Ethnography approach, qualitative research

Ethnography

1. Ethnography
Adaya, Angeles, Banalan, Castillo, Dimaano, Garcia, Mendoza, K., Perez, M., Tablate
BSPSY 3205

2. Ethnography
Ethnographic research systematically studies
cultures and behaviors, relying on participant
observation and exploring cultural phenomena
from the perspective of the subjects. This
method of social research places a particular
emphasis on participant observation, where
researchers engage with the setting or
individuals being studied, documenting intricate
patterns of social interaction and analyzing the
participants’ own interpretations of their
behavior within their local contexts.

3. Ethnographic research's primary goal is to delve deeply into
respondents' perspectives and behaviors in order to identify the
factors that define their everyday lives. It gives researchers an in-
depth understanding of how participants understand the
environment and deal with it. It seeks to understand societies and
individuals through direct observation and interviews.
Goal of Ethnographic
Research

4. Business Ethnography
Digital Ethnography
Educational Ethnography
Literary Ethnography
Life History Ethnography
Types of
Ethnographic
Research
Ethnographic observation might be applied
in fields of business, medicine, education,
psychology, and more.
Psychology Ethnography
Medical Ethnography

5. Types of Ethnographic
Research
Desk research or digital ethnography
is conducted remotely. To gather
information about a certain ethnic
group without direct observation,
researchers rely on second- or third-
hand data gathered by others. This
approach makes use of the
abundance of information on the
internet.
Using both direct participant
observation and non-
participant observation,
researchers using educational
ethnography examine
students' motives and
attitudes toward learning.
Ethnographic research in business
and retail focuses on target markets
and consumer behavior to identify
attitudes for goods and services. To
determine preferences and
successfully satisfy market demands,
fieldwork, interviews, and online
surveys are employed.
Digital
Ethnography
Educational
Ethnography
Business
Ethnography

6. Types of Ethnographic Research
Life history ethnography provides a complex picture of their experiences,
challenges, and cultural influences. To get a complete life story, researchers may
monitor the subject in their regular activities, gather personal documents, and
conduct in-depth interviews.
Medical Ethnography entails qualitatively examining patient behavior in a
range of healthcare scenarios in order to comprehend patient demands,
responses to prescription drugs and treatment methods, recommendations for
enhancements, etc.
Analyzing fiction, autobiographies, and cultural narratives in order to glean information about
historical settings, society norms, and values is known as literary ethnography. Books and
novels provide a distinctive way to explore culture, yet they are frequently disregarded in
conventional cultural talks. This approach acknowledges the potency of storytelling as a means
of passing along cultural knowledge.
Life History
Ethnography
Medical
Ethnography
Literary
Ethnography
Psychology
Ethnography
Researchers use ethnographic research techniques like in-depth interviews, focus
groups, and field notes while immersing themselves in people's natural
environments to examine human experiences and behaviors within a cultural
context.

7. Characteristics
1. Immersive Fieldwork - depends heavily on immersive Fieldwork, researchers living within the community
they investigate for extended periods.
2. Participant Observation - researchers engage directly in the customs and rituals of the community while
also recording their observation.
3. Holistic perspective - strong emphasis on comprehending cultural phenomena within wide frameworks
and settings.
4. Qualitative Research Technique - methods such as interviews, informal discussion, participants
observation.
5. Reflexivity - entails continuous self awareness that empowers researchers to recognize and understand
their personal perspective.
6. Cultural Relativism - acknowledging the diversity of culture and their beliefs and values.
7. Ethical Considerations - ensuring confidentiality and potential consequences of their research on the
community and people they investigate.

