Author/Authors :
ÖZBÖLÜK, Tuğba Bozok Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey , DURSUN, Yunus Erciyes Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey
Title Of Article :
PARADIGMATIC TRANSFORMATION IN MARKET RESEARCH AND EVOLUTION OF ETHNOGRAPHY TO DIJITAL: NETNOGRAPHY
Abstract :
Reaching the parts that can’t be reached by other research methods, etnographic research which reveals what people really do rather than what they say or what they think is becoming more prevalent in understanding the consumer behavior. However, online social experiences are significantly different from face to face social experiences, thus, ethnography alone is insufficient in explaining the consumer behavior. Therefore, a new research method is developed to understand today’s consumer who is gradually socializing via internet. This paper aims to examine this research method called netnography. In this paper, netnography method is described within the frame of a paradigmatic transformation occurred in market research area and the process of netnography is examined in detail. Advantages and disadvantages of netnography resulted from being an online research method and criticisms of the method are also examined in this study.
NaturalLanguageKeyword :
Ethnography , Netnography , Consumer Research , Virtual Communities
JournalTitle :
Erciyes University Journal Of Economics and Administrative Sciences
