Ethnography and Netnography (W7) Flashcards
Ethnography
The study of human behaviour in its natural context, involving observation of behaviour
Explain the origins of ethnography
Anthropologist emphasised daily contact with participants/ spending extended amount of time with them
E.g. he spent time on remote islands studying culture
Surface culture
visible behaviour/ stories/ objects
Deep culture
Norms/ values/ assumptions/ values
Ethnography techniques
Trained to examine human culture
Flexible
Unstructured
E.g. field notes/ memos/ interview/ videography/ collecting artefacts
Triangulation
Collecting data from a variety of sources to make sure they all correlate
Advantages of ethnography
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
Example of ethnography research (IKEA)
Ikea
Home visits/ live in volunteers home/ cameras in home in Stockholm/ ‘big sleepover’ with over 100 FB fans
Examples of ethnography research (Cambridge Sound Works)
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
Netnography
Using the Internet to do ethnography
Advantages of netnography
Faster Cheaper Simple More natural Unobtrusive Helps develop/ improve products Broader reach
Why do we use netnography?
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.)
What does ethnography/ netnography track?
Interactions
Consumer lifestyle/ products/ brands
Records interactions
Cultural information on language/ meanings/ rituals
Netnography process
- Research planning
- Entree
- Data collection
- Interpretation
- Ensuring ethical standards
- Research representation
Explain:
1. Research planning
Problem/ objectives
Questions to be addressed
Choose online community
Explain:
2. Entree
Immersion in community
Introducing yourself
Explain:
3. data collection
Archive (secondary data)
Ask specific questions
Field notes
Explain:
4. interpretation
Data analysis
Explain:
5. ensuring ethical standards
Anonymous
Discolose identity
Feedback
Permission
Explain:
6. representation
Add insights
Correct
Feedback
Internet forum
online communities where consumers post questions, answers, comments and general discussions
Blogs
commentary or news on a particular subject; other blogs function as personal online diaries e.g. Zoella’s blog
Micro blog
communication platforms where users post short status messages e.g. Twitter
Disadvantages of netnography
Ethical issues
Instability of user base
Underdeveloped data gathering/ analysis
Not representative
