Qualitative research in digital environments

Crédit : 3 ECTS
Langue du cours : anglais

Volume horaire

• CM : 15 h

Compétences à acquérir

At the end of the module, students will: - Understand the potential of digital environments for designing and conducting qualitative research. Understand the limitations of digital environments for qualitative research - Be able to use digital tools for qualitative data collection and analysis. - Critically assess the ethical implications of digital qualitative research. - Apply netnography and digital ethnographic methods in research projects. - Analyze digital platforms and applications in relation to consumer behaviour/marketing - Implement web scraping techniques for qualitative data collection. - Integrate mixed methods approaches in digital research contexts.

Description du contenu de l'enseignement

This module aims to deepen knowledge of qualitative methodologies with a focus on online approaches or those requiring digital technologies, and to understand the specific implications in terms of data collection methods and analysis techniques. Examples of topics covered: netnographies and digital ethnographies, walk-through methods and other app studies; the role of digital technologies in interviews or observations; online data collection (web scraping); data analysis for large-scale collections; and mixed methods.

Mode de contrôle des connaissances

Group Project and Class Attendance

Bibliographie, lectures recommandées

Methodological Resources : - Caliandro, A., & Gandini, A. (2016). Qualitative research in digital environments: A research toolkit. Routledge. - Kozinets, R. V., & Gretzel, U. (2024). Netnography evolved: New contexts, scope, procedures and sensibilities. Annals of Tourism Research, 104, 103693. - Gruen, A., & Mimoun, L. (2024). Conducting consumer interviews online and offline. In Handbook of Qualitative Research Methods in Marketing (pp. 197-209). Edward Elgar Publishing. - Guyt, J. Y., Datta, H., & Boegershausen, J. (2024). Unlocking the potential of web data for retailing research. Journal of Retailing, 100(1), 130-147. - Boegershausen, J., Datta, H., Borah, A., & Stephen, A. T. (2022). Fields of gold: Scraping web data for marketing insights. Journal of Marketing, 86(5), 1-20. Article Examples: - Cornudet, C., Laporte, M. E., Berger-Remy, F., Parguel, B., & Richet, J. L. (2025). When Food Scanner Apps Outperform Front-of-Pack Nutrition Labels: A Conditional Process Model to Foster Healthier Food Choices in Times of Growing Distrust. Psychology & Marketing. - Bainotti, L., Caliandro, A., & Gandini, A. (2021). From archive cultures to ephemeral content, and back: studying Instagram Stories with digital methods. New Media & Society, 23(12), 3656-3676. - Cocker, H., Mardon, R., & Daunt, K. L. (2021). Social media influencers and transgressive celebrity endorsement in consumption community contexts. European Journal of Marketing.

Enseignant responsable

FABIENNE BERGER-REMY

Enseignant responsable

ADELE GRUEN