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Researching consumers in virtual worlds: a cyberspace odyssey
Author(s) -
Catterall Miriam,
Maclaran Pauline
Publication year - 2002
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.68
Subject(s) - cyberspace , ethnography , relevance (law) , interpretation (philosophy) , metaverse , sociology , epistemology , the internet , virtual reality , computer science , world wide web , anthropology , political science , human–computer interaction , law , philosophy , programming language
Following Belk's (1991) Consumer Behaviour Odyssey, the authors suggest the need for a new odyssey, one that focuses on consumers in virtual worlds. In this paper the authors discuss the relevance of virtual communities for marketers and how ethnographic research methods can be adapted to the online environment. The unique methodological problems, opportunities and ethical dilemmas for researchers are considered that online ethnography raises before an exploration of how discourse analysis can assist in the interpretation of data collected online. Copyright © 2002 Henry Stewart Publications.