Webnography
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Transcript of Webnography
Webnography: A new tool to conduct marketing research
Section F Group1
Introduction Web - ethnography An attempt to use information generated in
natural context on internet Lacks physical presence Anonymity is there due to medium Concerns regarding ethical issues like
confidentiality and privacy protection while conducting
Webnography ResearchInteractions• Blogs• Private thoughts
• Memos• Chat rooms• Forums
Rich Data • Consumer Behavior
• Reflects Thoughts
• Interactions• Collective Opinion
In-depth and Sharper
Insights Marketing Strategies relating toNew product DevelopmentProduct ModificationAdvertising Copies etc
Webnography Research Easier and Efficient approach to collect data. Minimize the interviewer bias Completely invisible to the subjects being
observed. Effective in examining longitudinal trends Researcher can visit or revisit a site as often
as to review data Real time data to observe changing trends Effective in fashion, merchandising,
technology and digital gaming
The Nature of Online Observation
Researchers
may be “Lurkin
g”
The presence may
be detectable but
the identity hidden.
Nature of Data in Webnographic Studies : Textual E-mail, chat room interactions, instant
messaging and other online environment. How a participant writes conveys meaningful
information about their identity, presentation of self and how they define and perceive the world
However one has to be cautious while interpreting the texts such as emoticons or skill of writing, typing or spelling and so on.
Nature of Data in Webnographic Studies : Visual Visual observation includes Facial expressions,
voice tone, body language, impressions given by appearance, clothing and setting.
In Webnography we use pictures, colors, page layout, and graphic design of personal website as visual data.
Avatars – Virtual representation of ones characters
Web cams and videotaping based video-graphic analysis can be a valuable tool in Webnography research.
Interviewing in Webnographic Research Traditional offline interviews can be used to
validate online observations and fill gaps and resolve ambiguities or queries.
Online interviewing is done via asynchronous text-based modes of computer mediated communications like emails and discussion boards
Synchronous modes like instant messaging are also used in some research
Anonymity in Webnographic Research Authenticity of participants is a challenge In studies which include demographics such
as age, gender, income, and race participants alter/conceal personal characteristics.
Some researchers do not find it problematic as these can be a part of offline social life. Many times in offline world we create ourselves through actions and display of different selves in social context
The deliberate falsehood is a true self representation and may be valuable though not authentic
Conclusion Webnography is a uniquely effective way of
studying consumer behavior. Researchers need to adjust their traditional
ways of conducting research and adapt to online environment.
Interviewing and observations as used in traditional are significantly different in online research.
Validating the identity poses challenge. Webnography needs to be alert about the
technology trends and shifting communication platforms
Thank you