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1. Online Qualitative Research in the Age of E-Commerce: Data Sources and Approaches

Author

Nikhilesh Dholakia and Dong Zhang

Subjects
e-commerce, netnography, online qualitative research, consumer, marketing, computer mediated communication, Social sciences (General), H1-99
Abstract

With the boom in E-commerce, practitioners and researchers are increasingly generating marketing and strategic insights by employing the Internet as an effective new tool for conducting well-established forms of qualitative research (TISCHLER 2004). The potential of Internet as a rich data source and an attractive arena for qualitative research in e-commerce settings—in other words cyberspace as a "field," in the ethnographic sense—has not received adequate attention. This paper explores qualitative research prospects in e-commerce arenas. URN: urn:nbn:de:0114-fqs0402299

Published
2004

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