{"product_id":"ethnography-essentials-9780470343890","title":"Ethnography Essentials","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e* Ethnography is a branch of cultural anthropology. However, the last few years have seen growth in the number of designers, marketing people, and others outside the academic social sciences applying ethnographic methods to study how people behave * This book offers a comprehensive, stand-alone guide to ethnographic research.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePreface vii\u003c\/p\u003e \u003cp\u003eThe Author xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 The Why and What of Ethnography 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 What is Ethnography? 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEthnography: The Engaged, Firsthand Study of Society and Culture in Action 4\u003c\/p\u003e \u003cp\u003eA Brief History 4\u003c\/p\u003e \u003cp\u003eHow Ethnography Has Changed: Doing Contemporary Ethnography 8\u003c\/p\u003e \u003cp\u003eEthnography as Firsthand Research 12\u003c\/p\u003e \u003cp\u003eEthnographer as Research Instrument 13\u003c\/p\u003e \u003cp\u003eCollaboration as Research Model: Ethnographer as Student 15\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Choosing an Ethnographic Topic 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhere to Look for Possible Topics 22\u003c\/p\u003e \u003cp\u003eEthnographic Topics: Studying Places, People, or Events 23\u003c\/p\u003e \u003cp\u003eThe Benefits of a Relatively Specific Focus 23\u003c\/p\u003e \u003cp\u003eThinking About the Nonobvious as Discoverable 26\u003c\/p\u003e \u003cp\u003eCultural Knowledge and Behavior in Action as Research Objects 28\u003c\/p\u003e \u003cp\u003ePractical Concerns 29\u003c\/p\u003e \u003cp\u003eConsidering Ethics from the Start: Your Obligations to Potential Informants 32\u003c\/p\u003e \u003cp\u003eTopics You Might Want to Avoid 33\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Research Design 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTurning an Idea or Topic into a Research Question 38\u003c\/p\u003e \u003cp\u003eLinking Questions to Methods 40\u003c\/p\u003e \u003cp\u003eKey Methods to Consider for the Ethnographic Project 41\u003c\/p\u003e \u003cp\u003eWhat is Practical or Feasible? Time, Availability, and Ethics 47\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Writing a Proposal 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentifying and Reviewing Appropriate Literature 52\u003c\/p\u003e \u003cp\u003eStatement of the Problem 55\u003c\/p\u003e \u003cp\u003eA Clear Research Plan 56\u003c\/p\u003e \u003cp\u003eIdentifying Your Project’s Larger Relevance 58\u003c\/p\u003e \u003cp\u003eHuman Subjects Review and Approval 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2\u003c\/b\u003e \u003cb\u003eEthnography in the Field: Collecting Data 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 A Guide to Collecting Data and Taking Notes 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Fleeting Nature of Ethnographic Data 69\u003c\/p\u003e \u003cp\u003e“Should I Write it Down Immediately?” 69\u003c\/p\u003e \u003cp\u003eThe Importance of Detail in the Ethnographic Record 71\u003c\/p\u003e \u003cp\u003eWriting Notes Versus Using Recorders 72\u003c\/p\u003e \u003cp\u003eThe Prospects of Transcription 74\u003c\/p\u003e \u003cp\u003eWhat is Important and What is Superfluous: “What Do I Need to Write Down?” 76\u003c\/p\u003e \u003cp\u003eThe Ethics of Collecting Information 78\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Participant-Observation 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Apparent Paradox: Participation and Observation 84\u003c\/p\u003e \u003cp\u003eBalancing Participation and Observation 87\u003c\/p\u003e \u003cp\u003eThe Importance of Time 88\u003c\/p\u003e \u003cp\u003eDepending on Informants as Teachers and Guides 89\u003c\/p\u003e \u003cp\u003eGetting Started 92\u003c\/p\u003e \u003cp\u003eRegular Versus Extraordinary Behavior and Conversations 94\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Interviews 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStarting with Informal Interviews and Conversations 101\u003c\/p\u003e \u003cp\u003eInformal Conversation as an Avenue to “Real” Culture 104\u003c\/p\u003e \u003cp\u003eA Good Interviewer is a Good Listener 105\u003c\/p\u003e \u003cp\u003eHow to Record Interview Data 105\u003c\/p\u003e \u003cp\u003eUsing an Interview Schedule 107\u003c\/p\u003e \u003cp\u003eHow to Start an Interview 108\u003c\/p\u003e \u003cp\u003eGood Versus Bad Interview Questions 109\u003c\/p\u003e \u003cp\u003eWhen to Conduct Formal Interviews 113\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Analyzing Along the Way 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentifying Key Themes and Questions: Paying Attention to Your Data 116\u003c\/p\u003e \u003cp\u003eHow to Organize Your Notes 117\u003c\/p\u003e \u003cp\u003eWhat Have You Learned? 