Netnography: Doing Ethnographic Research Online [Paperback]

Robert V Kozinets (Author)

Book Description

Publication Date: December 22, 2009 | ISBN-10: 1848606451 | ISBN-13: 978-1848606456

This exciting new text is the first to explore the discipline of ‘Netnography’ – the conduct of ethnography over the internet – a method specifically designed to study cultures and communities online. For the first time, full procedural guidelines for the accurate and ethical conduct of ethnographic research online are set out, with detailed, step-by-step guidance to thoroughly introduce, explain, and illustrate the method to students and researchers. The author also surveys the latest research on online cultures and communities, focusing on the methods used to study them, with examples focusing on the new elements and contingencies of the blogosphere (blogging), microblogging, videocasting, podcasting, social networking sites, virtual worlds, and more.

 

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

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

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'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)

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'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.

Product Details

• Paperback: 232 pages
• Publisher: SAGE Publications Ltd (December 22, 2009)
• Language: English
• ISBN-10: 1848606451
• ISBN-13: 978-1848606456
• Product Dimensions: 6.7 x 0.7 x 9.5 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: #435,287 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

12 of 17 people found the following review helpful

1.0 out of 5 stars Sadly disappointed March 22, 2011

By Rebecca J Hogue

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.

1 of 3 people found the following review helpful

5.0 out of 5 stars An excellent resource August 10, 2011

By Aimee Dinnin

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!

0 of 2 people found the following review helpful

5.0 out of 5 stars Going ahead in social sciences July 22, 2012

By Carlos Hernández Soto

Format:Paperback|Amazon 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