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Like, Tweet, Read: Exploratory Analyses of Social Media Data as an Indicator for Readership Behaviour in the Newspaper and Periodicals Industries

Date created
2014-12-04
Authors/Contributors
Abstract
Magazine and newspaper publishers benefit from readership studies conducted by large research organizations. They help publishing professionals keep track of readers’ habits and their competitors’ success. In most areas, surveys of readers and Internet users generate the findings that the publishing industry is interested in. In recent years, market research has developed a new approach combining such survey data with social media data. This approach offers new ways to analyze how social media audiences can be segmented, how readers choose between different media, how they use mobile devices, and how magazines or newspapers compare to their competitors.Tackling each of these research scenarios, this report summarizes a series of analyses conducted at Vision Critical, a multinational market research technology company. By using basic functions in R, a freely available statistical programming language, the analyses show how this approach enriches results in a way that is useful for publishers.
Document
Identifier
etd8722
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The author has not granted permission for the file to be printed nor for the text to be copied and pasted. If you would like a printable copy of this thesis, please contact summit-permissions@sfu.ca.
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etd8722_TQueitsch.pdf 1.76 MB

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