Emic research according to Marshall, Pierre, and John (1999) is the emic approach, which is typical of much ethnographic anthropological research, emphasizes the uniqueness of every culture by focusing on culture-specific phenomena such as the behaviors, norms, values, customs, traditions, and so on that is characteristic of a particular society. When viewing emic research one can gain knowledge through elicitation or through observation, you’ll find that from time to time some objective ob-servers can infernative perceptions.
We need to remember that Emic knowledge is essential for an intuitive and empathic understanding concerning someone’s culture, and emic research has been found to be essential when conducting effective ethnographic fieldwork. A good example to remember when comparing urban to rural psychologist finds no difference when looking at overweight and obesity. Etic research according to Marshall, Pierre, and John (1999) is Cross-cultural psychologists, on the other hand, are more apt to use an etic approach, seeking to identify universal behavioral categories, and then compare their diverse, culturally specific variants.
When one conducts research across cultures is to do etic research. Emic knowledge is often a valuable source of inspiration for etic hypotheses. Etic knowledge, on the other hand, is essential for cross-cultural comparison, of ethnology, since comparison necessarily demands standard units and categories. Misapplications of emic research would be when psychologist take certain data to attempt to describe or report about other cultures.
The reason why this is a misapplication is because emic research focuses mainly on one culture and that specific cultures behaviors, norms, values, and traditions within that particular society. Misapplications of etic research would be when different cultures languages, or speech. Researchers view their language with the language of another culture and study specific speech sounds with a certain language.