the vitality of qualitative research in the era of blogs and tweeting. (esomar qual 2010)

7/23/2019 The Vitality of Qualitative Research in the Era of Blogs and Tweeting. (ESOMAR Qual 2010)

http://slidepdf.com/reader/full/the-vitality-of-qualitative-research-in-the-era-of-blogs-and-tweeting-esomar 1/12

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[SKFAZKZAUC 24;4


Nhtqrao`z ¡ C^HMKR 24;4 :

• Z`c aizcricz krcik ehr ~hnakf aizcrknzahi (kij z`crcehrc jkzk nhffcnzahi! k̀~ az~ hwi aiefscinc hi z`cekncz~ he k tcr~hi z`kz krc htcicj-st „ hezci ~cfe-~kza~eqaio hr ~cfe-aijsfoaio

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• Nhijsnzcj ai nqbcr-whrfj~ kij ~hnakf mafacs waz` z`car hwi cptcnzkzahi~& ihrm~& htthrzsiazac~ kijnhiucizahi~ z`kz aiefscinc ~cfe-trc~cizkzahi hr ‐tcr~hikf-brkijaio‑& jctcijaio hi z`c ~hnakf orhstaio~aiuhfucj - rcmhzc& kihiqmhs~& kfzcr-coh~& tcr~hikfaizamkzc& cptcramcizkf

• K nhizcpz waz` az~ hwi cazoca~z& ihrm~ kij ~hnakf cptcnzkzahi~ kbhsz ~cfe-trc~cizkzahi z`kz hezcicmt`k~a~c~ hsz~thlciic~~& ercc kij aiihukzauc cptrc~~ahi

• Z`c jkzk trhjsncj bq kszhmkzan kikfq~c~ iccj~ cjazaio hr ‐nfcki~aio‑ „ rcmhuaio jstfankzahi~& rc-nhjaiohe ~cizamciz~ hr ukfsc~ bcaio cptrc~~cj) Z`crc krc thzcizakf kmbaosazac~ ai aizcrtrczaio z`c mckiaio he

rcmkrl~ kij cukfskzaio w`cz̀ cr z`cq krc ekuhsrkbfc hr siekuhsrkbfc (arhiq& ehr cpkmtfc!) Ai knhmtkra~hi bczwcci mknàic nhjaio kij `smki kikfq~a~ jhic ehr NB^ Zcfcua~ahi bq ^cizamciz>54& z`cmknàic kikfq~a~ rcthrzcj 0:# he rcmkrl~ wcrc ‐tk~~auc‑& ;;# ‐th~azauc‑& kij 3# icokzauc) @hwcucrz`c `smki kikfq~a~ ehsij hifq >4# he rcmkrl~ wcrc icszrkf& wàfc 5># wcrc th~azauc)(Bsq[skfazqCbhhl~)nhm& 24;4!

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• Z`crc a~ ih eknafazq zh nhizcpzskfa~c z`c mckiaio hr zh n`cnl waz` z`c ksz`hr~ ehr z`car aizcizahi~& hr zh

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zh s~c z`c aizcricz ehr mhhj mkikocmciz kij ~hnakf nhmtci~kzahi bq okaiaio rcnhoiazahi kij ~s~zkaiaiorcfkzahi~àt~)

Ainrck~aio aizcrtcr~hikf nhiicnzauazq& kij okaiaio z`c kzzcizahi he mhrc tchtfc& ainrck~c~ z`c ‐~hnakf nktazkf‑he aijauajskf~ k~ z`cq cifkroc z̀ car iczwhrl uak bhijaio kij brajoaio (Cffa~hi& 244?!) S~cr~ trhjsnc nhizcizehr z`c kjmarkzahi he hz`cr~) Oczzaio rcknzahi~ bsafj~ st qhsr ~zkzs~ kij kttkrciz thtsfkrazq& ~h z`c mhrcksjknahs~ z`c th~zaio~& z`c bczzcr zh okai kzzcizahi) Bq mklaio qhsr~cfe hsz~zkijaio kij aizcrc~zaio qhsbsafj st k ja~zainzauc ajcizazq) Zà~ nki hezci bc knàcucj bq `kuaio cnncizran& cpzrcmc uacw~) Z`c kam a~ zhocz th~azauc rcknzahi~ bsz& ehr ~hmc& icokzauc rcknzahi~ ~cruc k~ wcff zh bsafj st z`car trheafc kij cuciihzhraczq)



[SKFAZKZAUC 24;4


Nhtqrao`z ¡ C^HMKR 24;4 3

Rc~ckrn` kf~h ~sooc~z~ z`crc a~ k ihzkbfc ja~zainzahi bczwcci hifaic eracij~ kij rckf-whrfj eracij~)Th~zaio~ krc rcnhoia~cj k~ k mcki~ he ~cfe-cptrc~~ahi& bsz ihz zklci kz eknc-ukfsc& hr k~ `kuaio z`c ~kmcnrcjabafazq kij ksz`hrazq k~ ~zkzcmciz~ mkjc ai z`c rckf whrfj (Sra~zk cz kf& 2441!

