Netnográfia avagy on-line karosszék-etnográfia a marketingkutatásban (Netnography or Online armchair etnography in the marketing research)

A netnográfia olyan kvalitatív kutatási módszer, amely adaptálja az etnográfiai kutatási technikákat az on-line közösségek kultúrájának vizsgálatához (Kozinets, 2002). Információforrásként nyilvánosan elérhető on-line kommunikációs csatornákat használ, hogy azonosítsa és megértse az on-line fogyasztói csoportok gondolkodásmódját és döntési mechanizmusait, egyszersmind egyszerűen és hatékonyan használható eszköz. A netnográfia bizonyos szempontból az úgynevezett karosszék-antropológiára vezethető vissza. A szerzők cikkükben bemutatják a módszer eredetét és használatát. / _____ / Netnography is a qualitative research methodology that adopts ethnographic research techniques to study the culture of online communities (Kozinets, 2002). Netnography uses publicly available online forums to identify and understand way of thinking and decisions of online consumer groups. It is a simple and effective method. Netnography originates in so called „armchair anthropology”. In this paper we present the roots and usage of the method.

Adaptation and change in organizational learning research

To understand the role of organizational learning in the organization’s endeavor to overcome challenges, organizational learning research need to be spread out to the field of adaptation and change. This paper is the first part of a bigger empirical research, a literature review that examines the link between these topics and search for gaps in prior literature. However, these phenomena are closely related in the prior literature, the thinking about organizational learning is rather idealistic than reflective and there are still research gaps regarding the following questions: (1) Is there a need to examine internal organizational challenges from the organizational learning perspective? (2) How can the earlier organizational adaptation be characterized using the constructs of organizational learning? (3) Is the earlier adaptation process or organizational learning process always good and useful for the organization? Based on reviewing prior literature the author formulated an own organizational learning definition and identified future research directions in order to fill these gaps.