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Apples and oranges: does a Web survey produce similar results to social media tracking?(Report)

Bourque, Christian ; Hobbs, Rick ; St. Hilaire, Danielle

Marketing Research: A Magazine of Management & Applications, Fall, 2011, Vol.23(3), p.9(5) [Peer Reviewed Journal]

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  • Title:
    Apples and oranges: does a Web survey produce similar results to social media tracking?(Report)
  • Author: Bourque, Christian ; Hobbs, Rick ; St. Hilaire, Danielle
  • Subjects: Market Research -- Methods ; User Surveys -- Research ; Social Media -- Research
  • Is Part Of: Marketing Research: A Magazine of Management & Applications, Fall, 2011, Vol.23(3), p.9(5)
  • Description: The accuracy of Web surveys and social media measurements in market research are investigated. Social media measurements are considered to be a useful tool yielding powerful information but cannot be compared to Web surveys due to differences in frame of reference.
  • Language: English
  • Identifier: ISSN: 1040-8460
  • Source: Cengage Learning, Inc.

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