Undercover on the world wide web – leveraging the power of virtual ethnography
Anjali Puri and NS MuthukumaranACNielsen ORG-MARG, India
Ruchika GuptaNokia India Ltd, India
THE LIVING WEB!
There are many ways in which the World Wide Web has been transformational for this generation: as a new medium of communication, as a catalyst to globalization, as a dissolver of boundaries, as a source of knowledge, as a virtual marketplace, and as a convenience in the daily business of living. One of the most significant roles the web has come to play in our lives, however, is...