One-day course:
Uses of Social Media
in Survey Research
Instructor: Dr. Michael Link
Welcome to a course titled Uses of Social Media in Survey Research
New technology and survey methods have driven survey research for more than 75
years. However, never before has the proliferation, complexity, and growth of tech­
nology been as expansive and rapid as seen today.
Data gathered from smartphones and tablets, social networking, and ”Big Data” offer
researchers an array of potential new techniques and approaches for the collection of
behavioral, attitudinal and related data. These include new modes for administering
surveys, additional data collection techniques which can augment survey data and,
in some instances, approaches that can replace traditional self-reported surveys with
more real-time, electronic data capture.
This course explores social media technologies and data used by researchers, and
explains how these can be used to evolve survey research to the next level. The course
will cover three broad areas: First, we will examine the current state of research on
social media technology and potential data biases. Next, we dig deeper into the types
and uses of social media technologies, both as a mode of conducting traditional
surveys and as data sources in their own right. Finally we will examine the potential
role of ”Big Data” more generally, looking at how information beyond social media
may be used in conjunction with survey information to provide new insights.
Michael Link, Ph.D.
Michael W. Link, Ph.D. is Chief Methodologist and Senior Vice President at Nielsen, directing
the activities of the Measurement Science Institute. Dr. Link is also President of the American
Association for Public Opinion Research, 2014–2015. He has extensive experience in survey
research, having worked in academia (University of South Carolina, 1989–1999), not-forprofit research (RTI International, 1999–2004), and government (Centers for Disease Control
and Prevention, 2004–2007) before joining Nielsen.
Dr. Link’s research efforts focus on developing methodologies for confronting the most pressing
issues facing measurement science, including improving participation and data quality, the
use of multiple modes in data collection and new technologies such as mobile platforms and
social media. Along with several colleagues, he received the American Association for Public
Opinion Research 2011 Mitofsky Innovator’s Award for his research on address-based
sampling. His numerous research articles have appeared in leading scientific journals, such as
Public Opinion Quarterly, International Journal of Public Opinion Research, and Journal of
Official Statistics.
DATE: November 10, 2014, 09.30-16.00
VENUE: Statistics Sweden, Karlavägen 100, Stockholm, Bullerbyn, ground floor
FEE: SEK 800 including documentation, morning and afternoon coffee. The space is
limited, so please register as soon as possible.
SCB, Stockholm
+ 46 8 506 940 00
www.scb.se
REGISTRATION: No later than Monday October 20, 2014.
MORE INFORMATION: Annika Fröberg, + 46 8 506 945 59, [email protected]