Shadowing-Übung: Ethnography in Business | IELTS LISTENING TEST | SECTION-4 - Englisch Sprechen Lernen mit Video
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You will hear part of a lecture to business students about the use of one particular type of research known as ethnography.
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First, you have some time to look at questions 31 to 40.
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Thank you.
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Thank you.
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Now listen carefully and answer questions 31 to 40.
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So, what I'm going to talk about to you today is something called ethnography.
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This is a type of research aimed at exploring the way human cultures work.
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It was first developed for use in anthropology, and it's also been used in sociology and communication studies.
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So, what's it got to do with business, you may ask?
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Well, businesses are finding that ethnography can offer them deeper insight into the possible needs of customers,
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either present or future, as well as providing valuable information about their attitudes towards existing products.
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And ethnography can also help companies to design new products or services
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that customers really want let's look at some examples of how
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ethnographic research works in business one team of researchers did a
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project for a company manufacturing kitchen equipment they watched how cooks used measuring cups to measure out things like sugar
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and flour they saw that the cooks had to check
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and recheck the contents because although the measuring cups had numbers inside them, the cooks couldn't see these easily.
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So, a new design of cup was developed to overcome this problem, and it was a top seller.
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Another team of ethnographic researchers looked at how cell phones were used in Uganda, in Africa.
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They found that people who didn't have their own phones could pay to use the phones of local entrepreneurs.
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Because these customers paid in advance for their calls, they were eager to know how much time they'd spent on the call so far.
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So, the phone company designed phones for use globally with this added feature.
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Ethnographic research has also been carried out in computer companies.
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In one company, IT systems administrators were observed for several weeks.
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It was found that a large amount of their work involved communicating with colleagues in order to solve problems,
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but that they didn't have a standard way of exchanging information from spreadsheets and so on.
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So, the team came up with an idea for software that would help them to do this.
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In another piece of research, a team observed and talked to nurses working in hospitals.
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This led to the recognition that the nurses needed to access the computer records of their patients no matter where they were.
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This led to the development of a portable computer tablet that allowed the nurses to check records in locations throughout the hospital.
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Occasionally, research can be done even in environments where the researchers can't be present.
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For example, in one project done for an airline,
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respondents used their smartphones to record information during airline trips, in a study aiming at tracking the emotions of passengers during a flight.
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So, what makes studies like these different from ordinary research?
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Let's look at some of the general principles behind ethnographic research in business.
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First of all, the researcher has to be completely open-minded.
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He or she hasn't thought up a hypothesis to be tested, as is the case in other types of research.
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Instead, they wait for the participants in the research to inform them.
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As far as choosing the participants themselves is concerned, that's not really all that different from ordinary research.
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The criteria according to which the participants are chosen may be something as simple as the age bracket they fall into,
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or the researchers may select them according to their income, or they might try to find a set of people who all use a particular product, for example.
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But it's absolutely crucial to recruit the right people as participants.
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As well as the criteria I've mentioned, they have to be comfortable talking about themselves and being watched as they go about their activities.
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Actually, most researchers say that people open up pretty easily, maybe because they're often in their own home or workplace.
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So, what makes this type of research special is that it's not just a matter of sending a questionnaire to the participants.
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Instead, the research is usually based on first-hand observation of what they are doing at the time.
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But that doesn't mean that the researcher never talks to the participants.
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However, unlike in traditional research,
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in this case, it's the participant rather than the researchers who decides what direction the interview will follow.
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This means that there's less likelihood of the researcher imposing his or her own ideas on the participant.
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But after they've said goodbye to their participants and got back to their office, the researcher's work isn't finished.
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Most researchers estimate that 70 to 80 percent of their time is spent not on the collecting of data,
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but on its analysis, looking at photos, listening to recordings and transcribing them, and so on.
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The researchers may end up with hundreds of pages of notes, and to determine what's significant, They don't focus on the sensational things or the unusual things.
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Instead, they try to identify a pattern of some sort in all this data and to discern the meaning behind it.
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This can result in some compelling insights that can, in turn, feed back to the whole design process.
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That is the end of Section 4.
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You now have half a minute to check your answers.
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Wortschatz und Sprechhinweise zu dieser Lektion
Diese Sprechübung auf Niveau C1 basiert auf dem Video „Ethnography in Business“. Diese Wörter kommen am häufigsten vor: researcher, participant, ethnographic, ethnography, type. Dieses Video enthält 58 Sätze und 899 Wörter zum Nachsprechen. Der gesprochene Teil dauert 7:38. Der Sprecher spricht gleichmäßig mit etwa 118 Wörtern pro Minute – ein angenehmes Tempo fürs Shadowing. 84 % der Wörter gehören zu den 3.000 häufigsten im Englischen; den Rest solltest du dir vor dem Üben ansehen.
