The power (and danger) of the story in social media research

• Autores: Gareth Price
• Localización: International Journal of Market Research, ISSN-e 1470-7853, Vol. 55, Nº. 6, 2013, págs. 755-756
• Idioma: inglés
• DOI: 10.2501/ijmr-2013-064
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• Resumen

  • The author offers opinions on the role of social media in marketing research. It is stated that while social media offers a wide range of information of value to marketing research, the tendency of researchers to desire to impose mathematical certainties into analysis of consumer attitudes which are inherently opinions poses risk of inaccuracy.