Qualitative research is growing in Asia and globally. In an Asian context, this requires an awareness of a completely different set of norms, practices, and expectations than those covered by books from a western perspective. This handbook truly celebrates these differences. Spanning the full research process, from philosophy and ethics to design and methods and through data collection, management, analysis, and dissemination, it focuses specifically on the practicalities needed to conduct effective and culturally responsive research in the Asian context. This handbook extends beyond researchers actually in Asia and also speaks to researchers working with Asian participants, researching in Asian immigrant neighbourhoods, and studying the larger global topics like socioeconomic challenges, climate change, or technological advancement. This is the first book to focus specifically on qualitative research in the Asian context and includes diverse contributors from Asia such as the Philippines, Singapore, Thailand, India, Oman, China, South Korea, Indonesia, Kazakhstan, Hong Kong, and from other continents such as North America, South America, Africa, Europe, and Oceania. Section 1: Foundations of Qualitative Research in Asia; Section 2: Qualitative Research Designs; Section 3: Best Practices in Dealing with Qualitative Research Data; and Section 4: Other Qualitative Research Topics.


Namita Roy

This chapter introduces netnography as a methodology for qualitative research, particularly in the Asian context. Netnography is described as a research method for not only understanding techno-culture and online sociality but also as an important tool for social media research. With Asia at the forefront of technological adoption and innovation, netnography is useful to understand the Asian digital culture that is being shaped by both Western and indigenous perspectives, rituals, and practices.

Presently, netnography is being used as a qualitative research method in various fields, such as sociology, business, and health, as well as anthropology. Being affiliated with anthropological methodology, netnography uses specific techniques to understand rapidly evolving online cultural phenomena.

This chapter provides a brief overview of the ...

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