1. Ethnography ‘Those who want to use qualitative methods because they are easier than statistics are in for a rude awakening’ BUT they are VERY useful! ‘Ethno’ Scientific description of culture based on observations of ordinary interaction and negotiation between people Ethnographic research approaches involve –Participant observation –Interviewing (unstructured, structured, group) –(in combination with) surveying

2. Ethnography… Good for qualitative data –ie identify issues Not good for quantitative data –ie how much issues count Time consuming Hard work Language Takes practice

3. What do we learn with ethnography? Understand meaning Understand how people make decisions Understand behaviour –eg Why do people watch weather channels? –eg Why do people live in disaster-prone areas? Understand how people are impacted by change

4. Who plays? Informants: ethnographic informants selected for cultural competence rather than statistical representativeness –Key informants –Culturally specialized informants

5. Participant observation …the foundation of cultural anthropology Participation - participant observation involves fieldwork, but fieldwork does not always involve participant observation –Establish rapport –Spend time Observation - observe where the action is! –Fieldnotes –Photographs –Audio/visual recordings Researcher becomes instruments of data collection and analysis

6. Why use participant observation? 1.Increase breadth of exposure to types of data 2.Reduces ‘reactivity’ - tendency to change behavior when studied 3.Salient and relevant questions 4.Intuitive understanding breeds confidence 5.Best method for the job