The purpose of this essay is to observe the general ambiance around a food stall of KFC in a mall. More specifically, it is aimed at observing general table manners of the youth, and the kind of conversations that flow when friends hang out together…
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I studied my ethnography research at KFC in a local mall. It was Sunday and I was at the Dolmen Mall around 1 pm. Dolmen Mall is one of the biggest malls down here in New York. KFC was located in the food court on the first fourth floor of the mall. There were a lot of stalls that had covered the entire fourth floor. The stalls were juxtaposed with each other. In front of the stalls, there were tables and chairs and a comfortable seating area arranged for visiting family. The total number of stalls in the area was 25. The stalls belonged to various genres from coffee to desserts to donuts to fast food to continental to oriental food. KFC was stationed right in the center of the food court. On the left side, it had Mr. Burger and on the right side, it had McDonald's. The staff at KFC was mostly young. I felt that the primary reason behind the young staff at KFC was the less pay per hour. The stall was crowded as it was a weekend afternoon. People from different ethnic and religious backgrounds were frequenting to the stalls. I noticed a gang of friends seated comfortably in a stall in front of KFC. They were happily laughing and chatting away. This group of friends was between 15-16 years. It comprised of 4 boys and three girls. They were cracking jokes, and playing with cell phones. One of the girls was meddling with her clutch to take out a mobile phone. I have noticed that men usually carry cell phones in their pants while women carry it in their handbags. I also observed their table manners and concluded that females were better behaved compared to their male counterparts. The conversations that flowed were very colorful. They ranged from cars to food to college gossip to relation statuses. I noticed men were the ones with the greater sense of humor as they would be the one cracking most of the jokes. Girls, however, were more prompt with their insight into the latest gossip and happenings in college. 1) Frame the study as a larger theoretical, policy, or practical problem. The study will help frame marketing plans at the mall according to the type of gentry that visits it. 2) Pose initial ethnographic research questions. (aside from essential question) Where is it located? What kind of interiors are there? What kind of people is visiting? What kind of conversations is following? How are they behaving? What is the general mood like? What are the differences between the ways in which the guy is interacting and the way in which the guys are interacting?
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The normal ethnographic research applies three forms of data collection that are interviews, observation, as well as documents. In turn, this produces three forms of data that is quotations, descriptions, along with excerpts of documents, which results in one product that is a narrative description.
It thus enables us tenable to familiarize with the people while scrutinizing them in order to file an extensive and authentic report on them. While doing so one is likely to establishes friendships as well useful contacts with the locals, leading to the formation of ordinary life which gets rooted in their practiced cultures owing to regular encounter with thus enabling one to learn how to communicate with them at a personal levels (Denzin).
In addition, the research in most cases is inductive as well as hypothesis generating whereby it assists the researcher to come up with standardized measures or deduce educated guesses about the reasons why and how a given process happens. Contrary to this, quantitative research methods tend to be hypothesis testing and deductive there by assisting the researcher to determine e level of truth within educated guess across a given population.
Ethnographic study is defined as a tool used by cultural anthropologists to study a culture up close and personal, whereas living amongst the people learning, anthropologists detect behaviors and ask questions about cultural norms (Fetterman 2010, p.11). Therefore, their idea is to gather new and direct information on a culture with the perception of the people being studied.
The discovery of new societies and cultures, and the radical differences of these to Western beliefs and values, prompted researchers and academicians alike to develop the method of immersion and observation in the "field"-that is, the site wherein said society or culture can be found.
Through this scheme, it is able to cut costs through operating economies in advertising and raw materials purchasing. Strategic locations where there is high traffic also propel its success by effectively reaping the cost advantages of scale economies. Other operational strategies included efficient store management to boost profitability as well as "ensuring short-term profits", "building local public relations," "maintaining employee morale," "developing customer goodwill," and "keeping tab on competing chains." KFC recognizes the importance of building an overall market image to succeed.
Also, as a member, the author had ample access to the inner workings of the church, including the ways in which various subgroups mingled and interacted with other groups. This paper will demonstrate the various ways
Kentucky Fried Chicken Corporation (KFC) was the world’s biggest chicken restaurant in 2004. It held more than 50 percent of the market share in the US. It was operating through franchises in more than 11,000 restaurants in 80 countries and territories worldwide that included high growth markets in Australia and NZ.
According to the report the Kentucky Fried Chicken restaurant is a renowned chicken restaurant with an outstanding image across the world and has been globally placed for almost 50 years from its inception. KFC runs almost 5200 fast-food outlets in United States and almost 15, 000 outlets in other parts of the world.
5 Pages(1250 words)Research Paper
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