The chapter offers a set of guidelines for digital social researchers in negotiating the meanings of visible digital consumer data, the ethical and proprietary issues involved in utilising digital methods.
Hardey, M. (2014), "Marketing Narratives: Researching Digital Data, Design and the In/Visible Consumer", Big Data? Qualitative Approaches to Digital Research (Studies in Qualitative Methodology, Vol. 13), Emerald Group Publishing Limited, Bingley, pp. 115-135. https://doi.org/10.1108/S1042-319220140000013008
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