Wichtiger Wortschatz in diesem Video
Die 15 anspruchsvollsten Wörter aus dem Video, mit Aussprache und Bedeutung:
| Wort | Aussprache | Bedeutung |
|---|---|---|
| researcher Substantiv | /ˈɹiˌsɝ.t͡ʃɚ/ | Forscher, Forscherin |
| participant Substantiv | /pɑːɹˈtɪsəpənt/ | Teilnehmer, Teilnehmerin |
| ethnographic Adjektiv | ethnographisch | |
| ethnography Substantiv | /ɛθˈnɑɡɹəfi/ | Ethnographie, Ethnografie |
| criterion Substantiv | /kɹaɪˈtɪɹ.i.ən/ | Kriterium |
| airline Substantiv | /ˈɛɹˌlaɪn/ | Fluggesellschaft, Airline |
| observe Verb | /əbˈzɜːv/ | beachten, halten |
| compel Verb | /kəmˈpɛl/ | bezwingen, unterwerfen |
| discern Verb | /dɪˈzɝn/ | erkennen, wahrnehmen |
| questionnaire Substantiv | /ˌk(w)ɛstʃəˈnɛə/ | Fragebogen |
| recheck Substantiv | gegenchecken | |
| spreadsheet Substantiv | /ˈspɹɛd.ʃit/ | Tabellenkalkulation, Tabellenkalkulationsprogramm |
| cellar Substantiv | /ˈsɛləɹ/ | Keller |
| anthropology Substantiv | /ˌænθɹəˈpɑləd͡ʒi/ | Anthropologie, Menschenkunde |
| sociology Substantiv | /ˌsoʊsiˈɑləd͡ʒi/ | Soziologie, Gesellschaftskunde |
Phrasal Verbs, die du hören wirst
| Wort | Bedeutung |
|---|---|
| come up with Verb | ausdenken |
| get back to Verb | sich melden |
| open up Verb | öffnen |
Grammatik in diesem Video
Die Strukturen, die der Sprecher am häufigsten verwendet, mit den genauen Worten aus dem Video:
| Struktur | Im Video |
|---|---|
| Passiv be + Partizip Perfekt – wichtig ist, was geschieht, nicht wer es tut | was developed · been carried · were observed |
| Present Perfect have/has + Partizip Perfekt – eine vergangene Handlung, die jetzt noch wichtig ist | it's also been · has also been carried · hasn't thought |
| Relativsätze who / which + Satz – eine Zusatzinformation über eine Person oder Sache | people who didn · people who all |
Aussprache, auf die du achten solltest
Der Sprecher verwendet 13 Kurzformen und abgeschwächte Formen, zum Beispiel didn't, can't, couldn't. Sprich sie in der kurzen Form, so wie du sie hörst.
- Die „th“-Laute: ethnography /ɛθˈnɑɡɹəfi/, anthropology /ˌænθɹəˈpɑləd͡ʒi/, hypothesis /haɪˈpɒθɪsɪs/
- Die Laute „sh“ und „zh“: spreadsheet /ˈspɹɛd.ʃit/, sensational /sɛnˈseɪʃənəl/
- Lange Wörter – auf die Betonung achten: participant /pɑːɹˈtɪsəpənt/, ethnography /ɛθˈnɑɡɹəfi/, criterion /kɹaɪˈtɪɹ.i.ən/, sensational /sɛnˈseɪʃənəl/, anthropology /ˌænθɹəˈpɑləd͡ʒi/
Laute, die Deutschsprachigen schwerfallen:
- /w/ — mit runden Lippen, nicht wie das deutsche „w“ (/v/): questionnaire /ˌk(w)ɛstʃəˈnɛə/, workplace /ˈwɝkˌpleɪs/
- Stimmhafter Auslaut — /b/, /d/, /g/, /z/, /v/ am Wortende nicht verhärten: observe /əbˈzɜːv/, transcribe /trænˈskɹaɪb/, likelihood /ˈlaɪklihʊd/, colleague /ˈkɒliːɡ/
- /æ/ — offener als „ä“: transcribe /trænˈskɹaɪb/, anthropology /ˌænθɹəˈpɑləd͡ʒi/, bracket /ˈbɹækɪt/, tablet /ˈtæblət/
So übst du mit diesem Video
- Höre dir das ganze Video einmal an, ohne zu sprechen, und notiere die Wörter, die du nicht kennst.
- Sprich Satz für Satz in normaler Geschwindigkeit nach und wiederhole jeden, bis dein Rhythmus zum Sprecher passt.
- Nimm dich auf und vergleiche mit dem Original; achte dabei auf Wörter wie researcher, participant, ethnographic.
Was ist die Shadowing-Technik?
Shadowing ist eine wissenschaftlich fundierte Sprachlerntechnik, die ursprünglich für die professionelle Dolmetscherausbildung entwickelt und durch den Polyglotten Dr. Alexander Arguelles populär gemacht wurde. Die Methode ist einfach aber wirkungsvoll: Du hörst englisches Audio von Muttersprachlern und wiederholst es sofort laut — wie ein Schatten, der dem Sprecher mit nur 1–2 Sekunden Verzögerung folgt. Anders als passives Hören oder Grammatikübungen zwingt Shadowing dein Gehirn und deine Mundmuskulatur, gleichzeitig echte Sprachmuster zu verarbeiten und zu reproduzieren. Studien zeigen, dass es Aussprachegenauigkeit, Intonation, Rhythmus, verbundene Sprache, Hörverständnis und Sprechflüssigkeit signifikant verbessert — was es zu einer der effektivsten Methoden für die IELTS Speaking-Vorbereitung und reale englische Kommunikation macht.