Transcript Social media for consumer insight

SOCIAL MEDIA FOR
CONSUMER INSIGHT
1-9
Chapter 9
Chapter Objectives
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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
The Role of Social Media in Research
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Marketers rely on several variants of
marketing research to make decisions.
Options include:
research – information already
collected and available for use.
 Primary research – information collected
solely for the research purpose at hand.
 Secondary
Qualitative Social Media Research
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Observational Research involves recording
behavior or the residual evidence of behavior.
Qualitative Social Media Research
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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.
Quantitative Social Media Research
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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:
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3.
4.
How many times was the search term found?
When was the search term found?
Where was the search term found?
Who mentioned the search term?
Quantitative Social Media Research
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Sentiment Analysis refers to
determining how people think or feel
about an object.
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The analysis consists of four steps:
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Fetch, crawl and cleanse.
Extract entities of interest.
Extract sentiment.
Aggregate raw data into a summary.
Quantitative Social Media Research
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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
Quantitative Social Media Research
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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
Caution! Research Errors and Biases
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Coverage and Sampling Errors
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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.
Caution! Research Errors and Biases
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Nonresponse Bias
 Nonresponse
error is the potential that those units not
included in the final sample are significantly different
from those that were.
Caution! Research Errors and Biases
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Providers of Social Media Monitoring and
Analytics Services
 Radian
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 ScoutLabs
 Syusomos
Primary Social Media Research
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The possible approaches to collecting primary data
in social spaces include the use of consumer
diaries, interviews and focus groups, surveys, and
experiments.