Friday, 16 November 2012

Deep Data: Digging into Social Media with Qualitative Methods

The ever-growing use of social media -- and the resultant Big Data-- excites quantitative researchers.  The potential to use social media to collect rich data that can generate new insights excites qualitative researchers.  Quantitative methods allow researchers to reveal and follow patterns of posts and responses by users of social media sites. But at some point we need to ask “why?” in order to discern users’ motivation, understand the significance of behaviours and learn how the experience is significant to their personal or professional lives.  Qualitative researchers have the ability to do so. Qualitative research approaches allow us to dig below the surface to explore how, why or what, and to explore relationships and connections not readily evident in Big Data—which is why I’ve taken to describing it as Deep Data.
While quantitative researchers typically collect data or track movements posted at a previous time, qualitative researchers can use asynchronous, synchronous and near-synchronous approaches. Social media sites allow researchers to develop new interpretations of classic qualitative data collection approaches: observations, interview and document analysis. (For more on social media communications and qualitative data collection, see my video blog here.)
We have a lot of options when it comes to the type of study to be conducted with qualitative research on, about or with social media. We can look at the online behavior as the research phenomenon itself, or we may look at the online behavior in relation to other thoughts, experiences or attitudes related to life on- or offline.
For example, as researchers we may be interested in how cancer survivors cope, and decide to conduct interviews with a text or video chat function in a social media platform because it allows us to select a more geographically dispersed sample.  Or, we may be interested in how cancer survivors use social media to build networks that help them cope. In this case, to understand participants’ choices, communications and patterns of usage on that platform, we may use observations of community events, such as a webinar with a guest speaker, analysis of posts, and/or interviews with community members to collect data. In the first example the social media platform is a means for communication that allows us to understand a research phenomenon. In the second example, the social media platform itself is part of the phenomenon being investigated. This fundamental choice about the research purpose and researcher’s motivation for using social media influences the entire research design, sampling and mode of data collection: what data to collect from whom, how, using what synchronous or asynchronous communications (Salmons, 2012). 
Clearly, varied combinations of social media tools and qualitative methods offer a wide range of options for social science researchers. There are many opportunities in the yet unexplored ways to think about qualitative research and social media—as well, there are many unanswered questions and challenges. A few intriguing areas for consideration are:
  • Ethical dilemmas. Qualitative researchers will always need informed consent for interviews and direct exchanges with research participants. But the situation is fuzzier when the researcher is conducting observations or drawing content from posted materials in online settings where it may be hard to distinguish public from private. 
  • Diverse data types. Communication in social media settings may involve a mix of visual, verbal and text-based exchanges. Qualitative researchers need to decide which types to use, and how to analyze them. As well, they need to consider intellectual property rights of images, or pictures that include other people who have not given permission for their use by the researcher.
  • Non-neutral platforms:  Most social media sites are commercially owned. They are designed to generate revenue, not simply for a social good. Features are designed to encourage users to navigate and participate in certain ways. This means participants—unless they program their own online sites or interactive spaces—are not functioning online independent of  technical and other constraints.
What opportunities and obstacles do you see for qualitative researchers in the digital age? Please join NSMNSS in Methodspace, Twitter chats, virtual seminars and a coming Knowledge Exchange Seminar to share ideas and strategies.
 Janet Salmons, PhD

Kozinets, Robert V. (2010). Netnography: Doing ethnographic research online. Thousand Oaks: Sage.

Lindgren, Simon. (2012). Introducing Connected Concept Analysis: Confronting the challenge of large online texts through a qualitative approach to quantity. Paper presented at the IPP2012: Big Data, Big Challenges, University of Oxford.
Salmons, Janet E. (Ed.). (2012). Cases in online interview research. Thousand Oaks: Sage Publications. (For more on the E-Interview Research Framework, see here)


  1. In my opinion, there will come a time when we can qualitatively measure the efficacy of social media. Nowadays, researchers are finding ways and are developing methods to measure the effectiveness and success of social media. Through Google Analytics, platform owners can track user activity on their website in real time. Soon, a more updated and comprehensive version will come out, which will answer the lingering doubts of this method.[Darryl Tay]

    1. Great panoramas! I really like the photographs with the northern light. I use a Hasselblad XPan
      visit the website
      camera for my panoramas.

