A Critical Review of Ethnographic Analysis

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Table of Contents

Introduction
Ethnographic Analysis: Meaning
Benefits of Overt Surveillance
Disadvantages of Overt Surveillance
Insider Researcher: Implications
Researcher Involvement
Key Work-Life Balance Factors
Alternative Scenario for Research
Conclusion

Introduction

One way to obtain primary data for qualitative research is through ethnographic analysis. This paper discusses the example of Leah, who intends to use ethnography to explore work-life balance possibilities. The characteristics of this approach and the main risks affecting objectivity are assessed.

Ethnographic Analysis: Meaning

Qualitative data analysis is a widely used paradigm for analyzing non-numerical data and allows textual materials to be analyzed, processed, and interpreted to discover common patterns within them. One tool for qualitative analysis is ethnographic research, a unique type of social observation of respondents in their natural environment but not in a laboratory setting (IRB-SBS, 2020). In terms of a literal interpretation, ethnography should be understood as a specific research way of knowing the world through the study of social relationships in it (Department of Anthropology, 2021).

The primary resource for ethnographic research is note-taking, in which the respondent fills out notes or pages of a personal diary, recording their observations and experiences in the context of the research question. In Leah’s case, for example, ethnographic analysis notes would indeed include personal feelings about the extent to which college work supported the individual’s family life, including any doubts and comparisons with previous experiences. It is fair to acknowledge, however, that respondent interviews, in which notes are taken by the interviewer rather than the individual directly, are also identified as a method of ethnographic research, in which case the respondent answers prearranged questions (IRB-SBS, 2020).

The participants in an ethnographic interview are not absolutely all the people with whom the researcher interacts in the course of the analysis, but only those with whom the dialogue is constructed for research purposes. For example, everyday communication with colleagues at work may not be considered ethnographic analysis, but talking about how they manage to combine work and study already classifies them as research participants. Thus, ethnographic analysis is a qualitative research method based on recording an individual’s personal experiences and observations in order to analyze these records further.

Benefits of Overt Surveillance

When implementing ethnographic analysis, the choice of an observational approach, namely open or covert, plays an essential role. The difference between these two techniques is transparent: in the case of open observation, the group of respondents knows that the researcher is conducting an analysis and is aware of its goals, whereas covert observation is implemented through discreet methods in which the group is unaware of the research being conducted (Allan, 2020). Each of these methods proves helpful depending on the applied purpose of the research being conducted, but the author should be careful about which approach to choose, as each is associated with some risks.

Overt observation has clear advantages over closed observation because it resolves most ethical issues. In particular, open observation requires Leah’s colleagues’ consent so they will be aware of the observation (Allan, 2020). In addition, with open observation, Leah’s colleagues will be able to prompt her with some valuable advice and be more involved, which also has the potential to be suitable for the study. This allows for a partnership relationship (rather than a vertical hierarchy) between the parties involved, which positively impacts the communication well-being of Leah and her colleagues.

Disadvantages of Overt Surveillance

Leah has chosen overt observation as an approach to the ethnographic research she is conducting, which means that the respondents will know they are being observed. The obvious risk of this approach is the emergence of some bias, in which Leah’s colleagues may try to appear better than they are in real life, as the Hawthorne Effect postulates (Fry, 2018). In addition, the very nature of open-ended observation involves selecting respondents who know or are close to Leah, which poses the threat of an unrepresentative sample — it is unlikely that another researcher would be able to collect the same sample and replicate the results given the personal skills and personality traits of specific colleagues (IRB-SBS, 2020). Proximity to the objects of observation can also form undesirable consequences for objectivity, as Leah may empathize and distort information to suit the needs of colleagues.

Insider Researcher: Implications

Insider research can lead to unintended consequences of emotional burden, as was shown in a case study in which Leah worries about the emotional well-being of her colleagues and herself (Aburn et al., 2022). In addition, with this approach, Leah could affect changes in communicative relationships with colleagues, including the emergence of conflicts, which would also prove to be an undesirable consequence for the author. On the other hand, Leah would be dealing with people she knows, so she would be able to avoid stereotypical thinking and more easily gain trust and acceptance from them, which would positively affect the research being conducted. Thus, specific consequences include threats to the emotional well-being of the parties involved, modifications to communication, the emergence of conflict, and facilitated trust-building.

