (now I can think of using the analysis of social sellers). Unlike the Seabuckthorn report, perhaps the focus is on the specific product or some product issues.

In addition, in the Ideo innovation method, saw extreme User interview, behind this research theory, still have the attention to extreme samples, want to know why?!

"1" Fieldwork: Human scholars carefully observe, record, participate in the daily life of different cultures, they engage in these activities are called "field work" (fieldwork), their method is also known as "field work Method"

Source: ued.taobao.com