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.
Table of Contents:
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
About the Author :
Łukasz Sułkowski 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 Univeristy and is a professor at Clark University.
