Disguised naturalistic observation involves recording the subjects in such a way that they are unaware of being studied while in undisguised naturalistic observation, the research subjects are aware of the fact that they are being understudied. This entails going through the field notes and formulating a convincing account of the behaviors and dynamics observed. There are a few key distinctions in ethnography which help to inform the researcher’s approach: open vs. closed settings, overt vs. covert ethnography, and active vs. passive observation. Ethnography is a flexible research method that allows you to gain a deep understanding of a group’s shared culture, conventions, and social dynamics. To gain access to the fans of a particular sports team, you might start by simply attending the team’s games and speaking with the fans. Usually, ethnographies are created through participant-observation and are a key part of anthropological research. In order to gather useful data, the researcher must ask the right questions. Ethnographic research is sometimes referred to as a thick description because of its in-depth observation and description of the subjects. Gross, Daniel. and it involves outlining hypotheses in the form of survey questions and administering these questions in the research environment. To access the employees of a particular business, you might contact the management and ask for permission to perform a study there. [Examples & Method], Target Market: Definitions, Examples + [Audience Identification], Ethnographic Research: Types, Methods + [Question Examples]. Just like ethnography research, netnography also requires close observation of interactional patterns in order to arrive at the most objective conclusions. The main advantage of ethnography is that it gives the researcher direct access to the culture and practices of a group. Different levels of immersion in the community may be appropriate in different contexts. Anthropology 1610 – Ethnographic Research Methods 5 WEEK 7 October 26 SPACE, TIME, AND NETWORKS ! In undisguised participant observation, the ethnographer becomes a part of the group being observed and reveals his or her identity as a researcher to the group. Business ethnographic research is a research design that involves observing consumer habits and target markets in order to discover true market needs and the overall disposition to your product or service. Revised on “Street Phenomenology: The Go-Along as Ethnographic Research Tool.” Ethnography 4: 454-485. …but group members may behave unnaturally due to feeling they are being observed by an outsider. Ethnography research enables the researcher to partake in the experiences of the research variables in their natural environment. This article focuses on another important qualitative methodology: ethnography. This type of research could sometimes last for years. !! Does this medication or treatment meet your needs? This method is quite similar to life and work techniques. What specific needs does the product fail to meet? Archival research adopts ethnography to a collection of related documents from the past which substitute for actual physical presence in the research environment. Gaining initial access to open groups is not too difficult…. Each approach has its own advantages and disadvantages. It takes time to observe research variables in order to arrive at cogent findings. The previous articles (there were 2 before this 1) in this series discussed several methodological approaches commonly used by qualitative researchers in the health professions. tool that allows you to create and administer online surveys for ethnography research easily while saving time and cost, and improving your research sample size. The word ethnography comes from Greek words Ethnos meaning people and Graphein meaning writing.