Social Media, Sociality, and Survey Research

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. INDICE: Contributors Acknowledgements Chapter 1:  Social Media, Sociality, and Survey Research What Is Social Media? Social Media Origins Social Networking Sites and Platforms Blogs Twitter Facebook LinkedIn Second Life Other Social Networking Platforms and Functionalities Why Should Survey Researchers Be Interested in Social Media? The Current State of Survey Research Falling Response Rates Frame Coverage Errors The Coming Age of Ubiquity Public vs. Private Data Social Media Interaction: Next Wave (or Sub–wave)? Adding Social Media to the Survey Research Toolbox Toward Using the Concept of Sociality in Survey Research of the Future How Can Survey Researchers Use Social Media Data? References Figures Chapter 2:  Sentiment Analysis: Providing Categorical Insight into Unstructured Textual Data Describing Emotional or Subjective Feeling in Textual Data Definition of Machine–Augmented Sentiment Analysis How Sentiment Analysis Is Used with Text Data Exploratory Formative Research Continuous Measurement Different Ways of Representing Sentiment Ordinal Scales Nominal Emotion Classification Neutral Sentiment Techniques for Determining Sentiment Precursors to Analysis Harvesting Structure and Understand Approaches to Determining Sentiment Machine–coded Sentiment Analysis Human–coded Sentiment Analysis Sentiment Analysis as a Subset of Text Analytics Current Limitations of Sentiment Analysis References Figures Tables Chapter 3:  Can Tweets Replace Polls? A U.S. Health Care Reform Case Study Methods Twitter Data Sentiment Coding of Tweets Approach Sample Measures Coding Sentiment Topical Coding of Tweets Public Opinion about Health Care Reform: Kaiser Health Tracking Poll Analysis Results RQ1: To what extent was health care reform discussed on Twitter? RQ2: What is the distribution of sentiment of health care reform Tweets? 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? KFF Trends Comparison RQ4. What are the key topics discussed in health care reform Tweets? Discussion Conclusions References Figures Tables Chapter 4:  The Facebook Platform and the Future of Social Research The Changing Web: From Searchable to Social Digital and Digitized Data The Case for Facebook Integration Data and the Graph API Facebook Applications Social Plugins The Future, Mobile Apps, and the Ever–Increasing Complexity of the Social Graph References Figures Chapter 5:  Virtual Cognitive Interviewing Using Skype and Second Life A Brief Background of Cognitive Interviews Cognitive Interviewing Current Practice Practitioners’ Techniques Cognitive Interviews in Practice: Present and Future Second Life for Survey Research Methods Recruitment Screening Incentive Think–aloud and Probes Results Overall Participant Characteristics Feasibility of Pilot Study Quality of Cognitive Interviews by Mode Participant Disengagement Nonverbal Cues Total Problems Type and Severity of Problems Conclusions Discussion and Future Research References Figures Tables Chapter 6:  Second Life as a Survey Lab: Exploring the Randomized Response Technique in a Virtual etting Overview of Second Life Research in Second Life The Randomized Response Technique Study Design Results Discussion References Figures Tables Chapter 7:  Decisions, Observations, and Considerations for Developing a Mobile Survey App and Panel The Impact of the Evolution of Technology on Data Collection Telephone Interviewing Web Interviewing Cell Phones Smartphones Building an App Goals The Evolution of an Idea: Critical Decision Points Decision Point 1: Build It or Buy It? Decision Point 2: What Do We Build? Decision Point 3: Who Do We Recruit and How? Decision Point 4: How Do We Keep Users Engaged? Decision Point 5: Are We Ready? Preliminary Findings Recruitment Respondent Communication Survey Topics Respondent Impressions on Incentives, Survey Length, and Frequency Next Steps References Figures Chapter 8:  Crowdsourcing: A Flexible Method for Innovation, Data Collection, and Analysis in Social Science ‎Research What Is Crowdsourcing?‎ Open Innovation Cisco Systems I–Prize Challenge RTI International’s 2012 Research Challenge Options for Hosting Your Own Challenges Legal Considerations Data Collection Crowdsourcing Survey Response on Mechanical Turk Targeted Data Collection Emerging Tobacco Product Detection Findings from the Snus Study Cost Considerations MyHeartMap Challenge Crowdsourced Citizen Observation Networks: eBird and Waze Analysis by Crowdsourcing Sentiment Analysis Challenge–Based Data Analysis Conclusion References Figures Tables Chapter 9:  Collecting Diary Data on Twitter Background Twitter Diaries Diaries on Twitter Methods Recruitment Data Collection Results Nonresponse Unit Nonresponse Response Volume Response Times Response Rates by Question Format Data Quality Open–Ended Questions Closed Questions Conversational Responses Incentive Preference Participant Feedback Nonresponse Response Times Public Nature of Twitter General Feedback Hashtags Discussion References Figures Tables Chapter 10:  Recruiting Participants with Chronic Conditions in Second Life Background Methods Instrument Development Recruitment Methods General Recruitment Targeted Recruitment Survey Administration Results Discussion Communities Using Existing Second Life Resources Other Effective Methods The Importance of the Recruitment Avatar Conclusion References Figures Tables Chapter 11:  Gamification of Market Research Significance of Gamification in Market Research Apply Gamification to Market Research What Is a Game? Constructing Games Gamification in Survey Design Exploring the Role of Gamification in Research Context Adopting the Concept of Gamification Rethink Question Writing Change Question Style Apply Rules to Question Design Motivation: Turn Questions into Quest! Scenario Planning Add the Competitive Element Impose Challenges and Time Limits Ask People to Guess What Other People Think Add Reward Mechanics Give Feedback Make Tasks More Involving Ensure the Challenge Can Be Accomplished How to Design Questions to Be More Game–Like 1. Use More Imagery. 2. Challenge the Layout and Design Rules. 3. Get Rid of the Grid Lines. Common Questions about Gamification Who Responds to Gamification? What Impact Does Gamification Have on the Data? How Do These Techniques Work in Different Cultures? Conclusions References Figures Chapter 12:  The Future of Social Media, Sociality, and Survey Research Statistical Challenges with Social Media Data Quality and Representativeness Sampling from Social Media Sources Population Estimation from Social Media Data Design–Based Estimation Model–Based Estimation Model–Assisted Estimation Future Opportunities What Does the Future Hold? Sociality Hierarchy Level 1: Broadcast Sociality Hierarchy Level 2: Conversation Sociality Hierarchy Level 3: Community Final Thoughts References Figures

• ISBN: 978-1-118-37973-8
• Editorial: Wiley–Blackwell
• Encuadernacion: Rústica
• Páginas: 360
• Fecha Publicación: 19/11/2013
• Nº Volúmenes: 1
• Idioma: Inglés