1. Evaluate this research design.

2. What changes, if any, would you make in the observation form?

3. What problems would you expect in the data collecting stage?

4. What techniques would you use to analyze the data?

ng mall and then to a new microwave dinner from or one that an observer behind the but the person looking into the Twitter Metrics advertising tool. Many ection artanges to purchase the trash from jor competitor. The purpose is to uments to determine the com Case 8.2 onsiders technology that activates hone to observe dinner time to produce better political ads. pick up images of Time their own storie Thus actually Visit Twitter M by researchers in the ret users, is a better indicat Through 2014 month the monthly nem Media companies rely greatly on observational data in a effort to convince advertisers to purchase advertising on their platform. The media giants of Googde Facebook Twitter and so on report their observational research results often to send signals that advertising on that platform pays off A standard measure is the number of monthly active users. Active users are defined as people who have an account and log-in during the month. That number can he divided into the number of unique active users and the number of Total active users: the latter number counting each log-in and the former counting only the number of individuals who logged in at least one time during the month. These data are recorded automatically as users interact with the site. Thus, they are the result of observational data measurement However, in 2014 Twitter's active user metrics stopped growing and actu- ally showed some periods of declining usage. Growth dropped from near 20 percent in 2012 to nearly at the beginning of 2014. As a result, Twit- ter considered whether these metrics really were the best to demonstrate how much consumers actually interact with Twitter, and as consequence, how good of an advertising platform Twitter actually is. Twitter management examined observational data about how people ended up at its website (where did they link to Twitter) and how long they spent on the site. Based on the research. Twitter marketing managers argue that the old metrics do not accurately portray Twitter's value is an alitative research and find the s observation such a big part rch approach can be used in research ber to potential adver Questions 1 Comment on the Twitter's metrics 2. Do you agree that measure than the value of Twitter 3. How might coop Twitter les pite 4. How does Twitter etrics teatly on observational data in an mens to purchase advertising on med giants of Google, Facebook, anal research results often to send sem pay offA standard measure is Arte users are defined as people in the month. That number can e che users and the number of ting each log-in and the former Buah who logged in at least one time de stomatically as users interact of observational data measurement trics stopped growing and actu- Growth dropped from near ning of 2014. As a result, Twit- we the best to demonstrate advertising tool. Many people actually interact with Twitter without log- ging in. For instance, if a Twitter feed is referenced in a news story, people often click through without logging in In addition, other media often pick up images of Twitter artifacts (tweets and feeds) and place them in their own stories. Thus, indirect exposure results even if people do not actually visit Twitter Management decided that one of the metrics used by researchers in the report, monthly unique visitors, as opposed to active users, is a better indicator of Twitter's value as an advertising medium Through 2014, monthly active users averaged about 50.000.000. However, the monthly unique visitors number averaged about 120,000,000. Over two times as many visitors as users. Thus, Twitter began to feed this num- ber to potential advertisers in sales efforts woh Tvitter, and as consequence To actually oldus about how people link Twitter) and how long Twitter marketing managers portray Twitter Questions 1 Comment on the validity of the observational data used to form Twitter's metrics 2. Do you agree that the number of unique visitors is a more accurate measure than the number of unique active users with respect to the value of Twitter as an advertising tool 3. How might complementary evidence be added to this to improve Twitter's sales pitches to advertisers