So sánh phương pháp

	Dân tộc học	Netnography
Lĩnh vực	Định tính	Định tính
Họ	Process / pipeline	Process / pipeline
Năm ra đời	c. 1922 (Malinowski's Argonauts of the Western Pacific)	1997 (coined); 2010 (first comprehensive methodology book)
Người khởi xướng	Bronisław Malinowski (modern ethnography); rooted in 19th-century anthropology	Robert V. Kozinets
Loại	Qualitative fieldwork tradition	Qualitative research method
Công trình gốc	Hammersley, M. & Atkinson, P. (2019). Ethnography: Principles in Practice (4th ed.). Routledge. ISBN: 978-1138504462	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
Tên gọi khác	Etnografi, participant observation, fieldwork, ethnographic research	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
Liên quan	5	6
Tóm tắt	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.	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.