Ethnography and Netnography (W7)

Question 1

Ethnography

Answer 1

The study of human behaviour in its natural context, involving observation of behaviour

Question 2

Explain the origins of ethnography

Answer 2

Anthropologist emphasised daily contact with participants/ spending extended amount of time with them
E.g. he spent time on remote islands studying culture

Question 3

Surface culture

Answer 3

visible behaviour/ stories/ objects

Question 4

Deep culture

Answer 4

Norms/ values/ assumptions/ values

Question 5

Ethnography techniques

Answer 5

Trained to examine human culture
Flexible
Unstructured
E.g. field notes/ memos/ interview/ videography/ collecting artefacts

Question 6

Triangulation

Answer 6

Collecting data from a variety of sources to make sure they all correlate

Question 7

Advantages of ethnography

Answer 7

Reality based 
Can reveal unexpressed needs/ wants 
Can reveals product problems 
Shows how/ when/ why people shop
Shows how products are used 
Enhance customer experience 
Better relationship with customers

Question 8

Example of ethnography research (IKEA)

Answer 8

Ikea

Home visits/ live in volunteers home/ cameras in home in Stockholm/ ‘big sleepover’ with over 100 FB fans

Question 9

Examples of ethnography research (Cambridge Sound Works)

Answer 9

Problem: men liked big/ black speakers but didn’t buy
Hired research firm to watch participants over 2 weeks
Women didn’t like them and convinced out of buying
Produced Newton Series in different colours as a result

Question 10

Netnography

Answer 10

Using the Internet to do ethnography

Question 11

Advantages of netnography

Answer 11

Faster 
Cheaper 
Simple 
More natural 
Unobtrusive 
Helps develop/ improve products 
Broader reach

Question 12

Why do we use netnography?

Answer 12

Increasing importance of the Internet
Consumers are more likely to say what they think
Consumers are more active online
Anonymous
Enables conversations not possible before (complaints/ product reviews etc.)

Question 13

What does ethnography/ netnography track?

Answer 13

Interactions
Consumer lifestyle/ products/ brands
Records interactions
Cultural information on language/ meanings/ rituals

Question 14

Netnography process

Answer 14

1. Research planning
2. Entree
3. Data collection
4. Interpretation
5. Ensuring ethical standards
6. Research representation

Question 15

Explain:

1. Research planning

Answer 15

Problem/ objectives
Questions to be addressed
Choose online community

Question 16

Explain:

2. Entree

Answer 16

Immersion in community

Introducing yourself

Question 17

Explain:

3. data collection

Answer 17

Archive (secondary data)
Ask specific questions
Field notes

Question 18

Explain:

4. interpretation

Answer 18

Data analysis

Question 19

Explain:

5. ensuring ethical standards

Answer 19

Anonymous
Discolose identity
Feedback
Permission

Question 20

Explain:

6. representation

Answer 20

Add insights
Correct
Feedback

Question 21

Internet forum

Answer 21

online communities where consumers post questions, answers, comments and general discussions

Question 22

Blogs

Answer 22

commentary or news on a particular subject; other blogs function as personal online diaries e.g. Zoella’s blog

Question 23

Micro blog

Answer 23

communication platforms where users post short status messages e.g. Twitter

Question 24

Disadvantages of netnography

Answer 24

Ethical issues
Instability of user base
Underdeveloped data gathering/ analysis
Not representative