...The Field behind the Screen: Using Netnography for Marketing Research in Online Communities Author(s): Robert V. Kozinets Source: Journal of Marketing Research, Vol. 39, No. 1 (Feb., 2002), pp. 61-72 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1558584 . Accessed: 30/09/2014 11:21 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. . American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing Research. http://www.jstor.org This content downloaded from 137.43.71.99 on Tue, 30 Sep 2014 11:21:55 AM All use subject to JSTOR Terms and Conditions ROBERTV. KOZINETS* The authordevelops"netnography" an onlinemarketing as research consumerinsight.Netnography ethnography is techniquefor providing to As is adapted the studyof onlinecommunities. a method, netnography and andmore faster,simpler, less expensivethantraditional ethnography naturalistic unobtrusive focus groupsor interviews. provides and than It information the symbolism...
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...Submitted by Group 5, Section 4 Namrata Raina FT154006 Siddhant Parnaik FT154011 Aparajita Mukherjee FT154016 Navendu Vimal FT154021 Ashwin Narayanan FT154027 Rohit Kashyap FT154034 Yogesh S FT154035 Ritesh Sharma FT154105 What factors drive the sales of deodorant? Submitted by Group 5, Section 4 Namrata Raina FT154006 Siddhant Parnaik FT154011 Aparajita Mukherjee FT154016 Navendu Vimal FT154021 Ashwin Narayanan FT154027 Rohit Kashyap FT154034 Yogesh S FT154035 Ritesh Sharma FT154105 INTERIM PROJECT REPORT MARKETING RESEARCH INTERIM PROJECT REPORT MARKETING RESEARCH CONTENT 1. Introduction 2 2. Literature Review 3 3. Qualitative Research 4 In-depth Interview / Laddering 4 Netnography 4 Findings 4 4. Hypothesis formulation 6 5. Questionnaire 7 1. INTRODUCTION Traditionally antiperspirant/deodorants have been used to reduce underarm wetness and control body odour. They are made by blending active ingredients with waxes, oils, and silicones and moulding the mixture into stick form. Body odour is essentially produced under the arms where there is a high concentration of sweat glands. While sweat from these glands is initially odourless, it contains natural oils (also known as lipids) that provide a growth medium for bacteria living on the skin. These bacteria interact with the lipids, converting them into compounds that have a characteristic sweaty odour. Isovaleric acid...
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...For our netnography exploration, we decided to choose reddit. For those of you who do not already know, reddit is an online community where users can post questions in discussion threads as well as post media content such as pictures, videos, and memes. Content is upvoted and downvoted to determine popularity among the posts. Reddit is known as the “front page” of the internet and their mission is to help people discover places where they can be their true selves, and empower our community to flourish. Which leads me to my next slide of the reasons we chose reddit, we wanted to choose an online community that let users be themselves so our comparison to the article was accurate and objective. In addition, there are over 850,000 subreddits which are subcategories of information on reddit. For example there are a variety of subreddits related to productive consumption such as “homeandgarden” and “DIY” which allowed us to examine discussions and ideas related to the article. There is also a very diverse population on reddit with close to 40 million user accounts from a wide variety of economic, educational, and social statuses. In addition, reddit allows users to click on usernames to see other posts from the user and other subreddits they follow in order to get a more accurate depiction of which category, LCC vs HCC, the user falls under. There is also a very heavy male population within reddit which we found relevant given the study was composed of all males. On the next slide...
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...Reference journal for getting an Idea on how to write the term paper. Journal of Industrial Engineering and Management is a semestral, open access scientific journal that publishes theoretical and empirical peer-reviewed articles, which contribute to advance the understanding of phenomena related with all aspects of industrial engineering and industrial management. JIEM includes contributions, but not limited to, in the following fields: (1) Production, Logistics, Quality, and Operational Research; (2) Information Systems, Technology and Communication; (3) Industrial Economics and Regional Development; (4) Management, Organizational Behaviour and Human Resources; (5) Finance, Accounting and Marketing; and (6) Education, Training and Professional Skills. Term Paper can focus on Mapping new frontiers in emerging and developing technology areas in research, industry and governance.. Some Abstracts which emphasis on the Technology and Marketing. These are abstracts of articles which are already published. These are for your reference and you can start working in the same way concentrating on Technology and Marketing. * Trial-and-Error Marketing: The Role of the Customer in Tech Start-ups by Fabian Eggers, Deborah Brown McCabe Abstract: This paper explores the role of a customer- or product-centric focus in young technology firms decision-making and whether the behaviors of these firms differ from textbook marketing. rnData from depth interviews with founders of growth-stage...
