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What are the rules and tools of qualitative research in
social media?
Ray PoynterThe Future Place
Passive Active
Small Scale
Larger Scale
MROCS
Community Panels
Participant Blogs
WE-Research
Blog & Buzz Mining
Reading Social Media
Stan SthanunathanVP, marketing strategy and insights, Coca-Cola
“The most important thing is that in all the work we do, we’re basically going after the tip of the iceberg. ……..It’s about understanding the human condition. We’re too focused on understanding consumption behaviour and shopping behaviour. We need to understand the human condition, which you’ll only know by observing, listening, synthesising and deducing.”
Listening
Ethnography
E-ethnography
Netnography
Virtual Ethnography
Online Ethnography
?
X FactorInSites Consulting & RTL Netherlands
71,230
From ME-Research
To WE-Research
QualityEthics
Effectiveness
Recognition Problems
Some ethical thoughts
1. Do pretend to be something you’re not
2. Announce your presence
3. Be careful of literal quotes
4. Be aware of “intentions” when searching and reviewing comments
5. Informed consent, means INFORMED consent
Key Challenges
1. Social media research a qualitative domain, but who will dominate its research?
2. How are we going to process large amounts of discourse?
3. How to keep pace with ethics, in particular the ‘expectations’ of subjects?
4. What can we learn from other disciplines?
QUESTIONS?
Thank You!