“If we knew what it was we were doing, it would not be called research, would it?” -Albert Einstein
Olympic MaxDiff Analysis
MaxDiff Analysis allows respondents and researchers to more accurately determine the ranking of a series of attributes/features. The human brain can only effectively rank about 4-5 features at a time.
MaxDiff Analysis shows respondents multiple sets of 4 attributes/features and asks respondents to pick a "most" and a "least," typically based on interest or satisfaction. To more easily understand the data, results are presented on a scale that averages 100. Attributes/Features that result in higher than 100 are higher than the average and vice versa. This allows that data to be seen not only from "best" to "worst," but also the amount of percentage points that differ between each rank. |
Research helps professionals better understand effective ways to deliver a message to an audience. One of the largest advancements in communications currently is social media. To better understand how consumers are using social media, I developed two studies focusing on how people use different elements of social media.
#Hashtags |
News on Twitter
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My first study was done in the Fall of 2013, and focused on how social media participants use hashtags. The hypothesis under study was as follows: Respondents will report using hashtags relating to brands in the creation of social media content to express feeling.
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My second study was done in the Fall of 2014, and focused on Millennial's engagement with news on Twitter. The hypotheses under study were as follows: If Millennials’ activity on social media is high, then they will report receiving news from Twitter, not from traditional sources and if Millennials use social media to receive news, then they will report using credible news sources.
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