Ethnography In Business剑桥雅思11听力-原文翻译及答案解析

一、Ethnography In Business 听力原文：

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 researchers' work isn't finished.

Most researchers estimate that 70 to 80 per cent 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.

二、Ethnography In Business 听力中文翻译：

所以我今天要跟你们讲的是一种叫做人种学的东西。

这是一种旨在探索人类文化运作方式的研究。

它最初被开发用于人类学，也被用于社会学和传播学研究。

所以，你可能会问，这与商业有什么关系。

嗯，企业发现，民族志可以让他们更深入地了解客户的可能需求，无论是现在还是将来，还可以提供有关他们对现有产品态度的宝贵信息。

民族志还可以帮助公司设计客户真正想要的新产品或服务。

让我们看一些人种学研究如何在商业中发挥作用的例子。

一组研究人员为一家制造厨房设备的公司做了一个项目。

他们观察了厨师如何使用量杯来测量糖和面粉之类的东西。

他们发现厨师们必须检查并重新检查里面的东西，因为尽管量杯里有数字，但厨师们不容易看到这些。

因此，开发了一种新的杯子设计来克服这个问题，它是最畅销的。

另一组人种学研究人员研究了非洲乌干达的手机使用情况。

他们发现，没有自己手机的人可以付费使用当地企业家的手机。

因为这些客户提前支付了电话费，所以他们很想知道到目前为止他们在电话上花了多少时间。

因此，这家电话公司利用这一附加功能为全球用户设计了手机。

计算机公司也进行了人种学研究。

在一家公司，对IT系统管理员进行了数周的观察。

研究发现，他们的大量工作涉及与同事沟通以解决问题，但他们没有标准的方式从电子表格等中交换信息。

所以团队想出了一个软件的想法，可以帮助他们做到这一点。

在另一项研究中，一个团队观察并与在医院工作的护士交谈。

这使人们认识到，护士需要访问患者的计算机记录，无论他们在哪里。

这导致了便携式电脑平板电脑的开发，允许护士检查医院各个位置的记录。

有时，即使在研究人员不在场的环境中也可以进行研究。

例如，在为一家航空公司完成的一个项目中，在一项旨在跟踪乘客在飞行过程中的情绪的研究中，受访者使用智能手机记录航空旅行期间的信息。

那么，是什么让这些研究与普通研究不同呢？

让我们看看商业人种学研究背后的一些一般原则。

首先，研究人员必须思想完全开放——他或她没有像其他类型的研究那样，想出一个要检验的假设。

相反，他们等待研究参与者通知他们。

就选择参与者本身而言，这与普通研究并没有太大区别——选择参与者的标准可能很简单，比如他们所处的年龄段，或者研究人员可能根据他们的收入来选择他们，或者他们可能会试着找到一组都使用特定产品的人。

但招募合适的人作为参与者绝对至关重要。

除了我提到的标准之外，他们还必须在谈论自己的时候感到舒适，并在进行活动时受到关注。

事实上，大多数研究人员说，人们很容易敞开心扉，可能是因为他们经常在自己的家或工作场所。

因此，这类研究的特殊之处在于，这不仅仅是向参与者发送问卷的问题，相反，研究通常是基于对他们当时所做事情的第一手观察。

但这并不意味着研究人员从不与参与者交谈。

然而，与传统研究不同的是，在这种情况下，决定采访方向的是参与者，而不是研究人员。

这意味着研究人员将自己的想法强加给参与者的可能性较小。

但在他们与参与者告别并回到办公室后，研究人员的工作还没有完成。

大多数研究人员估计，他们70%至80%的时间不是花在收集数据上，而是花在分析上——看照片、听录音和记录等等。

研究人员最终可能会得到数百页的笔记。

为了确定什么是重要的，他们不关注耸人听闻的事情或不寻常的事情，而是试图在所有这些数据中识别某种模式，并辨别其背后的含义。

这可能会产生一些令人信服的见解，而这些见解反过来又会带来费用

这可以产生一些令人信服的见解，进而反馈给整个设计过程。

三、Ethnography In Business 听力问题：

Question 31-40

Complete the notes below.

