Social Media Data Management in Research Ch 10-11

Question 1

social monitoring

Answer 1

process of tracking mentions of specific words or phrases on social media sites (reactive)

Question 2

social listening

Answer 2

identified and collects info shared on social media sites but for listening applications, the data collected is analyzed for insights to inform strategic marketing decisions (proactive)

Question 3

social media research

Answer 3

application of scientific marketing research principles to the collection and analysis of social media data such that valid and reliable results are produced; any form of research that uses data derived from social media sources

Question 4

scraping

Answer 4

automated collection of conversations according to established criteria

Question 5

social media monitoring answers

Answer 5

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?

Question 6

research design

Answer 6

a plan to collect and utilize data so that desired info can be obtained with sufficient precision and/or so that hypotheses can be tested properly

Question 7

sentiment

Answer 7

how people think or feel about an object such as a brand or a political candidate

Question 8

sampling frame

Answer 8

an available list that approximates the population and from which we draw a sample to represent the population

Question 9

2 sampling error concerns

Answer 9

1. echo effect (online echo) - duplication in conversation volume that tends to occur in social media spaces
2. participation effect - when only some people are participating and some at a high rate, inflating the number of conversations that relate to the research

Question 10

social intelligence

Answer 10

capturing, managing, and analyzing social data to identify and apply insights to business goals

Question 11

netnography

Answer 11

research methodology that adapts ethnographic research techniques to study the communities that emerge through computer-mediated communications