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...Sweet Poison- Epidemic of the 21st Century! TEAM RISKY BUSINESS DEEPAK JOSHY JOBIN RAJ NEERAJA S RAVI TEJA POLINENI VIGNESH SANKAR J CONTENTS 1.0 INTRODUCTION ................................................................................................................................1 2.0 OBJECTIVES .......................................................................................................................................2 2.1 Decision Maker’s Problem: ....................................................................................................2 2.2 Market Research Problem: ....................................................................................................2 3.0 DESK RESEARCH .............................................................................................................................3 3.1 Purpose.....................................................................................................................................3 3.2 Procedure ................................................................................................................................5 3.3 Summary .................................................................................................................................5 4.0 RESEARCH DESIGN: ......................................................................................................................6 4.1 Exploratory Research ...............................................
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...Belz, F.M. and Baumbach, W. (2010), “Netnography as a method of lead user identification”, Creativity and Innovation Management, Vol. 19, pp. 304-13. Bennett, R. and Cooper, R. (1981), “The misuse of marketing: an American tragedy”, Business Horizons, Vol. 24 No. 6, pp. 51-61. Blazevic, V. and Lievens, A. (2004), “Learning during the new financial service innovation process: antecedents and performance effects”, Journal of Business Research, Vol. 57 No. 4, pp. 374-91. Bowers, M.R. (1989), “Developing new services: improving the process makes it better”, The Journal of Services Marketing, Vol. 3 No. 1, pp. 15-20. Carbonell, P., Rodriquez-Escudero, A.I. and Pujari, D. (2009), “Customer involvement in NSP: an examination of antecedents and outcomes”, Journal of Product Innovation Management, Vol. 26, pp. 536-50. Carlile, P. (2001), “A pragmatic view of knowledge and boundaries: boundary objects in NPD”, Organization Science, Vol. 13 No. 4, pp. 442-55. Chesbrough, H.W. (2003), Open Innovation: The New Imperative for Creating and Profiting from Technology, Harvard Business School Press, Boston, MA. Christensen, C. (1997), The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail, Harvard Business School Press, Boston, MA. Cooper, R.G. and Kleinschmidt, E.J. (1994), “Determinants of timeliness in product development”, Journal of Product Innovation Management, Vol. 11 No. 5, pp. 381-96. Dahan, E. and Hauser, J. (2002), “The virtual customer”, Journal...
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...Chiamaka Udokoro Kennesaw State University Cultures and Marriage April 1, 2013 Abstract This paper discusses the difference cultures between two different cultures but the same religion. It shows how cultures can influence a marriage and how traditions can play a big role in a marriage. We also identify the coping strategies brides employ in managing the cross-cultural ambivalence that emerges as they reconcile two or more sets of cultural norms and traditions. In this life, we grow up with certain cultures that might be innate while others have been passed on to us from generations to generations. Every culture has their own traditions; one of the most popular traditions is that of marriage. It’s every families dream to celebrate matrimony. Weddings bring the whole extended family together as they celebrate a new union and also pass on different traditions. I was very privileged to interview two people of two completely different backgrounds. One of which is Nigerian from the Yoruba tradition and the other is Sri Lankan. I had several methods to bottom down what marriage really means to each people in these different cultures and how sacred it is. What do they cherish and how it influences their growth as a union and individuality. Ways to keep their marriage alive and how their various cultures co-exist in the same union especially if they are from different cultures entirely. “A new study indicates participation in 9-12 hours of marriage and relationship education...
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...Electron Commerce Res (2006) 6: 57–73 DOI: 10.1007/s10660-006-5988-7 Community based innovation: How to integrate members of virtual communities into new product development Johann Fuller · Michael Bartl · Holger Ernst · ¨ Hans Muhlbacher ¨ C Springer Science + Business Media, LLC 2006 Abstract Online consumer groups represent a large pool of product know-how. Hence, they seem to be a promising source of innovation. At present, except for open source software, little is known about how to utilize this know-how for new product development. In this article we explore if and how members of virtual communities can be integrated into new product development. We explain how to identify and access online communities and how to interact with its members in order to get valuable input for new product development. This approach we term “Community Based Innovation.” The Audi case illustrates the applicability of the method and underscores the innovative capability of consumers encountered in virtual communities. Keywords Online communities . User innovations . New product development . Virtual customer integration Customers’ wants and their acquired knowledge through the actual use of products make them an essential external resource for new product development (NPD) [12, 13, 37, 47, 65, 57, 71]. Some customers are not only knowledgeable but also able to develop their own new products [22, 50, 58, 67, 69]. Such innovative customers can be found in online communities J. F¨ ller...
