‘Netnography’ is a term coined by Robert V. Kozinets (BBA, MBA, Ph.D.), an expert on social media, marketing research, innovation, and marketing strategy. The word “netnography” itself comes from “Internet” and “ethnography”. In essence, it is a set of techniques that adapt anthropological research to the world of the Internet.

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Written by nialldevitt
3942 days ago

This is a great article! I'm inclined to agree with Denise cautionary point above but so long as you are aware, this is something that I'm sure can be catered for at the planning stage. Thanks for sharing here at Bizsugar.com



Written by HeatherStone
3942 days ago

Thanks for sharing Marsha's post, Gary! It's interesting that again and again we are seeing the importance of listening when it comes to social media as a much more important activity than communicating our message.



Written by denisefay
3943 days ago

Hi Marsha,

This is an article that appeals to my theoretical self. I'm not a market researcher by any means but I do know (and teach) about the principles of research.

I love the way you've (or is it Robert?)taken the traditional steps of the market research process and applied to it the Internet.

My main concern with step three and four is that of bias. The person analysing the data or observing the interaction in a social media group will have to 'control' their bias while similarly, one network could be dominated by extremely vocal people while the less vocal people's response may not be included.

But I'm sure that this is included within the research process of netnography.

It's great to see some of the marketing academic theory being revised in accordance with the new marketing tactics that are alive and well in today's marketplace.

Thanks for your wonderful article and sharing it on bizsugar.com

Take care,

Denise



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