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Ehr z`h~c ekmafakr waz` z`c ‐S~c~ kij Orkzaeankzahi~‑ tkrkjaom& z`c mhrc rcnciz kttrhkn` a~ bk~cj hi ~hnakf-nhoiazauc z`chrq rkz`cr z̀ ki iccj~ kij orkzaeankzahi~) @crc& aizcricz bc`kuahsr a~ ~cci zh bc jrauci bq‐bc`kuahsrkf aincizauc~‑ (rkz`cr z`ki ‐iccj~mhzauc~‑! kij ‐tcrncaucj hsznhmc~ he knzahi~‑ (hr orkzaeankzahi~!)Z`c fkioskoc a~ jaeecrciz& bsz z`c sijcrfqaio nhinctz~ krc ucrq nhmtkrkbfc)

âp bk~an aincizauc~ krc th~azcj7 Ihucf ~ci~hrq cptcracinc& ^hnakf aizcrknzahi& ^zkzs~& Mhiczkrq& Cighqkbfcknzauazq& kij ^cfe-rcknzauc aincizauc~ (a)c) kttrhukf he hz`cr~! (Bkijsrk& ;105!) Z`c n`kioc he tkrkjaom wk~iccjcj bcnks~c rc~ckrn` aijankzcj z`kz nhiucizahikf S~c~ kij Orkzaeankzahi~ rc~ckrn` sijcr-cmt`k~a~cjz`c aiefscinc he ^zkzs~ kij Mhiczkrq aincizauc~ ai z`c s~c he z`c aizcricz) Z`c tcrncaucj kbafazq he z`caizcricz zh amtrhuc hic‑~ fhz ai faec& bhz` eaikinakffq kij ~hnakffq& cmcroc~ k~ k thwcresf mhzaukzaio eknzhr ehrz`c s~c he zà~ mcjasm) Z`c aizcricz a~ s~cj ai wkq~ z`kz cinhsrkoc ~cfe-orkzaeankzahi kij ~hnakf ja~tfkq)

‖Ihw az kttckr~ z`kz ~hnakf ~zkzs~& ihz ~hnakf ~stthrz& mao`z bc z`c tramc mhucr ai aizcricz s~koc” (FkRh~c

kij Ck~zai& 244:!)

Fhw ~cfe-c~zccm `k~ bcci ~`hwi zh rcfkzc zh ào` s~c he z`c aizcricz ehr ~hnakf aizcrknzahi kij esi (TcwRc~ckrn` Ncizcr& 2442!) S~cr~ krc kbfc zh ~ccl ~cfe-orkzaeankzahi kij ~hnakf amthrzkinc z`rhso` z`c s~c hekfzcr-coh~ kij cpzrcmc ucr~ahi~ he z`cm~cfuc~& z`kz bckr fazzfc rcfkzahi zh z`car cucrqjkq bc`kuahsr)

Z`crc a~ k erccjhm hi z`c aizcricz zh cptrc~~ hsr~cfuc~ kij nrckzc ~cfe-ajcizazac~ waz`hsz z`c ihrmkfnhi~zrkaiz~ he eknc-zh-eknc aizcrknzahi& kij z`c ammcjakzc ihi-ucrbkf eccjbknl z`kz aijankzc~ z`c rcknzahi~he hz`cr~ bq ~aoikffaio z`car jhsbz& {saankfic~~ hr ja~kttrhukf) Z`c aizcricz a~ k mcki~ he cptcramcizaio&kij zc~zaio hsz z`c rcknzahi~ he hz`cr~)

‖\Bq eaijaio rc~thi~auc ksjacinc~] hi z`c aizcricz kij cptrc~~aio hsr~cfuc~ ai z`h~c ucisc~& wc ci`kinc hsr ~hnakf ~zkzs~ ‥ Az a~ k mcki~ he nhi~zkizfq cptfhraio kij zrqaio hsz icw& amtrhucj ucr~ahi~ he hsr~cfuc~)” (FkRh~c kij Ck~zai& 244:!

Mhrc ~tcnaean rc~ckrn` hi bfhooaio `k~ cpzcijcj kij kjjcj jczkaf zh z`c~c eaijaio~)

^cuci mhzauc~ ehr ~hnakf iczwhrlaio wcrc ajcizaeacj bq Jki Fa (2443!7 Jhnsmcizaio z`c bfhoocr‑~ hwi faec< Amtrhuaio wrazaio< ^cfe-cptrc~~ahi< Kttckf he z`c mcjasm< Kn{saraio aiehrmkzahi& Tk~~aio zamc& ^hnakfa~aio )(Ki cao`z` bc`kuahsrkf aincizauc „ ‐Tk~~aio Zamc‑ „ wk~ z`c hifq eknzhr ihz nhrrcfkzcj waz` bfhooaio&kfz`hso` az a~ ki amthrzkiz aiefscinc hi ZU uacwaio kij Aizcricz s~koc)!



[SKFAZKZAUC 24;4



Zqtankf n`krknzcra~zan~ he ~hnakf mcjak s~cr~ krc7

• Knzauc rkz`cr z`ki tk~~auc „ az iccj~ aiuhfucmciz& zklc~ ceehrz kij a~ tfkiicj kij tsrth~auc

• ^cfe-rcecrcizakf ) Knzaucfq s~c bfho~ zh ~kza~eq z`car hwi iccj~) Nrckzaio k mhrc aizcrc~zaio& ja~zainzauc~cfe-amkoc& wàn` hezci mcki~ trc~cizaio k mhrc cpzrcmc ucr~ahi zh trhjsnc ki aijauajskf ajcizazq

• Ai esff nhizrhf hucr z`c nhizciz zh cptrc~~ htaiahi~ ai ki kzzrknzauc kij tcr~sk~auc wkq zh aiefscinchz`cr~

• Nhizrhffcj ~hnakf aizcrknzahi ) Th~zaio~ zklc tfknc ai k ~tcnaean& ~tcnakfa~cj ~hnakf ciuarhimciz waz` az~hwi ihrm~ kij cptcnzkzahi~ z`kz jaeecr erhm hz`cr ~hnakf nhizcpz~ (nhizrhffcj& ~kec& fc~~ z`rckzciaio&hucrnhmaio ~cfe-nhi~nahs~ic~~!

• Rcfck~aio cmhzahi „ ki hszfcz ehr rcfck~aio eccfaio~ (Ikrja& 244:< ^zkeehrj cz kf& 244:!) Kiaijauajskfa~zan rctrc~cizkzahi he ~cfe z`kz trhuajc~ ~cfe-esfeafmciz (Tktkn`kra~~a& 244:!

