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Chapter 9 (social media for consumer insights)

Chapter 9 of Social Media Marketing

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Chapter 9 (social media for consumer insights)

  2. 2. 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. 2-9
  3. 3. 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. 3-9
  4. 4. Qualitative Social Media Research  Observational Research involves recording behavior or the residual evidence of behavior. 4-9
  5. 5. 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
  6. 6. Steps in Netnography  Identify online communities.  Select those with high traffic, high levels of activity.  Learn about the group’s culture.  Select material for analysis.  Classify material.  Keep a journal of reflections about the data collection.  Use member checks to assess accuracy of interpretation. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 9-6
  7. 7. 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? 7-9
  8. 8. Quantitative Social Media Research  Sentiment Analysis refers to determining how people think or feel about an object.  The analysis consists of four steps: 1. Crawl, Fetch and cleanse. 2. Extract entities of interest. 3. Extract sentiment. 4. Aggregate raw data into a summary. 8-9
  9. 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 9-9
  10. 10. Quantitative Social Media Research  Content Analysis  Deep insight into the text (or other content)  Pieces of information are classified and analyzed for themes 10- 9
  11. 11. Content Analysis Codes  Context codes  Respondent perspective codes  Process codes  Relationship codes  Event codes  Activity codes Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 9-11
  12. 12. 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. 12- 9
  13. 13. 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. 13- 9
  14. 14. Potential Problems  Volume of conversation  Cultural factors in the meaning of language  Multiple meanings – e.g., BP  Accuracy in the categorical data Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 9-14