... UsingNetnography for Marketing Research in Online Communities,”Journal of Marketing Research, 39 (February), 61-72.ROBERT V. KOZINETS*The author develops “netnography” as an online marketing research technique ... Journal of Marketing Research Vol. XXXIX (February 2002), 61-722020Sherry, John F., Jr. (1991), “Postmodern Alternatives:The Interpretive Turn in Consumer Research, ”in Handbook of Consumer Research, ... educators.From the practical standpoint ofprofessional marketing researchers,identifying appropriate online communitiesfor particular marketing research clients ismore art than science. As this...