Document Type


Date of Original Version


Embargo Date



With the boom in E-commerce, practitioners and researchers are increasingly generating marketing and strategic insights by employing the Internet as an effective new tool for conducting well-established forms of qualitative research (TISCHLER 2004). The potential of Internet as a rich data source and an attractive arena for qualitative research in e-commerce settings—in other words cyberspace as a "field," in the ethnographic sense—has not received adequate attention. This paper explores qualitative research prospects in e-commerce arenas.

URN: urn:nbn:de:0114-fqs0402299

Publisher Statement

© 2004 FQS

Supported by the Institute for Qualitative Research and the Center for Digital Systems, Freie Universität Berlin.

First published online in Forum Qualitative Sozialforschung / Forum: Qualitative Social Research (ISSN 1438-5627).