Chapter
Four
 Research
Methodology



 The
research
methodology
for
this
project
consists
of
the
following
steps.

 


HYPOTHESIS



µ0
:

H1
=
H2

::
Social
Media
is
an
effective
Hilm

marketing
tool


MEASURE
 ‐
Metrics,
Key
Performance
Indicators
(parameters)
 ‐
Online
Conversations,
Conversation
Index


ANALYZE
 Relation
between
Conversation
Index
and
 B.O.Collections



CONCLUDE
 ‐
Publish
the
results



 Chart
4.1
–
Research
Methodology
–
Process
Flow
 Based
on
the
literature
review,
a
Hypothesis
has
been
formulated
as
mentioned
in
 the
 first
 box.
 Then
 metrics
 involved
 and
 the
 key
 performance
 indicators
 or
 the
 parameters
 will
 be
 measured
 in
 chosen
 social
 media
 networking
 platforms


41


(Facebook,
Orkut
&
Twitter).
Then
all
the
data
are
analyzed
and
then
results
will
 be
 published.
 The
 complete
 details
 of
 each
 of
 these
 steps
 are
 mentioned
 in
 the
 subsequent
paragraphs.

 
 Methods
of
Data
Collection



 
 Chart
4.2
–
Process
Flow
–
Data
Collection
&
Analysis
 
 The
flowchart
above
shows
research
methodology.
The
detailed
process
flow
will
 be
as
follows.

 • 
 The
following
films
are
considered
for
the
research.

 42


 My
Name
is
Khan

  Dev
D
  Love
Sex
aur
Dhokha
 • Social
Media
Analytics
data
(refer
Fig.4.2)
is
collected
for
the
chosen
films
 from
popular
Indian
social
media
networking
sites
(Facebook
&
Orkut)
and
 other
 web
 analytics
 information
 will
 be
 collected
 from
 Alexa.
 This
 is
 for
 general
information.
 • The
box
office
revenues
for
different
weeks
will
be
obtained
from
legitimate
 industry
sources
like
boxofficeindia,
ibosnetwork
and
boxofficemojo

 • The
parameters
considered
from
Social
Media
stats
include
:
  Number
 of
 people
 who
 like
 the
 communities
 individually
 for
 the
 three
movies
under
consideration
  The
wall
post
and
discussions
in
those
community
pages
  Number
of
followers
for
those
communities
  Total
number
of
conversations
that
has
happened
in
that
particular
 movie
community.
Only
relevant
posts
have
been
considered
  Total
number
of
tweets
for
the
movies

 • All
 the
 above
 data
 will
 be
 collected
 and
 collated
 and
 will
 be
 used
 for
 extensive
analysis.
 Data
Analysis
 • Once
 the
 data
 is
 collected,
 the
 conversations
 about
 the
 movie
 will
 be
 weighted
 to
 zero
 in
 on
 the
 positivity
 index,
 negativity
 index
 and
 the
 neutrality
index.



43


Conversation
 Index
 is
 then
 calculated
 from
 the
 average
 of
 positivity,
 negativity
and
neutrality
index.


All
 the
 above
 index
 values
 are
 done
 through
 the
 ToneTracker
 algorithm,
 which
 was
 developed
 primarily
 for
 this
 research
 project.
 The
 detailed
 algorithm
is
given
in
conceptual
framework.


Conversations
 during
 the
 first
 week,
 second
 week
 and
 third
 week
 are
 separately
 measured
 and
 are
 projected
 against
 the
 respective
 weekly
 box
 office
collections.



Apart
from
conversation
index,
number
of
people
who
liked
the
movie
and
 the
total
number
of
comments
were
also
taken
on
a
weekly
basis.


Quantifying
Conversations



 Chart
4.3
–
Schematic
of
Factors
considered
for
quantification
of
conversations
 The
conversations
will
be
quantified
considering
the
above‐mentioned
factors.

 


44


Relevance

 
While
considering
the
conversation,
we
will
be
taking
into
account
the
relevance
 of
 the
 topic
 /
 buzz
 created.
 
 This
 signifies
 what
 the
 actual
 buzz
 is
 all
 about.
 This
 could
be
any
or
all
of
the
following.
 • • • • • • Discussions
about
the
movie
and
its
story
 About
the
celebrities
and
their
role
in
the
particular
movie
 Topics
related
to
the
crew
members
involved
–
both
technical
and
creative
 Controversies
the
particular
movie
went
through
 Media
coverage
and
the
audience
opinion
about
the
movie
post
release
 Few
relevant
topics
related
to
the
star


Mindset
 Apart
 from
 relevance,
 the
 mindset
 of
 individuals
 is
 also
 considered
 into
 account.
 The
 mindset
 of
 individual
 is
 also
 responsible
 for
 the
 positivity
 or
 negativity
 of
 response
/
comments.

 Role
 Be
it,
the
individual
is
a
new
member
of
the
group
or
if
he
was
an
existing
member
 of
the
group,
the
conversations
are
considered.
The
page
moderators
comment
is
 also
 considered
 for
 responses
 and
 comments.
 New
 threads
 posted
 by
 the
 site
 moderator
as
a
marketing
activity,
is
also
considered
and
the
keywords
weighted
 based
on
the
emotional
tone.

 Ecosystem
 The
top
three
Facebook
fan
pages
for
My
Name
is
Khan
is
considered.
These
forms
 the
majority
and
hence
the
selection
is
limited
to
only
the
top
three.


45


For
tweets,
online
tools
like
twitrratr,
Tweetpsych,
Analyzewords
have
been
used
 to
 quantify
 the
 conversations.
 Below
 given
 figures
 give
 an
 overview
 of
 how
 the
 quantification
is
done.




 Fig.
4.1
–
Twitter
Analysis
Tools


46


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