Date of Original Version
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.
Dholakia, Nikhilesh & Zhang, Dong (2004). Online Qualitative Research in the Age of E-Commerce: Data Sources and Approaches [27 paragraphs]. Forum Qualitative Sozialforschung / Forum: Qualitative Social Research, 5(2), Art. 29, http://nbn-resolving.de/urn:nbn:de:0114-fqs0402299.