Paper 1 · Research Aptitude
Which qualitative research approach involves observing variables in their natural environments or habitats in order to arrive at objective research outcomes?
AEthnographic research ✓ Correct
BCase study research
CContent analysis
DFocused interview
Correct answer: (A) Ethnographic research — Observing variables in their natural habitat is ethnographic research, so that is the answer.
Explanation
★Observing variables in their natural habitat is ethnographic research, so that is the answer.
★Ethnographic research studies people within their own natural, cultural setting.
★So the researcher observes behaviour as it truly occurs in its habitat, without disturbing it.
★Case study research examines one unit in depth but is not defined by natural-habitat observation.
★Content analysis studies the content of texts and messages, not living behaviour in its setting.
★A focused interview gathers views through questioning, so observing in the natural habitat is ethnographic research.
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