Uporedite metode

	Netnografija	Istraživanje studije slučaja	Analiza diskursa	Etnografija
Oblast	Kvalitativno	Kvalitativno	Kvalitativno istraživanje	Kvalitativno
Porodica	Process / pipeline	Process / pipeline	Process / pipeline	Process / pipeline
Godina nastanka	1997 (coined); 2010 (first comprehensive methodology book)	1984 (seminal codification)	1989 (Fairclough); 1987 (Potter & Wetherell)	c. 1922 (Malinowski's Argonauts of the Western Pacific)
Tvorac	Robert V. Kozinets	Robert K. Yin (systematised in Case Study Research, 1984)	Norman Fairclough; Jonathan Potter and Margaret Wetherell	Bronisław Malinowski (modern ethnography); rooted in 19th-century anthropology
Tip	Qualitative research method	Qualitative research design	Method	Qualitative fieldwork tradition
Temeljni izvor	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	Fairclough, N. (1989). Language and power. Longman.	Hammersley, M. & Atkinson, P. (2019). Ethnography: Principles in Practice (4th ed.). Routledge. ISBN: 978-1138504462
Drugi nazivi	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography	Vaka Çalışması (Case Study), case study design, case study methodology	DA, Critical Discourse Analysis, Discursive Analysis	Etnografi, participant observation, fieldwork, ethnographic research
Srodne	6	5	2	5
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.	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.	Discourse analysis is a qualitative research methodology that examines how language, communication, and power shape meaning, identity, and social reality. Developed across linguistics, sociology, and psychology (particularly by Norman Fairclough and Jonathan Potter), discourse analysis goes beyond content to analyze language use as a social practice that constitutes and reflects power relations, ideologies, and social structures.	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.