Câu hỏi và đáp án bài nghe Test 3 section 4 - IELTS Cambridge 11 - Ethnography in business

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Questions 31-40

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Write ONE WORD ONLY for each answer.

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ETHNOGRAPHY IN BUSINESS

Ethnography: research which explores human cultures

It can be used in business:

• to investigate customer needs and 31 ..............................
• to help companies develop new designs

Examples of ethnographic research in business

Kitchen equipment

• Researchers found that cooks could not easily see the 32 .............................. in measuring cups.

Cell phones

• In Uganda, customers paid to use the cell phones of entrepreneurs.
• These customers wanted to check the 33 .............................. used.

Computer companies

• There was a need to develop 34 .............................. to improve communication between system administrators and colleagues.

Hospitals

• Nurses needed to access information about 35 .............................. in different parts of the hospital.

Airlines

• Respondents recorded information about their 36 .............................. while travelling.

Principles of ethnographic research in business

• The researcher does not start off with a hypothesis.
• Participants may be selected by criteria such as age, 37 .............................. or product used.
• The participants must feel 38 .............................. about taking part in the research.
• There is usually direct 39 .............................. of the participants.
• The interview is guided by the participant.
• A lot of time is needed for the 40 .............................. of the data.
• Researchers look for a meaningful pattern in the data.

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Section 4, Questions 31-40

31. attitude/attitudes
32. numbers
33. time/minutes
34. software
35. patients
36. emotions/feelings
37. income
38. comfortable
39. observation
40. analysis