Fora internetowe jako źródło informacji – możliwości i ograniczenia wykorzystania w badaniach zachowań nabywczych
Online forums as a source of information - possibilities and limitations of use in purchasing behaviour research

Summary/Abstract: Online communities involved in a variety of themed discussion forums, blogs or social networking sites, posting their videos on video sites and/or images in photographic services become the source of information for virtual ethnographers. Online forums are a valuable source of qualitative information about consumer behaviour. Using online forums a researcher should have knowledge and skills for selecting both sources and the information itself. Research using online forums is characterized by low cost of information gathering and the relatively short time of its collection. Information is quickly and readily available, but it requires a critical and wise analysis and interpretation.

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