RTV 453

1. RTV 453 Research & Analytics

2. But first… • See review / summary work from picking up project – go back through previous • Then you should be creating a video to post • You should be adding social media tools (YouTube, LinkedIn, etc.—see Project Directions) • Thursday class – ‘be at a computer’…

3. Media Effects Example • Thesis statement: “Sexual content on television leads to an increasingly relaxed sexual attitude in American society.” • Hypothesis: Teenagers are more frequently engaged in sexual activity now than a generation ago. • Hypothesis: Society is more accepting of homosexuality than a generation ago. • Hypothesis: Married Americans are more promiscuously unfaithful to their marriage than a generation ago.

4. Overall research approaches • Quantitative • Experiment, content analysis, survey, focus groups • Qualitative • Narrative analysis, ideological analysis, historical analysis

5. Overall approach: Quantitative • Random sample • Convenience sample, etc. • ‘blood sample’ • Validity -- the extent to which a concept, conclusion or measurement is well-founded and corresponds accurately to the real world. • Reliability -- the "consistency" or "repeatability" of your measures. • Vs. ‘anecdotal evidence’

6. Some media theories • Diffusion of Innovations • Critical Mass Theory • Social Information Processing • Use & Gratifications • Social Leaning / Social Cognitive Theory • Theory of the Long Tail • Critical & Cultural theories

7. What do I need to define? • Sexual content on TV • Teenagers. 13 or 19? • ‘A generation’ • Relaxed sexual attitude • What is ‘on television?’ Prime time TV shows? Movies? Soap operas? Reality shows? Sit-coms? Children’s shows? • Importance of topic?

8. What facts are important? • Studies from the 1950s to today showing a relationship between TV viewing and human behavior • Studies from the early 1900s about film content and audience behavior • Sociology / psychology studies about changes in ethical perspectives over the past 100 years • Broader history of human sexuality over hundred of years (Romans, Greeks, Shakespeare plays)

9. What evidence? • Find only studies that support my thesis? • What theoretical basis was there for a particular study? (qualitative / quantitative) (of these, specific theories) • ‘hegemony’ is qualitative. Social learning / cognitive is quantitative (measure statistics -- Bobo doll) • Facts, statistics, expert opinions… • ‘Proof’ • Bias? Selective processes, recognition of bias

10. Doing Research • Talk to people • Ethnographic • Focus groups • Locate people with information • Random sample? • Code and analyze content • Conduct surveys • Do experiments • etc

11. Reasoning • The foundation for thoroughly developing a thesis...and for an audience’s critical evaluation of the content used to support your thesis. • Logical conclusions – intellectual thought – educated decision making • Reasonable doubt / skepticism

12. Reasoning • Inductive: specific examples lead to general assumptions • Deductive: general assumptions lead to specific • By analogy – connecting familiar known to unknown • Causal reasoning: cause-effect relationships inferred

13. Social Media in Research • Social customer care • Market research • Campaign assessment

14. Qualitative Research • Observational • Observing and recording behavior or residual evidence of behavior • Especially useful for social listening • Hawthorne Effect • Ethnographic (Netnographic) • Applying ethnographic study of communities to online environments • Especially useful for deep understanding of a specific community or target audience

15. Quantitative Analysis • Monitoring and tracking • Sentiment analysis • Content analysis • Analytical statistics: CTR, reach, sharing of content, etc.

16. Social Media Listening Tools • Social mention • Whos talkin.com • Google alerts – use this, but some people think IFTTT is a lot better. • Google trends – also use this • Howsociable • Blog pulse (gone) • Google for others: ‘social media listening tools’

17. Social Media Monitoring • How many times was the search term found? • When was the search term found? • Where was the search term found? • Who mentioned the search term?

18. Sentiment Analysis – Steps • Fetch, crawl, cleanse • Extract relevant data points • Extract sentiment using sentiment indicators • Aggregate the data into a summary

19. Content Analysis • Deep insight into the text (or other content) • Pieces of information are classified and analyzed for themes • Content analysis of a newspaper article • Content analysis of a TV show or a group of shows • Content analysis of a group of blogs

20. Content Analysis Codes • Context codes • Respondent perspective codes • Process codes • Relationship codes • Event codes • Activity codes • ‘Intercoder reliability’

21. Caution! Errors! • Coverage error – fail to cover all components of a population being studied (not a random sample) • Sampling error • Echo effect –duplication of conversation, as happens within multiple social media sites • Participation effect (including social media zombies) – who will take your phone call, answer your survey, etc.zombies- responses to tweets or Facebook posts (or other social media comments) that are programmed • Nonresponse bias (low response rate)

22. For Discussion • Is it ethical to mine social conversations?

23. Let’s Imagine One Business… • Identify one or more videos on YouTube mentioning a single brand. (Wendy’s) • Read the accompanying comments. • How do you approach analyzing the comments? • What insights can you glean? • How confident are you in your results?

24. Potential Problems • Volume of conversation • Cultural factors in the meaning of language • Multiple meanings • Accuracy in the categorical data

25. Doing a Netnography • Identify online communities. • Select those with high traffic, high levels of activity. • Learn about the group’s culture. • Select material for analysis. • Classify material. • Keep a journal of reflections about the data collection. • Use member checks to assess accuracy of interpretation.

26. Understand, but use the tool • ‘The Best Social Media Monitoring Tool’ • His recommendation, BUT – the Hootsuite Tutorial shows you a better way for location with Google Maps • Watch more of his videos

27. Sample Questions • Some review and other research terms…

28. Of the types of research, ___________ is information already collected and available for use. It may be internal, published publicly, or available via syndicated sources Secondary research

29. _______ research is collected for the research purposes at hand, done via exploratory, qualitative methods such as observation, focus groups, and in-depth interviews; descriptive techniques such as surveys; or with experimental techniques such as simulations and test markets. Primary

30. In discussing social CRM tactics, the CRM stands for ____________ Customer relations management

31. ____________ research involves recording behavior or the residual evidence of behavior. Observational

32. As we discussed in class, ________ is the most popular approach to social media research. It literally means to monitor conversations and content in social media channels by “listening.” Social media listening and monitoring

33. _______ refers to how people think or feel (especially feel) about an object such as a brand or a political candidate; it is heavier on emotion than reason but it captures an opinion about something. Sentiment

34. To do a _________, the text is coded, or broken down, into manageable categories on a variety of levels—word, word sense, phrase, sentence, and theme—and then examined further for interpretation. Content analysis

35. If we were collecting primary data using survey research or interviews, we would specify the units of interest, likely the people or families to which we wish to generalize the study results. This is known as defining the __________ population

36. A subset of the whole of the population is known as a ______ Sample

37. _________is the result of collecting data from only a subset, rather than all, of the members of the sampling frame; it heightens the chance that the results are wrong. Sampling error

38. Recall terms from class… Random sample, convenience sample, anecdotal evidence

39. Since some people are willing to take a 30-minute phone survey and others are not, this can result in _______________ bias. nonresponse

40. ________ are adjustment factors applied to adjust for differences in probability of selection between cases in a sample. Sampling weights

41. ________ means research participants are made aware of the research and its benefits and implications, and they are given the opportunity to withdraw or move forward. Informed consent

42. _________ is field research where researchers visit people’s homes and offices to observe them as they go about their everyday lives. Ethnographic research

43. _______ is a rapidly growing research methodology that adapts ethnographic research techniques to study the communities that emerge through computer-mediated communications. netnography

44. ________ refers to the duplication in conversation volume that tends to occur in social media spaces; it exists because people who share content online tend to share it in more than one community. Echo effect / online echo