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Chapter 15: Ethnographic Approach to Use... > 3. RESEARCH DESIGN - Pg. 243

Ethnographic Approach to User-Centred Evaluation of Telecentres to be fulfilled. These are that the services of telecentres have to satisfy farmers' information needs (to ensure the perceived usefulness), that their services are easily accessible for farmers (to ensure perceived ease of use) and that they are consistent with rural lifestyle (to facilitate the ap- propriation of services). Any evaluation targeted to explore the effectiveness of telecentres' roles should investigate how and to what extent these objectives can be achieved. 3. RESEARCH DESIGN 3.1 Overall Objectives Based on conceptual framework the research objectives are listed: 1. Identifying farmers' agricultural information search. Venkatesh, Stozoff, Shih, and Majumdar (2001) have used ethnographic research to con- ceptualize the development of innovative use of technology in the home environment. By visiting the residences of different consumers they have come in terms with the nature of interaction and physical layout within the home environment. This understanding is used in developing their theory about interaction between technology space and physical/environmental space. O'Brien, Rodden, Rouncefield, and Hughes (1999) have presented an example of "speedy ethnography" to find the domestic use of information technologies. They have chosen to engage with the informants for shorter period, as longer stay could have caused inconvenience to the subjects. Informal inter- views and observations during brief stays in the households have enabled them to eschew such difficulties. Through ethnographic evaluation they obtained an understanding about the nature