Практика Shadowing: Ethnography in Business | IELTS LISTENING TEST | SECTION-4 - Изучайте разговорный английский по видео

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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.

First, you have some time to look at questions 31 to 40.

Thank you.

Now listen carefully and answer questions 31 to 40.

So, what I'm going to talk about to you today is something called ethnography.

This is a type of research aimed at exploring the way human cultures work.

It was first developed for use in anthropology, and it's also been used in sociology and communication studies.

So, what's it got to do with business, you may ask?

Well, businesses are finding that ethnography can offer them deeper insight into the possible needs of customers,

either present or future, as well as providing valuable information about their attitudes towards existing products.

And ethnography can also help companies to design new products or services

that customers really want let's look at some examples of how

ethnographic research works in business one team of researchers did a

project for a company manufacturing kitchen equipment they watched how cooks used measuring cups to measure out things like sugar

and flour they saw that the cooks had to check

and recheck the contents because although the measuring cups had numbers inside them, the cooks couldn't see these easily.

So, a new design of cup was developed to overcome this problem, and it was a top seller.

Another team of ethnographic researchers looked at how cell phones were used in Uganda, in Africa.

They found that people who didn't have their own phones could pay to use the phones of local entrepreneurs.

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.

So, the phone company designed phones for use globally with this added feature.

Ethnographic research has also been carried out in computer companies.

In one company, IT systems administrators were observed for several weeks.

It was found that a large amount of their work involved communicating with colleagues in order to solve problems,

but that they didn't have a standard way of exchanging information from spreadsheets and so on.

So, the team came up with an idea for software that would help them to do this.

In another piece of research, a team observed and talked to nurses working in hospitals.

This led to the recognition that the nurses needed to access the computer records of their patients no matter where they were.

This led to the development of a portable computer tablet that allowed the nurses to check records in locations throughout the hospital.

Occasionally, research can be done even in environments where the researchers can't be present.

For example, in one project done for an airline,

respondents used their smartphones to record information during airline trips, in a study aiming at tracking the emotions of passengers during a flight.

So, what makes studies like these different from ordinary research?

Let's look at some of the general principles behind ethnographic research in business.

First of all, the researcher has to be completely open-minded.

He or she hasn't thought up a hypothesis to be tested, as is the case in other types of research.

Instead, they wait for the participants in the research to inform them.

As far as choosing the participants themselves is concerned, that's not really all that different from ordinary research.

The criteria according to which the participants are chosen may be something as simple as the age bracket they fall into,

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.

But it's absolutely crucial to recruit the right people as participants.

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.

Actually, most researchers say that people open up pretty easily, maybe because they're often in their own home or workplace.

So, what makes this type of research special is that it's not just a matter of sending a questionnaire to the participants.

Instead, the research is usually based on first-hand observation of what they are doing at the time.

But that doesn't mean that the researcher never talks to the participants.

However, unlike in traditional research,

in this case, it's the participant rather than the researchers who decides what direction the interview will follow.

This means that there's less likelihood of the researcher imposing his or her own ideas on the participant.

But after they've said goodbye to their participants and got back to their office, the researcher's work isn't finished.

Most researchers estimate that 70 to 80 percent of their time is spent not on the collecting of data,

but on its analysis, looking at photos, listening to recordings and transcribing them, and so on.

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.

Instead, they try to identify a pattern of some sort in all this data and to discern the meaning behind it.

This can result in some compelling insights that can, in turn, feed back to the whole design process.

That is the end of Section 4.

You now have half a minute to check your answers.

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Лексика и советы по произношению к этому уроку

Этот урок разговорной практики уровня C1 построен на видео «Ethnography in Business». Чаще всего повторяются слова: researcher, participant, ethnographic, ethnography, type. В этом видео 58 предложений и 899 слов для шедоуинга. Речь длится 7:38. Говорящий держит ровный темп — около 118 слов в минуту, удобный для шедоуинга. 84% слов входят в 3000 самых частых слов английского языка; остальные стоит разобрать перед занятием.

