Ethnographic Research

Ethnographic Research is largely concerned with retrieving and analysing in-depth empirical data on human societies and cultures and is commonly used in social science and anthropology. Ethnographic research methods range from overt and covert participant observation to structured / semi-structured questionnaires or semi-structured / unstructured interviews.

Ethnographic research methods ensure there is a deeper understanding of the subject(s), and can take in to consideration human behaviour, decision making, rational and irrational motive, habit and consumption. Participant engagement and commitment is key to the success of ethnographic research. Deep probing can produce some surprising results with the respondent revealing more diverse and unexpected information.

The data analysis of ethnographic research will consider the frequency of prime themes within verbatim responses and offer explanations and suggest reasons for respondents choice.

Mackman Research has a team of ethnographic research method specialists who are interested in collaborative research work and we are happy to undertake this type of research on your behalf.

Mackman Researchers used ethnographic research methods when commissioned by Chelmsford Borough Council to explore the use of parks and gardens in Chelmsford. This two phase project used a structured questionnaire in the first phase and a semi-structured interviewing technique for the second phase of the project.

The Chelmsford Borough case study can be viewed by clicking here.