Social Media: a New Mode for Survey Research

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.advisor Mitts, Håkan Videsott, Pierluigi 2017-10-30T08:02:46Z 2017-10-30T08:02:46Z 2017-10-23
dc.description.abstract With an ever increasing interest in non-probability survey research for marketing purposes, researchers have been focusing on Internet enabled technologies to reduce research costs. Reaching respondents with the existing non-probability Internet survey modes is nonetheless generally complicated, of arguably low quality, and expensive in terms of resources. This thesis aims at implementing and analysing a new non-probability Internet survey mode based on social media marketing tools, with the purpose of comparing its characteristics with those of existing modes, to finally conclude whether it is a viable alternative. This thesis implements the same, specific study with various existing modes and the newly defined social media mode. The results of the study, complemented with external data, are then used to compare the modes in terms of population (size and diversity), participation, accessibility (perceived ease of use, effort and overall duration), response quality, and cost. The newly defined mode is overall better suited than the previously existing mode for non-probability Internet survey research in most cases. Exceptions have nonetheless been noted. In conclusion, this thesis provides researchers with insights into a new survey mode suited for low budget marketing research, with advices related to its use and implementation. en
dc.format.extent 74
dc.language.iso en en
dc.title Social Media: a New Mode for Survey Research en
dc.type G2 Pro gradu, diplomityö fi Perustieteiden korkeakoulu fi
dc.subject.keyword survey en
dc.subject.keyword mode en
dc.subject.keyword research en
dc.subject.keyword social en
dc.subject.keyword media en
dc.subject.keyword Internet en
dc.identifier.urn URN:NBN:fi:aalto-201710307393
dc.programme.major Service Design and Engineering fi
dc.programme.mcode SCI3022 fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Diplomityö fi
dc.contributor.supervisor Smolander, Kari
dc.programme Master's Programme in ICT Innovation fi
local.aalto.electroniconly yes
local.aalto.openaccess no

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