مقایسهٔ روش‌ها

	قوم‌نگاری	نتنوگرافی
حوزه	کیفی	کیفی
خانواده	Process / pipeline	Process / pipeline
سال پیدایش	c. 1922 (Malinowski's Argonauts of the Western Pacific)	1997 (coined); 2010 (first comprehensive methodology book)
پدیدآور	Bronisław Malinowski (modern ethnography); rooted in 19th-century anthropology	Robert V. Kozinets
نوع	Qualitative fieldwork tradition	Qualitative research method
منبع بنیادین	Hammersley, M. & Atkinson, P. (2019). Ethnography: Principles in Practice (4th ed.). Routledge. ISBN: 978-1138504462	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
نام‌های دیگر	Etnografi, participant observation, fieldwork, ethnographic research	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
مرتبط	5	6
خلاصه	Ethnography is a qualitative research tradition in which a researcher immerses themselves in a social group or community over an extended period — typically three to six months or longer — to study its culture, values, and behaviours in their natural setting. Originating in social and cultural anthropology, and consolidated as a rigorous method by Bronisław Malinowski in the early twentieth century, ethnography produces rich, contextualised accounts of how people live, work, and make meaning together.	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.