Etnografía

Seite 1

Etnografía

Is a research

process and products in which a researcher attempts to provide propositional

answers to questions about social life and organizations (Berg, 2009).

It can be:

a.

Critical: the researcher makes

value-laden judgments of meanings and methods in an effort to challenge

research and policy. Seeks positive change and empowerment of participants.

b.

Reflective: the researcher understands

that he/she is a part of the social world(s) that he/she investigates. And then

reports findings as facts and constructs interpretations.

Steps:

1.

Accessing a field setting appropriate

for answering the researcher’s general question:

a.

Negotiate access

b.

Understand the argot and the rituals

c.

Make use of friends and networks

d.

Identify the gatekeeper, guides and

informants

2.

Become invisible

3.

In the field:

a.

Wander around the location, take

field notes (Comprehensiveness, Accuracy, Timeliness); map the field, have a

personal journal.

b.

Develop relationships.

c.

Track (follow the guides), observe,

eavesdrop and ask questions.

d.

Construct notes based on: verbal

exchanges, practices & connections.

1.

Analyze the data:

a.

Inductive content analysis

b.

Ethnographic narrative (thick

description that provides a complete picture of the observed events, the actors

involved, the rules associated to certain activities, and the social contexts

in which these elements arise)

c.

Use typologies to classify similar

events, actions, objects, peoples or places

d.

Use sociograms to identify the degree

of affinity among members

e.

Use metaphors

2.

Data coding: reflective and marginal

remarks, pattern coding, memoing, periodic site analysis (internal audit). As a

result authors gathered thematic notations, conceptual grouping based on

clustering of observations, metaphors and triangulation of interpretations.

3.

Identify emergent themes and

hypotheses

4.

Test hypotheses and use methods to

enhance verisimilitude (members check and audits)

5.

Examples:

·

A naturalistic inquiry at a swap meet

(Belk, Sherry & Wallendorf, 1988).

·

The Sacred and the Profane in

Consumer Behavior (Belk, Wallendorf & Sherry, 1989).

·

High risk consumption: skydiving

(Celsi, Rose & Leigh, 1993).

·

Invisible brands at the kitchen

pantries (Coupland, 2005).

6. Advantages

of the method:

ü

Richer description of consumer

behavior phenomena

ü

Better opportunity to generate

original theoretical insights

ü

Greater openness to the insights of

consumers

ü

Greater access to consumers as they

become interested and involved

ü

Certainty that the findings

correspond to the consumption reality

ü

Findings take into account the

complexity of people’s lives

ü

Use of multiple methods of data

collection and data analysis

ü

A more intrinsically enjoyable

research process

7. Limitations of the method

§

Greater time is required for data

collection

§

The presence of a team of researchers

is essential

§ Time

consuming data analysis

§ Requires

greater sensitivity

§

The method has not yet received

substantial use or scrutinity in consumer research.

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