As the concept of "listening to" and "understanding" people in their "natural" environment occupies a larger portion of marketing and advertising research thinking, it seems appropriate that techniques and methods from anthropology would blossom. Robert V. Kozinets captures a powerful facet of this in Netnography: Doing Ethnographic Research Online.rnKozinets, a professor of marketing at Toronto's York University, has pulled together an impressive textbook that presents-in a clear, straightforward manner-how the methods and techniques of ethnography can be applied to the study of people when they interact and communicate online. Kozinets calls this "Netnography"-"a specialized form of ethnography adapted to the unique computer-mediated contingencies of today's social world."
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机译：由于在“自然”环境中“听”和“理解”人们的概念占据了营销和广告研究思想的很大一部分，因此人类学的技术和方法应蓬勃发展似乎是适当的。罗伯特·V·科兹涅茨（Robert V. Kozinets）在《人种志：在线民族志研究》中捕捉到了这一方面的一个强大方面。多伦多约克大学市场营销学教授柯兹涅茨汇集了一本令人印象深刻的教科书，以清晰，直接的方式介绍了方法和技巧。当人们在线互动和交流时，民族志学可以用于人们的研究。 Kozinets称之为“民族志”-“一种民族志的特殊形式，适合当今社会世界中计算机介导的突发事件。”
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