The dividends of improving best practices for social media research

Social media data extraction tools enable analysts to develop a search query for a brand and a related sub-topic (e.g.

The dividends of improving best practices for social media research

Jacqueline Anderson, Gina Pingitore and Miriam EckertJ.D. Power and Associates

Introduction

Social media is continuing to gain traction in the world of market research. While this is an exciting development that offers new opportunities for data collection, there is a potential downside. With so many tools available to so many different types of users, the "wild west" approach to social media data access may be leading us to questionable results. The ability to trust social media data that is delivered by market researchers will be called into question once...

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