KOKYBINIAI VARTOTOJŲ ELGSENOS TYRIMAI INTERNETE: METODOLOGINIAI IŠŠŪKIAI
METHODOLOGICAL ISSUES IN ONLINE QUALITATIVE CONSUMER BEHAVIOR RESEARCH

Summary/Abstract: The aim of this paper is to reveal and discuss the methodological issues related to online qualitative consumer behavior research. A number of methodological issues are examined, related with the online qualitative research on consumer in-store emotional experience implemented by the authors. It is concluded that the Internet is becoming an increasingly attractive environment for consumer behavior research. A large part of scholars use the Internet as a medium for data collection and analysis. At the same time, researchers study the Internet as a source of information about consumer preferences, their virtual communities, prevailing relationships, traditions and attitudes. The Internet is analyzed as a phenomenon in itself, too. In this article, the Internet is analyzed as a tool for communicating with research participants, and collecting, storing and analyzing data. In general, qualitative inquiry is characterized by contextual and naturalistic approach to the study of objects and processes. Therefore, decision to carry out qualitative study in virtual environment must take additional strategic and tactical solutions. Most often, researchers need to decide about the mode of communication that solves time management, spontaneity and security problems. It is also relevant to sampling and its contents. Different solutions from quantitative studies are required in ensuring the ethics and quality of the study. During the analysis of the qualitative data collected through the Internet, mostly in a form of computer communication language (text), specific characteristics, such as backspacing and correction during the communication that impact spontaneity rate, the absence of non-verbal language, etc., are necessary to be taken into account.

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