' ^cfe-jhnsmcizaio - Tcr~hikf cptcracinc~ (~sn` k~ `hbbac~ kij aizcrc~z~! wcrc z`c mh~z nhmmhizhtan~ he ~hnakf mcjak th~zaio~& wàn` wcrc mh~zfq ihz hraoaikf hr nrckzauc) ^cfe hracizkzcj zhtan~ krcz`c mh~z thtsfkr) Z`c aizcizahi a~ hezci zh nrckzc kzzcizahi kij trhuhlc rc~thi~c~ kij eccj-bknl)

' ^cfe-cptrc~~ahi „ ‐^`hw mq tcr~hikfazq‑) Zcff hz`cr~ kbhsz mq~cfe „ ki aijauajskfa~zan rctrc~cizkzahi he~cfe z`kz trhuajc~ ~cfe-esfeafmciz) Zà~ eknzhr a~ kf~h nfh~cfq rcfkzcj zh z`c ~hnakf mhzauc~ ai bfhooaio&cijhr~aio z`c uacw z`kz bfhoocr~ ~zrhiofq ~ccl zh jrkw kzzcizahi zh z`cm~cfuc~ kij trhuhlc rc~thi~c~

Ai Jki Fa‑~ ~zsjq he Kmcranki ~zsjciz~& z`c fk~z zwh wcrc z`c mh~z ~aoiaeankiz bc`kuahsrkf aincizauc~7

‖âinc bfho~ krc k ucisc ehr trc~cizaio hic~cfe& bfhoocr~ n`hh~c zh c~zkbfa~` k ~cfe amkoc bq jarcnzfq zcffaio rckjcr~ ~hmczàio kbhsz z`cm~cfuc~ hr aijarcnzfq cptrc~~aio ~zkijthaiz~ zh ~hmc a~~sc~ zh oauc ~hmc àiz~ z`rhso`)” (t);2>!

Az wk~ kf~h ehsij ai zà~ rc~ckrn` z`kz ecmkfc~ wcrc mhrc falcfq zh zrckz k bfho k~ ki a~hfkzcj hifaic ajcizazqwàn` a~ ihz nfh~cfq nhiicnzcj waz` z`car heefaic ajcizazq) Z`cq wcrc kf~h mhrc htci zh rckjcr~ ai zcrm~ hew`kz z`cq ja~nfh~cj& wàfc kz z`c ~kmc zamc bcaio mhrc rc~crucj w`ci oauaio nfsc~ zh z`car cucrqjkqajcizazq) Zà~ kokai jrkw~ kzzcizahi zh z`c jaeecrcinc bczwcci rckf-whrfj kzzazsjc~ kij ukfsc~ kij z`h~ccptrc~~cj z`rhso` bfho~)

Cuci z`c bh~~ he Ohhofc& Jr) Cran ^n`majz `k~ ~kaj rcncizfq (BBN Icw~iao`z trhorkmmc& ;0z` Ksos~z&

24;4! z`kz tchtfc krc s~aio z`c aizcricz zh bhh~z z`car ~hnakf amkoc jcfabcrkzcfq& bsz z`cq mkq bc ehrncj zhn`kioc z`car ajcizazq zh ercc z`cm~cfuc~ erhm z̀ c ~cfe-amkoc~ z`cq nrckzcj w`ci z̀ cq wcrc qhsio) Ai z`c~kmc trhorkmmc& ^krk` Bfhw& z`c ehsijcr he Oarfq Occljhm Jaiicr~& jc~nrabcj `hw ~`c ~ctkrkzc~ `cr‐Ajcizazq‑ kij z`c ‐Tcr~hik‑ ~`c kjhtz~ hi-faic& wàn` nki bc nrckzcj krhsij tkrzansfkr ~czzaio~ kij~azskzahi~) ^`c wk~ ~zrhiofq he z`c htaiahi z̀ kz az a~ kff nhizraucj kij nhi~zrsnzcj hi z`c aizcricz „ ‐A `kuc k jaeecrciz tcr~hik hi Ekncbhhl& wàn` a~ k~~hnakzcj waz` mq bs~aic~~& kij hi Zwazzcr& wàn` a~ k jaeecrciz mc kij ucrq zrki~aciz‑ ) Ehr `cr& z`c~c msfzaeknczcj fauc~ krc thhrfq aizcorkzcj& ~cfe-~cruaio kij efattkiz& k~wcff k~ sircosfkzcj bq ~hnakf rcknzahi~ kij nraza{sc~)



[SKFAZKZAUC 24;4


Nhtqrao`z ¡ C^HMKR 24;4 ?

Rc~ckrn` ~sooc~z~ whmci ai ocicrkf nhi~ajcr th~zaio~ k~ ki aizcrtcr~hikf nhmmsiankzahi n`kiicf& wàfcmci tcrncauc z`cm k~ k mk~~ mcjak cptrc~~ahi he z`car uacw~ kij htaiahi~) Mci jh ihz jrkw z̀ cja~zainzahi bczwcci z`car hee-faic kij hifaic ajcizazq zh z`c ~kmc cpzciz& hr z`cq krc ihz k~ kwkrc he kiqjaeecrcizakzahi) Ai ocicrkf& mci rcokrjcj bfho~ k~ ki cpkoocrkzcj cpzci~ahi he z`car cucrqjkq ajcizazq aizhnqbcr ~tknc& kij tsrth~cesffq kam zh kzzrknz mhrc rckjcr~ bq ~sbmazzaio bfho~ zh ~ckrn` cioaic~ hrcpn`kioaio fail~ waz` hz`cr wcb~azc~) Z`c~c eaijaio~ thaiz zh mkfc bfhoocr~‑ ~zrhiocr aizcizahi zh bc thtsfkrai z`c bfhoh~t`crc kij zh okai z`c kzzcizahi he z`c wajcr whrfj)

