Ethnography In Business劍橋雅思11聽力-原文翻譯及答案解析

一、Ethnography In Business 聽力原文：

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 聽力中文翻譯：

所以我今天要跟你們講的是一種叫做人種學(xué)的東西。

這是一種旨在探索人類文化運(yùn)作方式的研究。

它最初被開發(fā)用于人類學(xué)，也被用于社會(huì)學(xué)和傳播學(xué)研究。

所以，你可能會(huì)問，這與商業(yè)有什么關(guān)系。

嗯，企業(yè)發(fā)現(xiàn)，民族志可以讓他們更深入地了解客戶的可能需求，無論是現(xiàn)在還是將來，還可以提供有關(guān)他們對(duì)現(xiàn)有產(chǎn)品態(tài)度的寶貴信息。

民族志還可以幫助公司設(shè)計(jì)客戶真正想要的新產(chǎn)品或服務(wù)。

讓我們看一些人種學(xué)研究如何在商業(yè)中發(fā)揮作用的例子。

一組研究人員為一家制造廚房設(shè)備的公司做了一個(gè)項(xiàng)目。

他們觀察了廚師如何使用量杯來測量糖和面粉之類的東西。

他們發(fā)現(xiàn)廚師們必須檢查并重新檢查里面的東西，因?yàn)楸M管量杯里有數(shù)字，但廚師們不容易看到這些。

因此，開發(fā)了一種新的杯子設(shè)計(jì)來克服這個(gè)問題，它是最暢銷的。

另一組人種學(xué)研究人員研究了非洲烏干達(dá)的手機(jī)使用情況。

他們發(fā)現(xiàn)，沒有自己手機(jī)的人可以付費(fèi)使用當(dāng)?shù)仄髽I(yè)家的手機(jī)。

因?yàn)檫@些客戶提前支付了電話費(fèi)，所以他們很想知道到目前為止他們?cè)陔娫捝匣硕嗌贂r(shí)間。

因此，這家電話公司利用這一附加功能為全球用戶設(shè)計(jì)了手機(jī)。

計(jì)算機(jī)公司也進(jìn)行了人種學(xué)研究。

在一家公司，對(duì)IT系統(tǒng)管理員進(jìn)行了數(shù)周的觀察。

研究發(fā)現(xiàn)，他們的大量工作涉及與同事溝通以解決問題，但他們沒有標(biāo)準(zhǔn)的方式從電子表格等中交換信息。

所以團(tuán)隊(duì)想出了一個(gè)軟件的想法，可以幫助他們做到這一點(diǎn)。

在另一項(xiàng)研究中，一個(gè)團(tuán)隊(duì)觀察并與在醫(yī)院工作的護(hù)士交談。

這使人們認(rèn)識(shí)到，護(hù)士需要訪問患者的計(jì)算機(jī)記錄，無論他們?cè)谀睦铩?/p>

這導(dǎo)致了便攜式電腦平板電腦的開發(fā)，允許護(hù)士檢查醫(yī)院各個(gè)位置的記錄。

有時(shí)，即使在研究人員不在場的環(huán)境中也可以進(jìn)行研究。

例如，在為一家航空公司完成的一個(gè)項(xiàng)目中，在一項(xiàng)旨在跟蹤乘客在飛行過程中的情緒的研究中，受訪者使用智能手機(jī)記錄航空旅行期間的信息。

那么，是什么讓這些研究與普通研究不同呢？

讓我們看看商業(yè)人種學(xué)研究背后的一些一般原則。

首先，研究人員必須思想完全開放——他或她沒有像其他類型的研究那樣，想出一個(gè)要檢驗(yàn)的假設(shè)。

相反，他們等待研究參與者通知他們。

就選擇參與者本身而言，這與普通研究并沒有太大區(qū)別——選擇參與者的標(biāo)準(zhǔn)可能很簡單，比如他們所處的年齡段，或者研究人員可能根據(jù)他們的收入來選擇他們，或者他們可能會(huì)試著找到一組都使用特定產(chǎn)品的人。

但招募合適的人作為參與者絕對(duì)至關(guān)重要。

除了我提到的標(biāo)準(zhǔn)之外，他們還必須在談?wù)撟约旱臅r(shí)候感到舒適，并在進(jìn)行活動(dòng)時(shí)受到關(guān)注。