Ключевая лексика этого видео

Самые сложные слова из видео (15), с произношением и значением:

Слово	Произношение	Значение
researcher существительное	/ˈɹiˌsɝ.t͡ʃɚ/	иссле́дователь, иссле́довательница
participant существительное	/pɑːɹˈtɪsəpənt/	уча́стник, уча́стница
ethnographic прилагательное		этнографи́ческий
ethnography существительное	/ɛθˈnɑɡɹəfi/	этногра́фия
criterion существительное	/kɹaɪˈtɪɹ.i.ən/	крите́рий, мери́ло
airline существительное	/ˈɛɹˌlaɪn/	авиакомпа́ния, авиапредприя́тие
observe глагол	/əbˈzɜːv/	соблюда́ть, блюсти́
compel глагол	/kəmˈpɛl/	подчиня́ть
discern глагол	/dɪˈzɝn/	распознава́ть, распозна́ть
questionnaire существительное	/ˌk(w)ɛstʃəˈnɛə/	анке́та, опро́сник
respondent существительное	/ɹɪˈspɑn.dənt/	отвеча́ющий
spreadsheet существительное	/ˈspɹɛd.ʃit/	электро́нная табли́ца
transcribe глагол	/trænˈskɹaɪb/	транскриби́ровать
sensational прилагательное	/sɛnˈseɪʃənəl/	сенсацио́нный
cellar существительное	/ˈsɛləɹ/	подва́л, по́греб

Фразовые глаголы, которые вы услышите

Слово	Значение
come up with глагол	придумывать, приходить в голову
think up глагол	приду́мывать, приду́мать

Грамматика в этом видео

Конструкции, которые говорящий использует чаще всего, с точными словами из видео:

Конструкция	В видео
Пассивный залог be + причастие прошедшего времени — важно, что происходит, а не кто это делает	was developed · been carried · were observed
Present Perfect have/has + причастие прошедшего времени — прошлое действие, важное сейчас	it's also been · has also been carried · hasn't thought
Придаточные определительные who / which + предложение — уточнение о человеке или предмете	people who didn · people who all

Произношение, на которое стоит обратить внимание

Говорящий использует 13 сокращённых и редуцированных форм, например didn't, can't, couldn't. Произносите их коротко, так, как слышите.

Звуки «th»: ethnography /ɛθˈnɑɡɹəfi/, anthropology /ˌænθɹəˈpɑləd͡ʒi/, hypothesis /haɪˈpɒθɪsɪs/
Звуки «sh» и «zh»: spreadsheet /ˈspɹɛd.ʃit/, sensational /sɛnˈseɪʃənəl/
Длинные слова — следите за ударением: participant /pɑːɹˈtɪsəpənt/, ethnography /ɛθˈnɑɡɹəfi/, criterion /kɹaɪˈtɪɹ.i.ən/, sensational /sɛnˈseɪʃənəl/, anthropology /ˌænθɹəˈpɑləd͡ʒi/

Звуки, трудные для русскоязычных:

/w/ — губы округлены, это не /v/: questionnaire /ˌk(w)ɛstʃəˈnɛə/, workplace /ˈwɝkˌpleɪs/
/h/ — лёгкий выдох, а не русское «х»: hypothesis /haɪˈpɒθɪsɪs/, likelihood /ˈlaɪklihʊd/
Звонкие согласные в конце слова — не оглушайте их: observe /əbˈzɜːv/, transcribe /trænˈskɹaɪb/, likelihood /ˈlaɪklihʊd/, colleague /ˈkɒliːɡ/

Как заниматься с этим видео

Прослушайте всё видео один раз молча и выпишите незнакомые слова.
Повторяйте предложение за предложением на обычной скорости, пока ваш ритм не совпадёт с ритмом говорящего.
Запишите себя и сравните с оригиналом, обращая внимание на такие слова, как researcher, participant, ethnographic.

Что такое техника Shadowing?

Shadowing — это научно обоснованная техника изучения языка, изначально разработанная для подготовки профессиональных переводчиков и популяризированная полиглотом доктором Александром Аргуэльесом. Метод прост, но эффективен: вы слушаете аудио на английском от носителей языка и немедленно повторяете вслух — как тень, следующая за говорящим с задержкой в 1–2 секунды. В отличие от пассивного прослушивания или грамматических упражнений, Shadowing заставляет мозг и мышцы рта одновременно обрабатывать и воспроизводить реальные речевые паттерны. Исследования показывают, что это значительно улучшает точность произношения, интонацию, ритм, связную речь, понимание на слух и беглость речи — что делает его одним из самых эффективных методов для подготовки к IELTS Speaking и реального общения на английском.

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Практика Shadowing: Ethnography in Business | IELTS LISTENING TEST | SECTION-4 - Изучайте разговорный английский по видео

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