Z`c mhzaukzaio ehrnc~ he jaeecrciz bfhoocr~ nki bc ajcizaeacj zh ~hmc cpzciz erhm z`car bc`kuahsr hi z`c icz&wàn` mkq k~~a~z ai aizcrtrczaio z`c ~zkzs~ kij hbgcnzauc~ he z`car nhmmciz~ kbhsz cucrqjkq faec z`rhso`z`car bfho~) Bfhoocr~ w`h wcrc mh~z jrauci bq ~hnakf mhzauc~ trhuajcj mhrc fail~ he hic ~hrz hr kihz`crehr rc~thi~c~ kij rctfac~) Ai nhizrk~z ~zrhiocr iccj~ ehr ~cfe cptrc~~ahi nhrrc~thijcj waz` oauaio mhrctcr~hikf aiehrmkzahi kij fc~~ ainfaikzahi zh trhuajc `qtcr-fail~

‖âinc z`c~c bfhoocr~ tkq mhrc kzzcizahi zh z`c trhnc~~ he cptrc~~aio z`car hwi htaiahi~& z`cq whsfj bc fc~~ falcfq zh mklc ceehrz~ zh hbzkai z`c htaiahi~ he hz`cr~ wàn` z`cq mkq eaij ja~zrknzaio& kij bc ja~zrknzaio zh z`car rckjcr~” (Jki Fa& 2443!

Kf~h& ~cfe-cptrc~~ahi& ~cfe-jhnsmcizaio kij ~hnakfa~kzahi mhzauc~ wcrc failcj zh orckzcr ja~tfkq~ he t`hzh~he z`cm~cfuc~& eracij~ kij ekmafac~ (wàn` krc hz`cr wkq~ he okaiaio kzzcizahi kij uauajfq cptrc~~aiohic~cfe!)

@H_ JHC^ ^HNAKF MCJAK MHIAZHRAIO NHMTKRC _AZ@ HZ@CR NHI^SMCR RC^CKRN@

ZCN@IA[SC^8Nhmmcizkzhr~ `kuc bcci {sanl zh trhmhzc z`c bciceaz~ he ^MM kij ~hsij wkriaio~ ehr zrkjazahikfrc~ckrn` nhmtkiac~ kij mcz`hj~) @hwcucr& ai z`c `qtc ~srrhsijaio z̀ c jcucfhtmciz he ^MM& fazzfc~q~zcmkzan nhmtkra~hi `k~ bcci nkrracj hsz& kij z`c lcq n`krknzcra~zan~ kij bciceaz~ he c~zkbfa~`cjmcz`hj~ mkq bc hucrfhhlcj)

Z`crc a~ k iccj zh rcmaij hsr~cfuc~& aijccj zh cmt`k~a~c z`c uarzsc~ wàn` `kuc bcci rceaicj hucr mkiqqckr~ he jcucfhtmciz ai nsrrciz [skfazkzauc kij [skizazkzauc rc~ckrn` trknzanc& ai nk~c z`c~c krc hucrfhhlcjai z`c ciz`s~ak~m ehr z`c icw)

^MM ~`krc~ ~hmc kzzrabszc~ (ohhj kij bkj! waz` c~zkbfa~`cj [skizazkzauc kij [skfazkzauc rc~ckrn`

kttrhkn`c~& bsz z`crc krc mhrc jaeecrcinc~ k~ ~smmkra~cj ai zkbfc ;)

Zà~ zkbfc ~`hw~ ~hmc he z̀ c lcq kzzrabszc~ kij n`krknzcra~zan~ he [skizazkzauc kij [skfazkzauc rc~ckrn`) Azkf~h aijankzc~ wàn` he z`c~c eckzsrc~ krc ~`krcj bq ^hnakf Mcjak Mhiazhraio)

Z`c zkbfc jcmhi~zrkzc~ z`kz ^hnakf Mcjak Mhiazhraio a~ jaeecrciz zh bhz` [skfazkzauc kij [skizazkzaucrc~ckrn` trknzanc~& kfz`hso` az ~`krc~ mhrc ~amafkrazac~ waz` [skizazkzauc rc~ckrn` z`ki [skfazkzauc)



[SKFAZKZAUC 24;4



ZKBFC ;NHMTKRA^HI HE ^MM _AZ@ C^ZKBFA^@CJ RC^CKRN@ MCZ@HJ^

^MM ~am afkra z ac~ w az ` [skiz kij [skf kttrhkn`c~7

[skiza zkzauc [skfazkzauc C~~cizakffq ismcran jkzk Fkroc ~kmtfc~ Trhjsnc ‐~hsij bazc~‑

„ Jaeeansfzac~ sijcr~zkijaio rcmkrl~&cukfskzaio w`cz`cr ekuhsrkbfc hrsiekuhsrkbfc (arhian!

„ Rsjamcizkrq ~nkfc~ ehr ~zrcioz` he

eccfaio~)

^thizkichs~& sitrhmtzcj uacw~ kijhtaiahi~)

Sibak~cj) Rcnctzauc& htci kttrhkn` (bqzrkaicj rc~ckrn`cr~!

Erccjhm ehr rc~thijciz~ zh ~cz z`c kocijk ^thizkichs~ rcmkrl~ kij ja~nfh~src~

„ Jctcij~ hi raohrhs~& ai~ao`zesf& nhizcizkikfq~c~ (sibak~cj& z`hrhso`!

„ Thzcizakf ehr bak~ ai ncrzkai nhizcpz~ „ Ehrcpkmtfc& kikfq~a~ bq sizrkaicj rc~ckrn`cr~

[skiz kij [skf jae ecrcinc~ er hm ^MM7

Trcna~c ~kmtfaio Nhizrhffcj& ~zkijkrja~cj {sc~zahiaio Rkzaio~ kij cukfskzahi~ zkroczcj zh

rc~ckrn` hbgcnzauc~ ^hmc nfkraeankzahitrhbaio he mckiaio

kij cukfskzahi~ ai rc~thi~c~ Nki zc~z nhinctz~ kij ~zamsfa

„ Sinfckr ~hnakf cptcnzkzahi~ ~zkijkrj~ he ki kihiqmhs~ aizcruacwcr) _ckl rcfkzahi~àt

„ ^stcreanakf (cuci sinhmehrzkbfc!rcfkzahi~àt kij ~azskzahikf nhi~zrkaiz~

„ Kmbaoshs~ rhfc kij ~hnakf cptcnzkzahi~rc~zranzja~zhrz ~cfe-trc~cizkzahi

„ Rc~zranzcj s~c he ~zamsfa (ehrjcucfhtmcizkf rc~ckrn`!

