Contributed Articles

Using Employee Opinion Surveys Ethnographically

by MERITXELL RAMÍREZ-I-OLLÉ When my boss asked me to carry out an employee opinion survey in our company, I had to overcome my ingrained prejudices against surveys in general. Once I did, I learned how valuable an ethnographic approach to surveys can be. In my previous academic work, I had embedded myself into a scientific community for more than three years and I disregarded surveys as a comparatively superficial research technique. In my consultancy work, I have also encountered sharp criticism of the way surveys are used in practice: Erica Hall calls surveys “the most dangerous research tool,” and Sam Ladner’s fabulous guide to doing ethnography in the private sector (2012:17), emphasizes the value of ethnography that captures the perspectives of research participants, as opposed to tools like surveys that reflect the “etic” position of researchers. Yet, if there’s something I am learning about my ongoing transition to the private sector, it is that I must be flexible about methods and become more creative about...