Social Media: a New Mode for Survey Research
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Journal Title
Journal ISSN
Volume Title
Perustieteiden korkeakoulu |
Master's thesis
Author
Date
2017-10-23
Department
Major/Subject
Service Design and Engineering
Mcode
SCI3022
Degree programme
Master's Programme in ICT Innovation
Language
en
Pages
74
Series
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.Description
Supervisor
Smolander, KariThesis advisor
Mitts, HåkanKeywords
survey, mode, research, social, media, Internet
