To equip faculty to produce socially relevant and publishable qualitative research, a three‑day Netnography Training was conducted on June 2-4, bringing together selected faculty from across Cebu Technological University (CTU) campuses engaged in qualitative studies.
Facilitated by the Office of the Vice President for Research and Development under Dr. Pet Roey L. Pascual, the event ‘From Field to Screen: Exploring Research through Netnography and Virtual Ethnographic Methods’ guided participants in producing socially relevant outputs, linking frameworks to study design, and creating publishable qualitative works.
Resource speaker Prof. Cathy Mae D. Toquero of Mindanao State University–General Santos led sessions on nine key topics: research agenda and research question framework; literature review with ai assistance (answerthis.ai); introduction to emerging qualitative research methods; digital data collection strategies and ethical challenges; theoretical positioning; qualitative data analysis using MAXQDA; writing findings, discussion and implications; and publishing qualitative research in SCOPUS (Parts 1 and 2).
Netnography is a qualitative research method using ethnographic techniques to study digital communities, cultures, and social relations.
Over three days, participants produced structured outputs ranging from research questions and peer‑reviewed drafts to full IMRaD manuscripts, capped by presentations and evaluations.
The three‑day Netnography training strengthens the CTU’s pursuit of research excellence by equipping faculty with digital ethnographic skills and enhancing their ability to analyze online communities, cultural practices, and social interactions.
Photo courtesy of OVPRD