Thursday, May 05, 2005
From "The Ethnographer's Method": Ethnography ~~Grounded Theory but not Same
Grounded Theory = "used in rhetoric of justication...[as] a superficial and hollow stamp of approval, more common than ethnography in management field, is often in our view mistakingly presented as dominant approach to theorizing in qualitative research. Comparable processes of generating understanding with iterative comparisons of data and theory,ethno grounded as ethnographers prioritize trying to think through observations in terms of their imanent context before trying to construe data in light of existing theories. Ethno--normative orientation focused on description.GT--methodological procedures are documented in detail, more efficeitn if one cares about concepts but not about context, theoretical sampling allows for more efficient, short-term observation and interviewing. Examples: "Boys in White: Student Culture in Medical School" (ethno)vs "Social Organization of Medical Work(gt).
Ethno~~Naturalistic theory but not same
Ethno: participant observation, create holistic counstruct of "culture" or "society", context sensitivity based on immersion, detailed depiction and analysis of social relations and culture
"Web Usability Research at Microsoft Corporation": support design process with traditional lab and field research techniques, participatory design, heuristic evaluations of preliminary specifications, and testing of low-fidelity paper prototypes, cart sorting where partipants sort index cards into meaningful and related piles and asked to provide a label for each pile. Cluster analysis techniques applied, tree-diagram provides view of number of clusters and content of each cluster.
Rules 1)Simplify virtual landscape for users so that spatial information can be easily learned, 2)Make users aware of where they are at all times, metaphors, noticeable navigation bars 3) Make users aware of how to travel in space.
Grounded Theory = "used in rhetoric of justication...[as] a superficial and hollow stamp of approval, more common than ethnography in management field, is often in our view mistakingly presented as dominant approach to theorizing in qualitative research. Comparable processes of generating understanding with iterative comparisons of data and theory,ethno grounded as ethnographers prioritize trying to think through observations in terms of their imanent context before trying to construe data in light of existing theories. Ethno--normative orientation focused on description.GT--methodological procedures are documented in detail, more efficeitn if one cares about concepts but not about context, theoretical sampling allows for more efficient, short-term observation and interviewing. Examples: "Boys in White: Student Culture in Medical School" (ethno)vs "Social Organization of Medical Work(gt).
Ethno~~Naturalistic theory but not same
Ethno: participant observation, create holistic counstruct of "culture" or "society", context sensitivity based on immersion, detailed depiction and analysis of social relations and culture
"Web Usability Research at Microsoft Corporation": support design process with traditional lab and field research techniques, participatory design, heuristic evaluations of preliminary specifications, and testing of low-fidelity paper prototypes, cart sorting where partipants sort index cards into meaningful and related piles and asked to provide a label for each pile. Cluster analysis techniques applied, tree-diagram provides view of number of clusters and content of each cluster.
Rules 1)Simplify virtual landscape for users so that spatial information can be easily learned, 2)Make users aware of where they are at all times, metaphors, noticeable navigation bars 3) Make users aware of how to travel in space.
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