Netnography Trends: Market Research Report

January 2014 | 6 pages | ID: N3E2E698C2CEN
Global Industry Analysts, Inc

Abstracts

'Consumers are increasingly using the net to voice their opinion (contentment/discontentment) with regard to products/services in addition to using the information. This way, they are continuously adding to the already enormous information enabling companies to use and analyze the same for formulating new policies and strategies for product improvements or promotions.'

The report envisages that netnography provides companies with wholesome market analytical data, cultural and communicative understanding and clear comprehension of consumer trend. Netnography offers companies pertinent and critical data along with deep insights using fewer resources thus enabling them to offer consumer-centric innovations and realign product campaigns appropriately.

Contents

1. NETNOGRAPHY - A FOCUS REPORT

Prelude
Netnography - The Future of Market/ Consumer Research
Netnography vs. Conventional Ethnography
The Limiting Factors

2. NETNOGRAPHIC RESEARCH - AN OVERVIEW OF THE PROCEDURE

Basic Steps in Research
Research Planning
Entrée Identification and Selection of Online Community
Data Collection
Data Analysis and Interpretation
Research Representation/Member Checks

3. RESEARCH ETHICS - FOLLOWING ETHICAL GUIDELINES IN RESEARCH

4. NOTEWORTHY MARKET PARTICIPANTS

NetBase (USA)
The Social Studies Group (USA)

5. CORPORATE INITIATIVES

NetBase Introduces Netnography. com

6. APPENDIX