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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
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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, 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 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.
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:
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.
Produktdetails
- Produktdetails
- Verlag: Wiley & Sons
- 1. Auflage
- Seitenzahl: 360
- Erscheinungstermin: 21. Oktober 2013
- Englisch
- Abmessung: 234mm x 156mm x 20mm
- Gewicht: 500g
- ISBN-13: 9781118379738
- ISBN-10: 111837973X
- Artikelnr.: 38480335
- Verlag: Wiley & Sons
- 1. Auflage
- Seitenzahl: 360
- Erscheinungstermin: 21. Oktober 2013
- Englisch
- Abmessung: 234mm x 156mm x 20mm
- Gewicht: 500g
- ISBN-13: 9781118379738
- ISBN-10: 111837973X
- Artikelnr.: 38480335
Amber Hill, an educator and award winning author, spent 22 years inspiring and encouraging youth to recognize their inherent greatness. When young people see greatness in themselves, they shine brightly and soar in our world. Through her company, Epiphany Hill Enterprises LLC, she has become a prominent vendor in various communities, ensuring young learners have access to diverse children's literature and exposing them to early learning skills. Not only will the books support bridging the gaps in early learning, but they will also build self-esteem and foster the joy of reading for our youngest learners, in particular children of color. Black positive images matter because they shape attitudes and beliefs toward people of color. Having more positive images available will begin to change how the world views people of color and how children of color view themselves. Amber is also a Wife, a Mother of four amazing young men, a Foster Mom to many, a Coach, and a Mentor. She holds a B.S. in Early Childhood/K-3 Education from Wright State University. A M.S.E. in Marriage and Family Counseling from the University of Dayton and is currently a doctoral student in Educational Leadership and Management at
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
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
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