8. Ethnographic observation allows first-hand observation of subjects’ interactions in their
natural environment.
Ethnography enables researchers to study human behaviour and understand the cause behind
a particular practice.
Captures the holistic nature of social phenomena by considering various interconnected
elements within a cultural context.
Ethnographic research involves a variety of data collection methods, and this multi-faceted
approach yields rich and diverse data, enhancing the depth and validity of the research
findings.
Ethnography can be time-consuming because it needs a well-trained researcher.
Costly in terms of resources.
Culture is an abstract idea, using it as a lens for interpretation presents challenges.
Ethnographic research lacks reliability and validity since it cannot be easily replicated,
and its findings may not extend to other similar situations.
Building trust with informants for obtaining full and honest discourse is difficult.
Advantage
Disadvantage

9. Informed Consent - Ensure
thorough comprehension of
the research objectives,
involvement, risk and benefits
and affirm their understanding
of their right to withdraw from
the study at any point without
facing consequences.
Anonymity and Confidentiality -
safeguard the anonymity by using
pseudonyms and guaranteeing the
confidentiality of any identifiable
information.
Precautions in Ethnographic Inquiry
Cultural Sensitivity - show respect for the
customs, tradition, beliefs, and practices
of the community.
Establish trust - familiarize yourself with
them.
Reflexively - ensure continual self reflection
during the research journey.
Participants Observation - be aware of the
community's limitations and boundaries.
Obtain consent before engaging in
observation of participation.

10. Precautions in Ethnographic Inquiry
Data collection ethics - follow ethical
protocols while collecting, storing and
analyzing data. Prior consent should be
obtained before recording or taking
photos of the participants.
Community Engagement - Respect their
insights and opinions.
Informed Participation - Ensure
that all participants have a clear
understanding of their role in the
study and possible outcome of their
participations.
Minimize Harm - implement
measures to reduce any possible
harm or discomfort experienced by
participants.

11. 1. Triangulation 2. Field notes
Methods of Ethnographic Research
Methodologies are employed in ethnography, from direct observation, diary studies,
video recordings and photography to the analysis of devices used by individuals. Thus,
ethnographic research methods employed will depend on the field, the size of the
sample, and the research goal.
A researcher used multiple
data collection strategies
and data sources to obtain
a complete picture of the
topic in focus and to cross-
check information.
A researcher collects,
records, and compiles notes
on-site during the study. This
can be considered a
researcher’s primary tool to
collect data.

12. In this ethnographic
research design, one
spends time in the group’s
natural environment to
observe and record
research variables.
The ethnographer actively
interacts with the research
subjects.. Participant observation
gives ethnographers more data.
They better understand the
research subjects’ experiences and
habits from the participant’s
perspective.
3. Naturalism
4. Participant
observation
Methods of Ethnographic Research

13. 5. Interviews
6. Survey
7. Archival
Research
Ethnography surveys help the
researcher obtain and analyze
data to arrive at objective
conclusions.
Multiple choice questions,
Likert scale, open-ended, and
close-ended ethnography
survey questions are
commonly used.
This approach saves time
and costs.
The ethnographer
interacts with the
research group, asking
questions about the
research group, while
conducting research-
related activities.
This qualitative
ethnographic research
method examines existing
literature and records of
relevant research rather
than by the researcher’s
physical presence.
Methods of Ethnographic Research

14. When a research group is open, the setting is public and does not block the
ethnographer from fully viewing the community and its activities. A closed setting is
usually much harder for an ethnographer to access as the subject group may have
certain boundaries and limitations for how close an outsider can get into the inner
workings of its community.
Overt - that the researcher clearly defines and explains their purposes for being
there. An overt study is potentially more ethical because it allows the group to
make an informed decision on whether they consent to the researcher or not.
However, having this knowledge may skew the results because group members
may behave differently knowing someone is there to study them.
Open vs. closed settings
Overt vs. covert ethnography
Additional Information about Ethnographic
Research

15. When an observation is more active, the group may encourage the researcher to
participate in some of its activities, or the researcher may help the group feel
more relaxed with their presence.
An ethnographer who opts for a more passive role typically stands out of the
way and observes from an unassuming location so the group can continue what
they normally do with no interference. This can help the ethnographer conduct a
more thorough observation while also taking important notes about what's
occurring. However, this may also influence the group members and cause them
to behave unnaturally.
Active vs Passive Conversation
Covert ethnography refers to an ethnographer who does not disclose that
they're studying the group, so the researcher may provide a different
explanation for being there. This type of ethnographic research can allow the
ethnographer to get a more realistic view of the group as they naturally are,
but many believe it to be deceptive and inherently unethical behavior.
Additional Information about Ethnographic
Research

