Research Methods: Ethnography and Focus Group - Essay Example

Research Methods Journalism is one of the disciplines that has step up to establish distinct methods of collecting data from diverse respondents to furnish their news and reports. Different methods have been developed to facilitate the collection of raw data, which is later analyzed for dissemination to various stakeholders. Ethnography and focus group are among the most commonly used research methods for obtaining raw data from participants. This paper will critically discuss how journalists rely upon ethnography and focus group research methods when collecting data, and will also seek to outline the strengths and weakness of using these methods. Ethnography refers to a research method that involves the study of peoples and their cultural practices when collecting information. Ethnography requires a researcher to be actively involved in the field where the researchers involve in participants’ activities directly (Hammersley and Atikson 2007, p.14). For example, a journalist carrying out research on the kind of meal consumed by a particular community will have to join them when preparing food in order to collect rigid information. This is an effective method for obtaining primary information as journalist obtains data without exaggeration. Additionally, it enables account for the complexity of the group their relationship and providing context for their behavior (OReilly 2009, p.102). However, it encounters some challenges; firstly, respondents may behave differently during research period thus hiding reliable information. Additionally, the journalist is committed so much since they have to be actively involved in the field. Finally, it is a tedious method considering time taken to complete research. Ethnography is often referred to as “Think Descriptive” where gathered data is culminated, and then journalists’ think about it to bring about cultural meaning from the information obtained. It could also be advantageous for a journalist who is knowledgeable on ethnography since they are able to obtain information from nonverbal traits through body language thus ensuring no information is left hidden (Hansen 2010, p.215). Additionally, unique words are noted and their meanings are compared across cultures to note similarity and differences on the same. Ethnography enables journalists to reflect on their findings; thus, gaining more insight on the matter considering their personal observation on the field of study (Peterson and Domingo 2009, p.29). In addition, this method is useful to journalists in their reporting as it assists them to differentiate needs of the society depending on the age and gender by clearly interacting with youth and elderly to know what each group is demanding. Journalists also rely on ethnography to acquiring information concerning a particular market. Understanding client needs could assist a company to brand its products meet its customer needs, it could be good to know what product is trending among a particular group of customers (Cayla and Arnould 2013, p.13). This could be done by creating an online platform where customers may drop their comments concerning a particular product, how they want it improved and what they would like as a complimentary (Dicks 2005, p.104). The ability to collect information concerning diverse customers has enabled companies’ record high sales since they offer satisfactory products. Ethnography is used in schools to determine suitability of new policies by allowing students to raise opinion in support or against certain policies in school. Focus group involves selection of a sample from different background to represent the rest of the community. Sometime it does not provide reliable information since finding of the sample may stereotype the entire community (Litosseliti 2003, p.213). This method is advantageous in various ways, firstly, it is easy to acquire information about how customer perceives a product and improve it according to their recommendations. Secondly, it gives room for interactions among participants thus enabling journalists obtain rigid information. Furthermore, it is very fast method of acquiring information because it does not involve spending much time in the field as opposed to ethnography where you have to spend even months interacting with respondents to try learning their traits (Barbour and Kitzinger 1999, p.204). However, it is ineffective in ways like providing biased information since finding may be exaggerated. Additionally, negative reputation can be developed towards a certain community or product following the findings of a sample of 10 people who had represented a group of 100 people or items. Finally, it is not an in-depth method of collecting information since some essential sources of information like body expression are never relied upon. The use of focus group is applicable in journalism is such a way that, instead of studying media message, journalist acquire information from respondents by considering their beliefs and attitude towards a product. Data obtained is used to create new reports where people get to know perception of various products in the market. Focus group enables journalist answer existing questions and at the same time, raising new questions that may be need consideration in the future. They are therefore able to anticipate the future; for example, findings from a focus group can help sensitize viewers on expected changes in prices of commodities (Mattarelli, Bertolott and Macrì 2013, p.31). Additionally, journalist use information obtained from one group to compare with the other group in order to find solutions concerning a particular phenomenon. Journalists usually pay attention to different participants to get their opinion and act as moderator in order to reach at a neutral point. Interestingly, the two methods may relate in some instances such like, they may all use internet platform where, participants post their comments and comparison is done after research to arrive at equilibrium. Use of internet resources facilitates faster findings since information is obtained just by the click of button. However, it may give unreliable information since journalists may not be able learn from nonverbal communication. Additionally, they are both sources of primary data since the researcher obtain information directly form participants (Solis 2010, p.2). This ensures that information is free from distortion when giving report. Unfortunately, none of the above can be said to be perfect since in the case of ethnography, it may not be easy to note complete behaviour of the participants especially if they are behaving differently during research. Conversely, participants of focus group can provide false information in order to fit in the current situation or to gain rewards especially if they are being rewarded. Nevertheless, both ethnography and focus group tends to differ a great deal considering some factors. Firstly, ethnography involves observation of respondents in the field. The researcher has to be actively in the field in order to note unique traits about a certain product or behavior of people (Babbie 2013, p106). On the other hand, focus group do not focus on observation, instead, response from participants are discussed in order to arrive at a neutral position. Secondly, ethnography is time consuming and expensive. The researcher has to travel to field of study and engage in activities of the respondents which may be exhaustive and expensive considering expenses such as transport, housing and cost of food. However, focus group can be costly or less costly depending on how it is conducted. For example, face-to-face method can be used which may imply high cost since participants may require compensation with some cash or in kind while participation through social media such like Facebook may imply low cost. In conclusion, ethnography and focus group can greatly help obtain useful information especially for journalists who then avail it to the public. Ethnography help understand participants in order for the firm to set up relevant plans that will enable satisfy customer needs. Focus group is effective method since it allows participants to independently make decision while at the same time they can consult each other on some matters. However, despite their difference, ethnography and focus group are useful methods of data collection that can be used jointly to obtain reliable information that can be used to make conclusion on conflicting aspects. References Hammersley, M. and Atkinson, P., 2007. Ethnography: principles in practice. London: Routledge, pp. 1 - 19. Dicks, B., 2005. Qualitative research and hypermedia: ethnography for the digital age. London: Sage. OReilly, K., 2009. Key concepts in ethnography. London: Sage. Peterson, C. A., & Domingo, D., 2008. Making online news. New York: Peter Lang. Hansen, K.A. 2010, "Making Online News: The Ethnography of New Media Production", Journalism and Mass Communication Quarterly, vol. 87, no. 1, pp. 215-216. Litosseliti, L., 2003. Using focus groups in research. London: Continuum. Cayla, J, & Arnould, E., 2013. Ethnographic Stories for Market Learning, Journal of Marketing, 77, 4, pp. 1-16. Babbie, E. R., 2010. The practice of social research. Belmont, Calif, Wadsworth: Cengage. Solis, B., 2010. Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Hoboken, N.J.: John Wiley. Mattarelli, E., Bertolotti, F. & Macrì, D.M. 2013, "The use of ethnography and grounded theory in the development of a management information system", European Journal of Information Systems, vol. 22, no. 1, pp. 26-44. Barbour, R. S., & Kitzinger, J., 1999. Developing focus group research: politics, theory and practice. London, Angleterre: Sage. Read More