Supplementing and substituting survey data with digital trace data
For many years, surveys were the standard tool to measure attitudes and behavior for social science research. In recent years, however, researchers have shifted their focus to new sources of data, especially in the online world. For instance, researchers have analyzed the potentials of replacing or supplementing survey data with data from social media (e.g., Twitter, Reddit), smart devices (e.g., smartphones or fitness tracker), and data from other places where people leave digital traces. In this project, we explore the feasibility of using behavioral records of individuals’ online activities to study political attitudes and behavior.
Specifically, (1) we explore the potentials of online behavioral data to substitute traditional survey data by inferring attitudes and behavior from the online data. We analyze how complete such data are as users may switch off data collection during certain activities they do not want recorded, and we study how (social) media use shapes attitudes and behavior in the offline world. (2) We also study how digital trace data can be used to identify behavior change due to survey participation (e.g., does participation in a survey about politics lead respondents to consume more political news online?). (3) Finally, we analyze whether tracking people's digital traces lead to change in the tracked behavior.
Collaborators: Ashley Amaya, Ruben Bach, Alexandru Cernat, Frauke Kreuter
Funding: German Research Foundation (DFG), InGRID2
Related publications:
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Specifically, (1) we explore the potentials of online behavioral data to substitute traditional survey data by inferring attitudes and behavior from the online data. We analyze how complete such data are as users may switch off data collection during certain activities they do not want recorded, and we study how (social) media use shapes attitudes and behavior in the offline world. (2) We also study how digital trace data can be used to identify behavior change due to survey participation (e.g., does participation in a survey about politics lead respondents to consume more political news online?). (3) Finally, we analyze whether tracking people's digital traces lead to change in the tracked behavior.
Collaborators: Ashley Amaya, Ruben Bach, Alexandru Cernat, Frauke Kreuter
Funding: German Research Foundation (DFG), InGRID2
Related publications:
- Keusch, F., Bach, R., & Cernat, A. (2023). Reactivity in measuring sensitive online behavior. Internet Research, 33, 1031-1052. 10.1108/INTR-01-2021-0053
- Cernat, A. & Keusch, F. (2022). Do surveys change behaviour? Insights from digital trace data. International Journal of Social Research Methodology. 25, 79-90. 10.1080/13645579.2020.1853878
- Amaya, A., Bach, R., Keusch, F., & Kreuter, F. (2021). Measuring attitude strength in social media data. In Hill, C.A., et al. (Eds.) Big Data Meets Survey Science: A Collection of Innovative Methods, 163-192. Hoboken, NJ: Wiley. DOI: 10.1002/9781118976357.ch5.
- Amaya, A., Bach, R., Keusch, F., & Kreuter, F. (2021). New data sources in social science research: Things to know before working with Reddit data. Social Science Computer Review, 39, 943-960. 10.1177/0894439319893305
- Bach, R.L., Kern, C., Amaya, A., Keusch, F., Kreuter, F., Hecht, J., & Heinemann, J. (2019). Predicting voting behavior using digital trace data. Social Science Computer Review, 39, 862-883. 10.1177/0894439319882896
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