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 31…………….

●   to help companies develop new designs

Examples of ethnographic research in business

Kitchen equipment

●   Researchers found that cooks could not easily see the 32…………….. in measuring cups.

Cell phones

●   In Uganda, customers paid to use the cell phones of entrepreneurs.

●   These customers wanted to check the 33…………….. used.

Computer companies

●   There was a need to develop 34………………. to improve communication between system administrators and colleagues.

Hospitals

●   Nurses needed to access information about 35…………….. in different parts of the hospital.

Airlines

●   Respondents recorded information about their 36…………….. 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, 37………………. or product used.

●   The participants must feel 38……………… about taking part in the research.

●   There is usually direct 39………………. of the participants.

●   The interview is guided by the participant.

●   A lot of time is needed for the 40……………… of the data.

●   Researchers look for a meaningful pattern in the data.