Ethnography in Business — Test 3, Section 4
IELTS_ACADEMIC · Ielts Listening Section · Cambridge IELTS 11 Academic, Cambridge University Press
Listen to the recording once and answer all the questions in this section.
Ethnography: research which explores human cultures • It can be used in business: – to investigate customer needs and ___ – to help companies develop new designs Examples of ethnographic research in business • Kitchen equipment: cooks could not easily see the ___ in measuring cups • Cell phones: in Uganda, customers paid to use the phones of entrepreneurs — they wanted to check the ___ used • Computer companies: a need to develop ___ to improve communication between system administrators and colleagues • Hospitals: nurses needed to access information about ___ in different parts of the hospital • Airlines: respondents recorded information about their ___ while travelling Principles of ethnographic research in business • The researcher does not start off with a hypothesis • Participants may be selected by criteria such as age, ___ or product used • The participants must feel ___ about taking part in the research • There is usually direct ___ of the participants • The interview is guided by the participant • A lot of time is needed for the ___ of the data
IELTS_LISTENING_FORM_COMPLETION
ETHNOGRAPHY IN BUSINESS
ONE WORD ONLY
Complete the notes below. Write ONE WORD ONLY for each answer.
A lecture on ethnography and how businesses use it.
Available as a free printable PDF worksheet with an optional answer key.