Science Of Desire Article Summary and Critique

  • Length: 1247 words (3.6 double-spaced pages)
  • Rating: Excellent
Open Document

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Text Preview

More ↓

Continue reading...

Open Document


Summary The article The Science of Desire presents ethnography and its proponents play an important role in modern business world. Author Ante began with an example, the satellite-radio war, to show how ethnography worked in business. In satellite-radio war, Sirius Satellite Ratio made a team of social scientists, designers, and ethnographers. Through studying customers’ habit of listening to music, watching TV and reading magazines, the team concluded several facts that can defeat competitors. Then, depending on the research, Sirius launched its new product, the Sirius S50. Later, as the company’s wish, the S50 became one of the hottest sellers in that season. First, as author Ante (2006) said, “ethnographers’ findings often do not lead to a product or service, only a generalized sense of what people want” (p. 100). Even if ethnographers find something, it also needs designers and engineers to make products or services to fit it. This process is not easy, even the findings cannot transmit into products and service. Second, ethnographers’ research usually takes a long time, and the result from using the findings needs long time to come out. Therefore, how to use ethnography right is very important. The author gave five advises to do ethnography right. First, “Think Big Thoughts”. Companies should used ethnography in big and broad questions, not in small and detailed ones. Second, “Due Diligence”. Companies should use the right consultants for their projects. Third, “Start Early”. Companies should use ethnography at the beginning of the development process of projects. Forth, “Sell, Sell, Sell”. Managers should constantly tell executives why use ethnography and how it work. Fifth, “Build a Culture”. Companies should make the thought of using ethnography into everyone of the companies and make it become a culture of companies. With a right way to use ethnography, some people believe ethnography could become a core competence. Second, ethnography cracks markets. GE wanted to get into the plastic-fiber business, which provides material for higher-value, higher-margin products such as fire-retardant jackets and bulletproof vests. However, after research, Jump researchers found customers want to take part in the development of advanced materials. Therefore, GE shares prototypes with customers. Furthermore, instead of currying favor with executives, it works closely with engineers to solve technical problems. Third, ethnography transforms a culture. From 1990s, Intel, a big corporation that does not market directly to consumers, brought in ethnographers at the highest levels of management in order to focus on consumer products more.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

