Ethnography Mariel Abad-Custodio

Topic:
Prepared by:
Mariel Abad-Custodio, LPT
Submitted to:
DR. JOVITO B. MADEJA
Research Professor
Objectives:
• To discuss the meaning, types
and examples of Ethnography.
• To provide readers with
references, explanations, and
examples for ethnographic
research.
• To know the significance of
Ethnography Research.
ETHNOGRAPHY
Ethnography is a type of qualitative research that involves
immersing yourself in a particular community or organization
to observe their behavior and interactions up close.
The word “ethnography” also refers to the written report of

the research that the ethnographer produces afterwards.
Ethnography is a flexible research method that allows you to

gain a deep understanding of a group’s shared culture,
conventions, and social dynamics. However, it also involves
some practical and ethical challenges (Caulfield,2020).
THE THREE MAIN
ETHNOGRAPHIC
RESEARCH
METHODS
ETHNOGRAPHIC OBSERVATION
There are two types of ethnographic
observation: active participant
observation and passive participant
observation. The first one involves
becoming a member of the study
group, partaking in their daily
activities, and working directly with
them to get hands-on experience and
understand their perspective. The
latter involves observing and taking
notes only. You do not get involved in
the group’s activities.
INTERVIEWS
Interviews in ethnographic fieldwork
involve observing the participants in their
natural environment and asking them
questions to gain more insights.
Researchers utilizing this ethnographic
method interact with the study group to
understand the participants' actions and
thought processes. An advantage of
collecting data through interviews when
conducting ethnographic fieldwork is that
the researcher gets to ask questions
directly linked to participants’ experiences
and unearths insights that you may not
uncover if the interview happened outside
ARCHIVAL RESEARCH
Archival research is an ethnographic
method in which you collect and
analyze existing research data,
websites, annual reports, and other
relevant written documents to learn
more about the people and place you
are investigating. When archival
research is used alongside other
methods, it helps the researcher
become more prepared as they know
about the participants’ demographics,
economic status, education levels,
cultures, interests, etc., before
HOW TO CONDUCT ETHNOGRAPHIC
RESEARCH?
1. Identify the questions you hope to answer with
your ethnography study. This first step will help you
determine the goals of your ethnographic research
and shape your entire work.
2. Choose the best ethnographic method to collect

the data you need. You can either utilize one or
use a mix of the methods listed above. For
example, you could use only ethnographic
observation or interviews, ethnographic
observation, and archival research for your study.
3. Contact your potential study subjects to explain
your research and obtain informed consent.
4. Start your study with ethnographic fieldwork.

Go to the place under investigation to observe,
ask questions, gain more insights, and take
thorough notes.
5. After ethnographic fieldwork, the next step is

analyzing your data. You are likely wondering how
to analyze ethnographic observations. Coding
ethnographic data involves identifying patterns
and themes in the data you collected.
6. Once you analyze your data, the next thing is to
list all the insights you uncovered from your
research, including the answers to your research
questions.
7. The last step in ethnographic research is writing

and presenting your findings. The output from an
ethnographic study is called ethnography, a
detailed and all-encompassing description of the
research subjects, insights you uncovered, and
how you conducted the study.
The advantages of ethnographic research includes:
1.Ethnographic methods allow the participant to contact the

research subjects directly, have personal experience with
them in their natural environment and collect first-hand
data.
2.Ethnographic research provides detailed and authentic
information about the research subjects, including a
detailed account of their behavior and why they occur.
3.Ethnographic research can uncover the qualities of a
group’s culture or experience in a way that other
qualitative research methods cannot.
Disadvantages of ethnographic research:
1.First, ethnographic research is time-consuming and
requires some level of expertise.
2.Conducting an ethnographic study is expensive as it
requires the researcher to travel to the participants'
natural environment and live with them for weeks or
months to learn about their ways.
3.The researcher's presence may affect the participants'
behavior, thereby affecting the validity and authenticity of
the research results.
4.The researcher’s bias may affect the design and
implementation of an ethnographic study.
When to use
ethnographic
research?
You can use Ethnography in sociology, health sciences,
education, and other cultural studies when you are
trying to:
 Understand reasons why people in a social setting behave
in a certain way.
 Examine social interactions and gain insights into a social
phenomenon.
 Understand the cultural norms and views of a group of
people.
 Study the behavior of workers in a workplace
1.
Ethnographic research among drinking youth cultures
; reflections from observing participants
.
In this ethnographic example, Briggs, Golobov, and
Ventsel investigated the drinking cultures of youth groups in
the UK, Germany, and Russia. First, the researchers collected
data using interviews and field observations. Afterward, they
analyze their collected data and list the insights they
uncovered about the drinking culture of the research
2.
An ethnographic study of an engineering community:
Mentoring as a tacit rule and its implication of how pe
ople learn
.
Here, Ayar and Yalvac employed ethnographic research to
investigate the cultural characteristics of an engineering
research center. The researchers used interviews and
participant observations to collect data. After analyzing the
collected data, the researchers identified the cultural practices
1.How do you understand
Ethnography Research?
2.How to use ethnography in
Research?
3.What’s makes ethnography so
effective in research methods?

Ethnography Mariel Abad-Custodio

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Topic:

The word “ethnography” also refers to the written report of

Ethnography is a flexible research method that allows you to

2. Choose the best ethnographic method to collect

4. Start your study with ethnographic fieldwork.

5. After ethnographic fieldwork, the next step is

7. The last step in ethnographic research is writing

1.Ethnographic methods allow the participant to contact the

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