Field study

Field research or fieldwork is the collection of information outside a laboratory, library or workplace setting. The approaches and methods used in field research vary across disciplines. For example, biologists who conduct field research may simply observe animals interacting with their environments, whereas social scientists conducting field research may interview or observe people in their natural environments to learn their languages, folklore, and social structures.

Field research involves a range of well-defined, although variable, methods: informal interviews, direct observation, participation in the life of the group, collective discussions, analyses of personal documents produced within the group, self-analysis, results from activities undertaken off- or on-line, and life-histories. Although the method generally is characterized as qualitative research, it may (and often does) include quantitative dimensions.

Field research has a long history. Cultural anthropologists have long used field research to study other cultures. Although the cultures do not have to be different, this has often been the case in the past with the study of so-called primitive cultures, and even in sociology the cultural differences have been ones of class. The work is done... in "'Fields' that is, circumscribed areas of study which have been the subject of social research". Fields could be education, industrial settings, or Amazonian rain forests. Field research may be conducted by zoologists such as Jane Goodall. Radcliff-Brown [1910] and Malinowski [1922] were early cultural anthropologists who set the models for future work.

Business use of Field research is an applied form of anthropology and is as likely to be advised by sociologists or statisticians in the case of surveys.

Consumer marketing field research is the primary marketing technique used by businesses to research their target market.

The quality of results obtained from field research depends on the data gathered in the field. The data in turn, depend upon the field worker, his or her level of involvement, and ability to see and visualize things that other individuals visiting the area of study may fail to notice. The more open researchers are to new ideas, concepts, and things which they may not have seen in their own culture, the better will be the absorption of those ideas. Better grasping of such material means better understanding of the forces of culture operating in the area and the ways they modify the lives of the people under study. Social scientists (i.e. anthropologists, social psychologists, etc.) have always been taught to be free from ethnocentrism (i.e. the belief in the superiority of one's own ethnic group), when conducting any type of field research.

When humans themselves are the subject of study, protocols must be devised to reduce the risk of observer bias and the acquisition of too theoretical or idealized explanations of the workings of a culture. Participant observation, data collection, and survey research are examples of field research methods, in contrast to what is often called experimental or lab research.

...
Wikipedia