Qualitative Methods in Digital Inquiry

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.