haku: @freeterm ethnography / yhteensä: 15
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| Tekijä: | Ishmael, G.S. Thomas, J.W. |
| Otsikko: | Worth a thousand words |
| Lehti: | Journal of Advertising Research
2006 : SEP, VOL. 46:3, p. 274-278 |
| Asiasana: | marketing communication |
| Vapaa asiasana: | ethnography |
| Kieli: | eng |
| Tiivistelmä: | "A picture is worth a thousand words", suggests that "seeing" reveals things that words alone are not able to describe. Through online ethnography (hereafter as: o-l-e-y.) there is a way for researchers both to capture the words used by respondents and also to "see" into their worlds. This article outlines the advantages of o-l-e-y. over more traditional approaches with an overview and an example of an o-l-e-y. project. |
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