方法对比

	数字扎根理论	Netnography
领域	质性	质性
方法族	Process / pipeline	Process / pipeline
起源年份	2000s–2010s (as digital data became mainstream in qualitative research)	1997 (coined); 2010 (first comprehensive methodology book)
提出者	Adapted from Glaser & Strauss (1967); digital application developed through the work of Murthy (2008) and others in online qualitative research	Robert V. Kozinets
类型	Qualitative research design	Qualitative research method
开创性文献	Murthy, D. (2008). Digital ethnography: An examination of the use of new technologies for social research. Sociology, 42(5), 837–855.	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
别名	DGT, online grounded theory, internet-based grounded theory, grounded theory in digital contexts	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
相关	6	6
摘要	Digital Grounded Theory applies the systematic inductive logic of grounded theory to data gathered from digital and online environments — social media platforms, forums, blogs, comment sections, and other internet-mediated communication. Rather than simply using grounded theory on text that happens to come from digital sources, it involves adapting sampling, collection, and ethical procedures to the specific affordances and constraints of online data, while retaining the core commitment to theory generation grounded in empirical material.	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.