Undercover on the World Wide Web
Leveraging the power of virtual ethnography

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Author(s): Anjali Puri, NS Muthukumaran, Ruchika Gupta
Collection: Asia Pacific Conference 2006
Keywords: Observational Research, Netnography (Analysis Of Web Behaviour), Web Scraping

ESOMAR Best Paper Award 2005/2006
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The potential of the web as the object of study has remained underexploited in market research. As a rich source of data on people's lives, interactions and opinions, the web offers tremendous possibilities in the years to come.This presentation illustrates the promise of this method through two 'webnographic' case studies - one among youth, examining the interests, attitudes and needs of this segment as expressed in online forums; and the second focused on feedback on a range of models launched by Nokia.

Date of publication: 19.03.2006
ISBN: 92-831-0189-8
Order Code: S310_04
Number of pages: 16

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