CASE STUDY AND ETHNOGRAPHY RESEARCH

CASE STUDY AND ETHNOGRAPHY RESEARCH

Group 5 :

Aulia Noor Rizarni 22216251010 Dewi Suryaningsih 22216251014Mukti Muhammad 22216251006

DEFINITIONS

TYPES

STAGES

EXAMPLES

POINTS OF DISCUSSION

WEAKNESS

STRENGTH

CASE STUDY RESEARCH

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DEFINITION OF CASE STUDY RESEARCH

A method to deeply observe the characteristics of individual unit such as a person, a group or a community, in order to analyse various phenomena in relation to that unit of study (Cohen & Manion, 1989 as cited in Bassey, 1999).

THE TYPES OF CASE STUDY RESEARCH

The type of case study according from Stake (2005) a. Intrinsic case study b. Instrumental case study c. Multiple case study / Collective study

STAGES OF CASE STUDY RESEARCH

Step 03

Step 02

Step 01

Collect the raw data from interviews, observations or documents

Select and emphasize a particular phenomenon and decide the research questions

Make conceptualizations of the topic

Step 06

Step 04

Step 05

Select an alternative interpretation followed by writing a report in holistic and systematic forms

Formulate triangulation of observations and develop interpretation

Organize, classify, and edit the raw data into an accessible file, search patterns from data related to the topic

EXAMPLES OF CASE STUDY RESEARCH

• How and why are employees abusing drugs at workplaces?
• How is social media influencing modern businesses?
• What are the most effective ways for small businesses to plan their advertising budget?
• How can social media ads help in driving customers? How can employees engage during tough times?
• How can a business consider small customers to make bigger profits?
• How effective are pediatric pain management practices by nurses?

WEAKNESS AND STRENGTH OF CASE STUDY RESEARCH

WEAKNESS

STRENGTH

People may think that:

• Researchers do not follow systematic procedures and may have biased views that probably influence the findings and the conclusions.
• Researchers may not be able to cover all issues and offer a scientific generalization because they tend to have limited evidence, not as many as quantitative research.
• The studies often rely on subjective data, such as the participants’ statements or the researcher’s observations.

• It may offer details about a specific phenomenon
• People can share and understand others’ social experience.
• It always refers to a social context.

• It will not spend much budget as other methods such experiments and surveys.

ETNOGRAPHY RESEARCH

DEFINITION OF ETHNOGRAPHY RESEARCH

A study about relationships between people and several aspects of their life, such as socio-political, culture and history. The main purpose of the ethnographic approach in social sciences is to understand the relationship between people and their social environment (Hallet & Barber, 2014). The characteristic of this approach is close relationship between researcher and the researched.

THE TYPES OF ETHNOGRAPHY RESEARCH

• Realist Ethnography Research

It is known as traditional Ethnography research which is used by cultural anthropologist.

• Critical Ethnography Research

It is concerned with those groups who are marginalized in society.

STAGES OF ETHNOGRAPHY RESEARCH

1. Identify the Core Product Idea
2. Formulate the Research Questions
3. Finalize Research Location
4. Determine the Etnographic Research Type
5. Seek Approvals
6. Conduct Ethnographic Research
7. Analyze the Collected Data
8. Create the requirements Document

Examples of Etnography Research

1. Social Media Analytics Social media is used by 2.3 billion people and any one Internet user has on average 5.54 social media accounts. If we look at Twitter alone, there are 500 million tweets sent each day and Twitter has 310 million active users each month. This demonstrates the volume of consumer feedback available to researchers. Social media posts are unprompted — there is no direction from a researcher on content. Posts are shared organically on topics which are important to the consumer at that moment in time. This makes social analytics a great example of digital ethnography.

2. Discovery Forums Whilst “a picture is worth a thousand words”, sometimes it’s the words that count. Describing day-to-day routines, behaviour around the house or interactions with particular people (e.g. family members) is sometimes done more easily in words. In addition, the anonymity created by an online environment encourages consumers to open up and write in great depth. The anonymity created by an online market research forum encourages consumers write in great depth

WEAKNESS AND STRENGTH OF ETHNOGRAPHY RESEARCH

WEAKNESS

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• It investigates only a few cases or one case
• Its findings cannot be generalized to other social contexts
• Ethnography emphasizes the researcher as primary instrument in data collection. Selecting information that relevant to the topic of study is depending on the research’s argument.

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STRENGTHS

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• Ethnography fieldwork provides the best opportunity to collect current, reliable, complete and specific data to answer the relevant.
• It is also considered as the best source of the data for comparative study and analysis.
• Ethnography can participate in people’s daily lives for an extended period of time, watching what happens, listening to what is said, asking questions, in fact collecting whatever data available.

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