Sociologists use this type of research method to determine how people actually behave in certain settings, not just how they say they would behave. When the anthropologist includes their view of life and how it differs from the group they are studying, the work that is produced is more truthful. Advantages and Disadvantages of Ethnographic Research • Advantages • Provides comprehensive perspective • Observes behaviors in their natural environments • accounts for the complexity of group behaviors, reveal interrelationships among multifaceted dimensions of group interactions, and provide context for behaviors. Ethnography is in-depth research into people’s lives through the use of primary data such as Observations and Interviews, and also secondary data such as diaries, and official documents. This is one of the most in-depth research methods, and obtaining a great and factual understanding of people can help your company to design and develop products fit to your consumer needs. Collectively qualitative research is a group of methodologies, with each approach offering a different lens though which to explore, understand, interpret or explain phenomena in real word contexts and settings. The perspective of the anthropologist is now a function in the reflexive process. An ethnographer sees what people are doing as well as what they say they are doing. On the other hand, you have the techniques of the data collector and their own unique observations that can alter the information in subtle ways. Ethnographic research is conducted in hospitals on occasion, this research can vary from case studies to disease transmission among groups of people. It’s an expensive business though; ethnographic research requires … On one hand, you have the perspective of the data that is being collected. Answer with detailed reference to at least one ethnographic study. The ethnographic research design has no particular generally accepted definition; rather, it has been defined differently by many researchers and scholars in the field. It provides researchers which rich insights into human, social and cultural aspect. The grade of complexity and accuracy of the results of a social research depends on adopting the most appropriate method. For studies that can go on for years at a stretch, researcher needs to stay part of the group for a long time. From this it follows that, because behaviors ar e temporally rather stable, the results of . Advantages of Ethnography 1. Ethnographic research is used by sociologists to gain a more in-depth look at whatever social issue or structure they’re trying to study. Show More. Can ethnographic research be replicated, reproduced? Advantages of ethnography. Sometimes the research question of inquirers require benefits more from a qualitative data collection approach than a quantitative approach as they explore groups of people, in such cases ethnographic designs are best suited for their needs. For McMillan & Schumacher (1997), they maintained that ethnographic research, or ethnography, is both a study of interactive Ethnographic analysis is the study of peoples and cultures from a ground-level view. When conducting other types of studies, which are not based on in-situ observation or interaction, it can very easy to miss unexpected issues. Because researchers have long, researchers look at what people do and what they say. Definition of Ethnography 3. The advantages. Despite the advantages of autoethnography as a method of research mentioned above, there are also some limitations which need to be borne in mind. 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