How to Cite this Page

MLA Citation:
"Science Of Desire Article Summary and Critique." 123HelpMe.com. 21 May 2018
    <http://www.123HelpMe.com/view.asp?id=167235>.
Title Length Color Rating  
Bench Mark Assessment Test Critique Essay - For the Test Critique Assignment I choose the Bench Mark Assessment Test for fourth grade. I think it is a great asset to know how my bilingual students are performing against other fourth graders or even to compare them with the national and state scores. The Bench Mark Assessment test is not an option, all students in grades third through eight who take the Illinois Standards Achievement Test (ISAT) must take the Bench Mark assessments test. The Bench Mark Assessment test primary purpose of the Mathematics and Reading Benchmark Assessments test is instructional improvement and not accountability The Bench Mark assessment test was developed to help teachers to measure students’ strengths an...   [tags: Test Critique] 1553 words
(4.4 pages)
Powerful Essays [preview]
The Role of Alcohol in A Streetcar Named Desire Essay - I was so drunk last night that I cheated on my girlfriend, but I don’t remember it, so does it count. People instinctively try to place blame on anything but themselves, and alcohol presents itself as the perfect escape route for a guilty conscience. People often find themselves making impulsive decisions more frequently while under the influence of alcohol. However, how much poor behavior can alcohol excuse before a person must accept the consequences for their own actions. Tennessee Williams delves into the theme of alcohol dependence throughout his play, A Streetcar Named Desire....   [tags: A Streetcar Named Desire Essays]
:: 8 Works Cited
1672 words
(4.8 pages)
Powerful Essays [preview]
Essay on A Street Car Named Desire by Tennessee Williams - Blanche is a woman who has a pretty bad life. Her husband committed suicide because of the annoying Blanche who bothered him after she realized that he was a homosexual. She lost her job as a schoolteacher because the principal discovered that she was having an affair with a teenage student. She was drunk most of the times and tried to be with man and show that she still attractive. After she got fired, she went to her sister’s house to stay. Her sister Stella was happy for leaving her previous life and marrying a Polish descent man named Stanley Kowalski....   [tags: homesexual, desire for sex] 515 words
(1.5 pages)
Good Essays [preview]
Sociologists of Science Essay - The ethos of science was always been about seeking for the truth. Ptolemy wanted to know what was in the heavens. Newton wanted to know about motion and force. Einstein wanted to know about protons and relativity. These scientists and many others have always had that pure desire of wanting to learn the truth about what they were interested. However, if we were to examine the present, scientists today are struggling not because of their truth-seeking journeys but because of the need to produce results so that they can still have the opportunity of keeping their jobs researching the subjects that they have researching for the past few years....   [tags: Science] 2439 words
(7 pages)
Powerful Essays [preview]
Critique of the Health Science Program in the Public Service Academy Essay - Evaluation Model Critique Treasure Coast High School is a breaking rank, small learning community high school that was established in 2006 under the leadership of Dr. Helen Roberts. Breaking ranks is a concept that refers to schools that are stepping away from the norms in education and doing things differently. There is a strong focus on data driven school decision making and the goal is to prepare students to be successful in the twenty-first century. The school has a capacity for 2500 students and employs approximately 175 teachers, staff and administrators....   [tags: Education] 1398 words
(4 pages)
Powerful Essays [preview]
"Cargo Cult" Science Essay - Cargo cult science is an expression used to designate what is also known as pseudo-science. The physicist, Richard Feynman first used this term during his famous speech at the California Institute of Technology in 1974. He used this term when making an analogy to the cult of cargo planes in the South Seas. During the war, Islanders saw airplanes land bringing numerous useful goods; they desired to see the planes landing again. They decided to built airstrips, placed fires along the trails, built a wooden hut where a man sits with two pieces of wood on his head mimicking a helmet and bamboo sticks as antennas - it's the air traffic controller - and they are waiting for the planes land....   [tags: Science]
:: 3 Works Cited
934 words
(2.7 pages)
Good Essays [preview]
Essay on Critique of an article from the Journal of Applied Physiology - Critique of an article from the Journal of Applied Physiology "Effect of different protocols of caffeine intake on metabolism and endurance performance" Introduction In 2002, a group of Australian researchers published a paper entitled the "Effect of different protocols of caffeine intake on metabolism and endurance performance". Caffeine use during sporting events has become much more popular and has widely studied. The purpose of the research was to examine the work increasing (ergogenic) effects of differing regiments of caffeine on metabolism and performance while simulating the typical nutritional preparation an athlete would do for a race....   [tags: Physiology Journal Article Critique] 1108 words
(3.2 pages)
Strong Essays [preview]
IBL Critique Essay examples - Inquiry based learning (henceforth referred to as IBL) is an inquisitive approach to science teaching, that uses questioning as its key component, encourages the development of problem solving skills through interactive involvement, and aims to grant a deeper understanding of the concept to be taught through the use of the five Es. Inquiry based learning is driven by the student, and can be used in a variety of ways, according to Boggess (http://assessment.tamu.edu/seminars/110807_Boggess.pdf); examples include group work, discussion, writing, using the web, activities inside and outside the classroom, engagement, and diversity....   [tags: Inquiry Based Learning, Science Teaching] 1743 words
(5 pages)
Powerful Essays [preview]
Critique of Thank You for Smoking? Essay - Critique of “Thank You for Smoking…?” “Thank You for Smoking…?” is an article written by Peter Brimelow about the benefits of smoking. Brimelow provides some very clear points which are well addressed. Even though I do not agree with the subject that “smoking, in a way, is good for you,” (141) I think Peter Brimelow did a thorough job of making his opinions credible to the reader. Major Claim and Grounds This essay is a good example of a deductive essay because it moves from generalizations to specific instances (McFadden, 2003)....   [tags: Critiques]
:: 2 Works Cited
1035 words
(3 pages)
Strong Essays [preview]
Character of Blanche in Tennessee Williams' A Streetcar Named Desire Essay example - Character of Blanche in Tennessee Williams' A Streetcar Named Desire One of the best-known plays of our time, Tennessee Williams’s “A Streetcar Named Desire” tells the story of fading Southern belle Blanche DuBois and her struggles during the South’s post-war changes. Although the play is widely remembered due to its 1951 film version and Marlon Brando’s famous bare-chested cry of “Stella!,” it is also a story of a changing South containing characters struggling with the loss of aristocracy to the new American immigrant, the fallout of chivalry to a new mindset of sex and desire, and a woman grasping desperately at the last bit of fantasy she can muster....   [tags: Williams Streetcar Desire Blanche Essays]
:: 1 Works Cited
1939 words
(5.5 pages)
Term Papers [preview]



