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ditional in person ethnography and other qualitative methodologies like focus groups or interviews kozinets 2002 it is also a challenging approach involving work to tackle unpredictable and abundant data kozinets 2015 the need to understand the cultural meaning of online communities e g reddit linkedin has grown exponentially since the appraisal of web 2 0 interfaces i e user generated content along with other technological advances one can no longer assume that people are isolating themselves from the physical world with technology but rather view technology such as computer mediated communication and digital information as a gateway that allows them to interact with familiar and at times anonymous users on a given occasion furthermore cultural practices within the physical world are extended to and enhanced by these online communities where people can choose a dating partner learn about a religion and make brand choices just to name a few examples with ethnography s influence on netnography this research method enables the researcher to link the communication patterns in order to understand the tacit and latent practices involved within and between these online communities of interest mariampolski 2005 as kozinets kozinets 1998 p 366 pointed out these social groups have a real existence for their participants and thus have consequential effects on many aspects of behaviour including consumer behavior see also muniz and o guinn 2001 people participating in these online communities often share in depth insights on themselves their lifestyles and the reasons behind the choices they make as consumers brands products etc such insights have the potential of becoming something actionable more specifically this means that the researcher will be able to present an unknown and unseen truth to his her client cayla arnold 2013 so that they are able to make better decisions in engaging with a target community whether it be in a form of an advertising or a non profit campaign while netnography has been predominantly applied within the field of marketing bengry howell 2011 its methods can help researchers and their clients within social sciences to create an empathetic understanding of people s cultural behavior via online and to allow the researcher and clients to immerse themselves in the consumer domain kozinets 2002 piller et al 2011 in bartl et al 2016 p 167 the following information provides a systematic process to search for collect and analyze data bartl et al 2016 p 168 see also kozinets 2000 2010 define the research field develop a detailed research question s that allows the researcher to qualitatively find patterns communication identification and selection use online search engines in order to identify appropriate research related online communities which the researcher will then need to analyze and select details about the community its members and its forum community observation and data collection observe the selected online communities in a non participatory non biased manner the researcher will then need to retrieve data from people s communication and data from personal observation data analysis analyze data with automated software and manual methods in order to uncover patterns from the data analyses research ethics with regards to ethics be vigilant in ensuring the online community members anonymity and confidentiality finding and solutions apply an empathetic perspective in order to obtain a deep understanding about the people of interest in order for the solutions to be well translated and trustworthy netnography offers a range of new insights for front end innovation providing holistic marketplace descriptions communicative and cultural comprehension embedded understanding of consumer choice naturalistic views of brand meaning discovery of consumer innovation mappings of sociocultural online space data collection edit netnography collects data from internet data interviews data and fieldnotes internet data researchers should spend the time to match their research questions and interests to appropriate online forum using the novel resources of online search engines such as yahoo and google groups before initiating entrée before initiating contact as a participant or beginning formal data collection the distinctive characteristics of the online communities should be familiar to the netnographer interview data the interview can be conducted via email skype in person or by using other methods netnography s emphasis on internet data does not ameliorate the need to establish data in context and to extend understanding of those data into related concepts archives communications and sites fieldnotes reflective fieldnotes in which ethnographers record their observations are a time tested and recommended method in netnography although some netnographies have been conducted using only observation and download without the researcher writing a single fieldnote this non participant approach draws into question the ethnographic orientation of the investigation as with grounded theory data collection should continue as long as new insights are being generated for purposes of precision some netnographers closely track the amount of text collected and read and the number of distinct participants caqdas software solutions can expedite coding content analysis data linking data display and theory building functions new forms of qualitative data analysis are constantly being developed by a variety of firms such as motivequest and neilsen buzzmetrics although the results of these firms are more like content analyses of than ethnographic representations kozinets 2006 netnography and content analysis differed in the adoption of computational methods for collecting semi automated data analyzing data recognizing words and visualizing data kozinets 2016 however some scholars dispute netnography s distance from content analysis preferring to assert that it is also a content analytic technique langer beckman 2005 data analysis edit distinct from data mining and content analysis netnography as a method emphasizes the cultural contextualizing of online data this often proves to be challenging in the social cues impoverished online context because netnography is based primarily upon the observation of textual discourse ensuring trustworthy interpretations requires a different approach than the balancing of discourse and observed behavior that occurs during in person ethnography although the online landscape mediates social representation and renders problematic the issue of informant identity netnography seems perfectly amenable to treating behavior or the social act as the ultimate unit of analysis rather than the individual person research ethics edit research ethics may be one of the most important differences between traditional ethnography and netnography ethical concerns over netnography turn on early concerns about whether online forums are to be considered a private or a public site and about what constitutes informed consent in cyberspace see paccagnella 1997 in a major departure from traditional methods netnography uses cultural information that is not given specifically and in confidence to the researcher the consumers who originally created the data do not necessarily intend or welcome its use in research representations netnography therefore offers specific guidelines regarding when to cite online posters and authors how to cite them what to