The Issue of Convergence: Does a Web Survey Produce Similar Results to Social Media Tracking?
Social Media Tracking (SMT) has become a new tool available to market researchers both on the supply and buyer side of the equation. Of the many articles, blogs and sites describing how each scans, codes and recodes the blogosphere, little has been written on how it compliments or conjugates with more traditional market research. If SMT aims at “tapping in to the conversation” online, would it provide the same text and subtext as a Web survey on the same variables? Whether the answer is yes or no to this question, the comparison between the two techniques must be performed. Our short experiment uses SMT and Web-based interviewing simultaneously (to control for time) and on two very different topics (to control for issue area), using the same key words (variables) to look at similarities and differences in the data obtained. How similar or different will the results be and what can explain similarities and differences in the data? Our working hypothesis was that the more focused or narrow the population, the more results from both methodologies should be similar. Our study examines two specific types of questions: 1) spontaneous words or issues associated with the topic to see if they match with occurrence measures in SMT and 2) positive-negative opinion questions on key words associated with a brand or issue to see if they match with ratings provided by SMT.
Christian Bourque and Rick Hobbs will also present Facebook vs. Panel Research – No-holds-barred MMA style battle, click here for details
Christian Bourque, CMRP
Vice-President Research and Senior Partner Leger Marketing
As Vice-President Research and Senior Partner for Leger Marketing, Mr. Bourque is responsible for the overall management of major corporate accounts. In addition to being the senior consultant and team leader on projects, his responsibilities include: client liaison, research design, bilingual moderation, advanced analysis, and results presentation.
With over 15 years of experience in public opinion and market research, Mr. Bourque has managed both quantitative and qualitative research projects in a variety of areas. He is also a key media spokesperson for Leger Marketing. He has been on all major television networks commenting on public affairs and trends in Canada, and has been frequently quoted in the Financial Times, the New York Times, and the Wall Street Journal.
Prior to joining Leger in March of 1999, Mr. Bourque spent five years as Senior Director of Research and media spokesperson for Ipsos-Reid’s Montreal office.
Mr. Bourque’s experiences in market and public opinion research is quite diverse and ranges from quality of service, to communication and advertising research, website usability and effectiveness, policy development, and program review. He currently teaches 2 courses for MRIA’s Institute of Professional Development, including “Marketing Research on the Internet”.
Rick Hobbs, CMRP
Vice-President Research Leger Marketing
As Vice-President Research for Leger Marketing, Mr. Hobbs is responsible for the overall management of major corporate accounts, including the Government of Canada. In addition to being the senior consultant and team leader on projects, his responsibilities include: client liaison, research design, moderation, advanced analysis, and results presentation.
With over 13 years of experience in public opinion and market research, Mr. Hobbs has managed both quantitative and qualitative research projects on some of the most sensitive and challenging issues.
Prior to joining Leger in July of 2008, Mr. Hobbs spent five years at Pollara Strategic Insights and previously to that he was an Analyst with The Marketing Works. He started his career in marketing research at Pratt and Whitney Canada in 1996.
Mr. Hobbs’ experience in market research and public opinion research is quite diverse and includes projects related to quality of service, communication, advertising, websites, and policy/programs. He regularly speaks about innovative research techniques at MRIA events, including Net Gain, and QRD Day. As Chair of the Education Portfolio he writes a regular column in Vue Magazine.
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