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...Beats Head phones - YouTube Integral to future proofing the success of Beats Headphones is the design and implementation of relevant social media platforms. Currently beats uses (i) Facebook, (ii) Twitter, (iii) Tumblr, (iv) Instagram, (v) Google plus, (vi) Pinterest and (vii) YouTube In this section we will concentrate on the impact YouTube can have as a social media networking platform, to market the company’s core philosophies and also engage customers and potential customers through a visual and audio medium. Here are two important statistics to note: 1.YouTube has more than 1 Billion users 2. Localised in 75 countries and available in 61 languages To successfully manage this brand a thorough understanding of YouTube is paramount. Using Mangold and Faulds, ‘Social media: The new hybrid element of the promotion mix’ as a Bible we can effectively analyse how YouTube can be utilised to its maximum potential. Mangould and Faulds state that “the emergence of Internet – based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Thus, the impact of consumer-to-consumer communications has been greatly magnified in the market place” From an Online Community perspective we want to engage with our customers and create a community that shares interests, sentiments, behaviour and objects. On Beats YouTube site currently, there are a number of EminEm(Rapper) and Lady Gaga...
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...The Journal of Applied Business Research – May/June 2015 Volume 31, Number 3 Collaborative Consumption And Sustainability: A Discursive Analysis Of Consumer Representations And Collaborative Website Narratives Anne-Sophie Binninger, NEOMA Business School, France Nacima Ourahmoune, NEOMA Business School, France Isabelle Robert, University Lille Nord de France-SKEMA Business School, France ABSTRACT In this article, the authors analyze the collaborative consumption model and its contribution to sustainable consumption. Indeed, collaborative consumption is considered as an alternative, ecological consumption mode (Bostman & Rogers, 2011), but previous research has no yet deeply explored to what extent it contributes the sustainable scheme and values. The study therefore investigates both the producer side (collaborative websites) and consumer side (blog participants) to decipher how sustainable ideals are shaped in this context and how consumers attend to them. Six segments of consumers have been identified which can help marketing and sustainable levers better frame their offer. Keywords: Collaborative Consumption; Sustainable Consumption; Access-Based Consumption; Sharing INTRODUCTION O ver the last decade, markets have changed significantly in terms of our relationship to goods, leading to other forms of acquisition and consumption than via possession (Rifkin, 2000, Lovelock and Gummeson 2004, Mont, 2002, Giesler 2006, Chen, 2009, Belk, 2010, Gansky 2010; Bostman & Rogers...
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...supermarket research, the procedure was the following: Identify the product groups where EUE certified product were available in the retailer Compare the prices of EUE certified products with: o Non-certified products for the same category o Certified products with another certification than the EUE, when available Take pictures (when authorized) of the location of eco products. ANALYZING THE QUALITATIVE DATA The first step to analyse the qualitative data was to transcribe the interviews in order to summarize the main findings. Moreover, the researcher developed an interview checklist (Annex 3) in which the reactions and the general mood of the interviewee were reported. This strategy enabled the researcher to confirm the “netnography” approach (SAGE: 335) and grounded theory approach. Furthermore, all the primary data that the interviewee made available (if any) was compared to the literature review and with the secondary data by including it in the initial mind mapping. The latter ensured visually summarized data from which a pattern matching with the bibliography could be developed hence concluding in a confirmation or information of prior studies’ findings. Finally, the research results were sent to all interviewees in order to give them the chance to evaluate the research and to ensure that the confidentiality measures were appropriately taken. The interviews took place between the 1st of December 2014 and the 30th of January 2015. ANALYZING THE QUANTITATIVE...
