Social Media, Sociality, and Survey Research

Informationen zum Autor 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. Klappentext Provides the knowledge and tools needed for the future of survey researchThe 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:* 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 surveysSocial 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. Zusammenfassung The first book to address how social media is revolutionizing the field of survey research, Social Media, Sociality, and Survey Research equips readers with a new ideology for conducting data collection and analysis in the face of emerging technologies. Inhaltsverzeichnis 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 D...

List of contents

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

Report

"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)

Product details

• Authors: Craig A. Hill, Dean, Elizabeth Dean, Dean Elizabeth, Hill, C Hill, Craig A Hill, Craig A. Hill, Craig A. (Rti International) Dean Hill, Craig A. Dean Hill, Hill Craig A., Joe Murphy
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 19.11.2013
• EAN: 9781118379738
• ISBN: 978-1-118-37973-8
• No. of pages: 360
• Subjects: Natural sciences, medicine, IT, technology > Mathematics > Probability theory, stochastic theory, mathematical statistics; Social sciences, law, business > Business > Management; Statistik, Soziologie, Marktforschung, Sociology, Statistics, Market research, Business & management, Wirtschaft u. Management, Soziologische Forschungsmethoden, Research Methodologies, Methoden der Daten- u. Stichprobenerhebung, Survey Research Methods & Sampling