Social Media: a New Mode for Survey Research

dc.contributorAalto-yliopistofi
dc.contributorAalto Universityen
dc.contributor.advisorMitts, Håkan
dc.contributor.authorVidesott, Pierluigi
dc.contributor.schoolPerustieteiden korkeakoulufi
dc.contributor.supervisorSmolander, Kari
dc.date.accessioned2017-10-30T08:02:46Z
dc.date.available2017-10-30T08:02:46Z
dc.date.issued2017-10-23
dc.description.abstractWith 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.extent74
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/28547
dc.identifier.urnURN:NBN:fi:aalto-201710307393
dc.language.isoenen
dc.programmeMaster's Programme in ICT Innovationfi
dc.programme.majorService Design and Engineeringfi
dc.programme.mcodeSCI3022fi
dc.subject.keywordsurveyen
dc.subject.keywordmodeen
dc.subject.keywordresearchen
dc.subject.keywordsocialen
dc.subject.keywordmediaen
dc.subject.keywordInterneten
dc.titleSocial Media: a New Mode for Survey Researchen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.ontasotMaster's thesisen
dc.type.ontasotDiplomityöfi
local.aalto.electroniconlyyes
local.aalto.openaccessno
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