• Survey Research
• /
• v.11 no.3
• /
• pp.115-137
• /
• 2010

This article challenges necessity for applications of ethnography principles to marketing research in the field. Since ethnography collects in-depth data about consumers' experiences and behavioral patterns, it can provide useful informations for marketers' decision making. Therefore this study introduces ethnography principles that need to be applied to marketing research, summarizes its usage values in the fields, and introduces case projects that were conducted under the guideline of ethnography principles. Finally, this study identifies the reasons why marketers hesitate using ethnography when they conduct marketing research and provides suggestions for more active applications of ethnography in the field.

• Asia Marketing Journal
• /
• v.11 no.4
• /
• pp.121-128
• /
• 2010

This article challenges necessity of interdisciplinary studies between anthropology and marketing for more effective applications of ethnography in marketing fields. Anthropologist, Yong Sook Lee recently submitted an article about "application of ethnography in marketing fields" to open plaza at Korean Journal of Marketing. While she provides anthropologist' perspectives about applications of ethnography in marketing fields, this article attempts to enhance the marketers' understanding about ethnography by providing marketers's perspectives about the same issues.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
• /
• 2000.04a
• /
• pp.389-393
• /
• 2000

Ethnography, a major research method in Anthropology, has been recently applied in human-centered design research. Since ethnography has empirical, naturalistic, holistic and eclectic characteristics, it is needed a guideline to apply ethnography into design research in accordance with a characteristic of project. Design project in which ethnography is applied can be categorized by two criteria; degree of newness of project goal(existing user-potential user) and limitedness of worksite(site-oriented-work-oriented). Among work-site activities, technology in use, and user group culture, it should be decided which content to content to focus more than others and thus what kinds of research techniques to apply in the ethnographic research.Case study was to design an interior of a Korean express train. This project is site-oriented and has an existing-potential users. Therefore, video ethnography was effectively applied to obtain chronological data of activity potential users. Therefore, video ethnography was effectively applied to obtain chronological data of activity flow, and participant observation was applied to obtain statistical data of synchronous activities. Case study shows a concrete process example of how to apply ethnography into design research.

• Journal of Korean Library and Information Science Society
• /
• v.24
• /
• pp.107-161
• /
• 1996

This study aims at introducing 'ethnography' which is one of the most representative qualitative research methods into Library and Information Science research in Korea.. Ethnography, derived from anthropology, helps researchers to understand the whole and deep aspect of the research object. That is because the researcher puts himself into the life-world of the research object and observes it for a long time. Ethnography can be used as an alternative method to quantitative research methods. Until now, Library and Information Science research in Korea has used quantitative research methods in almost every case. From the 1980s so-called 'scientific methods' using hypotheses testing, have provided the major premise for research methodology in Library and Information Science of Korea. And the researchers have seen their research object(Korean Libraries) not in the native perspective but largely in the western(especially American) perspective. There is a need in Korea for more culturally relative research. So the desirability of introducing ethnography and other qualitative research methods into Library and Information Science research in Korea can be summarized as follows : I. Ethnography and other qualitative methods are needed for the researchers to overcome the limitation of quantitative methods which have formed the main methodological paradigm in Library and Information Science research in Korea. While those quantitative scientific methods can be a n.0, pplied to the social sciences, they are not adequate for the social sciences. It is because the research objects of the social sciences are human and social phenomena. II. It is needed that Library and Information Science research in Korea pay more attention to the speciality of Korean libraries. To do researches based on the viewpoint of cultural-relativism, researchers should consider the cultural context of Korean libraries. During the past years researchers in other social science fields in Korea, especially sociology and pedagogy, have gradually a n.0, pplied the methods of ethnography to their fields. These social scientists have attempted to escape from ethnocentrism, a problem which has greatly influenced past and present research methods. To get a holistic and in-depth understanding of Korean libraries on the present stage, and to solve their problems radically, it seems imperative that Library and Information Science research in Korea pay more attention to qualitative research methods such as ethnography.