Jarcnz nhizknz aizcrn`kioc waz` nhi~smcr Rc~thijciz~ `ckr z`cm~cfuc~ kij (ai Orhst~!

okai eccjbknl erhm tccr~ „ orhsijcj airckfazac~

Tkrzanatkiz~ ~`krc ~hmc rcfcukiz nhmmhicptcracinc~ hr aizcrc~z~

Ehns~~cj hi rc~ckrn` hbgcnzauc~) Trhbfcmajcizaeankzahi kij ~hfszahi hracizkzcj

Aizci~c& knzauc fa~zciaio (Rhocraki aizcruacw!)Ohc~ bcqhij ~stcreanakf

Jczcnz~ z`c ‐`hw tchtfc krc zkflaio‑ k~ wcff k~z`c ‐w`kz tchtfc krc ~kqaio‑& wàn` aijankzc~z`c cmhzahi~ kij ~zrcioz` he eccfaio~ bcaiocptrc~~cj

Mhrc htthrzsiazac~ zh orhsij z`cnhiucr~kzahi ai rckf faec kij z`c mkrlcztfknc

Trhbc zh cptfhrc kij nhiearm jarcnzfq z`ciskinc~ he ajck~& mckiaio~ kij ukfsc~)

Zc~z ~zrcioz` he eccfaio~ kij z`c sijcrfqaiojraucr~ bcàij kzzazsjc~ kij ajck~

Nki n`kffcioc ~cfe-aijsfociz~kza~eqaiorcmkrl~

‐Zrakiosfkzahi‑ zh zc~z z`c ukfajazq he kzzazsjc~kij ajck~

Efcpabfc s~c he ~zamsfa ehr nhinctzjcucfhtmciz

„ ^mkff ~kmtfc~) Sirctrc~cizkzauc „ Si~q~zcmkzan s~c he ~zamsfa „ @hz-`hs~aio jcna~ahi~ kij ~ckrn` ehr

sikiamazq w`ci aiuhfucmciz a~ wckl „ ‐Rsfc~ he ciokocmciz‑ ihz nfckrfq jceaicj

aijankzc~ kjukizkochs~ eckzsrc~< „ krc ja~kjukizkochs~ eckzsrc~



[SKFAZKZAUC 24;4



Erhm zà~ zkbfc& ^MM kttckr~ zh bc k ja~zainz kij jaeecrciz laij he rc~ckrn`& waz` az~ hwi eckzsrc~& bszwaz`hsz mkiq he z`c jc~arkbfc kzzrabszc~ ehsij ai c~zkbfa~`cj [skfazkzauc kij [skizazkzauc kttrhkn`c~ z`kz`kuc bcci rceaicj hucr z`c qckr~)

Az a~ cuajciz z`kz ^MM a~ ihz k rctfank ehr w`kz nki bc knàcucj bq hz`cr rc~ckrn` mcz`hj~) Ai tkrzansfkr& az`k~ ih rhfc ai zc~zaio rc~ckrn` nhinctz~& icw trhjsnz jcucfhtmciz& hr hz`cr rc~ckrn` hbgcnzauc~ aiuhfuaioz`c s~c he ~zamsfs~ mkzcrakf~)

_@KZ JAEECRCIZAKZC^ [SKFAZKZAUC RC^CKRN@8 „ Z@C LCQ JA^ZAIOSA^@AIO ECKZSRC^Z`crc krc z`rcc nrazankf eckzsrc~ wàn` jaeecrcizakzc [skfazkzauc Rc~ckrn` (k~ trknza~cj ai AJA~& Ehns~Orhst~& czn)! erhm ^MM) Z`c~c jaeecrcinc~ oauc [skfazkzauc Rc~ckrn` k sia{sc th~azahi k~ k rc~ckrn` zhhfwàn` ~cz az ktkrz erhm hz`cr zcnìa{sc~) Z`c~c fac ai az~7

Jarcnz jakfhosc hr nhiucr~kzahi bczwcci nhi~smcr~ kij rc~ckrn`cr~ z`kz rc~tcnz~ z`c iskinc~ hemckiaio~

Eknafazq zh fa~zci ehr z`c sijcrfqaio ikrrkzauc (~hmczamc~ si~thlci! wàn` nhiicnz~ nhi~smcr iccj~&tcr~hikf ohkf~ kij jrauaio ehrnc~ ehr z`c brkij heecraio kij s~koc

Jqikman& aizcr-knzauc {skfazac~ zh knàcuc k mcczaio he maij~ „ z`kz a~& k ~`krcjmszskf sijcr~zkijaio hekihz`cr‑~ whrfj wàn` a~ icohzakzcj& nfkraeacj kij korccj& zhocz`cr waz` z`c tcrnctzahi~ kij mhzaukzahi~sijcrfqaio z`kz whrfj-uacw

_`kz jaeecrcizakzc~ ^MM erhm [skfazkzauc rc~ckrn` a~ az~ rcmhzcic~~ kij ukoscic~~ ai sijcr~zkijaio w`kzwk~ rckffq mckiz bq w`kz wk~ wrazzci& ai zcrm~ he az~7 nhizcpzskfa~kzahi& kam~ kij aizcizahi~< mckiaio kijukfsc~ ehr z`c ~tcklcr< sijcrfqaio mhzaukzahi~ kij rcfcukinc ai z`c rckf whrfj<

