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Netnography: Doing Ethnographic Research Online [Paperback]

Robert V Kozinets (Author)
5.0 out of 5 stars  See all reviews (1 customer review)
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Product details

  • Paperback: 232 pages
  • Publisher: Sage Publications Ltd (18 Dec 2009)
  • Language English
  • ISBN-10: 1848606451
  • ISBN-13: 978-1848606456
  • Product Dimensions: 23.9 x 16.8 x 1.8 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 64,398 in Books (See Top 100 in Books)

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Robert V. Kozinets
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Review

'I find the greatest contribution of the volume to be in Kozinets’ model for blending (online) netnography with (offline) ethnography...While the entire netnographic approach will appeal to Internet specialists, this ‘blending’ aspect may attract a wider audience of

anthropologists who are already familiar with, and engaging in, traditional ethnography'
- Francine Barone, Journal of the Anthropological Society of Oxford-online

'A definite must for anyone interested in understanding or conducting "netnography"' -
The Qualitative Report

'Netnography: Doing Ethnographic Research Online is a methodological handbook aimed at...anyone who is interested in researching online communities and cultures, and other forms of online social behavior... Using interesting examples from his own research work, the author brilliantly transfers his experience and expertise to the reader' -
Eva Brajkovi¡c
University of Primorska (Slovenia)

'Kozinets’ call for respect, patience and researcher accountability is

matched by personal, anecdotal examples that establish a good ethical tone throughout the text. Illustrative case studies of first-hand fieldwork experiences present readable and engaging vignettes to the student reader that reveal in clear terms how key ethnographic

moments ... have analogous forms in netnography, including the intricate process of becoming a community member by respectfully building relationships slowly over time'
-Francine Barone

Product Description

With as many as 1 billion people now using online communities such as newsgroups, blogs, forums, social networking sites, podcasting, videocasting, photosharing communities, and virtual worlds, the internet is now an important site for research.

This exciting new text is the first to explore the discipline of 'Netnography' - the conduct of ethnography over the internet - a method specifically designed to study cultures and communities online. For the first time, full procedural guidelines for the accurate and ethical conduct of ethnographic research online are set out, with detailed, step-by-step guidance to thoroughly introduce, explain, and illustrate the method to students and researchers.

The author also surveys the latest research on online cultures and communities, focusing on the methods used to study them, with examples focusing on the new elements and contingencies of the blogosphere (blogging), microblogging, videocasting, podcasting, social networking sites, virtual worlds and more.

This book will be essential reading for researchers and students in social sciences such as anthropology, sociology, marketing and consumer research, organization and management studies and cultural and media studies.

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Most Helpful Customer Reviews
7 of 7 people found the following review helpful
Format:Paperback
This is an excellent resource for the seasoned qualitative researcher and a useful entry point for the novice alike. Kozinets has written in a lucid and logical style making this accessible for a very wide market. He mostly steers clear of over complicated and contrived jargon, and where unavoidable, he gives clear explanations and provides useful examples. The included glossary also provides a handy quick reference point and reminder for more unfamiliar terms. The author also points to further reading and information sources at the close of each chapter for those seeking further knowledge on the topics covered in the book. Overall, this is a very joined up book that would equally reward the reader reading from cover to cover, or those just seeking quick reference material and information from any of the focused chapters. This is a welcome and timely addition to this growing and increasingly influential field. Highly recommended for anybody seeking knowledge, techniques, methods, and ethical guidelines for studying communities and cultures online.
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Amazon.com:  3 reviews
7 of 11 people found the following review helpful
Sadly disappointed 23 Mar 2011
By Rebecca J Hogue - Published on Amazon.com
Format:Paperback
I was sadly disappointed by this book. I expected a book that would tell me about doing netnography using the modern Internet. All the examples used the old Usenet newsgroups. There was no information about doing ethnographic research with blogs. About 95% of the book could have been written 15-years ago and it was applicable then. It lacks awareness of how Web 2.0 changed the face of online communities.
0 of 1 people found the following review helpful
An excellent resource 11 Aug 2011
By Aimee Dinnin - Published on Amazon.com
Format:Paperback
This book is an excellent resource for qualitative research in general, and truly the definitive guide for tackling research questions with an online component. The book is comprehensive, well organized and insightful. The entire research process is clearly articulated, and, importantly, the author also provides very concrete examples of how to move through stages of data analysis and interpretation - something that many research guides fail to do. In short: highly recommended!
3 of 7 people found the following review helpful
Kozinets combines all state-of-the-art techniques of ethnography on the net under one name. 6 May 2011
By Sirin - Published on Amazon.com
Format:Paperback
Kozinets has been known as the founder of online etnographic techniques. His papers on the top academic journals like Journal of Marketing and Journal of Consumer Research over the last decade, as well as his outstanding insights about the life on the net, have all yielded such a comprehensive outcome. Great book, highly recommended.
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