# Ethnography in business

IELTS Academic Listening - 10 questions - 10 minutes - Note completion

Source: Recording, questions and answer key from Cambridge IELTS 11, Test 3, Listening Part 4. © Cambridge University Press & Assessment. Used for educational practice. Explanations and evidence notes are written by Testmigo.

## The recording

8 minutes of audio. Practice it with the player on the page; the transcript is on the answers page.

## Questions

### Questions 31-40: Note completion

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 **(31)** _____
to help companies develop new designs
Kitchen equipment
Researchers found that cooks could not easily see the **(32)** _____ in measuring cups.
Cell phones
In Uganda, customers paid to use the cell phones of entrepreneurs.
These customers wanted to check the **(33)** _____ used.
Computer companies
There was a need to develop **(34)** _____ to improve communication between system administrators and colleagues.
Hospitals
Nurses needed to access information about **(35)** _____ in different parts of the hospital.
Airlines
Respondents recorded information about their **(36)** _____ while travelling.
The researcher does not start off with a hypothesis.
Participants may be selected by criteria such as age, **(37)** _____ or product used.
The participants must feel **(38)** _____ about taking part in the research.
There is usually direct **(39)** _____ of the participants.
The interview is guided by the participant.
A lot of time is needed for the **(40)** _____ of the data.
Researchers look for a meaningful pattern in the data.

[Practice online with a timer and instant marking](https://testmigo.com/ielts/listening/ethnography-in-business) - [Answers and explanations](https://testmigo.com/ielts/listening/ethnography-in-business/answers)