In the field of qualitative Internet-based research, new data-collection techniques are being trialled (e.g. virtual focus group, online open diary) and methodology is being developed (e.g. web or net-ethnography studies, grounded theory studies). However, many questions remain unanswered.
Last year we submitted a qualitative study aimed at understanding if and how an Internet drug culture is emerging. This phenomenon is being re-examined with new quantitative online research tools in the direction of a methodological triangulation between qualitative and quantitative explorations. Not only are new methodological reflections being developed, but new empirical evidence on theoretical phenomenon, such as cultural diffusion, is also coming to light. For example, through our use of Google Insight, a wave which graphically represents the cross-border shift of culture phenomena (e.g. patterns of consumption, pursuit of fashionable goods, diffusion of innovations, social issues, and emergencies) was produced. To the best of the authors’ knowledge, no similar work has been carried out with Google Insight (elaboration and comparison between year and country) and it is thought that this method could be successfully employed in understanding the possible shift of culture phenomena and problematic perceptions, from country to country.