  2. This comment has been removed by the author.

    1. DeepCrawl can be used to collect comprehensive and accurate
      buy backlinksbacklink data for any set of websites, by aggregating backlink data from multiple sources and ...

  3. I agree with Janet´s judicious statements. Certainly online research poses many new challenges unknown in offline research, that needs to be properly addressed.
    I would comment on Darryl comment that a "qualitative measuring" is a kind of is a conceptual contradiction. Measurement is the "Association of numbers with physical quantities and natural phenomena by comparing an unknown quantity with a known quantity of the same kind" (Concise Encyclopedia). Or also "Compare a quantity with its respective unit, in order to find out how many times the second is contained in the first".
    By definition to measure something requires:
    1) The physical property to be measured must be continuos and observable
    2) There must exist a unit of measurement
    3) This unit of measurement must be compared with the state of the physical property to be measured.
    Therefore a) there´s no measurement without numbers, b) there´s no measurement without a unit of measurement, c) unobservable, discontinuos and non-physical properties cannot be measured.
    Efficacy cannot be measured because it is not an observable physical property and there´s no unit of measurement for it. You can compare and rank, and/or classify social media based on a judgement of their relative efficacy. But it is a qualitative judgement. That doesn´t make it inferior, however.

  4. Thank you for another informative blog. The place
    else could I get that kind of information written in such
    a perfect way? I've a project that I am simply now operating on, and I have been at the glance out for such info.

    Also visit my website ... Abercrombie Fitch Belgique

  5. You actually make it seem really easy together with your presentation but I in finding this topic to be really something which I think I might
    never understand. It kind of feels too complex and very extensive for me.
    I'm having a look ahead in your next put up, I'll attempt to
    get the hold of it!

    Have a look at my weblog:

  6. Write more, thats all I have to say. Literally, it seems as though you relied on the video
    to make your point. You definitely know what youre talking about, why waste your intelligence on just posting videos to your site when you could be
    giving us something informative to read?

    Also visit my site; Evgeni Malkin Black Jersey

  7. Hi there great website! Does running a blog like this take a lot of work?
    I have absolutely no understanding of computer programming however I had been hoping to start my own blog soon.
    Anyway, if you have any suggestions or techniques for new blog owners please share.
    I understand this is off topic nevertheless I simply needed to ask.

    Stop by my weblog :: Authentic Sidney Crosby Jersey

  8. Hi! I just wanted to ask if you ever have any issues with hackers?
    My last blog (wordpress) was hacked and I ended up losing several weeks
    of hard work due to no back up. Do you have any solutions to protect against hackers?

    My weblog; Sito Ufficiale Gucci Borse

  9. Does your blog have a contact page? I'm having trouble locating it but, I'd like to send you
    an email. I've got some creative ideas for your blog you might be interested in hearing. Either way, great website and I look forward to seeing it improve over time.

    Here is my blog post: Louis Vuitton Bags

  10. That is a good tip especially to those fresh to the blogosphere.

    Short but very accurate infoÖ Thank you for sharing this
    one. A must read article!

    my web blog -

  11. Fantastic site. Lots of useful information here. I am sending it
    to a few friends ans additionally sharing in delicious.
    And of course, thanks for your effort!

    my web blog ... Wholesale Jerseys

  12. Appreciate the recommendation. Let me try it out.

    Also visit my web page :: NFL Jerseys Cheap

  13. I almost never comment, but after looking at a ton of remarks on "Deep Data: Digging into Social Media with Qualitative Methods".
    I do have a few questions for you if it's okay. Could it be only me or do some of the responses look like they are written by brain dead visitors? :-P And, if you are posting on additional online sites, I'd like
    to keep up with anything fresh you have to post. Could you post a list of all of your social community pages like your twitter feed, Facebook page or linkedin

    Visit my homepage Michael Kors Bags

  14. An impressive share! I have just forwarded this onto a colleague
    who had been conducting a little research on this. And he actually
    ordered me lunch because I stumbled upon it for him... lol.

    So let me reword this.... Thank YOU for the meal!
    ! But yeah, thanx for spending the time to talk about this topic here on your web page.

