Investigative management and consumer research on the internet

Abstract

Purpose

This paper aims to introduce the notion of investigative research on the internet (IRI) and conceptualise its processes through the principle of streaming. It seeks to discuss the similarities and differences between IRI and netnography and considers various aspects of the IRI process, including site selection, sampling, data collection and analysis.

Design/methodology/approach

Investigative internet‐based research uses the techniques of ethnography and netnography, including variations of participant observation and analysis of visual and textual material. Three international empirical cases are used to illustrate the application of IRI and streaming in research on international workers, consumer cultures and on emerging business phenomena.

Findings

IRI has a number of potential applications for hospitality management academics and practitioners. Streaming can help to understand the processes involved in conducting netnographic research, and streaming is a more appropriate way to conceptualise some internet‐based studies that do not conform to netnographic or ethnographic ideals.

Research limitations/implications

The three empirical cases highlight the processes of streaming in practice, which can be applied elsewhere. Principal limitations are the ethical dimensions of conducting undisclosed research and the sampling bias resulting from adopting an unobtrusive role and focusing on active internet users.

Practical implications

The paper highlights several issues, identified through streaming, that can be used to design human resource, marketing and operational strategies.

Originality/value

The paper demonstrates the application of streaming. Streaming can help researchers conduct netnographic studies; it is also a more appropriate way to describe broader types of investigative internet research. Moreover, it demonstrates the applicability of streaming in research on hospitality management and public policy issues.

Citation

Lugosi, P., Janta, H. and Watson, P. (2012), "Investigative management and consumer research on the internet", International Journal of Contemporary Hospitality Management, Vol. 24 No. 6, pp. 838-854. https://doi.org/10.1108/09596111211247191