2. What is Netnography?
Netnography is an online research method originating in ethnography which is
applied to understanding social interaction in contemporary digital communications
contexts.
Robert Kozinets, 1995
This analyses the free behaviour
of individuals on the Internet that
uses online marketing research
techniques to provide useful
insights.
3. Raw material (and JUNK too!)
Much easier than the
ethnography because all the
data already came
transcribed.
The best part:
it’s SPONTANEOUS!!
Spontaneity = Credibility
5. Researching the immaginarium
“These social groups have a ‘real’
existence for their participants, and
thus have consequential effects on
many aspects of behavior, including
consumer behavior.”
Kozinets (1990, p. 366)
6. STEP 1: Setting a problem
Every research needs a problem (to solve), a question (to answer).
It will be the reason of a research, always in question format:
- How are people using Huawei smartphones?
- What is the main concern about financial issues to Latin people?
- Which products can be considered competitors to Dubizzle?
Don’t do a
yes/no
question!
15. STEP 2: Overall plan
What kind of data will you use?
Where and how are you planning to collect them? (SAMPLING TECHNIQUE)
How will you preserve your subjects’ privacy?
16. STEP 3: Data collecting
In-depth interview
Arranged interview (or) Intercepted interview
Participant observation
Non-participant observation
Online data collection
- Focus group
- Survey
- Snowball
Structured or
Not-structured
20. COMPREHENSIVE SOCIOLOGY
The comprehensive sociology allows us to integrate
subjective parameters such as feelings, emotions, imagery,
stigma and play into the analysis, which represent a
sociological knowledge of relevant importance in the lives of
people and society. This framework seeks to focus attention
on the small facts of life that constitute the inescapable
ways of being and being in the world.
Michel Maffesoli