Big Data and Social Media Qualitative Research Methodology

  • Papon Chongthanavanit School of Communication Arts, The University of the Thai Chamber of Commerce, Thailand
  • John M. Kennedy College of Arts and Sciences, Indiana University, United States of America
  • Jantima Kheokao School of Communication Arts, The University of the Thai Chamber of Commerce, Thailand
Keywords: Big data, Social media, Qualitative research

Abstract

The paper demonstrates and evaluates a methodology for conducting big data and social media research using qualitative methods. Large-scale databases of customer-generated content in social media have captured scientific attention, producing an abundance of valuable information. However, only a few studies have used a qualitative approach to analyze big data. This paper presents the step by step process of managing big data and qualitative analyses integrating computational approaches. It is based on a study of dental tourism in Thailand as a case example to validate as well as to highlight the advantages and limitations of the methodology.

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Published
2020-12-22
How to Cite
Chongthanavanit, P., Kennedy , J. M., & Kheokao , J. (2020). Big Data and Social Media Qualitative Research Methodology. Thammasat Review, 23(2), 280-301. Retrieved from https://sc01.tci-thaijo.org/index.php/tureview/article/view/239873