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SECTION 4

Questions 31 – 40

Complete the notes below.
Write ONE WORD ONLY for each answer.

ETHNOGRAPHY IN BUSINESS

Ethnography: research which explores human cultures
It can be used in business:
●   to investigate customer needs and 

●   to help companies develop new designs
Examples of ethnographic research in business
Kitchen equipment
●   Researchers found that cooks could not easily see the 

 in measuring cups.
Cell phones
●   In Uganda, customers paid to use the cell phones of entrepreneurs.
●   These customers wanted to check the 

 used.
Computer companies
●   There was a need to develop 

 to improve communication between system administrators and colleagues.
Hospitals
●   Nurses needed to access information about 

 in different parts of the hospital.
Airlines
●   Respondents recorded information about their 

 while travelling.
Principles of ethnographic research in business
●   The researcher does not start off with a hypothesis.
●   Participants may be selected by criteria such as age, 

 or product used.
●   The participants must feel 

 about taking part in the research.
●   There is usually direct 

 of the participants.
●   The interview is guided by the participant.
●   A lot of time is needed for the 

 of the data.
●   Researchers look for a meaningful pattern in the data.

28

. Answer: attitude / attitudes

29

. Answer: numbers

30

. Answer: time / minutes

31

. Answer: software

32

. Answer: patients

33

. Answer: emotions/ feelings

34

. Answer: income

35

. Answer: comfortable

36

. Answer: observation

37

. Answer: analysis

Complete the notes below.Writefor each answer.Ethnography: research which explores human culturesIt can be used in business:● to investigate customer needs and● to help companies develop new designsKitchen equipment● Researchers found that cooks could not easily see thein measuring cups.Cell phones● In Uganda, customers paid to use the cell phones of entrepreneurs.● These customers wanted to check theused.Computer companies● There was a need to developto improve communication between system administrators and colleagues.Hospitals● Nurses needed to access information aboutin different parts of the hospital.Airlines● Respondents recorded information about theirwhile travelling.● The researcher does not start off with a hypothesis.● Participants may be selected by criteria such as age,or product used.● The participants must feelabout taking part in the research.● There is usually directof the participants.● The interview is guided by the participant.● A lot of time is needed for theof the data.● Researchers look for a meaningful pattern in the data.