How to measure musical preference on Facebook? Evidence from a mixed-method data collection

Zoltán Kmetty, Renáta Németh

More and more digital data is available for social science analysis. This provides new ways of measuring several concepts. But when we start using new data sources, we have to understand how the new data source could be processed and how it could be analysed effectively. It is especially for Facebook data since there is no established gold standard analysis-framework. However, researchers have in-depth knowledge on how to measure different concepts using survey data. Thus, cross-referencing Facebook data with survey data is a reasonable way to support Facebook data analysis at different decision points. In this paper, we present how music preference could be measured by Facebook data and how survey data could support the selection of main indicators. Based on our results, we provide some general suggestions for Facebook data processing and indicator operationalization.

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