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 {{response}}
· to help companies develop new designs

Examples of ethnographic research in business
Kitchen equipment
· Researchers found that cooks could not easily see the 32 {{response}} in measuring cups.

Cell phones
· In Uganda, customers paid to use the cell phones of entrepreneurs.
· These customers wanted to check the 33 {{response}} used.

Computer companies
· There was a need to develop 34 {{response}} to improve communication between system administrators and colleagues.

Hospitals
· Nurses needed to access information about 35 {{response}} in different parts of the hospital.

Airlines
· Respondents recorded information about their 36 {{response}} 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 {{response}} or product used.
· The participants must feel 38 {{response}} about taking part in the research.
· There is usually direct 39 {{response}} of the participants.
· The interview is guided by the participant.
· A lot of time is needed for the 40 {{response}} of the data.
· Researchers look for a meaningful pattern in the data.