So sánh phương pháp

	Netnography	Lý thuyết Nền tảng
Lĩnh vực	Định tính	Nghiên cứu định tính
Họ	Process / pipeline	Process / pipeline
Năm ra đời	1997 (coined); 2010 (first comprehensive methodology book)	1967
Người khởi xướng	Robert V. Kozinets	Barney Glaser and Anselm Strauss
Loại	Qualitative research method	Method
Công trình gốc	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907	Glaser, B. G., & Strauss, A. L. (1967). The discovery of grounded theory: Strategies for qualitative research. Aldine.
Tên gọi khác	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography	GT, Grounded Theory Approach
Liên quan	6	3
Tóm tắt	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.	Grounded Theory (GT) is a systematic qualitative research methodology in which theory emerges directly from data through iterative analysis, rather than being imposed before data collection. Developed by Barney Glaser and Anselm Strauss in 1967, GT prioritizes generating explanatory frameworks grounded in evidence.