방법 비교

	다중 사례 기반 넷노그래피	민족지학(Ethnography)
분야	질적 방법	질적 방법
계열	Process / pipeline	Process / pipeline
기원 연도	2000s–2010s	c. 1922 (Malinowski's Argonauts of the Western Pacific)
창시자	Robert V. Kozinets (netnography); multiple-case extension draws on Yin's case study logic	Bronisław Malinowski (modern ethnography); rooted in 19th-century anthropology
유형	Qualitative comparative research design	Qualitative fieldwork tradition
원전	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Hammersley, M. & Atkinson, P. (2019). Ethnography: Principles in Practice (4th ed.). Routledge. ISBN: 978-1138504462
별칭	multi-site netnography, comparative netnography, multiple case netnography, multi-community netnography	Etnografi, participant observation, fieldwork, ethnographic research
관련	4	5
요약	Multiple case-based netnography combines Kozinets's netnographic method — an ethnographic adaptation for online communities — with Yin's multiple case study logic. The researcher systematically collects and interprets naturalistic digital data from two or more distinct online communities or platforms, then conducts within-case analyses and a structured cross-case comparison to identify both shared patterns and context-specific differences. The design is especially powerful for understanding how cultural meanings, consumer practices, or social dynamics vary across different digital contexts.	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.