Ethnography‘Those who want to use qualitative methods because they are

easier than statistics are in for a rude awakening’ BUT they are VERY useful!

• ‘Ethno’ • Scientific description of culture based on

observations of ordinary interaction and negotiation between people

• Ethnographic research approaches involve– Participant observation– Interviewing (unstructured, structured, group)– (in combination with) surveying

Ethnography…

• Good for qualitative data – ie identify issues

• Not good for quantitative data – ie how much issues count

• Time consuming• Hard work• Language• Takes practice

What do we learn with ethnography?

• Understand meaning• Understand how people make decisions• Understand behaviour

– eg Why do people watch weather channels? – eg Why do people live in disaster-prone areas?

• Understand how people are impacted by change

Who plays?

• Informants: ethnographic informants selected for cultural competence rather than statistical representativeness– Key informants– Culturally specialized informants

Participant observation…the foundation of cultural anthropology

• Participation - participant observation involves fieldwork, but fieldwork does not always involve participant observation – Establish rapport– Spend time

• Observation - observe where the action is!– Fieldnotes– Photographs– Audio/visual recordings

• Researcher becomes instruments of data collection and analysis

Why use participant observation?

1. Increase breadth of exposure to types of data

2. Reduces ‘reactivity’ - tendency to change behavior when studied

3. Salient and relevant questions4. Intuitive understanding breeds

confidence5. Best method for the job