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Social Media, Sociality, and Survey Research [Pehme köide]

4.11/5 (18 hinnangut Goodreads-ist)
(RTI International), (RTI International), (RTI International)
  • Formaat: Paperback / softback, 360 pages, kõrgus x laius x paksus: 236x155x20 mm, kaal: 481 g
  • Ilmumisaeg: 19-Nov-2013
  • Kirjastus: John Wiley & Sons Inc
  • ISBN-10: 111837973X
  • ISBN-13: 9781118379738
Teised raamatud teemal:
Social Media, Sociality, and Survey ResearchSuurem pilt
  • Formaat: Paperback / softback, 360 pages, kõrgus x laius x paksus: 236x155x20 mm, kaal: 481 g
  • Ilmumisaeg: 19-Nov-2013
  • Kirjastus: John Wiley & Sons Inc
  • ISBN-10: 111837973X
  • ISBN-13: 9781118379738
Teised raamatud teemal:
Püsilink: https://www.kriso.ee/db/9781118379738.html
Märksõnad:
In this work for students and practitioners, survey methodology consultants with RTI International explain how to apply the methods of traditional survey research to social media platforms such as Facebook, Twitter, Skype, and Second Life. The first three chapters define social media from the perspective of the survey researcher and examine broadcast-level social media. The next four chapters present examples of using the conversational properties of social media for survey research. The book's final four chapters examine the community level, covering issues such as crowdsourcing. A companion blog contains further examples and provides a discussion forum. The book can be used in advanced undergraduate and graduate courses in survey methodology and market research; it will also be useful to practitioners and researchers in marketing, business, sociology, psychology, and population studies. Annotation ©2014 Book News, Inc., Portland, OR (booknews.com)

Provides the knowledge and tools needed for the future of survey research

The survey research discipline faces unprecedented challenges, such as falling response rates, inadequate sampling frames, and antiquated approaches and tools. Addressing this changing landscape, Social Media, Sociality, and Survey Research introduces readers to a multitude of new techniques in data collection in one of the fastest developing areas of survey research.

The book is organized around the central idea of a "sociality hierarchy" in social media interactions, comprised of three levels: broadcast, conversational, and community based. Social Media, Sociality, and Survey Research offers balanced coverage of the theory and practice of traditional survey research, while providing a conceptual framework for the opportunities social media platforms allow. Demonstrating varying perspectives and approaches to working with social media, the book features:

  • New ways to approach data collection using platforms such as Facebook and Twitter
  • Alternate methods for reaching out to interview subjects
  • Design features that encourage participation with engaging, interactive surveys

Social Media, Sociality, and Survey Research is an important resource for survey researchers, market researchers, and practitioners who collect and analyze data in order to identify trends and draw reliable conclusions in the areas of business, sociology, psychology, and population studies. The book is also a useful text for upper-undergraduate and graduate-level courses on survey methodology and market research.

Arvustused

This book is a must read for any researcher who wants to make use of social media data; it is incisive, instructive, easy to read and, above all, fascinating.  (Social Research Association, 1 June 2014)

