Online Qualitative Research in the Age of E-Commerce: Data Sources and Approaches
Keywords:e-commerce, netnography, online qualitative research, consumer, marketing, computer mediated communication
AbstractWith the boom in E-commerce, practitioners and researchers are increasingly generating marketing and strategic insights by employing the Internet as an effective new tool for conducting well-established forms of qualitative research (TISCHLER 2004). The potential of Internet as a rich data source and an attractive arena for qualitative research in e-commerce settings—in other words cyberspace as a "field," in the ethnographic sense—has not received adequate attention. This paper explores qualitative research prospects in e-commerce arenas. URN: urn:nbn:de:0114-fqs0402299
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How to Cite
Dholakia, N., & Zhang, D. (2004). Online Qualitative Research in the Age of E-Commerce: Data Sources and Approaches. Forum Qualitative Sozialforschung Forum: Qualitative Social Research, 5(2). https://doi.org/10.17169/fqs-5.2.594
Copyright (c) 2004 Nikhilesh Dholakia, Dong Zhang
This work is licensed under a Creative Commons Attribution 4.0 International License.