Understanding Social Media Users with Research - Einzelansicht

Collis J. and Hussez, R. (2009) "Business Research: A Practical Guide for Undergraduate and Postgraduate Students“

Interest in research methods and Social Media. This class is limited to 26 students. The class will be held in English.

In-class presentations / homeworks and written exam

As the adoption and usage of social applications is on the rise (e.g. Facebook, Airbnb, Twitter, PatientsLikeMe), there is a growing interest in understanding behavior and perceptions of users, as well as the impact of this use on businesses, public sector and society as a whole. Against this background, the goal of this class is to empower students with a set of research methods that can be used to understand this phenomenon. Among others, course participants will be trained to collect and analyze qualitative and quantitative data that reflects usage patterns and perceptions of users of various social applications. Specifically, content analysis, grounded theory, structural equation modeling and other methods will be discussed and applied. This course may serve as a sound methodological preparation for the master thesis or a seminar “Case Studies in Digital Media and Big Data Seminar”.