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 user experience (UX), market research, and organisational development.
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..
Introduction,
1. Ethnography,
2. Case Study Research,
3. Grounded
Theory,
4. Phenomenological Research,
5. Narrative Inquiry,
6. Discourse
Analysis,
7. Conversation Analysis,
8. Action Research,
9. Autoethnography
and Duo-autoethnography,
10. Netnography,
11. Visual and Arts-Based
Qualitative Methods,
12. Conclusion,
13. References
ukasz Sukowski is a professor of economic sciences and humanities specializing in higher education management, social science methodology, HRM, and organizational culture, and serves as President of WSB University. He also leads the Department of Higher Education Institutions Management at Jagiellonian University and works as President of Management Board of Polish division in Public Consulting Group (PCG Holding).
Iga Lehman is an Associate Professor at WSB University in Warsaw, specializing in discursive leadership, socio-cultural and linguistic marginalisation, and discourse community diversity. She is Editor-in-Chief of Discourses on Culture and has published extensively on applied linguistics, management communication, and organisation studies.
Katarzyna Szczepaska-Woszczyna holds a postdoctoral degree in economic sciences and is a professor, Vice-Rector for Science and Education, and Dean of the Faculty of Applied Sciences at WSB University. She is the author or co-author of over 120 publications and serves on the "Excellent Science" board at the Ministry of Science and Higher Education (Poland) and as a member of the Polish Accreditation Committee.
