Considerations for managerial use of netnography in market research
| Key questions | Considerations |
|---|---|
| What research should be done? | What is the research objective? |
| What information is needed? | |
| What other methods could be used instead? | |
| How should the research be done? | Should netnography be combined with other methods? |
| Is passive observation sufficient, or is active participation preferable? | |
| How will the data be collected and analyzed? | |
| Is textual information sufficient, or should other types of data be retrieved? | |
| Where should the research be done? | Which are the most suitable online domains for data collection? |
| What are the pros and cons of different online domains? | |
| Should there be triangulation across different domains or in-depth study of one domain? | |
| Who should do the research, and who should be researched? | Who should be responsible for data collection and analysis? |
| Do existing staff have sufficient knowledge about ethnography? | |
| Should existing or potential customers be studied? | |
| Should actors other than customers be studied? | |
| When should the research be done? | When in time should the study be conducted? |
| What should be the length of the study? | |
| Should it be a one-time collection of data or a long-term longitudinal research process? |
| Key questions | Considerations |
|---|---|
| What research should be done? | What is the research objective? |
| What information is needed? | |
| What other methods could be used instead? | |
| How should the research be done? | Should netnography be combined with other methods? |
| Is passive observation sufficient, or is active participation preferable? | |
| How will the data be collected and analyzed? | |
| Is textual information sufficient, or should other types of data be retrieved? | |
| Where should the research be done? | Which are the most suitable online domains for data collection? |
| What are the pros and cons of different online domains? | |
| Should there be triangulation across different domains or in-depth study of one domain? | |
| Who should do the research, and who should be researched? | Who should be responsible for data collection and analysis? |
| Do existing staff have sufficient knowledge about ethnography? | |
| Should existing or potential customers be studied? | |
| Should actors other than customers be studied? | |
| When should the research be done? | When in time should the study be conducted? |
| What should be the length of the study? | |
| Should it be a one-time collection of data or a long-term longitudinal research process? |
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