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7/31/2019 Casteleyn, Mottart & Rutten - How to Use Data From Facebook in Your Market Research
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Cmt qm |pl abqb fumh Fb`lemmk jn zm|u hbuklq ulplbu`c
Omuaj @bpqlilzn) Bnau Hmqqbuq & Kujp U|qqln
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pm`jbi hlajb. Jn m|u mwjnjmn) pm`jbi nlqtmukjnd pjqlp ajpwibz jnqlnqjmnp mf `mnp|hlup bna qclulfmul
ql`cnjr|lp pwl`jfj`biiz alpjdnla qm albi tjqc qcjp bpwl`q cbvl qm el jnquma|`la. Tl wumwmpl |pjnd qcl
qclmuz alvlimwla ez Klnnlqc E|ukl #23:42::0*) qm jn`muwmubql qcjp abqb jnqm hbuklq ulplbu`c. Jn qcjp
wbwlu tl fm`|p mn Fb`lemmk dum|wp) e|q qcl ql`cnjr|lp alp`ujela `bn el |pla qm bnbizpl bnz pm`jbi
nlqtmukjnd pjql.
Pm|u`l? @bpqlilzn) O.) Hmqqbuq) B. & U|qqln) K. #577:*. Cmt qm |pl Fb`lemmk jn zm|u hbuklq ulplbu`c.
Jnqlunbqjmnbi Om|unbi mf Hbuklq Ulplbu`c)
7/31/2019 Casteleyn, Mottart & Rutten - How to Use Data From Facebook in Your Market Research
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Cmtqm|plabqbfumhFb`lemmkjnzm|uhbuklqulplbu`c 5
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lslhwijfjla ez qcl 27: hjiijmn vjpjqmup wlu hmnqc) hmul qcbn qtj`l qcl n|helu mf Fb`lemmk vjpjqmup.
E|q qcl qjhlp bul b(`cbndjn. Jn Hbz 5773) Fb`lemmk cba) fmu qcl fjupq qjhl) b cjdclu n|helu mf vjpjqmup
qcbn HzPwb`l. #A|hmn 5773* Tjkjwlajb #5773* mfflup b dmma alp`ujwqjmn mf tcbq Fb`lemmk b`q|biiz
jp? \plup `bn omjn nlqtmukp mudbnjla ez `jqz) tmukwib`l) p`cmmi) bna uldjmn qm `mnnl`q bna jnqlub`qtjqc mqclu wlmwil. Wlmwil `bn bipm baa fujlnap bna plna qclh hlppbdlp) bna |wabql qclju wlupmnbi
wumfjil qm nmqjfz fujlnap bem|q qclhplivlp. \nam|eqlaiz) bnz hbuklq ulplbu`clu tcm tbnqp qm flli qcl
clbuqelbq mf qmabzp pm`jlqz h|pq ulbijl qcbq qcl 251 hjiijmn Fb`lemmk vjpjqmup wlu hmnqc `bn wumvjal
b tlbiqc mf jnfmuhbqjmn.
Jn qclju ls`liilnq buqj`il) w|eijpcla jn b ul`lnq jpp|l mf Jnqlunbqjmnbi Om|unbi mf Hbuklq Ulplbu`c) Hjkl
@mmkl bna Nj`k E|`kilz #5773* biulbaz qb`kila qcl jhwmuqbn`l mf Tle 5.7 fmu qcl f|q|ul mf hbuklq
ulplbu`c. E|q qclz wujhbujiz uldbua pm`jbi hlajb bp b wumhjpjnd qmmi qm hbkl hbuklq ulplbu`c u|n
hmul phmmqciz) bna am nmq `mnpjalu jq qm el bn jnqlulpqjnd pm|u`l mf jnfmuhbqjmn jqplif. Hmulmvlu)
biqcm|dc qclz `muul`qiz hlnqjmn qcbq |nalupqbnajnd qcl pm`jbi bpwl`q mf Tle 5.7 `m|ia wumvjal ballwlu jnpjdcq jnqm qcjp) qclju wbwlu mniz eujlfiz alp`ujelp qcjp mwwmuq|njqz. B``muajnd qm |p) b f|uqclu
lswimubqjmn mf qcjp qclhl `m|ia mfflu hbuklq ulplbu`clup pmhl hlbnjndf|i jnpjdcqp) el`b|pl jq cjnqp bq
qcl vluz nbq|ul mf hbuklq ulplbu`c. Tcbq jq ulbiiz amlp jp jq cliwp zm| |nalupqbna zm|u `|pqmhlup
#Clue Eb|h jn @c|u`cjii & Jb`me|``j 5772) w. :*.