    My blog post Michael Kors Canada

  15. obviously like your web site however you need to check the spelling on several of your
    posts. Several of them are rife with spelling issues and I find it very
    troublesome to inform the reality nevertheless I will
    surely come again again.

    my homepage: upcycled clothing

  16. My family all the time say that I am killing my time here at net,
    except I know I am getting familiarity everyday by reading
    thes pleasant articles.

    Feel free to surf to my webpage:

  17. That is really interesting, You are a very skilled blogger.
    I have joined your rss feed and look ahead to seeking extra of your wonderful post.
    Additionally, I have shared your website in my social networks

    Feel free to visit my web page - Abercrombie France

  18. I thіnk that іs among the ѕo much signіficant information foг me.
    Anԁ і'm glad reading your article. However wanna statement on few normal issues, The website taste is ideal, the articles is really great : D. Just right process, cheers

    my blog post - diamondlinks review

  19. ePsychoanalysis.


  21. Aside from the fleshlight fees, attorney costs, and license suspension,
    you will have to wait. Ellison's fleshlight plans for that money are not known, but he asked a lot of cash, followed by Apple's
    Digital AV Adapter -- but there will sadly be no rumblings of Thunderbolt connectivity here.
    It features a 1 GH z Snapdragon processor, 4.
    Select a hashtag from the tiled collection, and
    you'll be able to slide between numbers, accented letters and more obscure punctuation by holding down a letter and sliding across.


  23. This is a topic that is near to my heart... Best wishes! Exactly where are your contact details though?

    Here is my web-site :: Mulberry Bags

  24. Yesterday, while I was at work, my cousin stole my apple ipad and tested to
    see if it can survive a 30 foot drop, just so she can
    be a youtube sensation. My iPad is now broken and she has 83 views.
    I know this is completely off topic but I had to share
    it with someone!

    Feel free to surf to my web site; Chaussures De Football


  26. Great post. I was checking continuously this weblog and I'm impressed! Extremely helpful information specifically the last part :) I take care of such info much. I used to be seeking this certain information for a very lengthy time. Thank you and good luck.

    Review my webpage :: Louis Vuitton Bags

  27. Hi there to all, how is all, I think every one is getting more
    from this site, and your views are fastidious designed for new users.

    Also visit my web-site ... Louis Vuitton Outlet

  28. I'm curious to find out what blog platform you're using? I'm experiencing some minor security issues with my latest blog and I would like to find something more risk-free. Do you have any solutions?

    My blog ... Get More Information

  29. Hi there! This is my first visit to your blog!
    We are a team of volunteers and starting a new initiative in a community in the same niche.
    Your blog provided us useful information to work on. You have done a extraordinary job!

    my blog :: more

  30. This post gives clear idea in support of the new viewers of blogging, that genuinely how to do blogging and site-building.

    my web blog - Sac Louis Vuitton Pas Cher

  31. Everything is very open with a precise clarification of the challenges.
    It was truly informative. Your site is very helpful.

    Thanks for sharing!

    Feel free to visit my webpage ... check this out

  32. I read this article completely concerning the comparison of newest and previous technologies, it's amazing article.

    my blog post: Read More

  33. Pretty nice post. I simply stumbled upon your weblog and wished to say
    that I've truly loved browsing your weblog posts. In any case I'll be subscribing for
    your feed and I hope you write once more soon!

    Also visit my webpage; additional info

  34. Very nice blog post. I certainly appreciate
    this site. Thanks!

    Feel free to visit my web page more

  35. Hi there, of course this paragraph is in fact fastidious and I have learned lot of things from it about
    blogging. thanks.

    Here is my web page - New Kobe Shoes

  36. Your mode of telling all in this piece of writing is really nice,
    all can easily know it, Thanks a lot.

    Have a look at my homepage - Bonuses

  37. Amazing! Its actually remarkable article, I have got much clear idea concerning from this piece of writing.

    My blog Nike Air Max

  38. Since the admin of this web site is working, no hesitation very quickly it will be well-known, due to its feature contents.

    Here is my blog post; Click Here

  39. Heya i am for the primary time here. I found this board
    and I in finding It really helpful & it helped
    me out much. I'm hoping to provide one thing back and aid others like you helped me.

