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| Netnografija× | Teorija utemeljena na podacima× | |
|---|---|---|
| Područje≠ | Kvalitativno | Kvalitativno istraživanje |
| Obitelj | Process / pipeline | Process / pipeline |
| Godina nastanka≠ | 1997 (coined); 2010 (first comprehensive methodology book) | 1967 |
| Tvorac≠ | Robert V. Kozinets | Barney Glaser and Anselm Strauss |
| Vrsta≠ | Qualitative research method | Method |
| Temeljni izvor≠ | Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907 | Glaser, B. G., & Strauss, A. L. (1967). The discovery of grounded theory: Strategies for qualitative research. Aldine. link ↗ |
| Drugi nazivi≠ | online ethnography, virtual ethnography, cyber-ethnography, digital ethnography | GT, Grounded Theory Approach |
| Srodne≠ | 6 | 3 |
| Sažetak≠ | 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. | Grounded Theory (GT) is a systematic qualitative research methodology in which theory emerges directly from data through iterative analysis, rather than being imposed before data collection. Developed by Barney Glaser and Anselm Strauss in 1967, GT prioritizes generating explanatory frameworks grounded in evidence. |
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