Chapter 9 of Social Media Marketing

1. SOCIAL MEDIA
FOR CONSUMER
INSIGHTS
9

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.
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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.
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4. Qualitative Social Media Research
 Observational Research involves recording
behavior or the residual evidence of behavior.
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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.
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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
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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?
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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.
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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
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10. Quantitative Social Media Research
 Content Analysis
 Deep insight into the text (or other content)
 Pieces of information are classified and analyzed
for themes
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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
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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.
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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.
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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
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