So sánh phương pháp

	Quan sát trực tuyến không tham gia	Netnography
Lĩnh vực	Phương pháp luận khảo sát	Định tính
Họ	Process / pipeline	Process / pipeline
Năm ra đời	Late 1990s–2000s	1997 (coined); 2010 (first comprehensive methodology book)
Người khởi xướng	Christine Hine; Robert Kozinets (digital/online adaptation)	Robert V. Kozinets
Loại	Qualitative data collection technique	Qualitative research method
Công trình gốc	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
Tên gọi khác	digital non-participant observation, passive online observation, covert online observation, online unobtrusive observation	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
Liên quan	6	6
Tóm tắt	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.