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Ethnography & Consumer Insights

Week 5 – Theories of Social Context, Qualitative Research Design
Kelik Harjono
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Today’s Outline • Theories of Social

Context
What will you learn today
• Qualitative Research
Design

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Theories of Social Context

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 Interaction Among Individual
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Individual Theory of Interaction

Identity

Theories of Social Context

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The psychologist (particularly the social psychologist)

focuses on the individual and his interactions with
others, but it is the
ethnographer that provides insight into the
influences culture has on that individual.

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 Context Influence How You See Shapes
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Which Blue Circle is bigger? Are they the same rectangle?

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 Context Influence How You Recognize Object
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Can You Read?

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 Context Influence How You Recognize an 2022

Emotion

Angry or
Yelling? What about this
one?
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 What is Culture?
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Values

Belief Behavior

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 What is Culture?
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• Culture is the beliefs, values, mind-sets, and practices of a group of people.

• It includes the behavior pattern and norms of that group—the rules, the assumptions, the perceptions,
and the logic and reasoning that are specific to a group.

• In essence, each of us is raised in a belief system that influences our individual perspectives to such a
large degree that we can’t always account for, or even comprehend, its influence. We’re like other
members of our culture—we’ve come to share a common idea of what’s appropriate and
inappropriate.

• When talking about culture, it’s important to understand that there really are no rights or wrongs.

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 Factors that Constitute a Culture
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• Manners,
• Mind-set,
• Rituals,
• Laws,
• Ideas,
• Language
• And Many Others
Understanding the “why” behind culture is essential.

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 Values
According to M.
Haralambos, “A value is
a belief that something is
good and desirable”.
According to T. W.
Hippie, “Values are
conscious or unconscious
motivators and justifiers
of the actions and
judgment”
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According to R.K. Mukherjee, According to Zaleznik and David,
“Values are socially approved “Values are the ideas in the mind of
desires and goals that are men compared to norms in that they
internalized through the process specify how people should behave.
of conditioning, learning or Values also attach degrees of
socialization and that become goodness to activities and
subjective preferences, standards, relationships”
and aspirations”.
According to I. J. Lehner and N.J. Kube, “Values are an integral part of the
personal philosophy of life by which we generally mean the system of values by
which we live. The philosophy of life includes our aims, ideals, and manner of
thinking and the principles by which we guide our behavior”
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 Values
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Values defined as the collective conceptions of what is

considered good, desirable, and proper or bad, undesirable, and
improper in a culture.

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 Values
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Values are individual beliefs that motivate people to act one way
or another. They serve as a guide for human behavior.
As Kluckhohn (1953) and Seeley (Seeley, Sim, and Loosely, 1956) have offered, value
orientations fall along five axes:

Time Human Human

Activity Human-to-Nature
Orientation Relation Nature

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 What is Belief?
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Understanding what consumers believe gives a

coherent
metaphor with which to build marketing or product
design strategies. The product’s design and marketing
must match the ways in which consumers think about
that product.

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 What is Behavior?
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UNIVERSALS SPECIALTIES ALTERNATIVES PECULIARITIES

What everyone should do What some roles (e.g., women, What some people do, within What only “strange” people do
managers) do the realm of “personal taste”
but not the ideal

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 Behavior : FOOT
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Behavior European Asian You?

Universals Shoes Barefoot ?
Specialties High Heels (Women) Shoes ?
Alternatives Snowshoes Sandals ?
Peculiarities Barefoot Boots ?

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Qualitative Research Design

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 Qualitative Research Design
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 Specify design before data collection

 Adhere to the design after study started
 Study design evolves over time
 Researcher Decisions include:
 How to obtain
 From whom to collect
 How to schedule
 How long

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 Characteristics of Qual Research Design
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 Flexible, elastic, capable of adjusting

 Merging together of various data collection strategies
 Holistic, understand the whole
 Research intensely involved
 Researcher to become the research instrument
 Requires ongoing analysis of data to formulate subsequent strategies and to
determine when field work is done

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 Phases of Qual Research Design
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1) Orientation an overview

2) Focused exploration

3) Confirmation and closure

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 Bear In Mind!!!
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Aim: to learn from rather than study members of a cultural group

Two perspectives:

1) Emic – insider’s view, the way the members of a culture envision their world

2) Etic - outsiders’ interpretation of the experiences of that culture – strive to get at cultural experiences that
members do not talk about or may not even be consciously aware

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 Caution !!!
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 Extensive field work

 Typically, labor intensive
 Time consuming
 Researcher as instrument - to study a culture it requires a certain level of intimacy – needs to be
developed – become one within the culture

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 Individual Assignment

Tuliskan dalam uraian satu kebiasaan/budaya/culture yang

ada di rumah/ sekolah/ tempat kerja/ dll, yang Anda dan
orang-orang di sekitar Anda lakukan dan jelaskan apa yang
melatarbelakangi culture tersebut? (Jelaskan Values, Belief,
Behavior nya)

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THANK YOU!
See You Next Week