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Ethnography: Methods
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One of the High Priests of Ethnography is Hy Mariampolski, a pioneer in the application of ethnographic methods for marketing research. His book, "Ethnography for Marketers" has some intriguing insight on why ethnographic research yields a better understanding:
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Ethnography refers to the qualitative description of human social phenomena, based on months or years of fieldwork. Ethnography may be "holistic", describing a society as a whole, or it may focus on specific problems or situations within a larger social scene. The genre has both formal and historical connections to travel writing and colonial office reports, but several academic traditions claim ethnography as a valid research method that submerges the subjectivity of a researcher in the routines of an alternative social environment to discover its specific and otherwise unpredictable patterns.
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Ethnography and related qualitative research approaches are important across the social sciences and related disciplines, such as education and development studies. This course provides essential training in research methods for advanced students, especially those who intend to take advanced degrees. In professional and commercial contexts, it is relevant to anyone who has to collect and analyse qualitative data (through interviews, for instance) or to evaluate studies and reports based on such data.
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Ethnography operates as an international forum for the collective development of a theoretically informed methodology for ethnography. Offering an alternative to both naturalistic qualitative research and abstract social theory, it publishes articles that stress the need for an encompassing theoretical sensibility involved in how ethnography is actually practised and written.
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