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Modern techniques of qualitative research : Brief Introduction to Netnography Eva Perčič Ljubljana, april 2009
 
 
 
 
 
 
HISTORY <ul><li>History of netnography is a history of the Internet. </li></ul><ul><li>Netnography comes from practice. </...
1. History of netnography is a history of the Internet.
1. History of netnography is a history of the Internet.
1. History of netnography is a history of the Internet.
1. History of netnography is a history of the Internet.
1. History of netnography is a history of the Internet.
1. History of netnography is a history of the Internet.
1. History of netnography is a history of the Internet.
1. History of netnography is a history of the Internet.
2. Netnography comes from practice.
2. Netnography comes from practice.
2. Netnography comes from practice.
BASIC CONCEPTS <ul><li>Different terminology - similar approach. </li></ul><ul><li>Netnography requires constant reflectio...
1. Different terminology - similar approach.
1. Different terminology - similar approach.
1. Different terminology - similar approach.
1. Different terminology - similar approach.
1. Different terminology - similar approach.
1. Different terminology - similar approach.
2. Netnography requires constant reflection  (and appropriate modifications if necessary).
2. Netnography requires constant reflection  (and appropriate modifications if necessary).
2. Netnography requires constant reflection  (and appropriate modifications if necessary).
2. Netnography requires constant reflection  (and appropriate modifications if necessary).
2. Netnography requires constant reflection  (and appropriate modifications if necessary).
2. Netnography requires constant reflection  (and appropriate modifications if necessary).
2. Netnography requires constant reflection  (and appropriate modifications if necessary).
3. Key netnographic dilemma: Staying under cover or not?
3. Key netnographic dilemma: Staying under cover or not?
3. Key netnographic dilemma: Staying under cover or not?
3. Key netnographic dilemma: Staying under cover or not?
3. Key netnographic dilemma: Staying under cover or not?
3. Key netnographic dilemma: Staying under cover or not?
CASE STUDY: The Shopping Diets <ul><li>What are possible advantages of reduced consumption for consumers?  </li></ul><ul><...
1. What are possible advantages of reduced consumption for consumers?
1. What are possible advantages of reduced consumption for consumers?
1. What are possible advantages of reduced consumption for consumers?
1. What are possible advantages of reduced consumption for consumers?
1. What are possible advantages of reduced consumption for consumers?
1. What are possible advantages of reduced consumption for consumers?
1. What are possible advantages of reduced consumption for consumers?
1. What are possible advantages of reduced consumption for consumers?
2. The Compact movement and Netblography
2. The Compact movement and Netblography
2. The Compact movement and Netblography
2. The Compact movement and Netblography
2. The Compact movement and Netblography
2. The Compact movement and Netblography
2. The Compact movement and Netblography
3. The key findings
3. The key findings
3. The key findings
3. The key findings
3. The key findings
3. The key findings
3. The key findings
DISCUSSION
DISCUSSION
DISCUSSION
DISCUSSION
Further reading … <ul><li>Kozinets, Robert, V. 2002. The field behind the screen: using netnography for marketing research...
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A Brief Introduction to Netnography

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History of Netnography
Basic Concepts
Ethical dilemmas
Case study: The shopping diets