    My blog post Beats By Dre Pas Cher

  40. Good post however I was wondering if you could write a litte more on this topic?
    I'd be very thankful if you could elaborate a little bit more. Appreciate it!

    Have a look at my weblog: Beats By Dre Pas Cher ()

  41. It's awesome to pay a quick visit this website and reading the views of all mates regarding this piece of writing, while I am also zealous of getting familiarity.

    Feel free to surf to my web blog :: Air Jordan Pas Cher

  42. I know this if off topic but I'm looking into starting my own blog and was curious what all is needed to get setup? I'm assuming having a blog like yours would cost a pretty penny?

    I'm not very internet savvy so I'm not 100% sure.
    Any suggestions or advice would be greatly appreciated.


    Also visit my blog post Michael Kors Bags []

  43. It's enormous that you are getting thoughts from this article as well as from our dialogue made at this place.

    Feel free to surf to my page :: Sac A Main Louis Vuitton

  44. You're so cool! I don't think I've read anything like that before. So nice to discover another person with a few original thoughts on this subject matter. Really.. many thanks for starting this up. This website is something that's needed on the web,
    someone with some originality!

    my homepage ... New LeBron James Shoes **

  45. Hi there! Do you use Twitter? I'd like to follow you if that would be ok. I'm undoubtedly enjoying your blog
    and look forward to new updates.

    Also visit my web blog ... Michael Kors Outlet

  46. I love looking through an article that can make men and women think.

    Also, many thanks for allowing me to comment!

    Look into my web-site ... Sac A Main Louis Vuitton

  47. If some one wishes expert view regarding blogging
    afterward i recommend him/her to pay a quick visit this weblog,
    Keep up the nice job.

    Look at my webpage - Sac Louis Vuitton

  48. It's great that you are getting ideas from this post as well as from our discussion made here.

    My weblog ... Air Max ()

  49. Help my india is the World Best Forum and Blogging Site which provides the all category of forum and blogging and Social Community site.

    Social Communities

  50. You have done a great job. I will definitely dig it and personally recommend to my friends. I am confident they will be benefited from this site.
    remote working

  51. it won’t be a taboo topic however generally people are not enough to talk on such topics. To the next. Cheers
    instagram followers

  52. his is my first time i visit here. I found so many entertaining stuff in your blog, especially its discussion. From the tons of comments on your articles, I guess I am not the only one having all the leisure here! Keep up the excellent work. major record labels

  53. Hai…you have posted great article, it really helpful to us.. I will refer this page to my friends; I hope they will like to read.
    Quantitative Data Analysis

  54. To choose come to be health supplements a fabulous thriving business venture or even crunching knowledge, you'll want benefit will probably stick with. All of us place emphasis about qualitative data analysis methods and additionally you will put into play any devices you will wish right from ough. lenses. which specifically crumbles with this way veranda outdoor patio umbrella. Men and women are the data looking for qualitative experience experts, using simply being this approach journey are essential you've gotten many recommendations you'll want hundreds of you ought to do the job all of them statistics.

  55. This is very well written and your points are well-expressed. Please, don’t ever stop writing.
    high pr backlinks

  56. Pretty nice post. I just stumbled upon your weblog and wanted to say that I have really enjoyed browsing your blog posts. After all I’ll be subscribing to your feed and I hope you write again soon!
    seo backlinks

  57. I just want to say simply great! These photos are awesome. Cleaning and retouching task of photos are difficult to make but you have done it especially those family pictures.
    Outsource Video Editing Services

  58. On the off chance that you are not certain what to purchase, get your child a voucher to purchase PC amusements. bus simulator

  59. Your child will have the opportunity to pick the PC diversions that they like. Guide them on the best way to get their diversions. clash royale hack

  60. blessing voucher site, click purchase catch, enter the coupon code then present your request with the goal that he can begin playing immediately. square quick

  61. We recently created the dashboard you can see at It is slightly different from your examples in that it is intended for general public use (as opposed to being for logged-in users/customers). It pulls in information from various different sources and therefore saves people a lot of time as they can get everything in once place.

    web design company in chennai

  62. اكبر صرح مقاولات عامةبالسعودية الان نعمل على بناء المحمعات السكنية والاسواق التجارية
    اتصل بنا الان على هاتف : 0590040027

  63. اتصل بنا الان لكى نوفر لك جميع الخدمات التى تحتاجها من شركه مقاولات عامه من احدث المعجات وسرعه فى الاداء التى تنره من شركتنا
    بالاضافه الى سفلته طرق التى تحتاج الى الحفاظ على اارض من التشققات التى تحدث فى السيارات وغيرها .

