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Field Research is a method of collecting qualitative data with the aim to understand, observe, and interact with people in their natural setting. It requires specialized market research tools. The goal is to understand how a subject behaves in a specific setting to identify how different variables in this setting may be interacting with the subject. Field research is used most in the field of social science, such as anthropology and health care professions, as in these fields it is vital to create a bridge between theory and practice.
There are 4 main methods of conducting field research, and they are as follows:
Ethnography is a kind of fieldwork that aims to record and analyse a particular culture, society, or community. This method defines social anthropology, and it usually involves the complete immersion of an anthropologist in the culture and everyday life of the community they are trying to study.
2. Qualitative Interviews
The goal of qualitative interviews is to provide a researcher with a breadth of information that they can sift through in order to make inferences of their sample group. It does so through interviews by directly asking participants questions. There are three types of qualitative interviews; informal, conversational, and open ended.
3. Direct observation
This method of field research involves researchers gathering information on their subject through close visual inspection in their natural setting. The researcher, and in this case the observer, remains unobtrusive and detached in order to not influence the behavior of their subject.
4. Participant Observation
In this method of field research, the researchers join people by participating in certain group activities relating to their study in order to observe the participants in the context of said activity.
The following are some key steps taken in conducting field research:
The following are a few reasons as to why field research is conducted, typically via market research tools:
The following are real studies conducted using field research in order to answer questions about human behavior in certain settings:
No tampering of variables as methods of field research are conducted in natural settings in the real world. Voxco’s mobile offline research software is a powerful tool for conducting field research.
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