SOCIAL MEDIA FOR CONSUMER INSIGHT Chapter 9 1-9. Chapter Objectives Describe the types of data used...
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Transcript of SOCIAL MEDIA FOR CONSUMER INSIGHT Chapter 9 1-9. Chapter Objectives Describe the types of data used...
SOCIAL MEDIA FOR CONSUMER INSIGHT
Chapter 91-9
Chapter Objectives
Describe the types of data used in social media research
Explain the different methods of qualitative social media research
Discuss the methods and usages of quantitative social media research
Identify common errors and biases associated with social media research
2-9
The Role of Social Media in Research
Marketers rely on several variants of marketing research to make decisions. Options include: Secondary research – information already
collected and available for use. Primary research – information collected
solely for the research purpose at hand.
3-9
Qualitative Social Media Research
Observational Research involves recording behavior or the residual evidence of behavior.
4-9
Qualitative Social Media Research
Ethnographic Research occurs when marketing researchers conduct field research by visiting people’s homes and offices to observe them as they go about everyday tasks.
Netnography is a rapidly growing research methodology that adapts ethnographic research techniques to study the communities that emerge through computer-mediated communications.
5-9
Quantitative Social Media Research
Monitoring and Tracking Social media monitoring occurs by carefully
choosing and searching the appropriate key words and the relevant social communities.
This process answers four basic questions:1. How many times was the search term found?
2. When was the search term found?
3. Where was the search term found?
4. Who mentioned the search term?
6-9
Quantitative Social Media Research
Sentiment Analysis refers to determining how people think or feel about an object.
The analysis consists of four steps:1. Fetch, crawl and cleanse.
2. Extract entities of interest.
3. Extract sentiment.
4. Aggregate raw data into a summary.
7-9
Quantitative Social Media Research
The challenges of sentiment analysis Accuracy in gauging sentiment with automated tools Cultural factors, linguistic nuances and differing contexts Defining the sentiment dictionary Accuracy in the categorical data needed to make better
use of data
8-9
Quantitative Social Media Research
Content Analysis is an analysis approach used to identify the presence of concepts and themes within qualitative data sets.
Click here to read more about Dove’s use of social media mining
9-9
Caution! Research Errors and Biases
Coverage and Sampling Errors Coverage error is the result of a failure to cover all components
of a population being studied. Sampling error is the result of collecting data from only a
subset, rather than all, of the members of the sampling frame; it heightens the chance that the results are wrong.
10-9
Caution! Research Errors and Biases
Nonresponse Bias Nonresponse error is the potential that those units not
included in the final sample are significantly different from those that were.
12-9
Caution! Research Errors and Biases
Providers of Social Media Monitoring and Analytics Services Radian 6 ScoutLabs Syusomos
13-9
Primary Social Media Research
The possible approaches to collecting primary data in social spaces include the use of consumer diaries, interviews and focus groups, surveys, and experiments.
14-9