Ai {skfazkzauc rc~ckrn`& wc nki mhuc erhm ~zkzcmciz~ he bcface kij htaiahi zh k jcctcr sijcr~zkijaio henhi~smcr tcrnctzahi~& kzzazsjc~& kij aizcizahi~ z`kz sijcrtai z`h~c bcface~& kij nki bc kjjrc~~cj jarcnzfqbq mcki~ he z`c hiohaio nhiucr~kzahi)

Z`c amthrzkinc he nhiucr~kzahi ai rcuckfaio nhi~smcr kzzazsjc~ kij sijcr~zkijaio tcrnctzahi~&aizcizahi~ kij knzahi~Knnhrjaio zh @krrc (;1?1!& z`c ~zkijkrj ehr aizcruacw~ a~ z`kz z`cq ~`hsfj kttrhpamkzc zh cucrqjkq&aizcrtcr~hikf nhiucr~kzahi~& wàn` eknafazkzc ~hnakf aizcrknzahi kij ~hnakf hrjcr) Hrjaikrq nhiucr~kzahi a~jctcijkbfc k~ ki cptrc~~ahi he tcr~hikf ajck~ kij kzzazsjc~ sifc~~ z`crc krc orhsij~ ehr bcfacuaio

hz`crwa~c (ai z`c wkq ~hmczàio a~ ~kaj& erhm nhizrkjanzahi~ ai z`c ~zkzcmciz~ mkjc& k~~c~~mciz he z`cfalcfa`hhj he bak~!) Ae ihz& hic-zh-hic `smki aizcrknzahi whsfj nck~c zh `kuc mckiaio kij s~cesfic~~)

Z`c lcq eckzsrc~ z`kz ja~zaiosa~` ki ‐cucrqjkq nhiucr~kzahi‑ (k~ htth~cj zh hz`cr zqtc~ he ~hnakf cpn`kioc~!krc bk~cj hi ‐oczzaio zh lihw ckn` hz`cr‑ ) Zà~ aiuhfuc~ aizcrc~z ai lihwaio kbhsz z`c hz`cr tcr~hi& ~hmcmszskf ~`kraio he htaiahi~ kij kzzazsjc~& c{skfazq he ~zkzs~& htciic~~ kij ~cfe-rcucfkzahi& kuhajkinc henrazana~m kij bfkmc (knnctzaio!) Nhiucr~kzahi a~ mkjc st he knnhsiz~ (hr ~zhrac~! kbhsz tcr~hikf cuciz~&aijauajskf sijcr~zkijaio he z`c whrfj krhsij (ainfsjaio trhjsnz~ kij brkij~!& kam~ kij kmbazahi~&tcrnctzahi~ he z`c wkq~ ai wàn` ~hnakf aizcrknzahi~ whrl& kij z`c amtfanaz rsfc~ kij ukfsc~ osajaiokmbazahi~& n`hanc~ kij faec~zqfc~) (Ehr k esffcr cptfkikzahi& ~cc7 Brkiz`wkazc& ;10>!



[SKFAZKZAUC 24;4


Nhtqrao`z ¡ C^HMKR 24;4 ;4

Rc~thijciz~‑ knnhsiz~& hbzkaicj ai z`c~c narnsm~zkinc~ he kttkrcizfq hrjaikrq nhiucr~kzahi~& krc s~cesf aircuckfaio z`car tcrnctzahi~ he z`c ~hnakf whrfj& jc~arkbfc rctszkzahi~ kij wkq~ he knàcuaio z`cm& z`c wkqrsfc~ whrl ai knàcuaio (hr àijcraio! ~hnakf ohkf~& kij z`c ukfsc~ k~~hnakzcj waz` ohkf~& trhjsnz~ kijknzauazac~ s~cj zh nrckzc hsr ~hnakf ajcizazac~)

@hwcucr& knnhsiz~ ~`hsfj ihz bc zklci ~amtfq kz eknc ukfsc) Tcr~hikf knnhsiz~ (hr z`c nhmmcizkrq~srrhsijaio hsr knzahi~ kij aizcizahi~! krc mhrc ~cfe-nhi~nahs~ kij ~cfe-gs~zaeqaio z`ki z`c knzahi~z`cm~cfuc~& bcnks~c z`cq rctrc~ciz z`c wkq z`c knzhr whsfj falc zh bc gsjocj) Zà~ a~ hic he z`c ukfsc~ hetrhgcnzauc zcnìa{sc~ wàn` erkmc z`c knzahi~ k~ z`h~c he ‐~hmchic cf~c‑) _c krc mhrc rcfakbfc kztrcjanzaio z`c bc`kuahsr he hz`cr tchtfc z`ki he hsr~cfuc~& bcnks~c z`c ehrmcr knnhsiz~ krc ihz trcgsjancjbq ~cfe-trc~cizkzahikf bak~c~) @hwcucr& z`crc a~ kf~h ukfsc kij s~cesfic~~ ai lihwaio `hw z`c rsfc~ kijrcwkrj~ he ~hnakf bc`kuahsr whsfj ajckffq whrl ehr z`c nhi~smcr)

Ai hrjcr zh ocz bcqhij ~cfe-gs~zaeqaio knnhsiz~& ~laff kij ~ci~azauazq krc rc{sarcj erhm ki aizcruacwcr7

• Z`c ‐~laff‑ he aizcruacwaio a~ ai hucrnhmaio z`c ammcjakzc nhi~zrkaiz~ kij krzaeanakfazq he z`c aizcruacwnhizcpz& kij ehns~~aio z`c rc~thijciz hi z`c ~hnakf ~azskzahi (kij ~q~zcm~! w`crc z`c ~hnakf knzahi~ heaizcrc~z zklc tfknc (c)o)7 bsqaio& s~aio& ja~tfkqaio& cighqaio brkij~ kij trhjsnz~!) Zà~ a~ knàcucj bqoczzaio aiuhfucj ai z`c aizcruacwcc‑~ ~hnakf whrfj kij ~`kraio z`car eccfaio~ kbhsz z`c ~azskzahi)

