Social Media, Sociality, and Survey Research (PDF)

Provides the knowledge and tools needed for the future of
survey research

The survey research discipline faces unprecedented challenges,
such as falling response rates, inadequate sampling frames, and
antiquated approaches and tools. Addressing this changing
landscape, Social Media, Sociality, and Survey
Research introduces readers to a multitude of new
techniques in data collection in one of the fastest developing
areas of survey research.

The book is organized around the central idea of a "sociality
hierarchy" in social media interactions, comprised of three levels:
broadcast, conversational, and community based. Social
Media, Sociality, and Survey Research offers balanced
coverage of the theory and practice of traditional survey research,
while providing a conceptual framework for the opportunities social
media platforms allow. Demonstrating varying perspectives and
approaches to working with social media, the book features:
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* New ways to approach data collection using platforms such as
Facebook and Twitter

* Alternate methods for reaching out to interview subjects

* Design features that encourage participation with engaging,
interactive surveys

Social Media, Sociality, and Survey Research is an
important resource for survey researchers, market researchers, and
practitioners who collect and analyze data in order to identify
trends and draw reliable conclusions in the areas of business,
sociology, psychology, and population studies. The book is also a
useful text for upper-undergraduate and graduate-level courses on
survey methodology and market research.