Can anyone deny that the conventional understanding of what constitutes "real" research is being challenged? This Research Live article nails it:
"The rise of the Internet and social media has caused the received wisdom to be questioned on issues including sampling, anonymity, the relationship between researchers and participants, and whether there aren’t better ways to understand what people think, feel and do than just asking them."
With online research being at the forefront of so many researchers' mentality, do we move to an approach where we simply monitor and observe? Of course there's the problem of access as it relates to your sampling frame. But at least thanks to Anderson Analytics', we know 'Who's using Social Media?':
Personally, I think a moderate, measured approach is what's needed. If you read one article on this, check out the Zinc research blog entry on Social Media and so-called "legitimate research":
"...the traditional model for marketing research needs to be overhauled, and social media will be one of the impetuses for changing the role of research in the marketing toolkit. That said we should not throw out the existing research model too quickly"
And finally, if you want to read a sound, measured debate on both sides, then I'd suggest checking out this article: Is Social Media Measurement Meaningless?
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