engleski

Methodological Strengths of Internet Researches

Implementation of research on the Internet has many advantages, where the most important is velocity and cost-effectiveness.Furthermore, geographical limitations vanish which makes an advantage of subjects that cannot be examined by classical methods. It allows the implementation of nearly all study methods (surveys, experiments, interviews, observation studies) and enables fast transfer of experimental methods specific to the Internet. Transmission of sound and/or images to a large number of participants is fast and inexpensive. This all results in better standardization of the research process because all respondents receive exactly the same instructions. There is no interaction among the researcher and other subjects, manual data entry is not required which reduces a time and eliminates entry error. There is also increased honesty of subjects which must not be forgotten. In fact, respondents are at home which gives them a higher sense of anonymity and relaxation which is especially important when it comes to “sensitive issues” (Galešić 2005, p. 300). The electronic environment or on-line interactions are specific, and therefore require carefully designed methodological tools in order to attract as many as possible subjects. Leburić and Sladić propose these elements of research methodology: technological protection against modification of measuring instruments and backup plans to manage changing instruments during research. We can conclude that there is a need to develop new methods for the Internet studies, to extend the methodological insights (Leburić, Sladić 2004, p. 59). Previously, conducting Internet research has been mainly used for the market research, but nowadays it reaches in the field of psychology, sociology and other related sciences (Galešić 2005, p. 298). Recently the Internet is being explored as a new media in the everyday lives. The Internet is becoming a cultural place and an agent of social relations where the nature of discourse on which the image is based is extremely rapidly changing and that is faster than in any other medium. Thus, the interest to explore this new medium is promptly evolving.

internet researches, methodological approaches, internet, virtual space, public sphere

nije evidentirano