1. ETHNOGRAPHY
An invaluable Research Method
Prof.Dr.Ing. David Luigi Fuschi

2. Definition
 Ethnography
• Pronunciation: / θ n r fi/ - nounɛ ˈ ɒɡ ə
The scientific description of peoples and cultures with
their customs, habits, and mutual differences.
Oxford Dictionary
 However, Ethnography, is much more than this and
does not only apply to people, customs and habits, it
can be used in a wide set of contexts…

3. Ethnography...
 includes both qualitative and quantitative methods
 is more than simply methods, but has ontological and
epistemological properties
 is a holistic approach to the study of cultural systems
 is the study of the socio cultural contexts, processes,‐
and meanings within cultural systems
 is the study of cultural systems from both emic and etic
perspectives (Phon-emic vs Phon-etic)
Whitehead,T.L., (2004)

4. Ethnography...
 is greatly dependent on fieldwork
 is a process of discovery, making inferences, and
continuing inquiries in an attempt to achieve emic
validity
 is an iterative process of learning episodes
 is an open ended emergent learning process, and not a‐
rigid investigator controlled experiment
 is a highly flexible and creative process
Whitehead,T.L., (2004)

5. Ethnography...
 is an interpretive, reflexive, and constructivist process
 requires the daily and continuous recording of field-
notes
 may be carried out by individual or by teams of
investigators
 presents the world of its host population in human
contexts of thickly described case studies.
Whitehead,T.L., (2004)

6. Research & creating
knowledge
Implies:
- formulating questions
- collecting data
- testing hypotheses
- drafting conclusions
Yet always leaving room for doubt

7. Scientific Method

8. Scientific Method

9. Scientific Method

10. Types of Data
• quantitative vs. qualitative

11. Deduction and Induction
Deduction
Induction

12. Ethics in Research
 The researcher is always responsible of the ethical conduct
of her/his research
 Avoid fabrication and falsification of any form at any time
 Always acknowledge work and contributions of others so as
to avoid plagiarism
 Always use informed consent whenever there are human
participants
 balance between protecting participants vs. quest for
knowledge

13. Questions?

14. Practice

15. Some examples
 We will now examine some examples coming from the
following sources:
• http://www.jhsph.edu/research/centers-and-institutes/center-
for-refugee-and-disaster-
response/publications_tools/publications/_pdf/pr_apx-
b_ethnographic.PDF
• http://wp.stolaf.edu/sociology/soan-373-ethnographic-research-
methods-final-papers/
• http://www.thesummitprep.org/pmisterovich/files/2011/11/Soc-
101-Ethnographic-Study-Examples-2011.pdf

16. Questions?

17. References&
Sources

18. References
Whitehead,T.L., (2004), "What is Ethnography?
Methodological, Ontological, and Epis temological
Attributes ", EICCARS Working Paper Series
Whitehead,T.L., (2002), "Introduction to Ethnographically
Informed Community and Cultural As s es s ment
Res earch Sys tems ", EICCARS Working Paper Series
Whitehead,T.L., (2002), "Bas ic Clas s ical Ethnographic
Res earch Methods - Secondary Data Analys is ,
Fieldwork, Obs ervation/Participant Obs ervation, and
Informal and Semi-s tructured Interviewing", EICCARS
Working Ppaper Series

19. Sources
Oskar Blakstad,O., (2008), “Research Basics”, [On-Line]:
https://explorable.com/research-basics
Shuttleworth,M., (2009), “What is the Scientific Method?”,
[On-Line]: https://explorable.com/what-is-the-scientific-
method
Shuttleworth,M., (2008). “Operationalization”, [On-Line]:
https://explorable.com/operationalization
Shuttleworth,M., (2008). “What is Generalization?”, [On-
Line]: https://explorable.com/what-is-generalization

20. Thank You!
Prof.Dr.Ing. David Luigi Fuschi
d.fuschi@bridgingconsulting.com