However, FGD is most vulnerable to external influences and participants have the tendency to be "swayed" by dominant participants. Thus, while it is more interactive and generates more information than in-depth interviews, FGD is susceptible to dominance of one or few participants, thereby resulting to information that is unreliable.
Lastly, ethnography provides a more detailed, objective, and authentic information about a phenomenon that is worth noting for purposes of research in marketing. Under ethnography, the researcher acts as the observer, objectively noting, describing, and analyzing recorded data from his/her observations of a particular group of individuals (e.g., consumers who are patrons of or defectors from a particular product or service). Through this method, the researcher "attempts to understand things that are otherwise foreign" (Littlejohn, 1999:211). Thus, ethnography brings into lucidity consumer culture, for the researcher to understand the consumers' sentiments and why a particular attitude is cultivated by consumers toward a product or service.
Khermouch discussion of the benefits of ethnography to market research demonstrates its effectiveness in probing deeply into the opinion and attitudes of people as consumers. Ethnography allows researchers to identify problems that would not have been generated through quantitative techniques, or even...
grounded theory, phenomenological research, ethnographic research, and historical techniques. The main focus of qualitative research approaches is to find meaning and several realities. As a result of this focus, qualitative sampling is based on acquiring enough and suitable information. Despite of the differences in the types of qualitative research, the approaches are founded on a holistic worldview that incorporates several concepts. Some of the major ideas that are the
Spotlighting Samplings 4 Qualitative Research Research Choices 6 the Phenomenology Method The Ethnography Method DEPTH Four Qualitative Approach Comparison Strengths and Critiques of Case Studies "A research design indicates the full research process from conceptualization of the research problem, generation of data, analysis and interpretation of findings, and dissemination of results" (Magilvy & Thomas, 2009, What and Why… Section, ¶ 4). The Question of Interest What type of research design should the researcher use? To answer the study's critical research
The third position means stepping outside the situation and seeing issues from the point-of-view of a third party. NLP reminds us that people receive information in various sensory channels: the visual, the auditory, the kinaesthetic (perception of movement of effort) and the digital mathematical or reasoned thinking (Taylor, 2000). The idea being that people use all of these modes, but may have a preferred mode. Ethnographic approach: this takes its
participant observer is an active participant in the ongoing activities and records observations from this perspective (no author, 2013). This role is used in certain settings, for example in ethnographies, action research and case studies (Iacono, Brown & Holtham, 2009). Participant observation is typically used when there are special insights to be gained from being a participating, as opposed to a passive, observer. However, participant observation has its limits,
Creswell's (1994) well-known qualitative research traditions (i.e., biography, case study, ethnography, grounded theory, and phenomenology), Shank and Villella extended the taxonomy to include four criteria they believed would support greater understanding of qualitative research. The criteria provide these perspectives of the research: 1) Investigative depth; 2) interpretive adequacy; 3) illuminative fertility; and 4) participatory accountability. Taken together, the criteria gauge the researchers' willingness to direct inquiry below the surface
As depicted here, the other female actresses in the film -- played by actual Africans -- are naked above the waist. The white actress is not. Indeed, the lower photograph depicts Gehrts-Schomburgk reclining on a leopard skin rug, while a topless native woman fans her with an elaborate fan made of feathers. The ludicrous excess of the colonialist fantasy could not be more evident here. Yet this actress is the
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