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It has been said “a picture is worth a thousand words,” which suggests that “seeing” reveals things that words alone cannot describe. Online ethnography offers an economical and practical way for researchers not only to capture the words respondents use, but to “see” into their worlds as well. This article outlines the advantages of online ethnography over more traditional approaches and gives an overview of how such projects work. Additionally, we provide an example of an online ethnography project, including study methodology and a respondent's comments and pictures. Finally, we discuss the detailed analysis that allows researchers to reach sound conclusions and make insightful marketing recommendations.
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