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Masterclass 2019 - Using survey methodology to access social media data

19th Mar 19

Introduction:

This Masterclass, over 2 sessions, will review the social media methods that can help researchers access data. The stages of survey operations (sampling, identifying, reaching, persuading, and interviewing) will be the lens through which we review and think about how to use these tools.

The first session will review the sampling and identifying stages; the second session will review the reaching, persuading, and interviewing stages.

Over the course of these two sessions, a variety of social media tools and technologies will be

discussed. These include the types and definitions of the social media data that can collected; social media advertising, including targeting and message design; use of MTurk for active data collection; social media monitoring for passive data mining to answer key research questions; using online groups and networks for sampling and recruiting; challenges with platform terms of service (TOS) agreements; and how the emerging field of online influencers can help support research. Real life case studies will be provided.

Objectives:

This Masterclass will teach you:

  1. how to use the principles of survey methodology for accessing social media data
  2. the different tools available for mining passive social data
  3. the use of MTurk for active social media data collection
  4. how to collect social media data with the same rigor used in collecting survey data

Learning Outcomes:

At the conclusion of this online Masterclass, participants will have the tools to:

  • identify social media respondents
  • reach difficult populations with social media
  • overcome sampling challenges with social media data
  • encourage participation in active social media data collection
  • interview and probe respondents on social media platforms

Who is the course intended for?

All market and social research professionals interested in further developing their research skills in accessing and utilising social media data.

Speaker: Amelia Burke-Garcia, USA

Dr. Amelia Burke-Garcia is an award-winning digital health communicator and researcher with more than 15 years of experience creating innovative and impactful digital interventions for public health initiatives.

Currently, Amelia runs Westat’s Centre for Digital Strategy and Research and leads numerous influencer-focused efforts on behalf of the Centres for Disease Control and Prevention (CDC) and the National Institutes of Health (NIH).

In prior roles, Amelia led social media strategy for New York-based indie agency, Horizon Media, and worked at international non-profits, AED and Management Sciences for Health. She is the author of the S.O.C.I.A.L. framework for planning and evaluating digital media campaigns, writes the Socialibriumm Experiment blog, and has been published in numerous books and journals.

Amelia has a Bachelor’s degree from McGill University, a Master’s degree from Georgetown University, and a PhD in Communication from George Mason University, where her dissertation research focused on online influencers as opinion leaders for health.

Master Class Outline:

Session 1 (Duration: 2 hours)

Introduction (10 minutes)

  • Review current challenges the field of market research is facing today
  • Define social media and describe broadly use cases and applications

Describe Tourangeau’s Hard-to-Reach Framework (10 minutes)

Discussion of Sampling stage (40 minutes)

  • Quick review of challenges
  • Discussion of social media opportunities
  • Translating traditional methods into the online context
  • Best practices for working with online communities and groups
  • Outstanding challenges & limitations that researchers face using social media data for Sampling

Discussion of Identifying stage (40 minutes)

  • Quick review of challenges
  • Discussion of social media opportunities
  • What data are available for use to identify respondents?
  • What does the literature say about the effectiveness of these data?
  • Outstanding challenges & limitations that researchers face using social media data for identification of participants

Group Discussion (20 minutes)

  • Probing questions
  • What challenges are you facing in your own work as it relates to sampling and identifying research participants?
  • Where do you see barriers when it comes to using social media data in your work?
  • What are some ethical concerns you have?
  • Have you faced push back from your IRBs?

Summary and description of next week’s session (5 minutes)

Session 2 (Duration: 2 hours)

Recap of first session (5 minutes)

Discussion of Reaching stage (40 minutes)

  • Two aspects of this stage—locating and contacting members of the general population
  • Quick review of challenges
  • Discussion of social media opportunities

Locating

Tracing lost participants

Contacting

  • Social media ads
  • Pros & Cons
  • New challenges facing advertisers today
  • Outstanding challenges & limitations that researchers face using social media data for reaching participants

Discussion of Persuading stage (40 minutes)

  • Quick review of challenges
  • Discussion of social media opportunities
  • Social media ads (brief recap of prior section)
  • Use of online influencers
  • Importance of the message & brief review of persuasion literature
  • Outstanding challenges & limitations that researchers face using social media data for persuading people

Discussion of Interviewing stage (40 minutes)

  • Quick review of challenges
  • Discussion of social media opportunities
  • Data mining via social media monitoring tools
  • Summary of tools
  • What to look for?
  • What does the evidence say?
  • Active data collection via new methods, e.g., MTurk
  • Does it work? What does the literature say?
  • Outstanding challenges & limitations that researchers face using social media data for interviewing people

Group Discussion (30 minutes)

  • Probing questions
  • Have any of you tried social media ads? What have your experiences been?
  • Have an of you worked with influencers before?
  • Who here has used MTurk? What has your experience been?

Summary & Final Comments (5 minutes)


Event information:

Event Format: 2 x Sessions - Online Course

Dates:
Tuesday 19th March 2019
Tuesday 26th March 2019
Location: Your PC
Event Cost: (inc.GST) $660.00 Members
$990.00 Non Members
QPR Points: 50
Time | Zones: Time: Please note following time – based on your location’s time zone‚Äč
10:00am - 12:00pm NSW | ACT | VIC | TAS
9:30am - 11:30am SA | NT
9:00am - 11:00am QLD
7:00am - 9:00am WA

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Start Time:
10:00 AM

Location:
your PC

Non-member Price:
AU $ 990 (Inc. GST)

Member Price:
$660 (Inc. GST)

Your Price:
AU $ 990.00 (Inc. GST)

Registrations Open:
13th Jul 18 5:00 PM

Registrations Close:
19th Mar 19 10:00 AM

Registration

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