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Social Media, Sociality, and Survey Research

Book Description

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.

    Table of Contents

    1. Cover
    2. Title Page
    3. Copyright
    4. List of Figures
    5. List of Tables
    6. Contributors
    7. Preface
    8. Acknowledgments
    9. Chapter 1: Social Media, Sociality, and Survey Research
      1. WHAT IS SOCIAL MEDIA?
      2. SOCIAL MEDIA ORIGINS
      3. SOCIAL NETWORKING SITES AND PLATFORMS
      4. WHY SHOULD SURVEY RESEARCHERS BE INTERESTED IN SOCIAL MEDIA?
      5. SOCIAL MEDIA INTERACTION: NEXT WAVE (OR SUBWAVE)?
      6. ADDING SOCIAL MEDIA TO THE SURVEY RESEARCH TOOLBOX
      7. TOWARD USING THE CONCEPT OF SOCIALITY IN SURVEY RESEARCH OF THE FUTURE
      8. HOW CAN SURVEY RESEARCHERS USE SOCIAL MEDIA DATA?
      9. REFERENCES
    10. Chapter 2: Sentiment Analysis: Providing Categorical Insight into Unstructured Textual Data
      1. DESCRIBING EMOTIONAL OR SUBJECTIVE FEELING IN TEXTUAL DATA
      2. DEFINITION OF MACHINE-AUGMENTED SENTIMENT ANALYSIS
      3. DIFFERENT WAYS OF REPRESENTING SENTIMENT
      4. TECHNIQUES FOR DETERMINING SENTIMENT
      5. APPROACHES TO DETERMINING SENTIMENT
      6. SENTIMENT ANALYSIS AS A SUBSET OF TEXT ANALYTICS
      7. CURRENT LIMITATIONS OF SENTIMENT ANALYSIS
      8. REFERENCES
    11. Chapter 3: Can Tweets Replace Polls? A U.S. Health-Care Reform Case Study
      1. METHODS
      2. PUBLIC OPINION ABOUT HEALTH-CARE REFORM: KAISER HEALTH TRACKING POLL
      3. ANALYSIS
      4. RESULTS
      5. KFF TRENDS
      6. COMPARISON
      7. DISCUSSION
      8. CONCLUSIONS
      9. REFERENCES
    12. Chapter 4: The Facebook Platform and the Future of Social Research
      1. THE CHANGING WEB: FROM SEARCHABLE TO SOCIAL
      2. DIGITAL AND DIGITIZED DATA
      3. THE CASE FOR FACEBOOK INTEGRATION
      4. DATA AND THE GRAPH API
      5. FACEBOOK APPLICATIONS
      6. SOCIAL PLUGINS
      7. THE FUTURE, MOBILE APPS, AND THE EVER INCREASING COMPLEXITY OF THE SOCIAL GRAPH
      8. REFERENCES
    13. Chapter 5: Virtual Cognitive Interviewing Using Skype and Second Life
      1. BRIEF BACKGROUND ON COGNITIVE INTERVIEWS
      2. COGNITIVE INTERVIEWING CURRENT PRACTICE
      3. SECOND LIFE FOR SURVEY RESEARCH
      4. METHODS
      5. RESULTS
      6. CONCLUSIONS
      7. DISCUSSION AND FUTURE RESEARCH
      8. REFERENCES
    14. Chapter 6: Second Life as a Survey Lab: Exploring the Randomized Response Technique in a Virtual Setting
      1. OVERVIEW OF SECOND LIFE
      2. RESEARCH IN SECOND LIFE
      3. THE RANDOMIZED RESPONSE TECHNIQUE
      4. RESULTS
      5. DISCUSSION
      6. REFERENCES
    15. Chapter 7: Decisions, Observations, and Considerations for Developing a Mobile Survey App and Panel
      1. IMPACT OF THE EVOLUTION OF TECHNOLOGY ON DATA COLLECTION
      2. BUILDING AN APP
      3. PRELIMINARY FINDINGS
      4. NEXT STEPS
      5. REFERENCES
    16. Chapter 8: Crowdsourcing: A Flexible Method for Innovation, Data Collection, and Analysis in Social Science Research
      1. WHAT IS CROWDSOURCING?
      2. OPEN INNOVATION
      3. DATA COLLECTION
      4. ANALYSIS BY CROWDSOURCING
      5. CONCLUSION
      6. REFERENCES
    17. Chapter 9: Collecting Diary Data on Twitter
      1. BACKGROUND
      2. METHODS
      3. RESULTS
      4. DISCUSSION
      5. REFERENCES
    18. Chapter 10: Recruiting Participants with Chronic Conditions in Second Life
      1. BACKGROUND
      2. METHODS
      3. RESULTS
      4. DISCUSSION
      5. REFERENCES
    19. Chapter 11: Gamification of Market Research
      1. SIGNIFICANCE OF GAMIFICATION IN MARKET RESEARCH
      2. HOW TO DESIGN QUESTIONS TO BE MORE GAME-LIKE
      3. COMMON QUESTIONS ABOUT GAMIFICATION
      4. CONCLUSIONS
      5. REFERENCES
    20. Chapter 12: The Future of Social Media, Sociality, and Survey Research
      1. STATISTICAL CHALLENGES WITH SOCIAL MEDIA DATA
      2. WHAT DOES THE FUTURE HOLD?
      3. REFERENCES
    21. Index