List of Figures
xiii
List of Tables
xvii
Contributors xix
Preface xxi
Acknowledgments xxv
1 Social Media, Sociality, and Survey Research
1(34)
Joe Murphy
Craig A. Hill
Elizabeth Dean
What Is Social Media?
2(4)
Social Media Origins
6(1)
Social Networking Sites and Platforms
6(5)
Blogs
8(1)
Twitter
8(1)
Facebook
9(1)
LinkedIn
9(1)
Second Life
9(1)
Other Social Networking Platforms and Functionalities
10(1)
Why Should Survey Researchers Be Interested in Social Media?
11(7)
The Current State of Survey Research
11(1)
Falling Response Rates
11(2)
Frame Coverage Errors
13(1)
The Coming Age of Ubiquity
14(3)
Public vs. Private Data
17(1)
Social Media Interaction: Next Wave (or Subwave)?
18(3)
Adding Social Media to the Survey Research Toolbox
21(1)
Toward Using the Concept of Sociality in Survey Research of the Future
22(4)
How Can Survey Researchers Use Social Media Data?
26(2)
References
28(7)
2 Sentiment Analysis: Providing Categorical Insight into Unstructured Textual Data
35(26)
Carol Haney
Describing Emotional or Subjective Feeling in Textual Data
36(1)
Definition of Machine-Augmented Sentiment Analysis
37(5)
How Sentiment Analysis Is Used with Text Data
38(4)
Different Ways of Representing Sentiment
42(2)
Ordinal Scales
42(1)
Nominal Emotion Classification
43(1)
Neutral Sentiment
44(1)
Techniques for Determining Sentiment
44(7)
Precursors to Analysis
44(2)
Harvesting
46(4)
Structure and Understand
50(1)
Approaches to Determining Sentiment
51(3)
Machine-Coded Sentiment Analysis
51(2)
Human-Coded Sentiment Analysis
53(1)
Sentiment Analysis as a Subset of Text Analytics
54(3)
Current Limitations of Sentiment Analysis
57(2)
References
59(2)
3 Can Tweets Replace Polls? A U.S. Health-Care Reform Case Study
61(26)
Annice Kim
Joe Murphy
Ashley Richards
Heather Hansen
Rebecca Powell
Carol Haney
Methods
64(6)
Twitter Data
64(6)
Public Opinion About Health-Care Reform: Kaiser Health Tracking Poll
70(1)
Analysis
70(1)
Results
71(4)
RQ1 To What Extent Was Health-Care Reform Discussed on Twitter?
71(3)
RQ2 What Is the Distribution of Sentiment of Health-Care Reform Tweets?
74(1)
RQ3 Do Trends in the Sentiment of Tweets About Health-Care Reform Correlate with Observed Trends in Public Opinion About Health-Care Reform from Nationally Representative Probability-Based Surveys?
75(1)
KFF Trends
75(2)
Comparison
77(3)
RQ4 What Are the Key Topics Discussed in Health-Care Reform Tweets?
78(2)
Discussion
80(4)
Conclusions
84(1)
References
85(2)
4 The Facebook Platform and the Future of Social Research
87(20)
Adam Sage
The Changing Web: From Searchable to Social
88(5)
Digital and Digitized Data
93(1)
The Case for Facebook Integration
94(3)
Data and the Graph API
97(2)
Facebook Applications
99(4)
Social Plugins
103(1)
The Future, Mobile Apps, and the Ever Increasing Complexity of the Social Graph
104(1)
References
104(3)
5 Virtual Cognitive Interviewing Using Skype and Second Life
107(26)
Elizabeth Dean
Brian Head
Jodi Swicegood
Brief Background on Cognitive Interviews
108(1)
Cognitive Interviewing Current Practice
109(5)
Practitioners' Techniques
109(3)
Cognitive Interviews in Practice: Present and Future
112(2)
Second Life for Survey Research
114(1)
Methods
115(3)
Recruitment
115(2)
Screening
117(1)
Incentive
118(1)
Think-Aloud and Probes
118(1)
Results
118(9)
Overall Participant Characteristics
118(2)
Feasibility of Pilot Study
120(1)
Quality of Cognitive Interviews by Mode
121(1)
Participant Disengagement
122(3)
Nonverbal Cues
125(1)
Total Problems
126(1)
Type and Severity of Problems
126(1)
Conclusions
127(1)
Discussion and Future Research
128(1)
References
129(4)
6 Second Life as a Survey Lab: Exploring the Randomized Response Technique in a Virtual Setting
133(16)
Ashley Richards
Elizabeth Dean
Overview of Second Life
134(1)
Research in Second Life
134(2)
The Randomized Response Technique
136(6)
Study Design
137(5)
Results
142(2)
Discussion
144(2)
References
146(3)
7 Decisions, Observations, and Considerations for Developing a Mobile Survey App and Panel
149(30)
David Roe
Yuying Zhang
Michael Keating
