How	
  do	
  I	
  know?	
  –	
  Assessing	
  the	
  
reliability	
  and	
  validity	
  of	
  micro	
  
blogging	
  data	
 ...
Canhoto	
  and	
  Kietzmann,	
  2013	
  
Focused	
  on	
  
micro-­‐
blogging,	
  
575	
  
MenOons	
  
micro-­‐
blogging,	
...
Canhoto	
  and	
  Kietzmann,	
  2012	
  
How	
  do	
  I	
  know?	
  
Canhoto	
  and	
  Kietzmann,	
  2013	
  
'How	
  do	
  I	
  know'	
  test	
  
Canhoto	
  and	
  Kietzmann,	
  2013	
  
	
  
Paul	
  Raimond:	
  
	
  
'...will	
  t...
InformaOon	
  Quality	
  
Canhoto	
  and	
  Clark,	
  2012	
  
InformaOon	
  Quality	
  
Dimension	
  
Intrinsic	
  
The	
  data	
  in	
  its	
  own	
  right;	
  and	
  the	
  
source	
...
Assessment	
  criteria	
  
Canhoto	
  and	
  Kietzmann,	
  2013	
  
TradiOonal	
   Emerging	
  
Generalisability	
  
Inter...
ApplicaOon	
  
Dimension	
   Microblogging	
  
Intrinsic	
   The	
  data	
  in	
  
its	
  own	
  right	
  
+	
  the	
  sou...
ApplicaOon	
  
Dimension	
   Microblogging	
  
RepresentaOonal	
   Format	
  and	
  
meaning	
  of	
  
the	
  data	
  
•  ...
ApplicaOon	
  
Canhoto	
  and	
  Kietzmann,	
  2013	
  
This article was downloaded by: [Oxford Brookes University]
On: 05...
140	
  characters	
  paper	
  
Dimension	
   Microblogging	
  
Intrinsic	
   The	
  data	
  in	
  
its	
  own	
  right	
  ...
140	
  characters	
  paper	
  
Dimension	
   Microblogging	
  
RepresentaOonal	
   Format	
  and	
  
meaning	
  of	
  
the...
140	
  characters	
  paper	
  
Canhoto	
  and	
  Kietzmann,	
  2013	
  
TradiOonal	
   Emerging	
  
Generalisability	
  
I...
Ana	
  Isabel	
  Canhoto	
  
www.anacanhoto.com	
  
@canhoto	
  
adomingos-­‐
canhoto@brookes.ac.uk	
  
	
  
Jan	
  Kietzm...
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Digital Research Conference 2013 - Framework to assess the quality of Twitter data for research purposes

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Presentation at the DIgital Research Conference, on 10 Sep 2013. Jan and I present an approach to assessing the quality of Twitter data for (business) research, and illustrate its application with a paper looking at the role of Social Media in customer service.

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Digital Research Conference 2013 - Framework to assess the quality of Twitter data for research purposes

  1. 1. 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  
  2. 2. 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)  
  3. 3. Canhoto  and  Kietzmann,  2012  
  4. 4. How  do  I  know?   Canhoto  and  Kietzmann,  2013  
  5. 5. '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)  
  6. 6. InformaOon  Quality   Canhoto  and  Clark,  2012  
  7. 7. 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  
  8. 8. Assessment  criteria   Canhoto  and  Kietzmann,  2013   TradiOonal   Emerging   Generalisability   Internal  Validity   Reliability   Open  access   Ethical  
  9. 9. 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  
  10. 10. 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  
  11. 11. ApplicaOon   Canhoto  and  Kietzmann,  2013   This article was downloaded by: [Oxford Brookes University] On: 05 July 2013, At: 06:02 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK Journal of Marketing Management Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/rjmm20 Customer service 140 characters at a time: The users' perspective Ana Isabel Canhoto a & Moira Clark b a Oxford Brookes University , UK b Henley Business School , UK Published online: 26 Mar 2013. To cite this article: Ana Isabel Canhoto & Moira Clark (2013) Customer service 140 characters at 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
  12. 12. 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  
  13. 13. 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  
  14. 14. 140  characters  paper   Canhoto  and  Kietzmann,  2013   TradiOonal   Emerging   Generalisability   Internal  Validity   Reliability   Open  access   Ethical  
  15. 15. Ana  Isabel  Canhoto   www.anacanhoto.com   @canhoto   adomingos-­‐ canhoto@brookes.ac.uk     Jan  Kietzmann   hSp://beedie.sfu.ca/profiles/ JanKietzmann   jan_kietzmann@sfu.ca   How  do  I  know?  –  Assessing  the   reliability  and  validity  of  micro   blogging  data  

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