Introduction to Ethnography in Qualitative Research

Play an AI-generated podcast conversation about this lesson

What is the primary emphasis of ethnography in qualitative research?

Analyzing individual behavior

Examining historical documents

Studying an entire culture (correct)

Conducting surveys

Which method is commonly used in ethnography as part of field research?

Interviews with experts

Survey questionnaires

Lab experiments

Participant observation (correct)

What is the central aspect of phenomenology as an approach to qualitative methodology?

Examining historical artifacts

Measuring physical characteristics

Exploring people's subjective experiences (correct)

Conducting statistical analysis

In ethnography, what role does the researcher typically take on during the study?

Active participant in the culture Signup and view all the answers

Which discipline has a long history of using phenomenology as an approach to qualitative research?

Psychology Signup and view all the answers

What is a key characteristic of qualitative research mentioned in the text?

Involves interviews, observations, and documents Signup and view all the answers

How does qualitative research work towards solving complex issues?

Through meaningful inferences from multiple data sources Signup and view all the answers

What was the outcome of the qualitative research conducted with the bookstore owner?

Identified the need for books catering to different age categories Signup and view all the answers

How does qualitative research help in building trust between the researcher and participants?

By offering raw and unadulterated data Signup and view all the answers

What generally characterizes a qualitative 'approach' in research?

A general way of thinking about research Signup and view all the answers

What warning does Peter Cooper provide regarding qualitative research?

Some qualitative research still adheres to positivist models or resembles investigative journalism. Signup and view all the answers

Which of the following is NOT a type of qualitative research method mentioned in the text?

Survey research Signup and view all the answers

What disciplines have contributed philosophical perspectives that challenge the dominance of positivist philosophy in marketing research?

Anthropology and Sociology Signup and view all the answers

Which qualitative research method involves observing participants in their natural environment?

Ethnographic research Signup and view all the answers

What is one of the main objectives of qualitative research methods according to the text?

To develop richer explanations and predictions Signup and view all the answers

What are the 5 major sensory organs involved in qualitative observation?

Sight, Smell, Touch, Taste, Hearing Signup and view all the answers

What is one aspect to consider when collecting qualitative data?

The data should be holistically analyzed Signup and view all the answers

How long does it typically take to transcribe an interview recording?

8-10 hours for an experienced researcher Signup and view all the answers

What is a common method used to collect qualitative data through group discussions?

Recording handwritten notes or video tapes Signup and view all the answers

Why do researchers maintain separate folders for data collected from different focus groups?

To compartmentalize and organize the data Signup and view all the answers