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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,…mehr
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: style="line-height: 25px; margin-left: 15px; margin-top: 0px; font-family: Arial; font-size: 13px;"> * 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.
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Craig A. Hill, PhD, is Senior Vice President for the Survey, Computing, and Statistical Sciences at RTI International. He has more than thirty years of experience in survey research, having directed survey research projects for a wide variety of federal, academic, and commercial clients. Elizabeth Dean, MA, is a Survey Methodologist at RTI International. She specializes in the development and testing of innovative applications of survey methodology, such as designing surveys for various social media platforms, investigating the use of virtual worlds to increase survey privacy, and adapting cognitive pretesting methods for use with emerging technologies. Joe Murphy, MA, is a Survey Methodologist at RTI International. His research focus includes the implementation of new data collection processes and analytic techniques to maximize data quality, increase response, and reduce costs, as well as the role of new technologies and social media in the collection and analysis of social data.
Inhaltsangabe
List of Figures xiii List of Tables xvii Contributors xix Preface xxi Acknowledgments xxv 1. Social Media, Sociality, and Survey Research 1 Joe Murphy, Craig A. Hill, and Elizabeth Dean What Is Social Media? 2 Social Media Origins 6 Social Networking Sites and Platforms 6 Blogs 8 Twitter 8 Facebook 9 LinkedIn 9 Second Life 9 Other Social Networking Platforms and Functionalities 10 Why Should Survey Researchers Be Interested in Social Media? 11 The Current State of Survey Research 11 Falling Response Rates 11 Frame Coverage Errors 13 The Coming Age of Ubiquity 14 Public vs. Private Data 17 Social Media Interaction: Next Wave (or Subwave)? 18 Adding Social Media to the Survey Research Toolbox 21 Toward Using the Concept of Sociality in Survey Research of the Future 22 How Can Survey Researchers Use Social Media Data? 26 References 28 2. Sentiment Analysis: Providing Categorical Insight into Unstructured Textual Data 35 Carol Haney Describing Emotional or Subjective Feeling in Textual Data 36 Definition of Machine-Augmented Sentiment Analysis 37 How Sentiment Analysis Is Used with Text Data 38 Different Ways of Representing Sentiment 42 Ordinal Scales 42 Nominal Emotion Classification 43 Neutral Sentiment 44 Techniques for Determining Sentiment 44 Precursors to Analysis 44 Harvesting 46 Structure and Understand 50 Approaches to Determining Sentiment 51 Machine-Coded Sentiment Analysis 51 Human-Coded Sentiment Analysis 53 Sentiment Analysis as a Subset of Text Analytics 54 Current Limitations of Sentiment Analysis 57 References 59 3. Can Tweets Replace Polls? A U.S. Health-Care Reform Case Study 61 Annice Kim, Joe Murphy, Ashley Richards, Heather Hansen, Rebecca Powell, and Carol Haney Methods 64 Twitter Data 64 Public Opinion About Health-Care Reform: Kaiser Health Tracking Poll 70 Analysis 70 Results 71 RQ1: To What Extent Was Health-Care Reform Discussed on Twitter? 71 RQ2: What Is the Distribution of Sentiment of Health-Care Reform Tweets? 74 RQ3. Do Trends in the Sentiment of Tweets About Health-Care Reform Correlate with Observed Trends in Public Opinion About Health-Care Reform from Nationally Representative Probability-Based Surveys? 75 KFF Trends 75 Comparison 77 RQ4. What Are the Key Topics Discussed in Health-Care Reform Tweets? 78 Discussion 80 Conclusions 84 References 85 4. The Facebook Platform and the Future of Social Research 87 Adam Sage The Changing Web: From Searchable to Social 88 Digital and Digitized Data 93 The Case for Facebook Integration 94 Data and the Graph API 97 Facebook Applications 99 Social Plugins 103 The Future, Mobile Apps, and the Ever Increasing Complexity of the Social Graph 104 References 104 5. Virtual Cognitive Interviewing Using Skype and Second Life 107 Elizabeth Dean, Brian Head, and Jodi Swicegood Brief Background on Cognitive Interviews 108 Cognitive Interviewing Current Practice 109 Practitioners' Techniques 109 Cognitive Interviews in Practice: Present and Future 112 Second Life for Survey Research 114 Methods 115 Recruitment 115 Screening 117 Incentive 118 Think-Aloud and Probes 118 Results 118 Overall Participant Characteristics 118 Feasibility of Pilot Study 120 Quality of Cognitive Interviews by Mode 121 Participant Disengagement 122 Nonverbal Cues 125 Total Problems 126 Type and Severity of Problems 126 Conclusions 127 Discussion and Future Research 128 References 129 6. Second Life as a Survey Lab: Exploring the Randomized Response Technique in a Virtual Setting 133 Ashley Richards and Elizabeth Dean Overview of Second Life 134 Research in Second Life 134 The