Undercover on the world wide web - leveraging the power of virtual ethnography

Anjali Puri, NS Muthukumaran and Ruchika Gupta

The potential of the web as the object of study has remained underexploited in market research. As a rich source of data on people's lives, interactions and opinions, the web offers tremendous possibilities in the years to come.

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...

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