Doing Ethnographic Research

This microcredential is delivered by the Department of Marketing, Macquarie Business School. In this microcredential, participants will hone their technical, observational, and analytical ethnographic research skills. Participants will be guided through how to apply these skills to collect and systematically analyse ethnographic qualitative data using different approaches and software packages. Topics include cultural consensus analysis, storytelling, photo essays and videography, social network analysis, and thematic analysis. Participants will also learn how to interpret and translate results to deliver strategic insights and effectively deliver their findings via written, verbal and video communications. Learning Outcomes: • refine interviewing and observational data collection skills • apply qualitative analytic techniques to address research questions and generate insights • develop skills in storytelling and videography • understand e-research tools used to enhance ethnographic research • identify opportunities to apply ethnographic research strategies. Learning Design: • Delivery is blended mode with sessions face-to-face and online • Learning activities include lecture, workshop, class preparation, and in-class exercises • Assessments include practice-based tasks • Volume of Learning is 36 hours