Shadowing Practice: Ethnography in Business | IELTS LISTENING TEST | SECTION-4 - Learn English Speaking with 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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Woordenschat en spreektips bij deze les
Deze spreekles op niveau C1 is gebaseerd op de video “Ethnography in Business”. Deze woorden komen het vaakst terug: researcher, participant, ethnographic, ethnography, type. Deze video bevat 58 zinnen en 899 woorden om na te spreken. Het gesproken deel duurt 7:38. De spreker praat in een gelijkmatig tempo van ongeveer 118 woorden per minuut, prettig om te shadowen. 84% van de woorden hoort bij de 3.000 meest gebruikte Engelse woorden; de rest kun je beter vooraf bekijken.
Belangrijke woorden in deze video
De 15 moeilijkste woorden uit de video, met uitspraak en betekenis:
| Woord | Uitspraak | Betekenis |
|---|---|---|
| researcher zelfstandig naamwoord | /ˈɹiˌsɝ.t͡ʃɚ/ | onderzoeker |
| participant zelfstandig naamwoord | /pɑːɹˈtɪsəpənt/ | deelnemer, participant |
| ethnographic bijvoeglijk naamwoord | etnografisch | |
| ethnography zelfstandig naamwoord | /ɛθˈnɑɡɹəfi/ | etnografie |
| criterion zelfstandig naamwoord | /kɹaɪˈtɪɹ.i.ən/ | criterium |
| airline zelfstandig naamwoord | /ˈɛɹˌlaɪn/ | luchtvaartmaatschappij |
| observe werkwoord | /əbˈzɜːv/ | respecteren, in acht nemen |
| compel werkwoord | /kəmˈpɛl/ | bedwingen |
| discern werkwoord | /dɪˈzɝn/ | onderscheiden |
| questionnaire zelfstandig naamwoord | /ˌk(w)ɛstʃəˈnɛə/ | questionnaire, vragenlijst |
| spreadsheet zelfstandig naamwoord | /ˈspɹɛd.ʃit/ | spreadsheet, rekenblad |
| transcribe werkwoord | /trænˈskɹaɪb/ | transcriberen |
| cellar zelfstandig naamwoord | /ˈsɛləɹ/ | kelder |
| anthropology zelfstandig naamwoord | /ˌænθɹəˈpɑləd͡ʒi/ | antropologie |
| sociology zelfstandig naamwoord | /ˌsoʊsiˈɑləd͡ʒi/ | sociologie |
Phrasal verbs die je zult horen
| Woord | Betekenis |
|---|---|
| come up with werkwoord | bedenken, verzinnen |
| think up werkwoord | bedenken, verzinnen |
Grammatica in deze video
De structuren die de spreker het meest gebruikt, met de exacte woorden uit de video:
| Structuur | In de video |
|---|---|
| Lijdende vorm be + voltooid deelwoord — het gaat om wat er gebeurt, niet om wie het doet | been used · was developed · were used |
| Present perfect have/has + voltooid deelwoord — iets uit het verleden dat nu nog telt | it's also been · has also been carried · hasn't thought |
| Betrekkelijke bijzinnen who / which + zin — extra informatie over een persoon of ding | people who didn · people who all |
Uitspraak om op te letten
De spreker gebruikt 13 samentrekkingen en verkorte vormen, zoals didn't, can't, couldn't. Spreek ze kort uit, zoals je ze hoort.
- De “th”-klanken: ethnography /ɛθˈnɑɡɹəfi/, anthropology /ˌænθɹəˈpɑləd͡ʒi/, hypothesis /haɪˈpɒθɪsɪs/
- De klanken “sh” en “zh”: spreadsheet /ˈspɹɛd.ʃit/, sensational /sɛnˈseɪʃənəl/
- Lange woorden — let op de klemtoon: participant /pɑːɹˈtɪsəpənt/, ethnography /ɛθˈnɑɡɹəfi/, criterion /kɹaɪˈtɪɹ.i.ən/, sensational /sɛnˈseɪʃənəl/, anthropology /ˌænθɹəˈpɑləd͡ʒi/
Klanken die Nederlandstaligen lastig vinden:
- Stemhebbende eindmedeklinker — /b/, /d/, /g/, /z/, /v/ niet verscherpen: observe /əbˈzɜːv/, transcribe /trænˈskɹaɪb/, likelihood /ˈlaɪklihʊd/, colleague /ˈkɒliːɡ/
- /æ/ — opener dan de Nederlandse “e”: transcribe /trænˈskɹaɪb/, anthropology /ˌænθɹəˈpɑləd͡ʒi/, bracket /ˈbɹækɪt/, tablet /ˈtæblət/
- /g/ — een harde plofklank, geen Nederlandse “g”: ethnography /ɛθˈnɑɡɹəfi/, globally /ˈɡloʊbəli/, colleague /ˈkɒliːɡ/, eager /ˈiɡɚ/
Zo oefen je met deze video
- Luister de hele video één keer zonder te spreken en noteer de woorden die je niet kent.
- Spreek zin voor zin na op normale snelheid en herhaal elke zin tot je ritme gelijk is aan dat van de spreker.
- Neem jezelf op en vergelijk met het origineel; let daarbij op woorden als researcher, participant, ethnographic.
Wat is de Shadowing-techniek?
Shadowing is een wetenschappelijk onderbouwde taalleermethode die oorspronkelijk is ontwikkeld voor professionele tolkentraining en gepopulariseerd door polyglot Dr. Alexander Arguelles. De methode is eenvoudig maar krachtig: je luistert naar native Engelse audio en herhaalt het onmiddellijk hardop — als een schaduw die de spreker volgt met slechts 1–2 seconden vertraging. In tegenstelling tot passief luisteren of grammaticadrills, dwingt shadowing je hersenen en mondspieren om echte spraakpatronen tegelijkertijd te verwerken en te reproduceren. Onderzoek toont aan dat het de uitspraaknauwkeurigheid, intonatie, ritme, verbonden spraak, luisterbegrip en spreekvaardigheid aanzienlijk verbetert — waardoor het een van de meest effectieve methoden is voor IELTS Speaking-voorbereiding en echte Engelse communicatie.