consider in an ethical netnographic representation when to ask permission and when permission is not necessary kozinets 2002 cf langer beckman 2005 advantages and limitations edit compared to surveys experiments focus groups and personal interviews netnography can be less obtrusive it is conducted using observations in a context that is not fabricated by the researcher netnography also is less costly and timelier than focus groups and personal interviews the limitations of netnography draw from the need for researcher interpretive skill and the lack of informant identifiers present in the online context that can lead to difficulty generalizing results to groups outside the sample however these limitations can be ameliorated somewhat by careful use of convergent data collection methods that bridge offline and online research in a systematic manner as well as by careful sampling and interpretive approaches kozinets 1998 2002 researchers wishing to generalize the findings of a netnography of a particular online group to other groups must apply careful evaluations of similarity and consider using multiple methods for research triangulation 7 netnography is still a relatively new method and awaits further development and refinement at the hands of a new generation of internet savvy ethnographic researchers however several researchers are developing the techniques in social networking sites virtual worlds mobile communities and other novel computer mediated social domains sample netnographic analysis edit below are listed five different types of online community from a netnographic analysis by kozinets see kozinets ref below for more detail even though the technologies and the use of these technologies within culture is evolving over time the insights below have been included here in order to show an example of what a market oriented netnography looked like bulletin boards which function as electronic bulletin boards also called newsgroups usegroups or usenet groups these are often organized around particular products services or lifestyles each of which may have important uses and implications for marketing researchers interested in particular consumer topics e g mcdonald s sony playstation beer travel to europe skiing many consumer oriented newsgroups have over 100 000 readers and some have over one million reid 1995 independent web pages as well as web rings composed of thematically linked world wide web pages web pages such as epinions www epinions com provide online community resources for consumer to consumer exchanges yahoo s consumer advocacy listings also provide useful listing of independent consumer web pages yahoo also has an excellent directory of web rings www dir webring yahoo com lists also called listservs after the software program which are e mail mailing lists united by common themes e g art diet music professions toys educational services hobbies multi user dungeons and chat rooms tend to be considerably less market oriented in their focus containing information that is often fantasy oriented social sexual and relational in nature general search engines e g yahoo or excite provide good directories of these communities dungeons and chat rooms may still be of interest to marketing researchers see e g white 1999 because of their ability to provide insight into particular themes e g certain industry demographic or lifestyle segments however many marketing researchers will find the generally more focused and more information laden content provided by the members of boards rings and lists to be more useful to their investigation than the more social information present in dungeons and chat rooms social media platforms unprecedented changes in the current communications ecology demand attention to social media analytics as a way to gain access to data and facilitate useful insights for organizations in building customer service loyalty advocacy and real time participation social monitoring software like radian6 hootsuite and google analytics can help provide data that a netographer then curates and analyzes outside the use of pie graphs and word clouds to find the deeper meaning in order direct a company brand or advocacy group to the opportunities and trends that are marketable netnographers can use this type of social media listening to draw actionable insights for a current customer or consumer base phases in conducting netnography edit as a research practice netnography has 12 roughly temporal nonexclusive and often interacting process levels kozinets 2015 introspection phase the researcher must reflect upon the role of the research in her current life project and life themes and her actual life story as it unfolds investigation phase the researcher devise and sharpen the netnographic research question basing it upon the study of sites topics or people posing it appropriately such that it can be reasonably answered by a netnographic approach informational phase the researcher should raise ethical considerations early and be aware of acceptable research ethics practices interview phase a good range of people or sites are found to investigate and then interviewed and found to match to various online forms of sociality and satisfaction inspection phase the research makes the choice on particular site or sites to investigate different sorts of site topic person and even group combinations schemes are possible and useful interaction phase the extent of the researcher s participation in online social interactions is plotted out creating an interaction research website that is open generous and ethical is strongly recommended immersion phase depth of understanding grows organically in a natural unfolding of what feels like human time through the immersion in the data topic or site on a frequent basis indexing phase an adequate amount of data is collected from a relevant variety of relevant sources the researcher should focus on small data she should carefully select lesser amounts of very high quality data that are used to reveal and highlight meaningful aspects of the particular interpretation phase interpretive analysis or interpenetration is conducted as a striving for depth of understanding humanistic phenomenological existential and hermeneutic methods are favored and a variety of language theories are usefully applied iteration phase the researcher is interpreting continuously and seeking insights general rules patterns research question saturation she goes back to the field site the data and the literature in a spiralling in cycle looking for contributions answers representations ideas and questions instantiation phase a netnography is instantiated in space and on time in a specific manner it can take the form of one of the four ideal types symbolic digital auto or humanistic to guide the instantiated representation integration phase the result of the netnography is detected or measured the final phase is part of its ongoing life in the world it deals with the integration of findings and discussions with recommended action in the wider world four types of netnography edit according to kozinets 8 any netnography will fall into one of four categories auto symbolic digital or humanist these types of netnography are defined by distinctive axiologies and foci in order to visualize how a netnography is defined one should imagine a simple 2x2 figure along the figure s x axis we see that a netnography can be defined by whether or not it supports or challenges the status quo of b...