Published: Nov. 30, 2011
Words: 43,248 (approximate)
Language: English
ISBN: 9781466060357

Short description

Research should be fun and interesting, not boring and over-complicated. The Listen Lady combines the best of storytelling and market research education to outline the processes, advantages, and disadvantages of social media listening research. Written for brand managers, marketing practitioners, and researchers, practical examples make the technique easily accessible to everyone.

Extended description

Research should be fun and interesting, not boring and over-complicated. The Listen Lady combines the best of storytelling and market research education to outline the processes, advantages, and disadvantages of social media listening research. Topics include data collection, content analysis, sentiment analysis, and data quality. Written for brand managers, marketing practitioners, and researchers, practical examples are described in plain language to make the technique easily accessible to everyone.

Is it a novel? Is it a textbook? Why not both!

Join the Listen Lady as she guides her protégé , Crystal, through the rights and wrongs, and the problems and successes of social media research. Crystal has poured every penny she has ever earned into running her own bakery. Unfortunately, without proper guidance, her fledgling business is failing. With barely enough customers to keep the lights on, and not a speck of research knowledge, she must learn the practice of social media res.. (Read more) Research should be fun and interesting, not boring and over-complicated. The Listen Lady combines the best of storytelling and market research education to outline the processes, advantages, and disadvantages of social media listening research. Topics include data collection, content analysis, sentiment analysis, and data quality. Written for brand managers, marketing practitioners, and researchers, practical examples are described in plain language to make the technique easily accessible to everyone.

Is it a novel? Is it a textbook? Why not both!

Join the Listen Lady as she guides her protégé , Crystal, through the rights and wrongs, and the problems and successes of social media research. Crystal has poured every penny she has ever earned into running her own bakery. Unfortunately, without proper guidance, her fledgling business is failing. With barely enough customers to keep the lights on, and not a speck of research knowledge, she must learn the practice of social media research quickly or her dream will melt away.

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Reviews by Industry Experts
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Annie has baked a sumptuous cupcake of a story using all the mysterious ingredients of social media to illustrate practical marketing applications that any entrepreneur could understand and apply to make their business more successful. - Cam Davis, Ph.D. @CamDavis48, Managing Director of Social Data Research

The book is a lovely, easy read which neatly identifies, lists and extols the key pillars of our Social Media ethics and tops them off with a nice little analytical “cherry.” - Finn Raben, @Finn01, Director General of ESOMAR

FANTASTIC! Very clever wording choices, phrases. Imagery is excellent. Crystal is someone I relate to. - Kathryn Korostoff, @ResearchRocks, President of Research Rockstar, Author of How to Hire & Manage Market Research Agencies

Annie manages to place a real-world stepwise guide to conducting social media research in a clever fictionalized novel form. This book is great for business and research managers alike. Well worth the read! - Vaughn Mordecai, @Discores, President of Discovery Research Group, Author of The Landmark Blog

A sure sign of the times – proof that social media research has come of age, a “how to” book has been written in a light hearted way by no less than our favourite blogger, LoveStats. A “must read” for aspiring social media analysts. - Tessie Ting, @TessieTweets, Co-Founder of Conversition
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Tags

social media, research methods, tweeting, research ethics, research methodology, market research, social media research, sentiment analysis, lovestats

Available ebook reading formats

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Palm Doc (PDB) (for Palm reading devices)	Buy	Download sample

Videos

The Listen Lady: A novel and social media research guide baked into one
The Listen Lady teaches readers about about social media research through a novel instead of a textbook format. Research should be fun!

Reviews

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Review by: Roohi Qureshi on May 30, 2012 :
This is a great introduction to the constructive use of data available through social media. It is presented as the story of a small bakery owner who is able to use this data to turn her business around. It is filled with some simple, practical strategies that I look forward to applying to my own small business. It is very easy to read.
(reviewed the day of purchase)

Review by: Mike Kruger on April 29, 2012 : (no rating)
This is a painless introduction to a lot of key issues in modern marketing research involving social media. In particular, it's good at showing how these can be used on a small scale. Very approachable. Although my main job is R&D at a very large MR firm, I also teach MR at a local graduate school and plan on using this in my classes next month.
(reviewed within a month of purchase)

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