Finding the needle in the social media research haystack at QRCA
September 4, 2012 | Comments Off
The QRCA 27th Annual Conference will be held in Montreal this year and there’s still time to register!
This year, Annie Pettit will speak, taking on the elusive hiding data points. Come along for the journey. It’s sure to be a fun one!
Social Media Listening: Finding the Needle in the Haystack
Social media research is a massively popular methodology right now, enjoying a giant uprise in awareness and interest. But for all that popularity, there is a need for guidance on how to conduct this type of research with the highest level of validity. This session will focus on two major issues:
- First, we will demonstrate how to find the right data from which to generate hypotheses. The Internet is a plethora of spam, advertisements, marketing messages, and consumer opinions but only a portion of that data will actually suit the research objectives of any particular study.
- Second, we will demonstrate how social media listening data can be used to inform and direct other research methods such as traditional survey data, focus group data, and the broader range of qualitative methods. We will go beyond the basic theory and dive into the problem using real data in a real listening tool, so that participants can experience the intricacies of this methodology.