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Consumer Behavior Final > Ethnography > Flashcards

Ethnography Flashcards

EXAM

1
Q

What is ethnography (definition)

A
  • is the systematic study of people and cultures.
  • designed to explore cultural phenomena where the researcher observes society from the point of view of the subject
  • to represent graphically and in writing the culture of a group
  • reflects the knowledge and the system of meanings
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2
Q

What ethnography means

A

Ethno = culture; graphy = writing
Immersive
Extended period of time
focused on a particular culture

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3
Q

What is Anthropology

A
  • It is the scientific study of humans, past and present, that draws and builds upon knowledge from the social sciences, life sciences, and humanities.
  • is the scientific study of what it means to be human
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4
Q

Interest of antropologist

A

– discovering when and where humans appeared on the earth,
– how and why they have changed since then,
– and how and why modern human populations var

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5
Q

Areas of study of antropology

A

holistic or multifaceted. Study not only all varieties of people but many aspects of human experience

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6
Q

Fields of Anthropology

A

BIological/physical
Cultural
Archaeology
Linguistics Ethnology

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7
Q

What is Physical/Biological Anthropology

about

A

Humans differ in their physical form

Examines the ways humans are biologically similar to and different from other animals

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8
Q

What is Linguistic Anthropology about

A

Humans have a unique communication system
How humans use language to communicate
The spread and transformation of language
Language acquisition & revitalization

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9
Q

What is Cultural Anthropology/Ethnology about

A

Humans act according to learned knowledge systems
Describes and analyzes the beliefs people have about their social and material worlds, and the ways these affect human action
customary ways of thinking and behaving of a particular population (religion, food,music, work)

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10
Q

What is Archaeology

A

Studies the ways humans manipulate their material environment
Examines material environment of past societies for clues about their lives to reconstruct the daily life and customs of peoples
To trace cultural changes

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11
Q

Types of Biological/physical Anthropology

A

– Primatology

– Human Evolution

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12
Q

paleontology /paleoanthropology.

A

studies the emergence of humans and their later evolution.

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13
Q

primatologists

A

Anthropologist, psychologists, and biologists who specialize in the study of primates are called

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14
Q

3 disciplines that Biological anthropologists use

A
  • human genetics
  • population biology
  • epidemiology
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15
Q

Linguistics is somewhat older discipline than anthropology?

A

TRUE

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16
Q

Sociolinguistics

A

is the study of how language is used in social context.

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17
Q

A holistic approach includes

A

Cultural
Archaeology
Physical
Linguistic

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18
Q

Applied anthropology

A

application of method and theory in anthropology to the analysis and solution of practical problems.

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19
Q

Differences for linguistics and biological anthropology

A

linguistics may be applied to restoring language competence,
biological, or more specifically “medical” anthropology applied to determine the factors contributing to dietary deficiency diseases

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20
Q

Cultural marketing

A

A specific type of marketing that is geared towards promoting a message to a certain group of potential purchasers from a particular culture or demographic.

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21
Q

Areas of use of cultural marketing

A

Targeting a specific culture

Targeting a multi-cultural audience

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22
Q

Gerhard Friedrich Müller

A

developed the concept of ethnography as a separate discipline

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23
Q

Herodotus

A

known as the Father of History

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24
Q

Franz Boas’

A

cultural relativism: The most important concept for cultural anthropology

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25
Q

Meaning of cultural relativism

A

Each culture needs to be understood based on their own values – not the parameters from any other culture

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26
Q

Observational Methods Vs ethnographic research

A

Ethnographic/Anthropology research is defined based on the objective Links to a cultural research on human insights as part of a society.
Observational methods are a research TOOL, that can be used for gathering and learning on consumer behavior

27
Q

Why ethnography is important

A

Different cultures have different answers

We humans meet basic needs in different ways

28
Q

Anthropological Job Description

A

Recording and explaining cultural differences.

