Dear colleges, could you please recommend any methodologies/papers/case studies related to qualitative research of digital habits of a particular audience (in a perspective of product category)? For example, digital habits of luxury cars buyers (in general and/or in connection with their car purchasing process or servicing).
I recommend a mixed approach based on the collation of preferences and then must retrieve the results and quantify and a multi-dimensional representation
You can have one idea by this link: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2479449
'Digital' is rather a catch all term as this includes use of social media, use of apps, use of websites, and technically email and mms messagng...as well as which devices they are used upon and how these different items interact. The kind of data you need would also determine your methods i.e. qual or quant or a mixture of both.
For social media you may find NVivo useful for both gathering and anlaysing data, especially if you do have access to appropriate data. This would invite content analysis and maybe even discourse analysis. Being able to then interview subjects about their reasons would add depth: much of what we post on social media is not representative of our true feelings so much as what we wish to project.
However if you are looking at which media are used and how, then ethnographic observation may be more valuable if you cand find appropriate research subjects who allow you to follow them through the process. Quant strategies would allow you to see what happens but not udnerstand why...
For this research Netnography is the best qualitative method also use kozinet conditions using netnography.
Thank you, Uttam. Mikhail, I think the best article to look at for the question of product category usage is still my 2002 JMR article "The Field Behind the Screen." The principles I propose and then illustrate in that paper are being applied to many different kinds of product categories by companies and marketing researchers throughout the world. There are numerous illustrations in a number of journal publications, including a good one in the Marketing Review--St. Gallen about its use in coming up with a new deodorant for Nivea/Beiersdorf. Good luck with your investigation.
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