Write ONE WORD ONLY for each answer.ETHNOGRAPHY IN BUSINESS

Ethnography: research which explores human cultures

It can be used in business:

· to investigate customer needs and

· to help companies develop new designs

Examples of ethnographic research in business

Kitchen equipment

· Researchers found that cooks could not easily see the  in measuring cups.

Cell phones

· In Uganda, customers paid to use the cell phones of entrepreneurs.

· These customers wanted to check the used.

Computer companies

· There was a need to develop  to improve communication between system administrators and colleagues.

Hospitals

· Nurses needed to access information about in different parts of the hospital.

Airlines

· Respondents recorded information about their while travelling.

Principles of ethnographic research in business

· The researcher does not start off with a hypothesis.

· Participants may be selected by criteria such as age, or product used.

· The participants must feel  about taking part in the research.

· There is usually direct of the participants.

· The interview is guided by the participant.

· A lot of time is needed for the  of the data.

· Researchers look for a meaningful pattern in the data.

四、Ethnography In Business 听力答案：

31.attitude / attitudes

32.numbers

33.time / minutes

34.software

35.patients

36.emotions / feelings

37.income

38.comfortable

39.observation

40.analysis

五、Ethnography In Business 听力答案解析

31.attitudes 利用空格前的and可以预测本题需要填写的是名词，应该是和customer needs 并列的相关信息。录音中提到possible needs of customers…as well as…about their attitudes towards existing products，其中as well as与and为同义替换，故答案为attitudes。

32.numbers 考生利用语法知识预测本题需要填写名词，利用小标题kitchen equipment定位。利用题干中的cooks could not easily see，measuring cups找到录音中相关句子although the measuring cups had numbers inside them, the cooks could not see these easily，可以确定numbers为答案。

33.time 考生利用语法知识预测本题需要填写名词，可以利用cell phones, Uganda,  entrepreneurs 等词汇定位。录音中提到they were eager to know how much time they’d spent on the call so far，故答案为time。其中know, spent分别替换题干中的check, used。

34.software 考生利用语法知识预测本题需要填写名词，可以利用computer companies, system administrators, colleagues定位。录音中提到So the team came up with an idea for software that would help them to do this，确定答案为software。本题转换较大，有一定难度。考生需要注意录音中的comp up with与题干中的develop为同义替换。

35.patients  考生利用语法知识预测本题需要填写名词，可以利用hospitals, nurses, access information定位。录音中提到the nurses needed to access the computer records of their patients，no matter where they were，确定答案为patients。其中，题干中的information与录音中的computer records为同义替换。

36.emotions   考生利用语法知识预测本题需要填写名词,可以利用airlines, recorded information, travelling定位。录音中提到in a study aiming at tracking the emotions of passengers during a flight，确定答案为emotions。

37.income  本题相对容易，考生利用语法知识预测本题需要填写名词，利用并列关键词 age, product used定位。录音中提到or the researchers may select them according to their income，确定答案为income。

38.comfortable 考生利用空格前的系动词feel预测本题应该填写形容词,利用participants, taking part in the research 定位。录音中提到they have to be comfortable talking about themselves and being watched as they go about their activities，确定答案是comfortable。换个角度来说，本题需要填写的是一个形容词，而相关信息中能填进去让句子符合逻辑的只有comfortable这个单词。

39.observation  考生利用语法知识预测本题需要填写名词,利用usually direct定位。,录音中提到usually based on first-hand observation，故答案为observation。其中direct与first-hand为同义替换。

40.analysis     考生利用语法知识预测本题需要填写名词,利用a lot of time定位。录音中提到70 to 80 percent of their time is spent not on the collecting of data but on its analysis,确定答案是analysis。其中70 to 80 percent of their time与a lot of time为同义替换。另外，考生应该注意collecting为干扰信息，在录音中有not这个否定信息。