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W5 on Online Ethnography
W5 on Online Ethnography addresses virtual ethnography as practiced in market research, with particular focus on how this method can help your organization gain valuable insight on emerging trends, consumer attitudes, and product and brand opinions. Knowing how your consumers behave and communicate online can address a variety of research goals, including strategic planning for online communication, brand investigations, culture and trend overviews, and baseline consumer insights for future research initiatives.
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