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...4/02/2015 The rationale for qualitative research Qualitative strategies Types of qualitative methods 1 Qualitative sampling Quality control Week 3 2 Inductive view of relationship between theory and research o theories and concepts emerge from the data Emphasis on words/text rather than numbers Systematic exploration of social phenomenon Description and analysis of social situations A “holistic” understanding Flexible and iterative research method Exploring a problem Identifying perceptions of a problem Identifying relevant interventions Investigating feasibility, acceptability & appropriateness of solutions Developing suitable information, education & communication Complementing quantitative data by helping to interpret it Designing more valid survey instruments 3 4 Qualitative techniques not based on numbers Accrual of large amounts of information about a few cases (people, organisations, facilities, programmes, locations) Data used: when the focus of the research is on meaning and feelings (although these can also be studied quantitatively) when working inductively when the researcher accepts that the concepts, terms and issues must be defined by the subjects and not by the researcher in advance when interaction between members of a group is of interest. Research problem Concept Concept Concept 5 Inductively developed theory 6 1 4/02/2015 “Qualitative...
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...Nutzung von Social Media für die Marketingforschung: Kommunikationsräume, Analysemethoden und Anwendungsbereiche Seraina Mohr & Dorothea Schaffner Kurzzusammenfassung: Das Kommunikationsverhalten von Konsumentinnen und Konsumenten hat sich mit der Möglichkeit im Internet, Informationen einfach zu publizie-ren und sich dabei unabhängig von Institutionen und klassischen Medien auszutauschen, radikal verändert. Diese Informationen bieten ein bislang noch weitgehend unausgeschöpftes Potential für die Erkenntnisgewin-nung in Unternehmen. Vor diesem Hintergrund geht der Beitrag den Fra-gen nach, wie Unternehmen diese Konversationen im Web 2.0 für die Entwicklung von neuen Produktideen nutzen oder auch initiieren können und welche Vorteile dies gegenüber klassischen Marktforschungsinstru-menten bringt. 1. Einleitung Mit der Verbreitung von Web 2.0 Anwendungen, sogenannter Social Software, hat sich das Kommunikationsverhalten von Konsumentinnen und Konsumenten radikal verändert. Die Möglichkeiten, im Internet einfach Informationen zu publizieren und sich dabei unabhängig von Institutionen und klassischen Medien auszutauschen, hat eine kreative Revolution ausgelöst. Über Social Software findet ein zunehmend interaktiver Austausch zwischen der Kundschaft und Unternehmen statt. Konsumentinnen und Konsumenten publizieren im Kommunikationsraum Internet ihre Meinungen und Erfahrungen, nehmen Bewertungen vor und diskutieren über Produkte, Trends und Entwicklungen. Diese...
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...Marketing Research MKTG 3401 – Fall 2012 Section 01 W/F 11:45 am – 1:25 pm 330 Dodge Professor: Felicia Lassk Office: Hayden Hall 202 Office hours: W, 1:30 – 2:30 p.m. or by appointment Phone: (617) 373-5307 Email: f.lassk@neu.edu Blackboard: blackboard.neu.edu “MKTG 3401 Lassk Fall 2012” Text: Marketing Research, Malhotra, 6th Edition, 2010 – NU custom text. Prerequisites: MKTG 2201, MGSC 1201 and 64 SH toward the degree Course Description: This course focuses on the marketing research process and the analysis of data using SPSS statistical software. It gives students the opportunity to develop an understanding of consumer attitudes and behavior processes as the basis of the design of marketing problems. The course covers topics such as problem definition, research design, sampling, attitude measurement, questionnaire design, data collection, and data analysis. Statistical Package: SPSS is available as a 6-month rental for $35 plus $4.99 download fee. Details on how to access the rental are provided in the Tech Marketplace of MyNEU Portal under “Free and Discounted Software – More Software tab.” SPSS is also available for free through MyApps using MyFiles to house your data files. Please note, to access SPSS with MyApps on campus, you must be connected to “NU-Secure” wi fi. Details to access MyApps and“NU-Secure” wi fi is provided in the MyNEU portal. You must be able to access SPSS through either of these options by 9/19. ...
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...STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS TUPPERWARE PRODUCTS by Archit Vashishth Roll no.-56 Under the guidance of Ms.Tina Chadha Mrs.Neha Srivastava Associate Business Director Assistant professor ,Marketing Allied Media Network KJ SIMSR KJ Somaiya Institute of Management Studies & Research May ,2013 Declaration I Mr./Ms. …………………………………………….hereby declare that this project report is the record of authentic work carried out by me during the period ………. to …………. and has not been submitted to any other University or Institute for the award of any degree or diploma etc. Signature Name of Student Roll No. Date ...
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