Netnography

Hanna Stockinger; Michael Bartl; Konstantinos Kalogirou; Patrick Pollok

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Netnography

机译：网络志

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摘要

Netnography enables researchers to access online Community members' knowledge in order to obtain deep insights into the world of consumers. It com-bines qualitative research with advantages of quantitative methods through replacing previously manual-ly performed activities with automatized web solu-tions. However, the netnography approach will always rely on the capabilities of the researcher, as Software tools which possess the same intelligence than well-trained researchers do not exist yet. This article intro-duces netnography as an innovative research approach to extract and use online Community dialog for market research and new product development.

机译：Netnography使研究人员能够访问在线社区成员的知识，以便深入了解消费者的世界。它将定性研究与定量方法的优势相结合，通过用自动化的Web解决方案代替以前手动执行的活动。但是，网络志方法始终依赖于研究人员的能力，因为尚不具备与训练有素的研究人员具有相同智能的软件工具。本文将网络志介绍为一种创新的研究方法，以提取和使用在线社区对话进行市场研究和新产品开发。

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来源
《Wirtschaftswissenschaftliches studium》 |2013年第12期|674-682|共9页
作者
Hanna Stockinger; Michael Bartl; Konstantinos Kalogirou; Patrick Pollok;
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作者单位

Mitarbeiterin der HYVE AG in München im Bereich Innovation Research und Doktorandin am Institut für Wirtschaftswissenschaften der Universität Ulm;

Bundesvorstand des Berufsverbands Deutscher Markt- und Sozialforschung;

GmbH als Wirtschaftsingenieurin der Produktionsplanung;

RWTH Aachen University's Technology and Innovation Manaaement Group;

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正文语种 ger
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关键词
Netnography; Online Community; Open Innovation; Co-Creation;

机译：网络志;在线社区;开放式创新;共同创造;

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