(IELTS Listening) – Ethnography in business

Complete the notes. Write ONE WORD ONLY in each gap.

 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.