Shadowing Practice: Ethnography in Business | IELTS LISTENING TEST | SECTION-4 - Learn English Speaking with Video

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58 משפטים
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1
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.
4
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,
49
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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אוצר מילים והערות הגייה לשיעור הזה

שיעור הדיבור הזה ברמה C1 מבוסס על הסרטון “Ethnography in Business”. המילים שחוזרות הכי הרבה: researcher, participant, ethnographic, ethnography, type. בסרטון הזה יש 58 משפטים ו-899 מילים לתרגול Shadowing. הדיבור נמשך 7:38. הדובר שומר על קצב יציב של כ-118 מילים בדקה, קצב נוח לתרגול Shadowing. 84% מהמילים נמצאות בין 3,000 המילים הנפוצות ביותר באנגלית; כדאי ללמוד את השאר לפני שמתחילים.

אוצר מילים מרכזי בסרטון הזה

12 המילים המתקדמות ביותר בסרטון, עם ההגייה והמשמעות שלהן:

מילההגייהמשמעות
participant שם עצם/pɑːɹˈtɪsəpənt/מִשׁתַתֵף
criterion שם עצם/kɹaɪˈtɪɹ.i.ən/קרִיטֶרִיוֹן
airline שם עצם/ˈɛɹˌlaɪn/חֶבְרַת תְּעוּפָה
cellar שם עצם/ˈsɛləɹ/מַרְתֵּף
sociology שם עצם/ˌsoʊsiˈɑləd͡ʒi/סוֹצִיוֹלוֹגִיָה
hypothesis שם עצם/haɪˈpɒθɪsɪs/הִיפּוֹתֵזָה, הַשְׁעָרָה
colleague שם עצם/ˈkɒliːɡ/עָמִית, עמיתה
entrepreneur שם עצם/ˌɑn.tɹə.pɹəˈnɝ/יַזָּם
flour שם עצם/ˈflaʊ.ə/קֶמַח
workplace שם עצם/ˈwɝkˌpleɪs/מקום עבודה
tablet שם עצם/ˈtæblət/לוּחַ
smartphone שם עצם/ˈsmɑɹtfoʊn/סמארטפון, טלפון חכם

דקדוק בסרטון הזה

המבנים שהדובר משתמש בהם הכי הרבה, עם המילים המדויקות מהסרטון:

מבנהבסרטון
סביל (Passive voice) be + past participle — הדגש הוא על מה שקורה, לא על מי שעושה את הפעולהbeen used · was developed · were used
הווה מושלם (Present perfect) have/has + past participle — פעולה שקרתה בעבר ועדיין יש לה חשיבות או השפעה עכשיוit's also been · has also been carried · hasn't thought
משפטי זיקה (Relative clauses) who / which + clause — מידע נוסף על אדם או דברpeople who didn · people who all

הגייה ששווה לשים לב אליה

הדובר משתמש ב-13 קיצורים וצורות מקוצרות, כמו didn't, can't, couldn't. אמרו אותם בצורה הקצרה, כפי שאתם שומעים אותם.

  • הצלילים של “th”: ethnography /ɛθˈnɑɡɹəfi/, anthropology /ˌænθɹəˈpɑləd͡ʒi/, hypothesis /haɪˈpɒθɪsɪs/
  • הצלילים של “sh” ו-“zh”: spreadsheet /ˈspɹɛd.ʃit/, sensational /sɛnˈseɪʃənəl/
  • מילים ארוכות — שימו לב להטעמה: participant /pɑːɹˈtɪsəpənt/, ethnography /ɛθˈnɑɡɹəfi/, criterion /kɹaɪˈtɪɹ.i.ən/, sensational /sɛnˈseɪʃənəl/, anthropology /ˌænθɹəˈpɑləd͡ʒi/

צלילים שדוברי עברית מתקשים בהם:

  • /w/ — שפתיים מעוגלות, לא /v/: questionnaire /ˌk(w)ɛstʃəˈnɛə/, workplace /ˈwɝkˌpleɪs/
  • /æ/ — פתוח יותר מה-“אֶ” העברית, לא כמו “a” ב-“cup”: transcribe /trænˈskɹaɪb/, anthropology /ˌænθɹəˈpɑləd͡ʒi/, bracket /ˈbɹækɪt/, tablet /ˈtæblət/
  • /r/ — הלשון לא נוגעת בשום מקום, לא ה-“ר” הגרונית: researcher /ˈɹiˌsɝ.t͡ʃɚ/, participant /pɑːɹˈtɪsəpənt/, ethnography /ɛθˈnɑɡɹəfi/, criterion /kɹaɪˈtɪɹ.i.ən/, airline /ˈɛɹˌlaɪn/

איך לתרגל עם הסרטון הזה

  1. הקשיבו לכל הסרטון פעם אחת בלי לדבר, ורשמו את המילים שאתם לא מכירים.
  2. תרגלו Shadowing משפט אחר משפט במהירות רגילה, וחזרו על כל משפט עד שהקצב שלכם תואם את הדובר.
  3. הקליטו את עצמכם והשוו למקור, תוך תשומת לב למילים כמו participant, criterion, airline.

מהי טכניקת השאדואינג?

שאדואינג היא טכניקת למידת שפה מבוססת מדע שפותחה במקור להכשרת מתורגמנים מקצועיים ופופולרית על ידי הפוליגלוט ד"ר אלכסנדר ארגואלס. השיטה פשוטה אך עוצמתית: אתה מקשיב לאודיו באנגלית ילידית וחוזר עליו בקול רם מיד — כמו צל העוקב אחרי הדובר עם עיכוב של 1–2 שניות בלבד. בניגוד להאזנה פסיבית או תרגילי דקדוק, שאדואינג מכריח את המוח והשרירים בפה לעבד ולשחזר דפוסי דיבור אמיתיים בו זמנית. מחקרים מראים שזה משפר משמעותית את דיוק ההגייה, האינטונציה, הקצב, הדיבור המחובר, הבנת השמיעה ושטף הדיבור — מה שהופך אותו לאחת השיטות היעילות ביותר להכנה לIELTS Speaking ולתקשורת באנגלית בעולם האמיתי.

טכניקת Shadowing: קרא את המדריך המלא שלב אחר שלב →