Practical Ethnography 1st edition by Sam Ladner – Ebook PDF Instant Download/Delivery: 1315422239, 9781315422237
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ISBN 10: 1315422239
ISBN 13: 9781315422237
Author: Sam Ladner
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/.
Practical Ethnography 1st Table of contents:
Chapter 1 Introduction
What Comes Next
What Is Ethnography?
Ethnography’s Value to the Private Sector
Etic Versus Emic: The Example of Starbucks
Chapter 2 Using Theory in Ethnography
Finding Meaning Versus Finding Facts
A Dynamic Theory of Identity
Fitting Identities Together
Theories of Social Context: Understanding Culture
Back to the Truth
Chapter 3 Managing a Private-Sector Ethnography Project
The Temporal Landscape of Today’s Corporation
Principles for Being an Interpretivist Project Manager
Estimating the Cost of a Private-Sector Ethnography Project
Assembling the Team
Managing the Project
When Things Go Wrong
Delivering the Project
Reviewing the Project
Chapter 4 Ethnographic Tools
Types of Tools
Research Design Tools: Reviewing Past Knowledge
Recruitment Tools: Reaching Out and Keeping Track
Fieldwork Tools: Collecting and Archiving
Analysis Tools: Sifting Through
Reporting Tools: Telling Stories
Chapter 5 Managing Clients
What Is “Private-Sector Ethnography”?
Ethnography as Pandora’s Box
Key Client Management Tasks
Chapter 6 Ethical Ethnography
How Ethics Differ in Private-Sector Ethnography
An Ethical Hypothetical: The Issue of Deceit
A Special Note about Children
Ethical Practice Audits
Chapter 7 Sampling
The Logic of Sampling
What Kinds of Samples Do Ethnographers Take?
Selecting the Ethnographic Sample: The Sampling Frame
Selecting the Ethnographic Sample
Ethnographic Samples Can Never Offer Prediction
Chapter 8 Fieldwork
What Is “Fieldwork”?
Gaining (and Keeping) Access
What Ethnography Is Not
Getting Ready
Being There
The Beginning (Kind Of)
The Ethnographic Interview
The Tour
The Observation
Leaving
An Example
Chapter 9 Analysis
Questions Ethnographers Do Not Answer
To Transcribe or Not to Transcribe?
The Process of Analyzing Ethnographic Data
Reduction Techniques
Visualization Techniques
Drawing Conclusions
Chapter 10 Reporting
Elements of Good Ethnographic Reports
Written Reports
Visual Reports
Audio Reports
Reports That Aren’t Reports
Chapter 11 Beyond Ethnography
Ethnographic Literature Reviews
Online Ethnography
Adapting Ethnography for Focus Groups
Why Usability Labs Can Never Be Ethnographic
A Dedication to Ethnography
Notes
References
Index
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