Порівняння методів

	Онлайн-спостереження без участі	Нетнографія
Галузь	Методологія опитувань	Якісні методи
Родина	Process / pipeline	Process / pipeline
Рік появи	Late 1990s–2000s	1997 (coined); 2010 (first comprehensive methodology book)
Автор методу	Christine Hine; Robert Kozinets (digital/online adaptation)	Robert V. Kozinets
Тип	Qualitative data collection technique	Qualitative research method
Основоположне джерело	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
Інші назви	digital non-participant observation, passive online observation, covert online observation, online unobtrusive observation	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
Пов'язані	6	6
Підсумок	Online non-participant observation is a qualitative data collection technique in which the researcher watches and records naturally occurring behaviour in digital settings — forums, social media platforms, chat groups, comment sections, or online communities — without joining, interacting with, or disclosing their presence to participants. The approach transplants the classical non-participant observation tradition into internet-mediated spaces, enabling study of authentic discourse and interaction as it unfolds organically.	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.