29
Q

Strengths Ethnography

A
  • collect current, reliable, complete and specific data to answer relevant Q on cultural aspects
  • best source of data for comparative study and analysis
  • extended period
  • external validity of ethnographic study is generally high
30
Q

Limitations Ethnography

A
  • few cases or one case
  • cannot be generalized /extrapolated
  • Selecting information depends on the researcher
  • need to make inferences
  • fail to maintain neutrality /bias
31
Q

When to place ethnographic research

A 
Academic
- Social sciences 
-Not alrealdy investigated 
-Within an existing theory 
Business
-Need for deep human insights linked to culture
-No existing previous research 
-Indicators of a potential conflict 
-In depth understanding
32
Q

When NOT to place ethnographic research

A
  • Linked to human insights that are universal
  • linked to individual beliefs
  • detail data needed on an experimental basis
  • final stages of concept/product qualification
  • decision is needed
33
Q

Academic research

A
  • Link to many other scientific areas
  • main objective improve our understanding of a topic
  • External and internal validity
34
Q

Governmental research

A
  • Normally linked to social services

- Understanding the needs of specific communities

35
Q

Business examples

A
  • R&D
  • Marketing
  • Sales
36
Q

methods of ethnography

A

conceptual mapping
learning processes
sanctioning processes

37
Q

Focus areas in ethnographic research

A

conceptual cultural mapping
learning processes
sanctioning processes

38
Q

What is a learning processes method

A

to understand how a culture transmits what it perceives to be important across generations

39
Q

What is a sanctioning processes method

A

to understand which cultural elements are formally prescribed or proscribed and which are informally , and of these which are enforced through sanction and which are unenforced. (doping)

40
Q

focus areas

A

Tacit knowledge

key informant

41
Q

What is a key informant

A

an individual in whom one invests a disproportionate amount of time because that individual appears to be particularly well informed (for Uber, a taxi driver)

42
Q

Tools when using ethnographic

A
  • observation
  • Interviewing
  • Collecting and reading artifacts
43
Q

Types of observations

A 
-Pure observer 
(the most typical in ethnography): 
- observer participant
-participant observer
-pure participant
44
Q

What are Fieldnotes

A

A record of the researcher’s understanding
provide essential grounding for writing broader,
detail the social and interactional processes

45
Q

What are reflective field notes

A

personal reactions

46
Q

Which is the typical observational tool to collect info in ethnographic research?

A

Personal Observation
Content analysis
Trace Analysis

47
Q

Typical goals of Observation in ethnographic

A

– notice interesting features of the culture
– discern patterns among those events
– explain those patterns and their significance to your readers.

48
Q

guidelines for Observation in ethnographic

A

Ask for permission to observe
Let your subjects know that you are there
Keep careful notes

49
Q

Type of interviews

A

Phone
Mail
Electronic
Personal

50
Q

Types of interviews (surveys) for ethnographic research?

A

Personal: but its a longer interview, it’s at home, and you do things with them, open endedB

51
Q

How to give explanations

A
  • Project explanations.
  • Recording explanations
  • Native language explanations
  • Interview explanations
  • Question explanations
52
Q

material culture

A

objects, personal artefacts loaded with meanings and history that people mark as special

53
Q

guidelines Collecting /Reading Cultural Artefacts:

A

pay attention to the items around
items that seem important, useful, or indispensable
appearance, size, texture, and other visible qualities
purpose, history, peculiar features
ways in which the artefact is being used
Think about the artefact metaphorically or symbolically

54
Q

The process of ethnography

A 
1- Business and research Q 
2- Secondary data 
3- Research design 
4- Execution 
5- Data analysis 
6- Reporting
55
Q

Preliminary tasks

A

Conversations with those who take the decisions
Interviews with the experts
Secondary data analysis
Qualitative research ( previous)

56
Q

Step I : Problemidentification

A

Business question

Research question

57
Q

Step II: Problem statement and context overview

A 
Theoretical models
Analylitical model (Experimental,..)
Resarch questions
Hypothesis
Idenitification of the info needed
58
Q

Step II: Problem statement and context overview

A 
Theoretical models
Analylitical model (Experimental,..)
Resarch questions
Hypothesis
Idenitification of the info needed
59
Q

Type of Questions

A 
Descriptive questions (informant's language)
Structural questions (info about domains and how they organize their knowledge)
Contrast questions (to understand dimension of meaning)
60
Q

material culture

A

objects, personal artefacts loaded with meanings and history that people mark as special

61
Q

Secondary data sources

A

People
Places
Cultural artefacts

62
Q

Ethnographer Vs journalist

A

A reporter conducts research in an attempt to be objective

As a researcher, your purpose is to collect and consider multiple sources of information

63
Q

double-entry journal

A

– On the left-hand side column, record your observations of a culture or its components,
– On the right-hand side column, record your reflections, explanations, and questions about it.

Consumer Behavior Final (1 decks)

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