RT Journal Article
SR Electronic
T1 Worth a Thousand Words
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 274
OP 278
DO 10.2501/S002184990606034X
VO 46
IS 3
A1 Gwen S. Ishmael
A1 Jerry W. Thomas
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/3/274.abstract
AB 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.