Impact of the Evolution of Technology on Data Collection
150(6)
Telephone Interviewing
151(1)
Web Interviewing
151(1)
Cell Phones
152(1)
Smartphones
153(3)
Building an App
156(12)
Goals
157(11)
Preliminary Findings
168(7)
Recruitment
170(1)
Respondent Communication
170(2)
Survey Topics
172(3)
Respondent Impressions on Incentives, Survey Length, and Frequency
175(1)
Next Steps
175(1)
References
176(3)
8 Crowdsourcing: A Flexible Method for Innovation, Data Collection, and Analysis in Social Science Research
179(24)
Michael Keating
Bryan Rhodes
Ashley Richards
What Is Crowdsourcing?
180(1)
Open Innovation
181(5)
Cisco Systems I-Prize Challenge
182(1)
RTI International's 2012 Research Challenge
183(2)
Options for Hosting Your Own Challenges
185(1)
Legal Considerations
186(11)
Data Collection
187(1)
Crowdsourcing Survey Response on Mechanical Turk
187(3)
Targeted Data Collection
190(4)
Cost Considerations
194(1)
MyHeartMap Challenge
195(2)
Analysis by Crowdsourcing
197(2)
Sentiment Analysis
197(1)
Challenge-Based Data Analysis
198(1)
Conclusion
199(1)
References
200(3)
9 Collecting Diary Data on Twitter
203(28)
Ashley Richards
Elizabeth Dean
Sarah Cook
Background
204(2)
Twitter
204(1)
Diaries
204(2)
Methods
206(5)
Recruitment
208(2)
Data Collection
210(1)
Results
211(16)
Nonresponse
212(4)
Data Quality
216(5)
Incentive Preference
221(1)
Participant Feedback
222(5)
Discussion
227(2)
References
229(2)
10 Recruiting Participants with Chronic Conditions in Second Life
231(22)
Saira N. Haque
Jodi Swicegood
Background
233(1)
Methods
234(10)
Instrument Development
235(1)
Recruitment Methods
235(9)
Survey Administration
244(1)
Results
244(3)
Discussion
247(4)
Communities
247(1)
Using Existing Second Life Resources
248(1)
Other Effective Methods
249(1)
The Importance of the Recruitment Avatar
249(1)
Conclusion
250(1)
References
251(2)
11 Gamification of Market Research
253(42)
Jon Puleston
Significance of Gamification in Market Research
254(21)
Apply Gamification to Market Research
256(3)
Gamification in Survey Design
259(6)
Apply Rules to Question Design
265(4)
Add the Competitive Element
269(2)
Add Reward Mechanics
271(1)
Give Feedback
272(1)
Make Tasks More Involving
273(2)
Ensure the Challenge Can Be Accomplished
275(1)
How to Design Questions To Be More Game-Like
275(9)
Common Questions About Gamification
284(7)
Who Responds to Gamification?
284(1)
What Impact Does Gamification Have on the Data?
285(4)
How Do These Techniques Work in Different Cultures?
289(2)
Conclusions
291(1)
References
292(3)
12 The Future of Social Media, Sociality, and Survey Research
295(24)
Craig A. Hill
Jill Dever
Statistical Challenges with Social Media Data
296(11)
Quality and Representativeness
297(1)
Sampling from Social Media Sources
298(5)
Population Estimation from Social Media Data
303(3)
Future Opportunities
306(1)
What Does the Future Hold?
307(8)
Sociality Hierarchy Level 1 Broadcast
308(3)
Sociality Hierarchy Level 2 Conversation
311(1)
Sociality Hierarchy Level 3 Community
312(2)
Final Thoughts
314(1)
References
315(4)
Index 319
Craig A. Hill, PhD, is Senior Vice President for the Survey, Computing, and Statistical Sciences at RTI International. He has more than thirty years of experience in survey research, having directed survey research projects for a wide variety of federal, academic, and commercial clients.

Elizabeth Dean, MA, is a Survey Methodologist at RTI International. She specializes in the development and testing of innovative applications of survey methodology, such as designing surveys for various social media platforms, investigating the use of virtual worlds to increase survey privacy, and adapting cognitive pretesting methods for use with emerging technologies.

Joe Murphy, MA, is a Survey Methodologist at RTI International. His research focus includes the implementation of new data collection processes and analytic techniques to maximize data quality, increase response, and reduce costs, as well as the role of new technologies and social media in the collection and analysis of social data.