Publisher's Synopsis
What do we know about online focus groups and chat rooms, bulletin boards, online interviewing, and online communities? How can social and business researchers use new technology to learn about people and consumer behaviour? How do on-line and traditional methods of primary research compare, and what roles will online methods play in the future? Expert research practitioners address these and other questions in the book. More than just a new technology or modality of research, the online community represents a cultural change in the way that we do research and the way that we think about research. This book provides a balanced and critical review of online qualitative research, placing it within the broader context of traditional qualitative research.
