Online Qualitative Research in the Age of E-Commerce: Data Sources and Approaches

Nikhilesh Dholakia, Dong Zhang


With 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


e-commerce; netnography; online qualitative research; consumer; marketing; computer mediated communication

Full Text:



Copyright (c) 2004 Nikhilesh Dholakia, Dong Zhang

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.