Which research technique uses "found data" on the Internet from virtual communities?

Netnography is a research technique specifically designed to analyze the interactions, behaviors, and cultural expressions that occur within online communities. By utilizing "found data," which is essentially information that has already been generated and available online, netnography enables researchers to gain insights directly from the natural environments of these communities without intrusive measures.

This technique allows researchers to observe how people interact, communicate, and share experiences in their virtual spaces, providing rich qualitative data that can inform marketing strategies. It is particularly valuable because it captures the authentic voices and sentiments of community members in their context, which can be beneficial for understanding consumer behavior and cultural trends related to a brand or product.

In contrast, other research techniques mentioned focus on different aspects: content analysis examines the themes and patterns within textual or visual content, survey research involves direct questioning of participants to gather primary data, and secondary data analysis relies on pre-existing information collected for other purposes. Each of these methods serves a unique role in marketing research, but netnography stands out for its focus on the nuances of online interactions within communities.