QRCA in Montreal: Finding the needle in the social media haystack
October 4, 2012 | Comments Off
Social Media Listening: Finding the Needle in the Haystack
Presenter: Annie Pettit, Ph.D.
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. 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.
If you weren’t able to attend, don’t worry! Here are the slides. It’s not as good as in person, but we’re sure you’ll find some useful tidbits.