Utilising online qualitative methods for web science

Context is key. The Web is not just a technology, it is co-constituted by people who situate it within their everyday lives and experiences. Therefore, to understand how and why the Web is evolving, it is imperative to use qualitative methods in conjunction with quantitative approaches. Embracing interdisciplinarity will enrich research. This tutorial aims to provide a basic introduction to qualitative approaches with no previous knowledge being required.

Using the question "How Does the Web Impact Eating Habits?" as the foundation and research topic for this tutorial, participants will be provided with an opportunity to engage in qualitative methods and analysis. Key information will be provided in the form of short presentations, however the tutorial will predominantly take a "hands on" approach. Learning by doing, participants will take part in various exercises. The first half of the tutorial will focus on the methods themselves. This includes how to conduct interviews, focus groups, and ethnography. In the second part, participants will explore two examples of methods of analysis: thematic analysis and semiotic analysis. In addition, a keynote will present a discussion of online ethics to prompt thinking about the implications of this emerging context. To conclude, participants will be offered the opportunity to design a research project in small groups considering what they've learnt throughout the tutorial. This will allow them to consolidate their learning.

Overall, this tutorial will present how qualitative research can complement quantitative methods and provide a mutually illuminating image of a research topic for Web Science.