Ethnographic Summary

The video that was chosen is made by Joanna Chrzanowska concerning 21st century

qualitative research, and the video begins with an undated quote from Albert Einstein stating,

"Everything that can be counted, does not necessarily count; everything that counts cannot

necessarily be counted." The presenter in the video compares the advantages of qualitative

research to quantitative research by sharing that quantitative research is less flexible but

statistically significant, and qualitative gives more robust results containing more details with

smaller samples, (Chrzanowska, 2014). The video goes on to show tools that measure consumer

reactions on social media sites based on what they are saying about keywords with negative and

positive
The final portion of the video gives the viewer a site for further information on

qualitative research, which this site can be accessed at http://www.qualitativemind.com.

The speaker did not have a great balance of the benefits and drawbacks of qualitative

research because this seemed to focus on the benefits more, and the speaker was comparing the

qualitative research to quantitative research. The presenter did not discuss how some could be

biased through their own reasoning, and the presenter did discuss how quantitative research is

more numeric and precise because of how it turns emotions into numbers, while qualitative uses

emotions and personal inferences as data, although, the data are hard to classify.

The article begins with cases of when qualitative research was taken too far, and these

grotesque examples give the reader an idea of why it is important to utilize ethics within the

research of consumer behavior. The author explains that individuals must be given consent
The article presents a list of principles to be followed during research, and these

principles outline an important aspect of treating the subject fairly and appropriately, while allowing

the subject to make their own decisions. My reaction to this list of principles is one of understanding,

for I find that treating the subjects ethically will yield more robust results.

References:

Chrzanowska, J. (2014). 1. Understanding 21st Century Qualitative Research. YouTube. Retrieved from https://www.youtube.com/watch?v=NNzXZwTx7yY&feature=youtu.be.

Smith, C. S., & Hung, L.-C. (2008). Ethics in Research. In F. T. L. Leong, E. M. Altmaier, & B. D. Johnson (Eds.), Encyclopedia of Counseling (Vol. 1, pp. 190-192). Thousand Oaks, CA: SAGE Publications. Retrieved from