Michael Khoo:
Ethnography in the Academy
- Ethnography as a method, which can be used to answer questions in different disciplines.
- Methods
- Qualitative / quantitative
- Setting
- Length/type of observation - multiple observations
- Resource limitations
- Theoretical approach
- His method is an interpretative approach based on Clifford Geertz
- You can't understand what people do until you see them do it in context
- Lots of data gathering methods
- Surveys
- Interviews
- Focus groups
- Observation
- Field notes
- Audio/video recording
- Material artifacts
- ...and more...
- Action research approach to generate both practical and theoretical outcomes
- The researcher is an instrument. The research absorbs data by being there and can begin to analyze it.
- Distinction between emic and etic perspectives
- The subject's perspective versus the researcher's perspective
- Inside versus outside perspective
- Case study
- He is doing a project with the Drexel Library
- Doing data gathering
- Seating instrument
- Annotated map - asked students to mark where they like to sit and why
- Surveys
- Using this data they created heat maps
- Interesting that "full" might be that seats at a table might be 50% occupied. Students aren't going to sit at a table that they perceive as being full.
Carolyn Marconi:
Ethnographic Research as a Tool for Marketers
- May not be as academically rigorous
- What is ethnology?
- To the social scientist - the systemic study of people and culture
- To a market researcher - A type of qualitative research conducted "in the field"
- Examples of qualitative research methods
- Interviewer led
- Focus groups
- In depth interviews
- Telephone interviews
- Online bulletin boards
- Respondent led
- "Ethnographies"
- Typically conducted one on one or tribes
- Observational, but usually combines with questions/probes
- Usually includes photos and/or video
- Marketers want to talk to consumers in their native habitat
- The use of ethnographic research is on the rise in corporations, enabled by technology
- Self-ethnography
- New York Times article "What do consumers want? Look at their selfies" - the app is "pay as your selfie" where you take a selfie doing specific tasks and you get paid.
- Why do ethnographies?
- What do people say they do?
- What do people actually do? We sometimes don't know what we do.
- Why do people do what they do? What are the drivers?
- Case studies
- Diabetes
- People who are using an insulin pump
- Understand the impact of using an insulin pump among people with diabetes
- 30 interviews
- 2 hours each
- 3 cities
- Videotapes
- Photos
- A team of people/researchers
- Understand the lived experience
- Allow people to talk about delicate topics
- Unexpected learnings
- Lip balm
- Explore unmet consumer needs in the lip balm category
- 30 female lip balm "heavy users"
- Three day bulletin board focus groups
- Conducted online
- Respondents made a short video shine which lip balm products they currently have on hand and where they store them (using a smart phone)
- Many women said they were addicted to lip balm
- Breakfast
- Uncover drivers of purchasing and serving frozen waffles among households with children
- An immersion experience for members of the client marketing team as part of a two day brainstorming session
- Method
- In-home interviews among six families
- Two consecutive mornings
- Conducted in the home
- 60-90 minutes each day
- Videotaped
- Photos taken by the moderator
- How was breakfast organized?
- Who made the breakfast?
- It is one tool. Not the only tool.
Robert Harington
Ethnology: A Scientist Discovers the Value of the Social Sciences
- American Mathematical Society
- Research on the the product MathSciNet
- Methods
- Interviews students, instructors, faculty
- Across universities
- Audio recorded
- Transcribed, created excerpts, coded
- Used web software called dedoose, dedoose.com
- Findings - preliminary
- Current awareness
- Increased volume of literature over time
- Mathematicians use online resources to set their work in a broader context
- Monitoring of activity of other researchers in their field
- Uncertainty about how to stay current
- ArXiv is an essential awareness tool
- Google and Google Scholar also common starting points
- If you know about MathiSciNet, then it is a common starting point
- Searching for a specific paper
- Theme of integrated resources came up
- Networking - the erosnal touch remained important
- Searching in an unfamiliar area
- Google's ability to gather diverse materials useful for a broad search
- Mathematicians are keeping relevant pages in Wikipeida up to date. A useful resource.
- MathSciNet is good for narrower and deeper searches
- General online searching and strategies
- General observations
- Make be making search to difficult
- Need more integration
- MathSciNet is not indexed by Google.
Updated: 06/17/2016
No comments:
Post a Comment