Ethnography

Prof. Amar KJR Nayak
Principles of Ethnography

ETIC versus EMIC

Listen, Observe & Experience

Ideational & Materialistic
 Characteristics

• Thick Description versus Thin description
• "The emic approach investigates how local
people think" (Kottak, 2006)
• Deeper Researcher engagement
• Interaction between members and outsiders.
• Multiple perspectives.
 When to use?

• For understanding the link between social contexts,

cultural meanings and practices.

• Focus on behavioral and interactive dimensions of

social life.

• Lived experience not reality.

• Understanding lost stories, cultures, etc.

 Process
• Research Question : Usually open ended.
• Establishing rapport
• Selecting informants
• Data Collection : Through field notes and interviews.
• Reflection 
• Discourse Analysis
• Interpretation of interviews
• Write up the research
• Data Analysis : Ongoing throughout the study.
 Advantages
• Direct Observation
• Detailed data
• Holistic approach
• Contrast & Comparison : The researcher will
be able to contrast his individual account and
expressions and compare with the data.
• Ecological: Resources are the groups’.
 Disadvantages
• Can be emotionally draining

• More time required

• Access to data/ place may be difficult.

• Invasion of privacy

• Safety Issues

• Reliability – As often researcher is alone so no one to cross check.

• Useful only in specific cases.
 Conclusion

• It is a process on which new theories can be

generated and as new data emerge, existing
theories may prove to be inadequate.

• The researcher’s view of what needs to be

looked at and reported on may change and
explanations of what is going on may be
supplanted by ones seem to fit better.
 Ethnography

“I want to understand the world from your point of view.

I want to know what you know in the way you know it.
I want to understand the meaning of your experience, to
walk in your shoes, to feel things as you feel them, to
explain things as you explain them. Will you become my
teacher and help me understand?”

James P. Spradley
Professor of Anthropology
 Grounded  Action 
Historical Survey Case Methodology Ethnography
Theory Research

Methodology

ETIC Approach EMIC

Epistemology

Ontology

Lived Experience & Educational 
Exposure
 Research Methodologies ‐ Summary
Survey Case Ethnology History Action Research

Type of Question What How How When/How How to resolve in action

Principles & Assumptions Ideational Ideational & Materialistic Materialistic, Ideational, Materialistic Systems Thinking &

Direct Observation &  Long term Data driven  Simultaneity in intervention
Experience (EMIC) (Cliometric)

Type of Test/Study Confirmatory test Exploratory, Exploratory Empiricist Action Projects

Explanatory Finding Meaning  Focused
Factor Analysis Analytical

Hypothesis Clear Hypothesis Some Hypothesis Exploratory Multiple Multiple Hypothesis There is a better way

Hypothesis v/s TINA
Field Work For data collection Engagement on field Deep involvement in the fields Source field engagement Grounded action

Time Short/Quick Long (2 years)  Longer (4‐5 years) Longer (5‐7 years) Very short to very long

( 3 months)
Methods/Techniques of  All possible techniques  Content Analysis Content Analysis Cliomeric Stimulus‐Response‐
analysis (SPSS) Historical Trend Analysis Long term trend analysis Stimulus‐
AMOS SPSS, Genesis

Type of data Opinion (primary) ‐Secondary detailed Artifacts, Symbols, Stories,  ‐ Secondary From the Ground 

Source of data Secondary panel data/time  ‐ Interview with          Songs etc ‐Multiple source of data
series data selectional ‐ Archieves
‐Multiple source of data,  ‐Memos & Correspondence
memos, officials 
correspondence

Sample size

Variable size/no