16. Observing a group of
children playing
example
Observing employees in
a corporate office
Observing medical
personnel in
a high-volume hospital

17. A story of
Highschool
inclusion; An
Ethnographic
case study
This ethnographic case study examines the inclusion of a
fifteen-year-old male with severe disabilities in general
education classes at a four-year high school in a medium-
sized Midwestern city. The study involved 17 participants,
including administrators, special education staff, general
education teachers, and parents, who were interviewed
over 450 pages of transcribed interviews. The researcher
also spent five days in field observation of the student's
classes and activities, recording all relevant documents in
the school's files.
The study aimed to understand how parents and
professionals involved in the process of the student's
inclusion defined inclusion, their attitudes towards it, their
roles in preparing for it, and their descriptions of their
part in the process. All participants agreed with and
supported the idea of inclusion, but tensions arose
between the student's parents and school personnel.

18. A story of
Highschool
inclusion: An
Ethnographic
case study
Preparation for the student's inclusion was
thorough, with comprehensive meetings involving
all parties involved. However, the paraeducator
often filled an instructional role that should
belong to the qualified teacher, compromising the
student's social interactions. A two-way matrix
was created to identify areas of agreement and
disagreement among the parties involved in the
student's inclusion.
The results suggest that families and schools may
concur at a philosophical level regarding inclusion,
but disagree at the implementation level, leading to
tensions and conflicts that could be prevented by
more open and direct communication.

19. "A Story of High School Inclusion: An Ethnographic Case Study" is considered as a type
of Educational Ethnography because it :
Examines the lived experiences of students and educators within the school
environment.
Focuses on the cultural dynamics and social interactions involved in inclusive
education.
Uses participant observation and narrative storytelling as central research methods.
Gathers multiple perspectives to create a comprehensive understanding of inclusion in
high school.
Provides context-specific insights into how inclusion is implemented and experienced in
a particular school setting.
"A Story of High School Inclusion: An Ethnographic Case Study" is ethnography because
it involves immersive, qualitative research focused on understanding the cultural, social,
and educational dynamics within a specific school community.

20. rEFERENCES
University of Virginia. “Ethnographic Research | Human Research Protection Program (HRPP).” Virginia.edu, 2025,
hrpp.research.virginia.edu/teams/irb-sbs/researcher-guide-irb-sbs/ethnographic-research?
fbclid=IwZXh0bgNhZW0CMTEAAR1jwijz-
Cv9xzepQKNfTWwRKj7oPYjs4TMFGcISPHFRHgXXNL1CWjjdxo4_aem_mR1MSJD-3at5ZgAWblrf-Q.
Team, Collegedunia. “Ethnography: Advantages & Disadvantages.” Collegedunia, 30 Dec. 2022,
collegedunia.com/exams/ethnography-biology-articleid-7533?
fbclid=IwZXh0bgNhZW0CMTEAAR0XRUykaanISgAKVjcnkMQQsIGtBSMEBEjZSLIdcu4CjIOO0T_KaSH8Sjg_aem_sUVGRs
Mkye0vYXgV96VIbw.
Research portal. (n.d.). https://iro.uiowa.edu/esploro/outputs/doctoral/9983777074202771#file-0
Singh, Sunaina. “What Is Ethnographic Research? Methods and Examples | Researcher Life.” Researcher.life, 13 Dec. 2023,
researcher.life/blog/article/what-is-ethnographic-research-methods-and-examples/?
fbclid=IwZXh0bgNhZW0CMTEAAR1wWXf-
t5TTVmMLlscBgiorFZVKHglOshVFzCLqBMeQCQHMt1ymwydFJQ8_aem_7bGTtlQMdyFLuQBVE021mQ.
Mckee,A.M.(2011). A story of high school inclusion: an ethnographic case study [University of Iowa].
Https://doi.org/10/17077/etd.01q3lpcm

21. Thank You