Marketing Copyright (c) 2013 Glyndŵr University All rights reserved. http://epubs.glyndwr.ac.uk/mkt Recent documents in Marketing en-us Sat, 26 Jan 2013 11:38:21 PST 3600 Ethnographic Approach to User-Centred Evaluation of Telecentres http://epubs.glyndwr.ac.uk/mkt/2 http://epubs.glyndwr.ac.uk/mkt/2 Wed, 23 Mar 2011 04:25:36 PDT Telecentres are considered to be an important means for providing disadvantaged communities with access to Information and Communication Technology (ICT) enabled services. However, there is a limited understanding of how targeted beneficiaries perceive the roles of these telecentres. Using an ethnographic approach, this paper examines the services offered by two telecentres in Bangladesh. An intervention was initiated that enabled groups of farmers to use mobile phones to access services. Based on farmers’ experiences and opinions the authors develop a framework which explicates the dynamic nature of use and appropriation of ICT services.

]]> Bidit Lal Dey et al. Analysing appropriation and usability in social and occupational lives: An investigation of Bangladeshi farmers' use of mobile telephony http://epubs.glyndwr.ac.uk/mkt/1 http://epubs.glyndwr.ac.uk/mkt/1 Wed, 23 Mar 2011 04:17:02 PDT Purpose – The purpose of this paper is to understand how Bangladeshi farmers interact with mobile telephony and how they negotiate the resulting difficulties. In doing so, the paper seeks to identify how farmers integrate mobile telephony into their daily lives, and what factors facilitate and limit their use of mobile telephony.

Design/methodology/approach – The research was based on ethnographic observation, interviews and focus group discussions, collected through four months of fieldwork, conducted in two remote areas of Bangladesh.

Findings – It was found that Bangladeshi farmers' use of mobile telephony is inhibited due to language barriers, a lack of literacy, unfamiliar English terminologies, inappropriate translation to local language (Bengali) and financial constraints. However, the social, occupational and psychological benefits from mobile telephony motivate them to use and appropriate it through inventive use and adaptation.

Research limitations/implications – The findings suggest that current understanding of usability needs to be interwoven with that about the appropriation of technology in order to develop a better understanding of the use and consequent integration of a technology in daily lives.

Practical implications – The paper adds to the argument for a bottom-up approach for ICT-enabled intervention in development activities and for the mobile telephony manufacturers and network providers it contributes to understanding of the rural consumer market of a developing country.

Originality/value – The paper presents an original conceptual diagram that combines the concept of usability and appropriation.

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