  64. I agree we share this blog explains it's changed mind way of doing the business.We Providers this output of others sites.
    SEO Training in Chennai
    Best SEO Training Course in Chennai
    Digital Marketing Training Institute

  65. You're so cool! I don't think I've read anything like that before. So nice to discover another person with a few original thoughts on this subject matter.

    thanks for sharing...
    gclub casino
    goldenslot mobile

  66. Hi, all is going sound here and of course every one is sharing facts, that’s really fine, keep up writing.

    Agen Sakong dan BandarQ

  67. Kontes SEO BERLANGSUNG !!

    Total Hadiah 30 Juta Rupiah Dengan Keyword : BandarQ Agen Sakong Judi AduQ Capsa Bandar Poker BdDomino

    Tanggal : 17 Juli 2017 sampai 2 Oktober 2017

    Selengkapnya :

    Tunjukan Kalau Kalian MASTERNYA SEO !!
    Saat yang tepat untuk mengetest kemampuan SEO Anda dengan tidak sia-sia.

    Tunggu apa lagi? Ikuti kontes ini sekarang juga!

    Agen Judi BandarQ
    Hack BandarQ
    Sex Story
    Agen Sakong dan BandarQ

  68. TalScout is a video interviewing platform for both job seekers, & the employers. Simplifing talent hiring process with automated screening, virtual campus hiring digital interview platform


    thank you so much for this nice Post.
    I really enjoyed.

  70. here
    i like your post and all you share with us is uptodate and quite informative. Thank you

  71. visit website
    thank you so much for this nice Post.
    I really enjoyed

  72. click here
    Absolutely wonderful post! What a perfect concept. Thank you

  73. I really like you post good blog,Thanks for your sharing.


  74. visit website
    thank you so much for this nice Post.
    I really enjoyed

  75. visit
    Thanks for sharing nice information with us

  76. click here
    Absolutely wonderful post! What a perfect concept. Thank you

  77. click here
    Absolutely wonderful post! What a perfect concept. Thank you

  78. visit website
    thank you so much for this nice Post.
    I really enjoyed


  79. click here
    Absolutely wonderful post! What a perfect concept. Thank you


  80. click here
    Absolutely wonderful post! What a perfect concept. Thank you

  81. click here
    Absolutely wonderful post! What a perfect concept. Thank you

  82. articles that are very interesting to me and I am very interested in your article and of the articles I read only your best articles
    raja poker

  83. click here
    Absolutely wonderful post! What a perfect concept. Thank you

  84. Telah Hadir MGMPOKER88 - Agen Judi Terpercaya
    Langsung Saja ke
    ◙ Play Aduq
    ◙ Capsa Susun
    ◙ Sakong
    ◙ Play Domino 99
    ◙ Play Bandar Q
    ◙ Play Poker
    Keunggulan Bersama Kami MGMPOKER88 yaitu PROMO bonus yang menarik untuk anda. Di antaranya ;
    ◙ Bonus Mingguan Setiap Hari SENIN Up To 0.5%
    ◙ Bonus Raferral sebesar 20%
    ◙ Bisa Juga Dimainkan di Smartphone Versi Android dan Iphone.
    ◙ Minimal Deposit 20ribu Wd 20ribu
    ◙ Support Bank BCA - BNI - Mandiri - BRI.

    Untuk Info Lebih Lanjut Bisa Saja Langsung Hubungi Costumer Service kami di :
    LiveSupport 24JAM.
    ◙ Phone : +85577597038
    ◙ Skype : jessy wijayatan
    ◙ Livechat :

    Salam Keberuntungan MGMPOKER88...


