Our goal is to see people’s behavior on their terms, not ours. Ethnographers generate understandings of culture through representation the 'insider's point of view.
To develop an understanding of what it is like to live in a setting, the researcher must both become a participant in the life of the setting while also maintaining "detachment."
Organizational ethnography promises to elucidate two aspects for which other methods, such as surveys, are less suitable: (1) its “hidden” dimensions, and (2) its actor‐context relations.
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