ethnographic interviews and case study

The Ethnographic Interview : 

The Ethnographic Interview Isny Joseph and Chad Reed February 20, 2008

Definitions : 

Definitions Ethnography The branch of anthropology that deals with the scientific description of specific human cultures Ethnographic Interview A qualitative technique that studies the cultural patterns of participants in their natural settings Primary Method of Cultural Data Collection

Where is it Used? : 

Where is it Used? Business & Public Administration- To Understand How People Use Goods & Services Public Policy Research- To Decide How a Certain Phenomenon Might Be Understood in Terms of Better or Worse Social Outcomes Ultimately- Links What People Say to What They Do Dr. A Schroeder CPAP 109 Draper Road B-Burg, VA 24060

Key Features : 

Key Features Traditional Interviewer & Interviewee Roles Reversed Must Develop & Maintain Positive Relationship Rapport, Rapport, Rapport Series of Friendly Conversations A Discovery & Interactive Oriented Research The Ultimate Goal Obtain a Vivid Description of the Respondent’s Life Experiences

Key Objectives : 

Key Objectives Collect Information Developing Framework of Respondent’s Own World Describe, Analyze, & Interpret Group Culture Shared Beliefs Behaviors Language

Ethnographic Process : 

Ethnographic Process Identify the Purpose of the Interview Describe Sample Selection/Population Describe the Site Describe the Data Collection Methods Participant-Observation, Field Notes, Interviews, or Artifacts Describe Strategies for Data Analysis & Interpretation Construct Report of Findings

The Right questions : 

The Right questions Two Basic Types of Questions Descriptive Structural Descriptive Questions Broad & General Allow Respondents to Describe Their Experiences Provide an Idea of the Respondent’s World View Enable Interviewer to Discover What is Important

Descriptive Questions : 

Descriptive Questions

The Right questions : 

The Right questions Structural Questions Used to Explore Responses to Descriptive Questions Interviewers Listen for Repeated Words or Issues Repeated Issues Represent Categories of Knowledge Nine Relationships Capture the Majority of Relationships That Exist in People’s Lives

Structural Questions : 

Structural Questions

Structural QuestionsContinued : 

Structural QuestionsContinued

The 7 Right ways to ask The Right questions : 

The 7 Right ways to ask The Right questions Ask For Use Instead of Meaning Use Open Ended v. Dichotomous Questions Restate Responses with Exact Words Summarize Answers & Allow For Corrections Avoid Multiple Questions Avoid Leading Questions Avoid Why Questions

The Upside & downside : 

The Upside & downside Advantages Allows For Discovery Avoids Pitfalls Arising From Self Reported Data Logistics Powerful Assessment of User’s Needs Disadvantages Bias Interest Time Consuming Respondent Fatigue Cost

Respondent Anxiety?? : 

Respondent Anxiety??

Case Study : 

Case Study “Ethnographic Interviews Guide Design of Ford Vehicles Websites” Anschutz & Rosenbaum

Background : 

Background Purpose- To Learn How People Garner Information That Motivates Them in Car Buying Decisions Conducted by J. Walter Thompson (JWT), a Digital Design Agency of Ford Motor Company

Objectives : 

Objectives What Information Buyers Needed & Desired Where Buyers Wanted the Information How the Information Was Used What Was the Motivation in Collecting Information What Prevented Buyers From Collecting Information How the Process Could be Improved

Approach : 

Approach Budget Limited Budget Limited Time, Approx. 1 Month Why Not Conduct Survey or Phone Interviews? Because JWT Wanted More They Wanted to Learn the Behavior of Potential Ford Customers, Not Just Answers to Questions Their Answer Ethnographic Interviews

Design/Methods : 

Design/Methods Population San Francisco Bay Area & Rochester, NY Residents To Avoid Detroit Bias How to Find Potential Buyers (Participants) Advertising on Electronic Bulletin Boards & in Newspapers in Rochester Posted Flyers at Auto Dealerships Distribution of Flyers at Auto Shows Contacted Unused Candidates From a Previous Study

The ethnographic interview : 

The ethnographic interview Strategy 10/1 hr. Interviews at Potential Buyers’ Homes Allowed Researchers to View All Information Respondents Had Previously Collected Interviews Conducted At Lunchtime, Late Afternoon, & Early Evening Important to Accommodate Participants & Others Participating in the Buying Process

Findings : 

Findings Roles of Personal Associations/Experience What Information Buyers Need & Where They Find It Why Buyers Do or Don’t Keep Physical Information What Buyers Like About the Internet & How it Complements Their Experience at the Dealer

Even More findings : 

Even More findings Buyers Wanted to Learn as Much as They Could Before They Went to the Dealership Still Interested in Collecting Hard Technical Information Pricing Information was Critical Textual Data on Models in Tabular Form Wanted a Quick & Easy Comparison on Different Models & Different Vehicles

Outcomes : 

Outcomes Initial Changes Made Made Pricing Information Easy to Find On Showroom Pages Enabled Site Visitors to Make Quick & Easy Comparisons Created Printer-Friendly Pages Follow-up Usability Testing Customer Survey

Conclusion : 

Conclusion Interesting Approach Design Limited Sample Challenges Was This Approach Built Ford Tough?

Questions? : 

Questions? The End Thanks For Your Attention