• Archives of design research
• /
• v.13 no.1
• /
• pp.187-197
• /
• 2000

This study was on the investigation of how to adapt Ethnography, main research methodology in Anthropology, to "User-Centered Design Research", which is a recently focused issue in design field. Thus, this paper has highlighted concrete application processes and methods which were adapted in the case study of developing a concept for the new microwave oven. This paper mainly consists of two parts. First, the basic concept of "Ethnography" is introduced based on secondary research, and the concept of "Culture" is defined as the favorable one to design field. This part was done for constructing knowledge basis which is needed in establishing thematicaJ framework of design research. Second, the application methods of Ethnography is demonstrated through the concrete case study of developing a new microwave oven. This second part was composed of three sub-sections, which are an introduction of conducting process of ethnographic deisgn research, a description of analyzed data of kitchen culture and various particularities of usage pattem of microwave oven, and finally, a discussion of the efficiency of ethnography through generating design implications for a new microwave oven. This demonstration of case study suggests the concrete idea of how to adapt ethnography to design research and will contribute to increase more effective ethnographic design research in the future.c design research in the future.

• Proceedings of the Korea Society of Design Studies Conference
• /
• 2005.05a
• /
• pp.274-275
• /
• 2005

• 한국방재학회:학술대회논문집
• /
• 2008.02a
• /
• pp.123-126
• /
• 2008

This research develops a methodology for standard design of spatial Database utilizing the disaster ethnography. Especially, the disaster response operation is sensitive to the size of the disaster, location, damage situation, resource a variability, etc. Moreover, there are many unknown and unexpected factors that will affect the disaster response strategy. But, the future Crisis Management Systems is needed that past disaster teaching. In another words, from now on the response systems need to prepare several scenarios and spatial data and manual etc. before the disaster. Then, this research is the experimental research which examined the relationship between the disaster-ethnography and the GIS spatial data of disaster.

• Journal of Service Research and Studies
• /
• v.10 no.4
• /
• pp.43-55
• /
• 2020

Recently, as the importance of experience data increases, there are many attempts to deal with experience data from a data science perspective. In the case of approaching as a collection method of a quantitative survey method that seeks to quantify numerically such as big data, it is difficult to interpret the value of experience in a wide range, and it is relatively expensive and time consuming, and personal information infringement There is a limit to the analysis due to the risk of However, since ethnography, a procedure for collecting experience data based on qualitative research, is mainly carried out in the natural real environment of future customers from the perspective of users, it is possible to confirm the nature that customers face with a small sample. In addition, it is also easy to interpret the relational dimension of the empirical data. Although the ethnography method of collecting experiential data is economical and efficient, it is important to reduce errors in the collection process because the lack of scientific procedures for the data collection process can be a problem. It is important to secure the validity of whether the correct measurement tool is used for ethnography-based experiential data collection and to secure the reliability of the use of a valid measurement tool and method by accurately selecting the measurement target. From this point of view, it is necessary to verify the reliability of the research method that clearly selects the measurement target and secures the validity for the development of the correct measurement method and tool for the collection of ethnography experience data. Therefore, in this study, a verification study was conducted on the data and methodology cases of the'I know you_AI' service that analyzes the customer experience of self-employed based on the ethnography method of collecting experience data..

• Proceedings of the Korean Society for Emotion and Sensibility Conference
• /
• 2009.05a
• /
• pp.14-14
• /
• 2009

• Korean Journal of Social Welfare
• /
• v.63 no.2
• /
• pp.109-132
• /
• 2011

This study is to explain the interaction of muslem immigrant workers in korea. The author approached new ethnography study method. Ten of Muslem immigrant worker and 10 korea participated this research. Data were collected by in-depth interview and non-participation observation The author analyzed the date according to Spradey(1979)'s Developmental Research Sequence model. As result "From secular way to religious way", "Reconstruction of ultra ethnic religious" were presented cultural theme.