118\u003c\/p\u003e \u003cp\u003eWhat Do You Still Need to Do? 119\u003c\/p\u003e \u003cp\u003eHas the Research Question Changed? 120\u003c\/p\u003e \u003cp\u003eTweaking the Research Design 121\u003c\/p\u003e \u003cp\u003eGetting Feedback from Your Informants 122\u003c\/p\u003e \u003cp\u003eWriting at the Midway Point 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Ethnographic Maps 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSpace and Movement as Key Components of Culture 131\u003c\/p\u003e \u003cp\u003eThe Importance of Space, Shape, and Distance 131\u003c\/p\u003e \u003cp\u003eLarge- and Small-Scale Geographic Maps 132\u003c\/p\u003e \u003cp\u003eMapping Interior Spaces 135\u003c\/p\u003e \u003cp\u003eCognitive or Conceptual Maps 138\u003c\/p\u003e \u003cp\u003eRepresenting Movement and Behavior on a Map 141\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Tables and Charts 143\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEthnographic Tables 144\u003c\/p\u003e \u003cp\u003eInterpersonal Relationships as a Manifestation of Culture 144\u003c\/p\u003e \u003cp\u003eKinship as an Organizing Principle 146\u003c\/p\u003e \u003cp\u003eOther Organizational Charts 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Archives and Secondary Data 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCultural Artifacts as Sources of Information 158\u003c\/p\u003e \u003cp\u003eMaking Ethnographic Use of Archives 161\u003c\/p\u003e \u003cp\u003eContemporary Cultural Artifacts 164\u003c\/p\u003e \u003cp\u003eEvaluating and Analyzing Cultural Artifacts 166\u003c\/p\u003e \u003cp\u003eAnalytical Sources Versus Popular or Primary Sources 167\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 Analyzing and Writing 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Sorting and Coding Data 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWriting from Your Research Data 174\u003c\/p\u003e \u003cp\u003eIdentifying Key Themes and Questions 175\u003c\/p\u003e \u003cp\u003eIdentifying Important Research Moments and Experiences 176\u003c\/p\u003e \u003cp\u003eCoding and Sorting the Ethnographic Record 178\u003c\/p\u003e \u003cp\u003eDealing with Apparent Contradictions: The Messiness of Ethnographic Data 181\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Answering Questions and Building Models 183\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFitting the Pieces Together 184\u003c\/p\u003e \u003cp\u003eMoving from Data to Theory: The Inductive Process 190\u003c\/p\u003e \u003cp\u003eRemembering the Big Picture and the Big Questions 190\u003c\/p\u003e \u003cp\u003eInfusing Theory in Ethnography 192\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Choosing the Appropriate Presentation Style 195\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCommon Ethnographic Conventions 196\u003c\/p\u003e \u003cp\u003eThe Importance of Ethnographic Detail 202\u003c\/p\u003e \u003cp\u003eMatching Style to Audience, Subject, and Analysis 204\u003c\/p\u003e \u003cp\u003eA Formal to Informal Continuum of Style 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Putting the Whole Ethnography Together 211\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Hourglass Shape as a Model 212\u003c\/p\u003e \u003cp\u003eAlternative Models for Organizing an Ethnography 213\u003c\/p\u003e \u003cp\u003eIncorporating Relevant Literature 214\u003c\/p\u003e \u003cp\u003eIncorporating Maps, Charts, and Photographs 215\u003c\/p\u003e \u003cp\u003eDemonstrating the Project’s Relevance 216\u003c\/p\u003e \u003cp\u003eEvaluating and Revising Ethnography 217\u003c\/p\u003e \u003cp\u003eSharing the Ethnography 218\u003c\/p\u003e \u003cp\u003eIncorporating Responses and Critiques 220\u003c\/p\u003e \u003cp\u003eGlossary 223\u003c\/p\u003e \u003cp\u003eReferences 231\u003c\/p\u003e \u003cp\u003eIndex 235\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48864626508119,"sku":"9780470343890","price":999.99,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470343890.jpg?v=1722272791","url":"https:\/\/bookcurl.com\/products\/ethnography-essentials-9780470343890","provider":"Book Curl","version":"1.0","type":"link"}