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-­‐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