TEST 251Cambridge IELTS 11 · Questions 31–40Ethnography in BusinessComplete the notes below.Write ONE WORD ONLY for each answer.ETHNOGRAPHY IN BUSINESSEthnography: research which explores human culturesIt can be used in business:–to investigate customer needs and 31–to help companies develop new designsExamples of ethnographic research in businessKitchen equipment–Researchers found that cooks could not easily see the 32 in measuring cups.–Cell phones–In Uganda, customers paid to use the cell phones of entrepreneurs.–These customers wanted to check the 33 used.Computer companies–There was a need to develop 34 to improve communication between system administrators and colleagues.Hospitals–Nurses needed to access information about 35 in different parts of the hospital.Airlines–Respondents recorded information about their 36 while travelling.Principles of ethnographic research in business–The researcher does not start off with a hypothesis.–Participants may be selected by criteria such as age, 37 or product used.–The participants must feel 38 about taking part in the research.–There is usually direct 39 of the participants.–The interview is guided by the participant.–A lot of time is needed for the 40 of the data.–Researchers look for a meaningful pattern in the data.