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| Netnografie – Online-ethnografische Forschung× | Fallstudienforschung× | |
|---|---|---|
| Fachgebiet | Qualitativ | Qualitativ |
| Familie | Process / pipeline | Process / pipeline |
| Entstehungsjahr≠ | 1997 (coined); 2010 (first comprehensive methodology book) | 1984 (seminal codification) |
| Urheber≠ | Robert V. Kozinets | Robert K. Yin (systematised in Case Study Research, 1984) |
| Typ≠ | Qualitative research method | Qualitative research design |
| Wegweisende Quelle≠ | Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907 | Yin, R.K. (2018). Case Study Research and Applications: Design and Methods (6th ed.). Sage. ISBN: 978-1506336169 |
| Aliasnamen≠ | online ethnography, virtual ethnography, cyber-ethnography, digital ethnography | Vaka Çalışması (Case Study), case study design, case study methodology |
| Verwandt≠ | 6 | 5 |
| Zusammenfassung≠ | Netnography is a qualitative research method that adapts the principles of cultural ethnography to the study of online communities and social media environments. Coined by Robert Kozinets in 1997 and systematised in his 2010 handbook, netnography treats digital spaces — forums, social networks, blogs, review sites — as naturally occurring field sites where communities gather, share meanings, and construct identities. The method combines unobtrusive observation of digital traces with active participation and, where appropriate, direct member interaction. | Case study research is a qualitative research design that investigates a specific phenomenon, individual, group, organisation, or event in depth within its real-world context. Systematised by Robert K. Yin in 1984, it supports single-case and multiple-case designs and draws on multiple data sources — interviews, observation, documents, and artefacts — to build a rich, contextualised account of a bounded unit. |
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