Randomized Response Technique 136 Study Design 137 Results 142 Discussion 144 References 146 7. Decisions, Observations, and Considerations for Developing a Mobile Survey App and Panel 149 David Roe, Yuying Zhang, and Michael Keating Impact of the Evolution of Technology on Data Collection 150 Telephone Interviewing 151 Web Interviewing 151 Cell Phones 152 Smartphones 153 Building an App 156 Goals 157 Preliminary Findings 168 Recruitment 170 Respondent Communication 170 Survey Topics 172 Respondent Impressions on Incentives, Survey Length, and Frequency 175 Next Steps 175 References 176 8. Crowdsourcing: A Flexible Method for Innovation, Data Collection, and Analysis in Social Science Research 179 Michael Keating, Bryan Rhodes, and Ashley Richards What Is Crowdsourcing? 180 Open Innovation 181 Cisco Systems I-Prize Challenge 182 RTI International's 2012 Research Challenge 183 Options for Hosting Your Own Challenges 185 Legal Considerations 186 Data Collection 187 Crowdsourcing Survey Response on Mechanical Turk 187 Targeted Data Collection 190 Cost Considerations 194 MyHeartMap Challenge 195 Analysis by Crowdsourcing 197 Sentiment Analysis 197 Challenge-Based Data Analysis 198 Conclusion 199 References 200 9. Collecting Diary Data on Twitter 203 Ashley Richards, Elizabeth Dean, and Sarah Cook Background 204 Twitter 204 Diaries 204 Methods 206 Recruitment 208 Data Collection 210 Results 211 Nonresponse 212 Data Quality 216 Incentive Preference 221 Participant Feedback 222 Discussion 227 References 229 10. Recruiting Participants with Chronic Conditions in Second Life 231 Saira N. Haque and Jodi Swicegood Background 233 Methods 234 Instrument Development 235 Recruitment Methods 235 Survey Administration 244 Results 244 Discussion 247 Communities 247 Using Existing Second Life Resources 248 Other Effective Methods 249 The Importance of the Recruitment Avatar 249 Conclusion 250 References 251 11. Gamification of Market Research 253 Jon Puleston Significance of Gamification in Market Research 254 Apply Gamification to Market Research 256 Gamification in Survey Design 259 Apply Rules to Question Design 265 Add the Competitive Element 269 Add Reward Mechanics 271 Give Feedback 272 Make Tasks More Involving 273 Ensure the Challenge Can Be Accomplished 275 How to Design Questions To Be More Game-Like 275 Common Questions About Gamification 284 Who Responds to Gamification? 284 What Impact Does Gamification Have on the Data? 285 How Do These Techniques Work in Different Cultures? 289 Conclusions 291 References 292 12. The Future of Social Media, Sociality, and Survey Research 295 Craig A. Hill and Jill Dever Statistical Challenges with Social Media Data 296 Quality and Representativeness 297 Sampling from Social Media Sources 298 Population Estimation from Social Media Data 303 Future Opportunities 306 What Does the Future Hold? 307 Sociality Hierarchy Level 1: Broadcast 308 Sociality Hierarchy Level 2: Conversation 311 Sociality Hierarchy Level 3: Community 312 Final Thoughts 314 References 315 Index 319
List of Figures xiii List of Tables xvii Contributors xix Preface xxi Acknowledgments xxv 1. Social Media, Sociality, and Survey Research 1 Joe Murphy, Craig A. Hill, and Elizabeth Dean What Is Social Media? 2 Social Media Origins 6 Social Networking Sites and Platforms 6 Blogs 8 Twitter 8 Facebook 9 LinkedIn 9 Second Life 9 Other Social Networking Platforms and Functionalities 10 Why Should Survey Researchers Be Interested in Social Media? 11 The Current State of Survey Research 11 Falling Response Rates 11 Frame Coverage Errors 13 The Coming Age of Ubiquity 14 Public vs. Private Data 17 Social Media Interaction: Next Wave (or Subwave)? 18 Adding Social Media to the Survey Research Toolbox 21 Toward Using the Concept of Sociality in Survey Research of the Future 22 How Can Survey Researchers Use Social Media Data? 26 References 28 2. Sentiment Analysis: Providing Categorical Insight into Unstructured Textual Data 35 Carol Haney Describing Emotional or Subjective Feeling in Textual Data 36 Definition of Machine-Augmented Sentiment Analysis 37 How Sentiment Analysis Is Used with Text Data 38 Different Ways of Representing Sentiment 42 Ordinal Scales 42 Nominal Emotion Classification 43 Neutral Sentiment 44 Techniques for Determining Sentiment 44 Precursors to Analysis 44 Harvesting 46 Structure and Understand 50 Approaches to Determining Sentiment 51 Machine-Coded Sentiment Analysis 51 Human-Coded Sentiment Analysis 53 Sentiment Analysis as a Subset of Text Analytics 54 Current Limitations of Sentiment Analysis 57 References 59 3. Can Tweets Replace Polls? A U.S. Health-Care Reform Case Study 61 Annice Kim, Joe Murphy, Ashley Richards, Heather Hansen, Rebecca Powell, and Carol Haney Methods 64 Twitter Data 64 Public Opinion About Health-Care Reform: Kaiser Health Tracking Poll 70 Analysis 70 Results 71 RQ1: To What Extent Was Health-Care Reform Discussed on Twitter? 