最新雅思口語考試複習指導材料

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So what makes studies like these different fromordinary research?

那麼這樣的研究和尋常研究有什麼不同呢?

Let's look at some of the general principles behindethnographic research in business.

我們來看看商務領域的人種學研究背後的一些普遍原理。

First of all, the researcher has to be completelyopen-minded

首先，研究人員必須絕對虛心，

he or she hasn't thought up a hypothesis to betested, as is the case in other types of research.

他們不能像在其他類型的研究中那樣事先想出一個假設，然後測試它的真實性。

Instead they wait for the participants in the research to inform them.

相反地，他們要等參與者自己展現出需要的信息。

As far as choosing the participants themselves is concerned, that's not really all that differentfrom ordinary research

至於對參與者的選擇，這和尋常研究並沒有多少區別，

the criteria according to which the participants are chosen may be something as simple as theage bracket they fall into,

參與者入選的標準也許只是一些很簡單的事情，

or the researchers may select them according to their income,

比如他們的年齡組或者收入，

or they might try to find a set of people who all use a particular product, for example.

再或者研究人員也許會試着找到一羣全都使用同一種特定產品的人。

But it's absolutely crucial to recruit the right people as participants.

但是徵募到正確的人選作為參與者至關重要。

As well as the criteria I've mentioned, they have to be comfortable talking about themselves andbeing watched as they go about their activities.

除了我提到的標準之外，他們還必須對談論自己的情況和有人觀察他們做自己的事情不會感到不便。

Actually, most researchers say that people open up pretty easily, maybe because they're oftenin their own home or workplace.

事實上，大部分研究人員都説人們很容易對他們打開心扉，也許這是因為這些通常都是在他們自己家裏或者單位進行的`。

So what makes this type of research special is that it's not just a matter of sending aquestionnaire to the participants,

這種研究與眾不同之處就在於它不只是給參與者發一份調查問卷而已，

instead the research is usually based on first-hand observation of what they are doing at thetime.

而是通常根據對參與者當時做的事情進行的親身觀察來展開研究。

But that doesn't mean that the researcher never talks to the participants.

但這並不是説研究人員從不跟這些參與者交談。

However, unlike in traditional research, in this case it's the participant rather than theresearchers who decides what direction the interview will follow.

不過，和傳統的研究不同的是，在這種研究中，決定採訪走向的並不是研究人員，而是參與者。

This means that there's less likelihood of the researcher imposing his or her own ideas on theparticipant.

也就是説，研究人員把自己的想法強加到參與者身上的可能性要小一些。

But after they've said goodbye to their participants and got back to their office, theresearchers' work isn't finished.

但是在告別了參與者回到辦公室之後，研究人員的工作還沒有結束。

Most researchers estimate that 70 to 80 percent of their time is spent not on the collecting ofdata but on its analysis

據大部分研究人員估計，他們百分之七十到八十的時間都花在了分析這些數據而不是收集它們上，

looking at photos, listening to recordings and transcribing them and so on.

他們要仔細看照片、聽錄音並轉錄它們等等。

The researchers may end up with hundreds of pages of notes.

研究人員最終可能會整理出數百頁的筆記。

And to determine what's significant, they don't focus on the sensational things or theunusual things,

為了判定出重要的信息，他們不會把注意力集中在非同一般或者不尋常的事情上，

instead they try to identify a pattern of some sort in all this data, and to discern the meaningbehind it.

而是試圖辨認出所有數據中共同存在的某種模式，然後識別其背後的意義。

This can result in some compelling insights that can in turn feed back to the whole designprocess.

這一舉動可能會帶來一些引人注目的見解，而這些見解反過來能夠反饋給整個設計流程。