Unit 1: Ethnography Excercise

• Topic: Research on consumer’s behaviour in different coffee shops in order to improve their customer service
• Research Location: Ravensbourne Café (Case Study 1) / Starbucks in O2 Arena (Case Study 2)
• Steps:
1. Determine the research question or focus
2. Determine the research location and context
3. Determine the data capture methods
4. Design the data capture instruments
5. Recruit participants
6. Obtain access to field
7. Set up the tools and materials
8. Conduct the research
9. Reduce the data to essential values
10. Code the data according to themes and sub-themes
11. Report findings and recommendations
12. Determine follow-up research
•  Learnt:
• Ethnography is a useful method for a qualitative research. I can try for my research
• Plan ahead and make a standard chart to record results more easily and fast
• Use efficient devices according to the research topic
• Be objective. Do not judge anything during the observation
• Make a group for qualitative research and share the work
• Prepare a plan B for any unexpected events
• Interview can be useful
• The objective of research must be clear. Otherwise, the result can be  faded
• Analyse and evaluate the result carefully