Qualitative Methods in Digital InquiryEdition 1

Qualitative Methods in Digital Inquiry shows how to design, conduct, and analyse qualitative research in online and technology-rich settings, from virtual ethnography and netnography to visual and arts-based approaches.

Key features include:

• Clear, step-by-step coverage of core methods such as ethnography, case study research, grounded theory, phenomenology, and discourse analysis, with guidance on adapting each approach to platform-based data and hybrid field sites.

• Direct answers to common problems in online fieldwork, including access, consent, anonymisation, and working with large text or platform archives without losing context.

• A balanced approach to research tools, including computer-assisted qualitative data analysis software (CAQDAS) and AI support for coding or text analysis, with emphasis on transparency, reflexivity, and research ethics.

Written for PhD students, early-career researchers, and instructors across the social sciences and management, the book also supports applied researchers in UX, market research, and organisational development.