Practical Ethnography

This book is a robust guide to practicing ethnographic research in the private sector.

Ethnography is an increasingly important research method in the private sector, yet ethnographic literature continues to focus on an academic audience. Sam Ladner fills the gap by advancing rigorous ethnographic practice that is tailored to corporate settings where colleagues are not steeped in social theory, research time lines may be days rather than months or years, and research sponsors expect actionable outcomes and recommendations. Ladner provides step-by-step guidance at every turn--covering core methods, research design, using the latest mobile and digital technologies, project and client management, ethics, reporting, and translating your findings into business strategies. This book is the perfect resource for private-sector researchers, designers, and managers seeking robust ethnographic tools or academic researchers hoping to conduct research in corporate settings. More information on the book is available at http://www.practicalethnography.com/.

Autorentext

Sam Ladner, PhD, works as both an academic and a practitioner. A sociologist specializing in the social aspects of technological change, she has published articles in peer-reviewed journals such as Time & Society and The Canadian Journal of Communication. Ladner successfully operated her own research firm, Copernicus Consulting, until recently joining Microsoft as a Senior User Researcher in the Microsoft Office division. She served as a Postdoctoral Fellow at the Ted Rogers School of Information Technology Management at Ryerson University in Toronto, where she also taught qualitative research methods as an adjunct professor. She holds a PhD in sociology from York University, an M.A. in communication from Simon Fraser University, and a Bachelor's of Journalism from University of King's College.

Zusammenfassung
This book is a robust guide to practicing ethnographic research in the private sector.

Inhalt

Chapter 1 Introduction
Chapter 2 Using Theory in Ethnography
Chapter 3 Managing a Private-Sector Ethnography Project
Chapter 4 Ethnographic Tools
Chapter 5 Managing Clients
Chapter 6 Ethical Ethnography
Chapter 7 Sampling
Chapter 8 Fieldwork
Chapter 9 Analysis
Chapter 10 Reporting
Chapter 11 Beyond Ethnography