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Informed, uninformed and participative consent in social media research
Daniel Nunan and Baskin Yenicioglu, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 791-808
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment.
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment. This reflects the much wider range of data available online and the key role that social media now plays in interpersonal communication. However, the process of gaining permission to use social media data for research purposes creates a number of significant issues when considering compatibility with professional ethics guidelines. This paper critically explores the application of existing informed consent policies to social media research and compares with the form of consent gained by the social networks themselves, which we label ‘uninformed consent’. We argue that, as currently constructed, informed consent carries assumptions about the nature of privacy that are not consistent with the way that consumers behave in an online environment. On the other hand, uninformed consent relies on asymmetric relationships that are unlikely to succeed in an environment based on co-creation of value. The paper highlights the ethical ambiguity created by current approaches for gaining customer consent, and proposes a new conceptual framework based on participative consent that allows for greater alignment between consumer privacy and ethical concerns.
Identifying the real differences of opinion in social media sentiment
Annie Pettit, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 757-767
This study examined the differences in social media sentiment based on author gender, age and country.
This study examined the differences in social media sentiment based on author gender, age and country. After creating ten category-generic datasets, millions of social media verbatims from thousands of websites were collected, cleaned of spam, and scored into five-point sentiment scales. The results showed that women exhibit more positive sentiment, older people exhibit more positive sentiment, and Australians exhibit more positive sentiment, while Americans share more negative sentiment. The differences were small but clear, suggesting that research methodologists should apply correction factors to ensure that their results more accurately reflect differences of opinion as opposed to differences of word choice. Business users of social media data can be reassured that correction factors are not required to improve the accuracy of their research.
Humanising big data: Applying a qualitative analysis lens to big data
Vartika Malviya Hali, Anupama Wagh-Koppar and Sandeep Arora, ESOMAR, Qualitative, Valencia, November 2013
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both.
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both. These are contrasting approaches to analysis: Big Data is a world of size, dynamic data, vast trends, patterns and predictions; and qualitative analysis is a world of in-depth enquiry, causality and descriptions. The need to adopt a new mindset, retain the quintessential research approach and suspend the 'Traditional Qualitative Agenda' to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.
Segmenting the betting market in England
Chris Hand and Jaywant Singh, International Journal of Market Research, Digital First, October 2013
While there are a number of studies focusing on the motivations for betting, less is known about the extent to which the market is segmented.
While there are a number of studies focusing on the motivations for betting, less is known about the extent to which the market is segmented. This study investigates patterns of cross-purchasing using a sample of 7,200 adult respondents from a government survey dataset obtained via the UK Data Archive. In doing so, we apply market research techniques to a social research domain, and demonstrate the usefulness of publicly available government survey data to (social) market researchers. While we find some patterns of cross-purchase that are broadly the same as would be predicted by the duplication of purchase law, we also identify clear partitions in the market, implying the existence of behavioural segments. We identify five distinct behavioural segments, each with its own demographic characteristics. Our results have implications for the managers of betting companies, and for the design of future studies into gambling behaviour that could potentially inform public policy.
Let's Face the Music...and Dance: Music's lessons for research in the big data age
Will Goodhand and Olly Nelken, ESOMAR, Congress, Istanbul, September 2013
This paper discusses some of the problems market researchers face in understanding how to utilise Big Data, and draws parallels with the music industry to show how the challenges around Big Data can be embraced.
This paper discusses some of the problems market researchers face in understanding how to utilise Big Data, and draws parallels with the music industry to show how the challenges around Big Data can be embraced. Changes in the music industry were initially difficult for participants, but those who experimented and took risks made the most of developments, for example in digital music technology. It is argued that the evolution of Big Data will be similar, and that those who experiment with approaches will be best placed to seize the opportunities Big Data represents.
Why Big Data is a Small Idea: And why you shouldn't worry so much
Stephen P. Needel, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the impact of Big Data on marketing research, arguing that it is not as ground-breaking as sometimes claimed.
This paper discusses the impact of Big Data on marketing research, arguing that it is not as ground-breaking as sometimes claimed. Concern about marketing research being overtaken by companies more suited to Big Data analysis have led some in the industry to overstate its impact. It is argued that aspiration towards quickly processed and actioned data insights are not practical or desirable. Also considered are arguments around whether Big Data is actually capable of understanding and predicting consumer behaviour.
Finding Gold in the Desert: The invention of MegaPlaza, the first modern mall for the emergent classes in the outskirts of Lima
Rolando Arellano Cueva, Rolando Arellano Bahamonde and Percy Vigil Vidal, ESOMAR, Congress, Istanbul, September 2013
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru.
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru. The emergent middle classes have been under-characterised by marketers, and regarded as behaving in a similar way to traditional middle class people. Research presented here explains how the emergent middle class was characterised in Lima and how this information was used to design a shopping mall which accounted for their needs.
From Research Management to Knowledge Management to Learning Planning
Haiko van Lengen, Philip De Wulf and Sjoerd Koornstra, ESOMAR, Congress, Istanbul, September 2013
This research paper examines the knowledge management system used by Heineken, the alcoholic beverage company, which allows for better learning planning.
This research paper examines the knowledge management system used by Heineken, the alcoholic beverage company, which allows for better learning planning. It is argued that the value of companies' research is not maximised as the results of projects are often treated as single studies with too much time spent collecting primary research material. This explains how by systemising the different elements of the research process learning planning can be improved.
The Sound of Big Data: Understanding a day in the life of a sound listener
Nadines Guhlich, Rey Farhan and Alistair Hill, ESOMAR, Congress, Istanbul, September 2013
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research.
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research. SoundCloud has a vast amount of data regarding usage of its platform, but wanted to understand offline behaviour and how this interacts with the platform. Research participants completed time diaries through their mobile phones and the information they provided was combined with data on their usage of the platform. This approach has the advantage of more accurately recording what respondents are doing as they tend to have their mobile phones with them at all times and are able to record their activities immediately. Combining Big Data, consumer research methodology and mobile device data gathering allowed SoundCloud to gain an holistic understanding of consumers, including different usage behaviours at different times of day and weekends, what motivated people to listen, and why they shared music online.
Turning Farmers into Miners: Collaborating to enrich behavioural big data sets with perception surveys
Patricio Pagani and Reed Cundiff, ESOMAR, Congress, Istanbul, September 2013
This paper examines research by Microsoft, the software company, which explores how new technology is creating new sources of 'big behavioural data' and how this means research organisations must revolutionise the way they work.
This paper examines research by Microsoft, the software company, which explores how new technology is creating new sources of 'big behavioural data' and how this means research organisations must revolutionise the way they work. Combining behavioural and perception data deepens understanding of consumer behaviour and the effect of advertising, increasing the value and influence of market researchers. It is argued that the researcher's traditional role as a data 'farmer' that curates and harvests information will change to create data 'miners' who explore and synthesise.
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