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Netnography: Doing Ethnographic Research Online Paperback

ISBN-13: 978-1848606456 ISBN-10: 1848606451

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Netnography: Doing Ethnographic Research Online + Ethnography and Virtual Worlds: A Handbook of Method + Digital Anthropology
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Product Details

  • Paperback: 232 pages
  • Publisher: SAGE Publications Ltd (December 22, 2009)
  • Language: English
  • ISBN-10: 1848606451
  • ISBN-13: 978-1848606456
  • Product Dimensions: 9.4 x 6.6 x 0.7 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #295,025 in Books (See Top 100 in Books)

Editorial Reviews

Review

'I find the greatest contribution of the volume to be in Kozinets’ model for blending (online) netnography with (offline) ethnography...While the entire netnographic approach will appeal to Internet specialists, this ‘blending’ aspect may attract a wider audience of

anthropologists who are already familiar with, and engaging in, traditional ethnography'
- Francine Barone, Journal of the Anthropological Society of Oxford-online


'A definite must for anyone interested in understanding or conducting "netnography"' -
The Qualitative Report


'Netnography: Doing Ethnographic Research Online is a methodological handbook aimed at...anyone who is interested in researching online communities and cultures, and other forms of online social behavior... Using interesting examples from his own research work, the author brilliantly transfers his experience and expertise to the reader' -
Eva Brajkovi¡c
University of Primorska (Slovenia)


'Kozinets’ call for respect, patience and researcher accountability is

matched by personal, anecdotal examples that establish a good ethical tone throughout the text. Illustrative case studies of first-hand fieldwork experiences present readable and engaging vignettes to the student reader that reveal in clear terms how key ethnographic

moments ... have analogous forms in netnography, including the intricate process of becoming a community member by respectfully building relationships slowly over time'
-Francine Barone

About the Author

Robert V. Kozinets is Professor of Marketing and Chair of the Marketing Area, Schulich School of Business, York University. He has authored or co-authored over 80 research publications, including many in the world's top marketing journals, a textbook, and two books. Currently, he is Associate Editor of the Journal of Marketing and Journal of Retailing. He is the originator of netnography.

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Most Helpful Customer Reviews

16 of 22 people found the following review helpful By Rebecca J Hogue on March 22, 2011
Format: Paperback
I was sadly disappointed by this book. I expected a book that would tell me about doing netnography using the modern Internet. All the examples used the old Usenet newsgroups. There was no information about doing ethnographic research with blogs. About 95% of the book could have been written 15-years ago and it was applicable then. It lacks awareness of how Web 2.0 changed the face of online communities.
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1 of 3 people found the following review helpful By Aimee Dinnin on August 10, 2011
Format: Paperback
This book is an excellent resource for qualitative research in general, and truly the definitive guide for tackling research questions with an online component. The book is comprehensive, well organized and insightful. The entire research process is clearly articulated, and, importantly, the author also provides very concrete examples of how to move through stages of data analysis and interpretation - something that many research guides fail to do. In short: highly recommended!
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4 of 9 people found the following review helpful By Sirin on May 6, 2011
Format: Paperback
Kozinets has been known as the founder of online etnographic techniques. His papers on the top academic journals like Journal of Marketing and Journal of Consumer Research over the last decade, as well as his outstanding insights about the life on the net, have all yielded such a comprehensive outcome. Great book, highly recommended.
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0 of 3 people found the following review helpful By Carlos Hernández Soto on July 22, 2012
Format: Paperback Verified Purchase
"Netnography: Doing Ethnographic Research Online" is an excellent methodological text that introduces the reader into the new discipline of 'netnography'. I recommend it.
Carlos Hernández Soto
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