Current approaches in the ethnographic study of the Internet are diverse; the proliferation of proposals has been numerous in recent years. The methodological approach of virtual ethnography has been broadened and reformulated through new proposals such as digital ethnography, ethnography...

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...