Project Guidelines for Research Report #2 (Netnography)

PURPOSE:
The purpose of this research project is to apply the knowledge you learned from the previous
course modules on netnograpy and qualitative data analysis/open coding. The key learning
objective is to apply a qualitative research method (netnography) to a social media site as a
means of gaining a deeper understanding of the complexity of this process as it used in a
marketing research context.

SKILLS:
By completing this research project, you will begin the process of understanding how
netnography is used and applied in a marketing context. You will also have an additional
opportunity to practice the open coding process of qualitative data analysis. Such skills are
critical ones in marketing and related career positions, especially in marketing research and the
growing field of social media analytics.

KNOWLEDGE:
This research project will increase your knowledge of how to analyze first-hand consumer
perspectives of a marketing and/or consumer product, service, or idea through the lens of
qualitative marketing research and its various methodologies—in this case, netnography.

TASKS:
For this report, you will complete the following steps. Your final report should not exceed 5
pages (not including the cover page, bibliography, open coding worksheets, and copy of the
social media thread). At any point, you should contact Dr. Houston if you need early feedback
or have any questions.

1. Select one of the following public or corporate social media sites. (These social media
sites have been pre-selected to match the three general topics that you researched for
Research Report #1.) If you would prefer to select a social media site that is not listed
below, please contact me through Canvas email by no later than November 1 so that I
can approve your alternative source in advance. Also, since you will need to conduct
open coding on the respective social media thread, you are strongly advised to use either
Reddit, Facebook or Twitter sites so that you have sufficient textual data to analyze. For
REDDIT sites, you will have to click on the box that says "View Entire Discussion (###
Comments)" in order to see the entire archived discussion thread.
◦ Public Resistance to Face Masks for COVID-19:

 ▪ REDDIT: Public Resistance to Face Masks (Covid-19) SITE #1 Links

to an external site.
▪ https://www.reddit.com/r/insanepeoplefacebook/comments/ixo6p8/
she_has_been_vehemently_antimask_for_months_who/

▪ REDDIT: Public Resistance to Face Masks (Covid-19) SITE #2 Links

to an external site.
▪ https://www.reddit.com/r/news/comments/izo57z/
virus_cases_rise_in_us_heartland_home_to_antimask/

◦ Brand Activism on Climate Change:

▪ REDDIT: Patagonia Has a Hidden Message Links to an external site.
▪ https://www.reddit.com/r/pics/comments/itce6z/
patagoniaamerican_clothing_company_has_a_hidden/

▪ Twitter: @Patagonia (or you can analyze comments on their

Facebook page)

◦ Brand Activism on Systemic Racism:

▪ REDDIT: Which Brands Have You Unfollowed? Links to an external
site.
▪ https://www.reddit.com/r/blogsnark/comments/guw82h/
which_influencers_or_brands_have_you_unfollowed/

▪ Twitter: @benandjerrys (or you can analyze comments on their

Facebook page)
▪ Twitter: @Dove (or you can analyze comments on their Facebook
page)

1. Using the open coding worksheet provided at the following link, identify at least
three (3) open codes with accompanying details. (You will be applying the same open
coding process you used for Applied Learning Exercise #2.). When you are coding the
social media thread (list of posts), you are basically looking for the primary themes
posted by the public and/or the corporation. The typed, completed worksheet(s) should
be included with your report as a Microsoft Word attachment. The open coding sheet
for Report #2 can be found at this link: MKT 4461 Report #2 Open Coding
Worksheet.docx Actions

2. Create a research report (typed in Microsoft Word) that analyzes the social media
site and explains it in context of the issue to which it applies. This will require that
you identify at least three (3) other original articles and/or sources of

 information about the topic you selected (sources should include academic (peer-
reviewed articles, articles from major news sources such as New York Times, articles
from major governmental organizations such as Centers for Disease Control, etc.) Note:
Wikipedia is not a valid source of information. Cite all sources in a bibliography the end
of the report using APA format (for the related APA style guide, see:https://
research.moreheadstate.edu/c.php?g=107001&p=695194 Links to an external site.
).
. Remember, however, that all sources in your bibliography must also be cited at the
proper location in the body of your report. Your report should be a maximum of 5 pages
long. This page count does not include the cover page, bibliography, or any
attachments (such as the open coding worksheet and the copy of the social media
discussion thread).
3. Submit the completed report using the following report structure:
◦ cover page with the course number (MKT 4461), Fall Semester 2022, report name
(Research Report #2: Netnography), your first and last name, CIN number
◦ analysis of your selected social media site (see related Report #2 grading rubric
below for more details). Your analysis should address the following issues related
to the social media site and data you have selected: [A] a contextual analysis of
the topic related to the social media thread, and [B] a written analysis of the social
media thread/comments as it relates to the context you have just described, and
[C] your personal reflections about how this social media thread/comments relate
to the greater context of the related topic
◦ bibliography that lists all of your sources (from assigned readings and/or external
sources)
◦ copy of your completed open coding worksheet(s)
◦ VERY IMPORTANT: a direct web link to the social media thread you analyzed.
Reports will not be graded if this link is not provided.