71 RQ2: What Is the Distribution of Sentiment of Health-Care Reform Tweets? 74 RQ3. Do Trends in the Sentiment of Tweets About Health-Care Reform Correlate with Observed Trends in Public Opinion About Health-Care Reform from Nationally Representative Probability-Based Surveys? 75 KFF Trends 75 Comparison 77 RQ4. What Are the Key Topics Discussed in Health-Care Reform Tweets? 78 Discussion 80 Conclusions 84 References 85 4. The Facebook Platform and the Future of Social Research 87 Adam Sage The Changing Web: From Searchable to Social 88 Digital and Digitized Data 93 The Case for Facebook Integration 94 Data and the Graph API 97 Facebook Applications 99 Social Plugins 103 The Future, Mobile Apps, and the Ever Increasing Complexity of the Social Graph 104 References 104 5. Virtual Cognitive Interviewing Using Skype and Second Life 107 Elizabeth Dean, Brian Head, and Jodi Swicegood Brief Background on Cognitive Interviews 108 Cognitive Interviewing Current Practice 109 Practitioners' Techniques 109 Cognitive Interviews in Practice: Present and Future 112 Second Life for Survey Research 114 Methods 115 Recruitment 115 Screening 117 Incentive 118 Think-Aloud and Probes 118 Results 118 Overall Participant Characteristics 118 Feasibility of Pilot Study 120 Quality of Cognitive Interviews by Mode 121 Participant Disengagement 122 Nonverbal Cues 125 Total Problems 126 Type and Severity of Problems 126 Conclusions 127 Discussion and Future Research 128 References 129 6. Second Life as a Survey Lab: Exploring the Randomized Response Technique in a Virtual Setting 133 Ashley Richards and Elizabeth Dean Overview of Second Life 134 Research in Second Life 134 The Randomized Response Technique 136 Study Design 137 Results 142 Discussion 144 References 146 7. Decisions, Observations, and Considerations for Developing a Mobile Survey App and Panel 149 David Roe, Yuying Zhang, and Michael Keating Impact of the Evolution of Technology on Data Collection 150 Telephone Interviewing 151 Web Interviewing 151 Cell Phones 152 Smartphones 153 Building an App 156 Goals 157 Preliminary Findings 168 Recruitment 170 Respondent Communication 170 Survey Topics 172 Respondent Impressions on Incentives, Survey Length, and Frequency 175 Next Steps 175 References 176 8. Crowdsourcing: A Flexible Method for Innovation, Data Collection, and Analysis in Social Science Research 179 Michael Keating, Bryan Rhodes, and Ashley Richards What Is Crowdsourcing? 180 Open Innovation 181 Cisco Systems I-Prize Challenge 182 RTI International's 2012 Research Challenge 183 Options for Hosting Your Own Challenges 185 Legal Considerations 186 Data Collection 187 Crowdsourcing Survey Response on Mechanical Turk 187 Targeted Data Collection 190 Cost Considerations 194 MyHeartMap Challenge 195 Analysis by Crowdsourcing 197 Sentiment Analysis 197 Challenge-Based Data Analysis 198 Conclusion 199 References 200 9. Collecting Diary Data on Twitter 203 Ashley Richards, Elizabeth Dean, and Sarah Cook Background 204 Twitter 204 Diaries 204 Methods 206 Recruitment 208 Data Collection 210 Results 211 Nonresponse 212 Data Quality 216 Incentive Preference 221 Participant Feedback 222 Discussion 227 References 229 10. Recruiting Participants with Chronic Conditions in Second Life 231 Saira N. Haque and Jodi Swicegood Background 233 Methods 234 Instrument Development 235 Recruitment Methods 235 Survey Administration 244 Results 244 Discussion 247 Communities 247 Using Existing Second Life Resources 248 Other Effective Methods 249 The Importance of the Recruitment Avatar 249 Conclusion 250 References 251 11. Gamification of Market Research 253 Jon Puleston Significance of Gamification in Market Research 254 Apply Gamification to Market Research 256 Gamification in Survey Design 259 Apply Rules to Question Design 265 Add the Competitive Element 269 Add Reward Mechanics 271 Give Feedback 272 Make Tasks More Involving 273 Ensure the Challenge Can Be Accomplished 275 How to Design Questions To Be More Game-Like 275 Common Questions About Gamification 284 Who Responds to Gamification? 284 What Impact Does Gamification Have on the Data? 285 How Do These Techniques Work in Different Cultures? 289 Conclusions 291 References 292 12. The Future of Social Media, Sociality, and Survey Research 295 Craig A. Hill and Jill Dever Statistical Challenges with Social Media Data 296 Quality and Representativeness 297 Sampling from Social Media Sources 298 Population Estimation from Social Media Data 303 Future Opportunities 306 What Does the Future Hold? 307 Sociality Hierarchy Level 1: Broadcast 308 Sociality Hierarchy Level 2: Conversation 311 Sociality Hierarchy Level 3: Community 312 Final Thoughts 314 References 315 Index 319
Rezensionen
"This book is a must read for any researcher who wants to make use of social media data; it is incisive, instructive, easy to read and, above all, fascinating." (Social Research Association, 1 June 2014)
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