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Practical ethnography : a guide to doing ethnography in the private sector / Sam Ladner.
Penn Museum Library GN450.8 .L33 2014
Available
- Format:
- Book
- Author/Creator:
- Ladner, Sam, author.
- Language:
- English
- Subjects (All):
- Business anthropology--Research--Methodology.
- Business anthropology.
- Ethnology--Research--Methodology.
- Ethnology.
- Business anthropology--Research.
- Methodology.
- Physical Description:
- 210 pages ; 23 cm
- Place of Publication:
- Walnut Creek, CA : Left Coast Press, [2014]
- Summary:
- "Ethnography is an increasingly important research method in the private sector, yet ethnographic literature continues to focus on an academic audience. Sam Ladner fills the gap by advancing rigorous ethnographic practice that is tailored to corporate settings where colleagues are not steeped in social theory, research time lines may be days rather than months or years, and research sponsors expect actionable outcomes and recommendations. Ladner provides step-by-step guidance at every turn--covering core methods, research design, using the latest mobile and digital technologies, project and client management, ethics, reporting, and translating your findings into business strategies. This book is the perfect resource for private-sector researchers, designers, and managers seeking robust ethnographic tools or academic researchers hoping to conduct research in corporate settings. More information on the book is available at http://www.practicalethnography.com/"-- Provided by publisher.
- Contents:
- Chapter 1 Introduction 11
- What Comes Next 14
- What Is Ethnography? 15
- Ethnography's Value to the Private Sector 17
- Etic Versus Emic: The Example of Starbucks 18
- Chapter 2 Using Theory in Ethnography 21
- Finding Meaning Versus Finding Facts 22
- A Dynamic Theory of Identity 26
- Fitting Identities Together 28
- Theories of Social Context Understanding Culture 33
- Back to the Truth 37
- Chapter 3 Managing a Private-Sector Ethnography Project 39
- The Temporal Landscape of Today's Corporation 40
- Principles for Being an Interpretivist Project Manager 43
- Estimating the Cost of a Private-Sector Ethnography Project 44
- Assembling the Team 47
- Managing the Project 48
- When Things Go Wrong 50
- Delivering the Project 51
- Reviewing the Project 53
- Chapter 4 Ethnographic Tools 55
- Types of Tools 56
- Research Design Tools: Reviewing Past Knowledge 57
- Recruitment Toots: Reaching Out and Keeping Track 59
- Fieldwork Tools: Collecting and Archiving 62
- Analysis Tools: Sifting Through 65
- Reporting Tools: Telling Stories 66
- Chapter 5 Managing Clients 69
- What Is "Private-Sector Ethnography"? 73
- Ethnography as Pandora's Box 75
- Key Client Management Tasks 76
- Chapter 6 Ethical Ethnography 87
- How Ethics Differ in Private-Sector Ethnography 93
- An Ethical Hypothetical: The Issue of Deceit 96
- A Special Note about Children 98
- Ethical Practice Audits 98
- Chapter 7 Sampling 101
- The Logic of Sampling 103
- What Kinds of Samples Do Ethnographers Take? 105
- Selecting the Ethnographic Sample: The Sampling Frame 107
- Selecting the Ethnographic Sample 109
- Ethnographic Samples Can Never Offer Prediction 112
- Chapter 8 Fieldwork 115
- What Is "Fieldwork"? 116
- Gaining (and Keeping) Access 118
- What Ethnography Is Not 120
- Getting Ready 122
- Being There 125
- The Beginning (Kind Of) 128
- The Ethnographic Interview 130
- The Tour 131
- The Observation 133
- Leaving 135
- An Example 137
- Chapter 9 Analysis 139
- Questions Ethnographers Do Not Answer 141
- To Transcribe or Not to Transcribe? 142
- The Process of Analyzing Ethnographic Data 143
- Reduction Techniques 144
- Visualization Techniques 149
- Drawing Conclusions 157
- Chapter 10 Reporting 159
- Elements of Good Ethnographic Reports 161
- Written Reports 165
- Visual Reports 168
- Audio Reports 173
- Reports That Aren't Reports 175
- Chapter 11 Beyond Ethnography 179
- Ethnographic Literature Reviews 181
- Online Ethnography 183
- Adapting Ethnography for Focus Groups 185
- Why Usability Labs Can Never Be Ethnographic 187
- A Dedication to Ethnography 189.
- Notes:
- Includes bibliographical references and index.
- Local Notes:
- Acquired for the Penn Libraries with assistance from the George Clapp Vaillant Book Fund.
- ISBN:
- 1611323908
- 9781611323894
- 1611323894
- 9781611323900
- OCLC:
- 852222345
- Publisher Number:
- 99958482025
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