Researcher Involvement

Whether the researcher should be an outside observer is sensitive for ethnographic research. There are reasons and justifications for both answers, so each author is free to choose his or her observation method. However, in Leah’s case, detachment from observation can be disruptive because it prevents engagement and trust-building. When a group of respondents realizes they have the same research experience as Leah, it increases motivation, engagement, and trust. In other words, Leah should not be aloof, as this could negatively affect the communicative part of the observation. On the contrary, Leah should not only have the same experience of completing personal diaries as the respondents but should openly state it to achieve the desired effect of the observation. Meanwhile, if Leah does the same work and is not a detached observer, it will contribute to a personal understanding of the weaknesses and strengths of such observation that Leah can describe in the limitations of her thesis. It is also expected that engaged observation can lead to positive relationships between Leah and colleagues even after the dissertation research is completed, which can facilitate the formation of applicable connections. Thus, for Leah, given the context of the research, personal interest in the topic under study, and communicative challenges, the choice of engaged observation, in which the author stands on the same side as the respondents and lives similar experiences, would be appropriate.

Key Work-Life Balance Factors

Leah’s primary research interest is in exploring work-life balance possibilities in contemporary companies. This interest is likely motivated by the increasing trend of today’s employee sustainability agenda, in which employers seek to foster a good work environment that does not interfere with employees’ family lives (Kelliher et al., 2019). This topic is a broad issue for participants in academic discourse; quite a few case studies have explored this balance. For example, Kelliher et al. (2019) point to a rapidly changing model of balance in which personal life is no longer perceived as an employee performing strictly family and parenting functions; instead, personal life includes time away from work that an individual can spend as they see fit, whether it be hobbies, leisure time, or education.

Specific work-life balance factors have also been extensively studied by authors. For example, Wood et al. (2020) report on HRM’s implementation of numerous practices that allow employees to balance work and personal life effectively. These should include programs to train employees in effective time management and soft skills development, developing adequate communication to express personal experiences to the immediate supervisor, and fostering a culture of discipline. Similar findings were made by Rani & Priya (2020), who pointed to flexible work schedules, listening to the employee, and supporting family issues as predictors of building a sustainable balance. It is easy to see that both papers discuss the need to develop communication between employees and managers that allows employees to express their concerns and receive in return the necessary resources, including support for family issues, to develop this balance. An interesting perspective on an essential factor for balance was offered by Nagy (2020), who pointed out that using technology is also a significant opportunity for work-life distinction. Technology allows one to keep in touch with work matters outside of the office and in one’s free time to do one’s own thing in the office. Nagy, unlike previous authors, does not suggest communication or the development of corporate culture as balance factors, but the use of technology also strengthens these factors, so his conclusions are consistent with those of other authors. Thus, the analysis of the three sources found that the critical factors for developing balance are communication, corporate culture, discipline, technology, and employee support.

Alternative Scenario for Research

The ethnographic approach to research is not the only correct strategy, as there are additional tools for qualitative analysis. In particular, conducting a semi-structured interview instead of open observation can also be a good tactic for obtaining the desired information. The point of the interview is that the author prepares their own questions, chooses a convenient time with the respondent, and conducts the interview-the semi-structured approach that meets some flexibility of such questions, so if the author wants to, they can ask additional contextual questions (Bearman, 2019). The sample is also formed by the author of the study and does not necessarily have to include only people they know, which increases the unbiased nature of the data. In order to conduct interviews, the researcher must gather informed consent and educate respondents about the goals of the project (Arifin, 2018). Finally, an essential advantage to choosing interviews is the significant optimization of time and resources spent.

During the interview, the author records participants’ responses using notebook notes or a voice recorder, having obtained prior consent (Arifin, 2018). The data are text or audio notes that are later used for transcription and coding. The thematic analysis allows for the identification of patterns common among respondents’ responses; for such patterns, it is possible to construct a cloud-based textual model as a visualization of the detections (Evans & Lewis, 2018). In addition, coding allows for highlighting critical elements in a large-scale dataset and identifying the main themes named by multiple respondents. In this way, it is possible to analyze textual data and identify key findings from it qualitatively.

Conclusion

Thus, ethnographic analysis has been shown to be a good qualitative research strategy for Leah’s case — through open observation she will be able to obtain valuable primary findings and build partnerships with her colleagues, but the woman should consider several described risks associated with bias.

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