Luyện đề: ETHNOGRAPHY IN BUSINESS IELTS LISTENING SECTION 4

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Questions 31 – 40
Complete the notes below. Write ONE WORD ONLY for each answer.

ETHNOGRAPHY IN BUSINESS

Ethnography: research which explores human cultures

It can be used in business:

  • to investigate customer needs and 31…………….
  • to help companies develop new designs

Examples of ethnographic research in business

Kitchen equipment

  • Researchers found that cooks could not easily see the 32…………….. in measuring cups.

Cell phones

  • In Uganda, customers paid to use the cell phones of entrepreneurs.
  • These customers wanted to check the 33…………….. used.

Computer companies

  • There was a need to develop 34 ………. to improve communication between system administrators and colleagues.

Hospitals

  • Nurses needed to access information about 35…………….. in different parts of the hospital.

Airlines

  • Respondents recorded information about their 36…………….. 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, 37………………. or product used.
  • The participants must feel 38……………… about taking part in the research.
  • There is usually direct 39………………. of the participants.
  • The interview is guided by the participant.
  • A lot of time is needed for the 40……………… of the data.
  • Researchers look for a meaningful pattern in the data.

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