"Netnography," - faster and cheaper ethnography on the Internet

Karen Lee, University of Texas at Austin

"Netnography," coined from 'ethnography on the Internet,' is an emerging qualitative research methodology adapting ethnographic research techniques to the study of cultures and communities constructed through the Internet. It uses information that is publicly available in online forums to identify and understand the needs and decision influences of relevant online consumer groups. Compared with traditional and market-oriented ethnography, netnography is far less time consuming and elaborate >> continue