  85. your article is very good and thanks for this and with this I can learn how to create a good article like you
    judi poker

  86. interesting articles and this is my first first reading a very interesting article thanks for this article that fits with the theme news.
    judi poker


  87. click here
    Absolutely wonderful post! What a perfect concept. Thank you

  88. I�ve recently started a site, and the information you offer on this website has helped me greatly. Thank you for all of your time & work. click resources

  89. Substantially, the post is really the sweetest on this precious topic. I fit in with your conclusions and will eagerly look forward to your coming updates. Simply saying thanks will not simply be enough, for the awesome lucidity in your writing. I will at once grab your rss feed to stay abreast of any updates. Genuine work and much success in your business efforts! additional info


  90. visit
    Thanks for sharing nice information with us

  91. Hoitz continues his prattle about the latest findings of their criminal investigation. use this link

  92. Today it seems like Phrase Powerplant is the top blogging service available today. (through just what We have examine) Is always that what you are utilizing in your website? you can try this out

  93. Mari Boskuu...
    hanya Butuh 1 ID dan Anda Bisa Bermain 6 Permainan Di Sini.
    jadi Tunggu Apa lagi,, Ayo Bergabung Dan MenangKan Jutaan Rupiah.

    Jangan Ragu Dengan kami Di sini Kami MenjaminKan Pemainan Tanpa Robot.
    Ataupun Admin Kami Bermain Bersama anda.
    DI sini kami Fairplay, 100% Player VS player.
    Poker Aman Dan Terpercaya Hanya Bersama Gadispoker.
    Kami Juga Menyediakan Bermacam Promo untuk Para Member Setia Kami.

    -Bonus Deposit Setiap hari Untuk Para member.
    -Bonus Refferal 10% Seumur Hidup.
    -Bonus TO/Turn Over Up TO 0,3% - 0,5%
    - Hadiah Jackpot Puluhan Jutaan Rupiah
    Kalian Juga Akan Di layani dengan CS Kami Yang Ramah dan Sangat propesional.
    Selama 24jam Nonstop,
    JAdi Jangan Berpikir panjang lagi mari Bergabung bersama Gadispoker dan Di tunggu Kemenangannya,
    Untuk Info Lebih lanjut Silakan hubungi CS (custumer Service).
    -Live chat ( gadispoker )
    -Whatsapp : +855966624192
    -Skype : Gadispoker
    -Yahoo : gadispokercs
    -BBM : D8C893A4
    -Line : gadispoker-cs
    Hubungi Segera Dan Jangan Lewatkan Kemenanganmu..!
    agen judi poker online terpercaya di indonesia

    bandar judi poker online yang paling aman

    taruhan judi poker online terpercaya

    poker online

    judi poker

    dewa poker

    raja poker


    judi poker online terbesar

    judi poker online yang aman dan terpercaya

    bandar poker online indonesia

    judi dewa poker terbaik indonesia

    agen poker online indonesia

    poker online betting

    poker online terbaik

  94. articles that are good, see also this interesting article in: poin4d

  95. your article is really good, visit also my article in: bandar judi online


  96. want to read this interesting article for this month immediately click my article and get a great experience after reading my article on:
    bandar togel


  97. want to read this interesting article for this month immediately click my article and get a great experience after reading my article on:
    judi poker


  98. want to read this interesting article for this month immediately click my article and get a great experience after reading my article on:
    bandar togel


  99. want to read this interesting article for this month immediately click my article and get a great experience after reading my article on:

  100. It’s really a great and useful piece of information. I’m glad that you just shared this helpful information with us.
    Please stay us informed like this. Thanks for sharing. ??

    Agen Bola
    Agen Bola Terpercaya
    Poker Online Indonesia Terpercaya
    Poker Online Indonesiaa

  101. I was very impressed by this post, this site has always been pleasant news. Thank you very much for such an interesting post. Keep working, great job! In my free time, I like play game
    togel online


  102. want to read this interesting article for this month immediately click my article and get a great experience after reading my article on:


  103. want to read this interesting article for this month immediately click my article and get a great experience after reading my article on:

  104. very interesting content of this article give inspiration thanks :

  105. want to read this interesting article for this month immediately click my article and get a great experience after reading my article on:
    judi poker


  106. want to read this interesting article for this month immediately click my article and get a great experience after reading my article on:
    togel sgp


  107. want to read this interesting article for this month immediately click my article and get a great experience after reading my article on:
    poker online