เปรียบเทียบวิธี

	Multiple Case-Based Digital Ethnography	ชาติพันธุ์วรรณนาดิจิทัล
สาขาวิชา	เชิงคุณภาพ	เชิงคุณภาพ
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	2000s–2010s	Late 1990s – 2000s
ผู้ริเริ่ม	Christine Hine (virtual ethnography); Sarah Pink et al. (digital ethnography); cross-case logic from Robert Yin	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)
ประเภท	Qualitative comparative research design	Qualitative research method
แหล่งต้นตำรับ	Hine, C. (2000). Virtual Ethnography. Sage. ISBN: 978-0761958956	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228
ชื่อเรียกอื่น	multi-case digital ethnography, comparative digital ethnography, cross-case digital ethnography, multi-site digital ethnography	online ethnography, virtual ethnography, internet ethnography, netnography
ที่เกี่ยวข้อง	5	6
สรุป	Multiple case-based digital ethnography is a qualitative research design that conducts ethnographic fieldwork across two or more purposefully selected digital sites or communities, then systematically compares findings across cases. Rooted in digital ethnography's immersive, interpretive tradition and in multiple case study logic, it reveals both site-specific practices and cross-cutting patterns in online social life. It is especially suited to questions about how similar phenomena are enacted differently across digital platforms, communities, or cultural contexts.	Digital ethnography is a qualitative research method that adapts traditional ethnographic fieldwork to online and digitally mediated settings. Drawing on sustained participant observation, document collection, and sometimes interviews, the researcher immerses themselves in one or more digital communities — social media platforms, forums, gaming spaces, or messaging groups — to understand how culture, identity, and social practice are constructed through digital interaction. The approach recognises that online spaces are not merely reflections of offline life but distinctive sites of cultural production in their own right.