Ethnography
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Transcript of Ethnography
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What is Ethnography?What is Ethnography?
Defined as: Defined as: a method of observing human interactions in a method of observing human interactions in
social settings and activities (Burke & Kirk, 2001)social settings and activities (Burke & Kirk, 2001) as the observation of people in their ‘cultural as the observation of people in their ‘cultural
context’ context’ the study and systematic recording of human the study and systematic recording of human
cultures; cultures; alsoalso :: a descriptive work produced from a descriptive work produced from such research (Merriam-Webster Online)such research (Merriam-Webster Online)
Rather than Rather than studyingstudying people from the outside, people from the outside, you you learn fromlearn from people from the inside people from the inside
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(Anderson, 1997; Malinowski, 1967; (Anderson, 1997; Malinowski, 1967; 1987; Kuper 1983)1987; Kuper 1983)
Who Invented Ethnography?Who Invented Ethnography? Invented by Bronislaw Malinowski in 1915Invented by Bronislaw Malinowski in 1915
Spent three years on the Trobriand Islands (New Spent three years on the Trobriand Islands (New Guinea)Guinea)
Invented the modern form of fieldwork and Invented the modern form of fieldwork and ethnography as its analytic componentethnography as its analytic component
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(Anderson, 1997; Malinowski, 1967; (Anderson, 1997; Malinowski, 1967; 1987; Kuper 1983)1987; Kuper 1983)
Who Invented Ethnography?Who Invented Ethnography?
Documented three Documented three types of datatypes of data Detailed Detailed
description of day description of day to day life and to day life and activitiesactivities
All stories, All stories, narratives, myths, narratives, myths, etc.etc.
Synoptic ChartsSynoptic Charts
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(Salvador & Mateas, 1997)(Salvador & Mateas, 1997)
Traditional VS Design EthnographyTraditional VS Design Ethnography
TraditionalTraditional Describes cultures Describes cultures Uses local languageUses local language ObjectiveObjective Compare general Compare general
principles of societyprinciples of society Non-interferenceNon-interference Duration: Several YearsDuration: Several Years
DesignDesign Describes domains Describes domains Uses local language Uses local language SubjectiveSubjective Compare general Compare general
principles of designprinciples of design InterventionIntervention Duration: Several Duration: Several
Weeks/MonthsWeeks/Months
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Why do an Ethnographic Study?Why do an Ethnographic Study?
““Things aren’t always what they seem”Things aren’t always what they seem” Practitioners/ ‘Natives’ are not always the best Practitioners/ ‘Natives’ are not always the best
people people Lack insight Lack insight DiscoveryDiscovery
N.B. – ethnographer should guide design team, N.B. – ethnographer should guide design team, not vice versa.not vice versa.
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When & Where is it used in the When & Where is it used in the Design Process?Design Process?
Pre-design Pre-design During design During design Evaluation StageEvaluation Stage Depends on time Depends on time
constraints and when it constraints and when it was first implemented.was first implemented.
The sooner, the better.The sooner, the better. Ethnographer should be Ethnographer should be
seen as a key member of seen as a key member of the design team.the design team.
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MethodologyMethodology
Step 1: PreparationStep 1: Preparation
Step 2: Field StudyStep 2: Field Study
Step 3: AnalysisStep 3: Analysis
Step 4: ReportingStep 4: Reporting
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(Rose et al., 1995)(Rose et al., 1995)
Step 1: Preparation Step 1: Preparation
Familiarize yourself with:Familiarize yourself with: Organization policiesOrganization policies Work cultureWork culture Current System & its historyCurrent System & its history
Identify the Focus of the StudyIdentify the Focus of the Study Set initial goals and prepare Set initial goals and prepare
questions. questions. Can be Can be guidedguided by designer goals by designer goals
Gain access and permissionGain access and permission Gate-keepers vs. SponsorsGate-keepers vs. Sponsors
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(Rose et al., 1995)(Rose et al., 1995)
Step 2: Field StudyStep 2: Field Study
Field notes, audio, or video Field notes, audio, or video recording. recording.
Follow any leadsFollow any leads
Establish rapport with managers and users. Establish rapport with managers and users. Record everything: Record everything:
your visits, observations, impressions, feelings, hunches, your visits, observations, impressions, feelings, hunches,
emerging questions, etc.emerging questions, etc.ASAP for accuracy ASAP for accuracy Be Meticulous!!!Be Meticulous!!!
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(Rose et al., 1995)(Rose et al., 1995)
Step 3: Analysis Step 3: Analysis
Compile data into databases:Compile data into databases: NumericalNumerical TextualTextual Multimedia Multimedia
Quantify data and compile Quantify data and compile statistics. statistics.
Reduce and Interpret Data. Reduce and Interpret Data. Review and Redevelop Ideas.Review and Redevelop Ideas.
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(Rose et al., 1995)(Rose et al., 1995)
Step 4: ReportingStep 4: Reporting
Consider multiple Consider multiple audiences and audiences and respective goals. respective goals.
Prepare a report and Prepare a report and present the findings. present the findings.
Have debriefing Have debriefing meetingsmeetings
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(Randall/Rouncefield, CSCW 1996 (Randall/Rouncefield, CSCW 1996 Tutorial)Tutorial)
Ethnographic Report Ethnographic Report
Purpose Statement Purpose Statement Executive SummaryExecutive Summary Main Body Main Body Future ResearchFuture Research Appendix Appendix DebriefingDebriefing
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(Nielsen, 2002)(Nielsen, 2002)
Dos & Don’ts Dos & Don’ts
Don’tDon’t Ask simple Yes/No Ask simple Yes/No
questionsquestions Ask leading questionsAsk leading questions Use unfamiliar jargonUse unfamiliar jargon Lead/guide the ‘user’ Lead/guide the ‘user’
DoDo Ask open-ended Ask open-ended
questionsquestions Phrase questions Phrase questions
properly to avoid biasproperly to avoid bias Speak their languageSpeak their language Let user notice things Let user notice things
on his/her own on his/her own
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AdvantagesAdvantages
‘‘Real-world’ dataReal-world’ data Provides in-depth Provides in-depth
understanding of people understanding of people in an organization.in an organization.
DiscoveryDiscovery Can be economical (if Can be economical (if
you ‘do it yourself’). you ‘do it yourself’).
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DisadvantagesDisadvantages
Context too specificContext too specific ‘‘Going native’ Going native’ Must negotiate access Must negotiate access Time & Money Time & Money Data is messy and often unstructured. Data is messy and often unstructured. How do you assess significance? How do you assess significance?
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Potential ProblemsPotential Problems
CommunicationCommunication Ethnographers VS Software Engineers Ethnographers VS Software Engineers Solved via Iterative approach.Solved via Iterative approach.
Multiple RolesMultiple Roles Time & MoneyTime & Money GeneralizabilityGeneralizability