• ‐^ci~azauazq‑ fac~ ai fa~zciaio zh ki knnhsiz kij jczcnzaio z`c nsc~ (ucrbkf kij ihi-ucrbkf! wàn`jaeecrcizakzc bczwcci z`c r`czhran (z`c zàio~ wàn` krc ~kaj bcnks~c z`cq krc z`c ~hnakffq trc~nrabcjuacw& k~ wcff k~ z`c ~hnakffq ai~tarcj ofh~~ z`kz a~ tsz hizh k ~azskzahi! kij z`c mhrc aiwkrjfq tcr~hikftcr~tcnzauc)

Fa~zciaio `k~ fhio bcci rcnhoia~cj k~ k lcq rc~hsrnc ai z`c {skfazkzauc rc~ckrn` aizcruacw& kfhio waz` az~jqikman kij aizcrknzauc eckzsrc~) Cmt`k~a~ wk~ kokai jarcnzcj zh z`c amthrzkinc he ~ci~azauc fa~zciaio kzz`c rcnciz AGMR Rc~ckrn` Mcz`hj~ Ehrsm cizazfcj ‐^zkrz Fa~zciaio& ~zht k~laio‑& w`crc z`c mkai nhincri~wcrc z`kz z`c {sc~zahi~ ai {sc~zahiikarc~ ~`ktc kij bak~ rc~thi~c~)

Z`c ~hfszahi trhuajcj bq ^MM a~ zh nhffcnz ~thizkichs~ hszthsraio~ he htaiahi~ kij kzzazsjc~) @hwcucr&waz`hsz k esff kwkrcic~~ he z`c nhizcpz ai wàn` z`c~c ~zkzcmciz~ krc mkjc& az a~ jaeeansfz zh esffq sijcr~zkij&hr bc ncrzkai kbhsz z`car mckiaio~)

Ai k brace nhmmcizkrq hi z`c AGMR Ehrsm& Rhq Fkiomkaj (24;4! oauc~ ki cpzrkhrjaikrq ai~ao`z aizh w`kzfa~zciaio mcki~) K~ Fkiomkaj ~`hw~& [skfazkzauc rc~ckrn` a~ msn` mhrc ceecnzauc kz zà~ zk~l& kij `k~ kwajc rkioc he zcnìa{sc~ zh amtrhuc fa~zciaio kij sijcr~zkijaio he w`kz a~ mckiz ai nhiucr~kzahi7

• Bsafjaio ki kzmh~t`crc he th~azauc rcokrj waz` z`c aizcruacwcc (Rhocr~& 244:!

• ^nkiiaio nhizaishs~fq jsraio z`c aizcruacw ehr kfzcrikzauc mckiaio~

• Kwkrcic~~ he ihi-ucrbkf nhmmsiankzahi he ukfsc~ kij kzzazsjc~

• Trhbaio ehr nfkraeankzahi kij jcctcr sijcr~zkijaio



[SKFAZKZAUC 24;4


Nhtqrao`z ¡ C^HMKR 24;4 ;;

• Zsiaio-ai zh jaeecrciz fkqcr~ he z`c aizcrikf nhiucr~kzahi~ wàn` zklc tfknc ai z`c ~tcklcr~ maij „ z`ctraukzc< z`c tsbfan< z`c ~crahs~ hr tfkqesf< z`c rsmaikzaio~tcnsfkzaio< z`c nfh~aio-hee w`ci z`crc a~rcfsnzkinc zh rcuckf mhrc kij z`c iccj ehr tcr~hikf ncrzkaizq kij rc~hfszahi

• Zrakiosfkzahi „ k~laio z`c ~kmc {sc~zahi ai jaeecrciz wkq~

• Nsfzaukzaio aizraoscj nsrah~azq ai fa~zciaio zh w`kz hz`cr~ ~kq

NHINFSÂHI^[skfazkzauc Rc~ckrn` kij ^hnakf Mcjak Mhiazhraio `kuc ~amafkrazac~ ai z`car hbgcnzauc~& bsz z`car jaeecrcinc~ aikttrhkn` kij zcnìa{sc mcki z`kz w`kz z`cq nki knàcuc a~ wajcfq ~ctkrkzcj)

Bhz` mcz`hj~ tsz k ào` ukfsc hi ~thizkicazq he cptrc~~ahi& bsz z`c wkq~ ai wàn` z`cq knàcuc zà~& kij

z`car kbafazq zh fail z`c mckiaio he szzcrkinc~ zh sijcrfqaio mhzauc~& tcrnctzahi~& rcfkzahi~àt~ waz` brkij~&aizcrc~z ai trhjsnz~ kij ~cruanc~& kij z`car s~c~ ehr z`cm ai cucrqjkq faec& krc ucrq jaeecrciz)

[skfazkzauc Rc~ckrn` a~ k sia{sc kttrhkn` ai sijcr~zkijaio kij fckriaio erhm nhi~smcr~& waz` k orckzcrnktknazq ehr rc~ckrn`-bk~cj ai~ao`z~ aizh z`car z`hso`z~& eccfaio~ kij knzahi~) Ai tkrzansfkr& {skfazkzaucrc~ckrn` esinzahi~ bq sijcr~zkijaio z`c aizcizahi k~ wcff k~ z`c nhizcpz he w`kz a~ ~kaj& kij az~ rcfcukinc zhbc`kuahsr ai rckf ~azskzahi~ waz` z`car ai`crciz bkrracr~ kij nh~z~)

^hnakf mcjak mhiazhraio `k~ mhrc ~amafkrazac~ waz` {skizazkzauc rc~ckrn` zcnìa{sc~ kij mkq bc k ucrqceeanaciz wkq he ukfajkzaio eaijaio~ erhm {skfazkzauc rc~ckrn` hi fkrocr ~kmtfc~)

