How do I know? – Assessing the reliability and validity of micro
blogging data Ana Isabel Canhoto, Oxford Brookes University Jan Kietzmann, Simon Fraser University
Canhoto and Kietzmann, 2013
Canhoto and Kietzmann, 2013
Focused on micro-‐
blogging, 575
MenOons micro-‐
blogging, 550
Academic Papers 2007-‐2011 Source: Williams et al 2013
There is genuine informaOon in the twiSersphere, not
just sarcasm.
As transformaOve for social sciences ‘as
Galileo’s telescope was for the physical
sciences’ (Baker 2009)
Canhoto and Kietzmann, 2012
How do I know?
Canhoto and Kietzmann, 2013
'How do I know' test
Canhoto and Kietzmann, 2013
Paul Raimond:
'...will the evidence and my conclusions stand up to the closest scru8ny?' (1993: 55)
InformaOon Quality
Canhoto and Clark, 2012
InformaOon Quality
Dimension
Intrinsic The data in its own right; and the source
Contextual Context for which the data is to be used
RepresentaOonal The format and the meaning of the data
Accessibility How the data is stored and retrieved Canhoto and Kietzmann, 2013
Assessment criteria
Canhoto and Kietzmann, 2013
TradiOonal Emerging
Generalisability
Internal Validity
Reliability
Open access
Ethical
ApplicaOon Dimension Microblogging
Intrinsic The data in its own right + the source
• Establishing ID • Fake accounts (bots) • Plaform users vs. overall populaOon • Strategic use of plaform to achieve
specific goals
Contextual Context for which the data is to be used
• EOqueSe • (Short) life span of a tweet • What can you say in 140 characters?
(limited iteraOon) • Relevance • Off-‐limit subjects? Canhoto and Kietzmann, 2013
ApplicaOon Dimension Microblogging
RepresentaOonal Format and meaning of the data
• EmoOcons • Sarcasm • AbbreviaOons • Text... links... pictures
Accessibility How the data is retrieved
• Open • Tools to collect data (inc. free) • Public comments • Limited search capabiliOes
Canhoto and Kietzmann, 2013
ApplicaOon
Canhoto and Kietzmann, 2013
This article was downloaded by: [Oxford Brookes University]On: 05 July 2013, At: 06:02Publisher: RoutledgeInforma Ltd Registered in England and Wales Registered Number: 1072954 Registeredoffice: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK
Journal of Marketing ManagementPublication details, including instructions for authors andsubscription information:http://www.tandfonline.com/loi/rjmm20
Customer service 140 characters at a
time: The users' perspective
Ana Isabel Canhoto a & Moira Clark ba Oxford Brookes University , UKb Henley Business School , UKPublished online: 26 Mar 2013.
To cite this article: Ana Isabel Canhoto & Moira Clark (2013) Customer service 140 charactersat a time: The users' perspective, Journal of Marketing Management, 29:5-6, 522-544, DOI:10.1080/0267257X.2013.777355
To link to this article: http://dx.doi.org/10.1080/0267257X.2013.777355
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140 characters paper Dimension Microblogging
Intrinsic The data in its own right + the source
• Establishing ID • Fake accounts (bots) • Plaform users vs. overall populaOon • Strategic use of plaform to achieve
specific goals
Contextual Context for which the data is to be used
• EOqueSe • (Short) life span of a tweet • What can you say in 140 characters?
(limited iteraOon) • Relevance • Off-‐limit subjects? Canhoto and Kietzmann, 2013
140 characters paper Dimension Microblogging
RepresentaOonal Format and meaning of the data
• EmoOcons • Sarcasm • AbbreviaOons • Text... links... pictures
Accessibility How the data is retrieved
• Open • Tools to collect data (inc. free) • Public comments • Limited search capabiliOes
Canhoto and Kietzmann, 2013
140 characters paper
Canhoto and Kietzmann, 2013
TradiOonal Emerging
Generalisability
Internal Validity
Reliability
Open access
Ethical
Ana Isabel Canhoto www.anacanhoto.com @canhoto adomingos-‐[email protected]
Jan Kietzmann hSp://beedie.sfu.ca/profiles/JanKietzmann [email protected]
How do I know? – Assessing the reliability and validity of micro
blogging data
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