事實(shí)上，大多數(shù)研究人員說，人們很容易敞開心扉，可能是因?yàn)樗麄兘?jīng)常在自己的家或工作場所。

因此，這類研究的特殊之處在于，這不僅僅是向參與者發(fā)送問卷的問題，相反，研究通常是基于對(duì)他們當(dāng)時(shí)所做事情的第一手觀察。

但這并不意味著研究人員從不與參與者交談。

然而，與傳統(tǒng)研究不同的是，在這種情況下，決定采訪方向的是參與者，而不是研究人員。

這意味著研究人員將自己的想法強(qiáng)加給參與者的可能性較小。

但在他們與參與者告別并回到辦公室后，研究人員的工作還沒有完成。

大多數(shù)研究人員估計(jì)，他們70%至80%的時(shí)間不是花在收集數(shù)據(jù)上，而是花在分析上——看照片、聽錄音和記錄等等。

研究人員最終可能會(huì)得到數(shù)百頁的筆記。

為了確定什么是重要的，他們不關(guān)注聳人聽聞的事情或不尋常的事情，而是試圖在所有這些數(shù)據(jù)中識(shí)別某種模式，并辨別其背后的含義。

這可能會(huì)產(chǎn)生一些令人信服的見解，而這些見解反過來又會(huì)帶來費(fèi)用

這可以產(chǎn)生一些令人信服的見解，進(jìn)而反饋給整個(gè)設(shè)計(jì)過程。

三、Ethnography In Business 聽力問題：

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 聽力答案：

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 聽力答案解析

31.attitudes 利用空格前的and可以預(yù)測本題需要填寫的是名詞，應(yīng)該是和customer needs 并列的相關(guān)信息。錄音中提到possible needs of customers…as well as…about their attitudes towards existing products，其中as well as與and為同義替換，故答案為attitudes。

32.numbers 考生利用語法知識(shí)預(yù)測本題需要填寫名詞，利用小標(biāo)題kitchen equipment定位。利用題干中的cooks could not easily see，measuring cups找到錄音中相關(guān)句子although the measuring cups had numbers inside them, the cooks could not see these easily，可以確定numbers為答案。

33.time 考生利用語法知識(shí)預(yù)測本題需要填寫名詞，可以利用cell phones, Uganda,  entrepreneurs 等詞匯定位。錄音中提到they were eager to know how much time they’d spent on the call so far，故答案為time。其中know, spent分別替換題干中的check, used。

34.software 考生利用語法知識(shí)預(yù)測本題需要填寫名詞，可以利用computer companies, system administrators, colleagues定位。錄音中提到So the team came up with an idea for software that would help them to do this，確定答案為software。本題轉(zhuǎn)換較大，有一定難度?？忌枰⒁怃浺糁械腸omp up with與題干中的develop為同義替換。

35.patients  考生利用語法知識(shí)預(yù)測本題需要填寫名詞，可以利用hospitals, nurses, access information定位。錄音中提到the nurses needed to access the computer records of their patients，no matter where they were，確定答案為patients。其中，題干中的information與錄音中的computer records為同義替換。

36.emotions   考生利用語法知識(shí)預(yù)測本題需要填寫名詞,可以利用airlines, recorded information, travelling定位。錄音中提到in a study aiming at tracking the emotions of passengers during a flight，確定答案為emotions。

37.income  本題相對(duì)容易，考生利用語法知識(shí)預(yù)測本題需要填寫名詞，利用并列關(guān)鍵詞 age, product used定位。錄音中提到or the researchers may select them according to their income，確定答案為income。

38.comfortable 考生利用空格前的系動(dòng)詞feel預(yù)測本題應(yīng)該填寫形容詞,利用participants, taking part in the research 定位。錄音中提到they have to be comfortable talking about themselves and being watched as they go about their activities，確定答案是comfortable。換個(gè)角度來說，本題需要填寫的是一個(gè)形容詞，而相關(guān)信息中能填進(jìn)去讓句子符合邏輯的只有comfortable這個(gè)單詞。

39.observation  考生利用語法知識(shí)預(yù)測本題需要填寫名詞,利用usually direct定位。,錄音中提到usually based on first-hand observation，故答案為observation。其中direct與first-hand為同義替換。

40.analysis     考生利用語法知識(shí)預(yù)測本題需要填寫名詞,利用a lot of time定位。錄音中提到70 to 80 percent of their time is spent not on the collecting of data but on its analysis,確定答案是analysis。其中70 to 80 percent of their time與a lot of time為同義替換。另外，考生應(yīng)該注意collecting為干擾信息，在錄音中有not這個(gè)否定信息。

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