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Blog of the month, August 2012: Social listening for better survey design.

Oct 04 2012

For the Blog of the month - August 2012, we have selected the Kinesis Survey Blog and their August article Social listening for better survey design.

The article explains that the social listening is emerging as a new trend in qualitative research methodology. With almost 66% of internet users are using the social web sites, so it is important pool of information for the researchers to insight the user views about multiple issues (events, products, political issues, ...). As they say: "Social listening enables market researchers to discover highly immediate and personalized insights on a scale not possible through any other medium.

In terms of survey and questionnaire design, social listening is an important tool for the researchers. Social listening can be helpful in questionnaire design, because asking the wrong question could bring the wrong data at the end. While observing the users communication on the social websites, appropriate questions can be provided in surveys. Article also provides the example of this type of research, conducted in March.

Some say, that social listening "will ultimately replace survey research altogether. Social listening certainly reveals what people think, but rarely does it reveal why". But as the article concludes, "the combination of social listening and traditional survey research can be very powerful to provide greater data accuracy and deeper market intelligence. ". The future will show the right path.

Short statistics of the August articles on blogs in our database in general:

  • from 115 blogs in our database, there were 69 blogs with one or more blog articles posted in August 2012.
  • The biggest count was 182 articles in August, posted on MRweb blog.
  • There were 110 relevant posts about web-survey methodology; and from those 110 posts, there were 19 quality articles in terms of web-survey methodology.


Author: Marko Širec

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