In past years, Intel developed its wireless Centrino mobile technology by studying Alaska’s fishers; Intel began to develop medical technology for the wave of retiring boomers by studying the elderly; Intel developed $500 Community India PC by studying rural Indian condition. In order to do better in ethnography research, Intel created a network of “platform-definition centers” in Bangalore, Cairo, São Paulo, and Shanghai. Although some ones in the company still does not believe ethnography, with anthropologists’ help, indeed engineers and other had better get used to it. Critique Generally, I agree with the principles of this article. At first, let’s look at what is ethnography. According to the definition in the website Wikipedia: Therefore, ethnography using in business is a study of customers. Along with customer’s life condition and education level improving, customers pay more attention to the value of products or services for them. The value of products or services is different from the quality of them. Maybe a product has many functions, and its reliability is very good, but if it cannot satisfy customers’ requirement, it cannot win in competition. For example, Google and Baidu are competitors in online search in China. Google is the largest search website in the world, but it is not the No.1 in China. According to the article The plucky local search groups that defy Planet Google, Baidu’s share of the Chinese search market is 66.5%, but Google’s share in China is just only 11.3%. Jason Yu (2008) said, “Google has many excellent products, but not every product has performed well in China.” The reason is some functions in Baidu satisfy Chinese customers. For instance, Baidu provides free music search and Baidu Post, an online forum function of which a little likes Wikipedia. Another key fact is customer’s unarticulated desire. In China, cell phone message is very popular, but the Chinese-character text input method is not easy for everyone, especially the elders. People just felt previous input methods are not good, but they can present which kind of method they need. After observing this phenomenon, Motorala researchers developed a cell phone that lets users input messages by writing directly on the keypad. Now, we know the ethnography is necessary in business. The next issue is how to use it right. In this article, author mainly pointed out two problems of ethnography – nonobjective and long time. Then he concluded five factors to use ethnography right. I translate them into four issues – when, where, why and how to use ethnography in business. However, because the resources of a company are limited, a company cannot use ethnography research in every place. Thus, a company should hire right consultants or employees with a mix of skills in ethnography, design, and business. Moreover, as author stated, ethnography should be used in big problems and by all of people in the company. Kocaoðlu (2006) stated, “Ethnography is an extremely broad area with a great variety of practitioners and methods” (para.11). Therefore, ethnography is little effective solve small problems. No one can figure out all of problems, so the more people take part in the research, the more problems people find out. Companies should encourage every employee join in researches and provide their ideas. For example, GE created a program named Work-Out in 1988. According to Kotelnikov (2006), “The Work-Out program was a way to reduce bureaucracy and give every employee, from managers to factory workers, an opportunity to influence and improve GE's day-to-day operations” (para. 1). Furthermore, there are some other issues, which I think are important in using ethnography in business. First, it is about the cost of ethnography research. Every company’s target is profit, so the cost issue can be ignored when management makes strategic decisions. Ante’s article did not talk about this issue. Ethnography research is often a long time job. Moreover, long time results in high cost. On the other hand, Ethnographers cannot insure their findings will bring on high profit. With high cost and uncertain profit, every manager will doubt if the company use ethnography in their business. That is why only big companies pay attention to ethnography. The last issue is about the attitude towards ethnography research. In this article, author had a positive attitude and said many advantages of ethnography. However, I think people should calmly face it. After all, ethnography is not a gold goose. Companies still need to focus on their technology, product quality, accounting, and finance. Reference Berner, R. (2006, June). The ethnography of marketing. Business week. Retrieved Oct. 14, 2008, from http://www.businessweek.com/innovate/content/jun2006/id20060612_919537.htm Moeran, B. (2005). The business of ethnography . New York: Berg. Trochim, W. M.K. (2005). Research Methods Knowledge Base. Retrieved Oct. 12, 2008 from http://www.socialresearchmethods.net/kb/ Water, R., Kwong, R., &Harding, R. (Sep.17, 2008) The plucky local search groups that defy Planet Google_. _Financial Times, p. 18 Yu, J Google vs. Baidu: A User Experience Analysis. Global by Design. Retrieved Oct. 10, 2008 from http://www.globalbydesign.com/blog/2008/05/02/google-vs-baidu-a-user-experience-analysis/


Return to 123HelpMe.com