A Brief Introduction to Netnography

  1. 1. Modern techniques of qualitative research : Brief Introduction to Netnography Eva Perčič Ljubljana, april 2009
  2. 8. HISTORY <ul><li>History of netnography is a history of the Internet. </li></ul><ul><li>Netnography comes from practice. </li></ul>
  3. 9. 1. History of netnography is a history of the Internet.
  4. 10. 1. History of netnography is a history of the Internet.
  5. 11. 1. History of netnography is a history of the Internet.
  6. 12. 1. History of netnography is a history of the Internet.
  7. 13. 1. History of netnography is a history of the Internet.
  8. 14. 1. History of netnography is a history of the Internet.
  9. 15. 1. History of netnography is a history of the Internet.
  10. 16. 1. History of netnography is a history of the Internet.
  11. 17. 2. Netnography comes from practice.
  12. 18. 2. Netnography comes from practice.
  13. 19. 2. Netnography comes from practice.
  14. 20. BASIC CONCEPTS <ul><li>Different terminology - similar approach. </li></ul><ul><li>Netnography requires constant reflection (and appropriate modification if necessary). </li></ul><ul><li>Key netnographic dilemma: staying under cover or not? </li></ul>
  15. 21. 1. Different terminology - similar approach.
  16. 22. 1. Different terminology - similar approach.
  17. 23. 1. Different terminology - similar approach.
  18. 24. 1. Different terminology - similar approach.
  19. 25. 1. Different terminology - similar approach.
  20. 26. 1. Different terminology - similar approach.
  21. 27. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  22. 28. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  23. 29. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  24. 30. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  25. 31. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  26. 32. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  27. 33. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  28. 34. 3. Key netnographic dilemma: Staying under cover or not?
  29. 35. 3. Key netnographic dilemma: Staying under cover or not?
  30. 36. 3. Key netnographic dilemma: Staying under cover or not?
  31. 37. 3. Key netnographic dilemma: Staying under cover or not?
  32. 38. 3. Key netnographic dilemma: Staying under cover or not?
  33. 39. 3. Key netnographic dilemma: Staying under cover or not?
  34. 40. CASE STUDY: The Shopping Diets <ul><li>What are possible advantages of reduced consumption for consumers? </li></ul><ul><li>The Compact movement and Netblography </li></ul><ul><li>The key findings </li></ul>
  35. 41. 1. What are possible advantages of reduced consumption for consumers?
  36. 42. 1. What are possible advantages of reduced consumption for consumers?
  37. 43. 1. What are possible advantages of reduced consumption for consumers?
  38. 44. 1. What are possible advantages of reduced consumption for consumers?
  39. 45. 1. What are possible advantages of reduced consumption for consumers?
  40. 46. 1. What are possible advantages of reduced consumption for consumers?
  41. 47. 1. What are possible advantages of reduced consumption for consumers?
  42. 48. 1. What are possible advantages of reduced consumption for consumers?
  43. 49. 2. The Compact movement and Netblography
  44. 50. 2. The Compact movement and Netblography
  45. 51. 2. The Compact movement and Netblography
  46. 52. 2. The Compact movement and Netblography
  47. 53. 2. The Compact movement and Netblography
  48. 54. 2. The Compact movement and Netblography
  49. 55. 2. The Compact movement and Netblography
  50. 56. 3. The key findings
  51. 57. 3. The key findings
  52. 58. 3. The key findings
  53. 59. 3. The key findings
  54. 60. 3. The key findings
  55. 61. 3. The key findings
  56. 62. 3. The key findings
  57. 63. DISCUSSION
  58. 64. DISCUSSION
  59. 65. DISCUSSION
  60. 66. DISCUSSION
  61. 67. Further reading … <ul><li>Kozinets, Robert, V. 2002. The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research 39(11): 61−72. </li></ul><ul><li>−−− 2006a. Netnography 2.0. V Handbook of Qualitative Research Marketing , ur. Russell W. Belk, 129−142. Northampton: Edward Elgar Publising. </li></ul><ul><li>−−− 2006b. Netnography. V The sage dictionary of social research methods , ur. Victor Jupp, 193−195. Sage Publications: London, Thousands Oaks, New Delhi </li></ul><ul><li>−−− 2006c. Click to Connect: Netnography and Tribal Advertising. Journal of Advertising Research 46(3): 279−288. </li></ul><ul><li>Langer, Roy in Suzanne, C. Beckman. 2005. Sensitive research topics: netnography revisted. Qualitative Marketing Research: An International Journal 8(2): 189−203. </li></ul>

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