Framed by the idea that ethnography is a trans-disciplinary praxis, this paper adopts Alan Barnard's framework of the theory as questions, assumptions, methods, and evidence (QAME) to compare how ethnographic praxis is approached across the domains of anthropology, marketing, and design. The companies Intel, Cheskin, and IDEO serve as exemplars for each domain, respectively. Through a content analysis of academic journals and popular media, the paper explores the discursive meanings of ethnography as a “boundary object” across many domains. The paper concludes with how Barnard's QAME framework can be used to make visible ethnography's multiple meanings so that practitioners can improve interdisciplinary collaborations within organizations and better articulate ethnography's value to business.
If you can't find a tool you're looking for, please click the link at the top of the page to "Go to old article view". Alternatively, view our Knowledge Base articles for additional help. Your feedback is important to us, so please let us know if you have comments or ideas for improvement.