Ai z`c nhizcpz he rc~ckrn` hbgcnzauc~& {skfazkzauc rc~ckrn` ~`hsfj bc ehns~cj hi okaiaio ai~ao`z~ kij z`csijcr~zkijaio he trhnc~~ „ `hw mkrlczaio whrl~ ai mcczaio nhi~smcr iccj~ kij kmbazahi~) ^MM a~ hicth~~abfc wkq zh mhiazhr mhucmciz kij zrcij~ ai z`c mkrlcz tfknc& bsz az a~ fc~~ ~ci~azauc ai jczcnzaio z`cnks~c~ he z`kz n`kioc& hr z`c rcmcjac~)

RCECRCINC^

Bkijsrk& K) (;105!) ^hnakf ehsijkzahi~ he z`hso`z kij knzahi7 K ~hnakf nhoiazauc z`chrq) Ciofcwhhj Nfaee~& IG7Trcizanc-@kff

Brkiz`wkazc& K) (;10>! âzskzahi~ kij ^hnakf Knzahi~7 Kttfankzahi~ ehr mkrlczaio he rcnciz z`chrac~ ai ~hnakft~qn`hfhoq) Ghsrikf he z`c Mkrlcz Rc~ckrn` ^hnaczq 23& ;1->0

Bsq[skfazqCbhhl~)nhm (24;4!7 `zzt7www)bsq{skfazqcbhhl~)nhmcbhhl~~cizamciz>54

Nhhtcr& T) kij Brkiz`wkazc& K) (;1??! [skfazazkzauc Zcnìhfhoq7 icw tcr~tcnzauc~ hi mck~srcmciz kij mckiaioz`rhso` {skfazkzauc rc~ckrn`) Trhnccjaio~ he z`c Mkrlcz Rc~ckrn` ̂ hnaczq& 24z` Nhiecrcinc& ?1-1;

Nhhtcr& T) kij Tkzzcr~hi& ^) (2440! Ai jceci~c he Ehns~ Orhst~) K[R[RNK Nhiecrcinc& Bkrncfhik)

Jki Fa (2443! _`q jh qhs bfho8 M)K) Z`c~a~& Mkr{sczzc Siaucr~azq& _a~nhi~ai& S^K

Cffa~hi& I) (244?! Z`c bciceaz~ he ekncbhhl ‖eracij~”) G) he Nhmtszcr-mcjakzcj Nhmmsiankzahi& ;2 (>!

Oheemki& K) (2441! A~ Ekncbhhl k nsr~c hr k ~kuahsr he mkrlcz rc~ckrn`) Rc~ckrn` _hrfj& Hnzhbcr& t ;4-;;

Ohhj`kij& _) (24;4! Rc~thijciz~ krc jckj) Fhio fauc MR rhbhz~) Rc~ckrn`& Gsic t:3

@krrc& R) (;1?1! ^hnakf Bcaio) Hpehrj7 Bfknlwcff

Fkiomkaj& R) (24;4! Nh-nrckzaio z`c eszsrc) AGMR 32(;! ;>;-3!)



[SKFAZKZAUC 24;4


Nhtqrao`z ¡ C^HMKR 24;4 ;2

FkRh~c& R) kij Ck~zai) M) (244:! K ~hnakf nhoiazauc z`chrq he Aizcricz s~c~ kij orkzaeankzahi~) G) he Brhkjnk~zaio %Cfcnzrhian Mcjak& ^ctzcmbcr

Ikrja& B)K& ^nàkih& J)G& Osmbrcn`z& M) kij ^wkrz& F) (244:! _`q wc bfho) Nhmmsiankzahi~ he z`c KNM& :? (;2! :;-:5

Tktkn`kra~~a& W) (244:! Z`c Bfhoocr rcuhfszahi) Tktcr trc~cizcj kz mcczaio he Nhmmsiankzahi kij Zcnìhfhoqjaua~ahi& Aizcrikzahikf Nhmmsiankzahi K~~hnakzahi& Icw Hrfcki~& S^K

Tcw Rc~ckrn` Ncizrc (2442! Tcw Aizcricz % Kmcranki Faec Trhgcnz)www)tcwaizcricz)hroTTEr;05rcthrzXja~tfkq)k~t

Rhocr~& N) (244:! Hi Bcnhmaio k tcr~hi) Fhijhi7 Nhi~zkbfc

Rsbai& K)M) (;10>! Zcfcua~ahi s~c~ kij orkzaeankzahi~) Ghsrikf he Brhkjnk~zaio& 2? (;!

^nàffcwkcrz& I) (24;4! Nrckzauc jc~zrsnzahi ai mkrlcz rc~ckrn`) Rc~ckrn` _hrfj & Gkiskrq& t 2>

^zkeehrj& Z)E& ^zkeehrj& M)R) kij ^n`lkjc& F) (244:! Jczcrmaiaio S~c~ kij Orkzaeankzahi~ ehr z`c Aizcricz) Jcna~ahi^nacinc~& >3 (2! 231-200

Zsricr& Gkmc~) (24;4!) www)rc~ckrn`-fauc)nhmeckzsrc~z`c-fhwjhwi-hi-~hnakf-mcjak-mhiazhraio

Sra~zk& M)K) Jhio& [) kij Jkq& L)J) (2441! Cptfkaiaio w`q qhsio kjsfz~ s~c Mq^tknc kij Ekncbhhl) @smmkiNhmmsiankzahi& ;2& 2;3-221

Z@C KSZ@HR^

Kfki Brkiz`wkazc a~ Mkikoaio Jarcnzhr& Aoiazahi Mkrlczaio Rc~ckrn` Nhi~sfzkinq& Siazcj Laiojhm)

âmhi Tkzzcr~hi a~ NCH& [Ra Nhi~sfzaio& Siazcj Laiojhm)

the vitality of qualitative research in the era of blogs and tweeting. (esomar qual 2010)

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