QCL AUBHBQJ@@CBUB@QLU MF FB@LEMMK
Qmabzp jnqlunlq |plup bul |pjnd pm`jbi nlqtmukjnd pjqlp qm `mhh|nj`bql qclju wlupmnbijqz qm qclju
fujlnap bna qm qcl ulpq mf qcl tmuia. Tl `bn pbfliz `ibjh qcbq Fb`lemmk wumfjilp #mu HzPwb`l wbdlp fmu
qcbq hbqqlu* bul `bulf|iiz `mnpqu|`qla qmklnp mf jalnqjqz. Qcl `mhhmniz clia elijlf qcbq pm`jbi
nlqtmukjnd wbdlp bul `mhwmpla tjqcm|q qcm|dcq mu lvln bnsjlqz jp bem|q bp elijlvbeil bp qcjnkjnd
qcbq |njvlupjqz pq|alnqp amnq wbz bqqlnqjmn qm qcl `cmj`l mf tcj`c `imqclp qm tlbu #Tjiijbhp 5773*.
Qclpl wbdlp am nmq nl`lppbujiz djvl b `muul`q jii|pqubqjmn mf tcbq wlmwil bul) e|q hmul mf cmt qclz
tm|ia ijkl qm el wlu`ljvla ez mqclup. Wlmwil bul hmul mfqln b`qjnd m|q qclju alpjubeil wlupmnbijqjlp
qcbn eljnd qclhplivlp) mu bp Abvja Ellu #5773* p|hhbujlp jq hmul limr|lnqiz jn JOHUp Tle 5.7
Pwl`jbi jpp|l? Qcl hbuklq ulplbu`clumwlubqjnd jn qcjp `mnflppjmnbi pm`jlqz #Tle 5.7) o`* tjii el
ulplbu`cjnd wlmwil hbuklqjnd qclhplivlp #Ellup jqbij`p) o`*. Fb`lemmk abqb `m|ia qclulfmul el plln
bp b `uzpqbi ebii fmu f|q|ul `mnp|hlu jnqlnqjmnp. Bp hmpq mf qcl b`qjmnp wlufmuhla mn Fb`lemmk bul
ajpwibzla jn qcl nltp flla qcbq bii zm|u fujlnap pll tcln mwlnjnd qclju Fb`lemmk b``m|nq) wlufmuhjnd
bn b`qjmn jn Fb`lemmk `m|ia el `mhwbula qm b`qjnd mn b pqbdl.
Mnl mf qcl Fb`lemmk flbq|ulp qcbq wlufl`qiz lhemaz qcjp aubhbqjph jp qcl b`q mf omjnjnd mf b dum|w)
tcln fmu jnpqbn`l mnl tbnqp qm hllq fmuhlu `ibpphbqlp) p|wwmuq b im`bi wmijqj`bi `bnajabql) mu ebn b
tlii(knmtn wlupmn fumh cmpqjnd b QV pcmt. Bii mf qcjp hbz nmq el mf jnqlulpq fmu b hbuklq ulplbu`c
alwbuqhlnq) e|q b qulbp|ul qumvl mf jnfmuhbqjmn ijlp tbjqjnd fmu qclh tcln |plup ib|n`c dum|wp bp J elq
J `bn fjna 2)777)77 wlmwil tcm ajpijkl Cljnlkln. #Jn qcjp wbwlu tl tjii wujhbujiz fm`|p mn qcjp bpwl`q mf
Fb`lemmk.* Mn qcl mqclu cbna) ajffj`|iqjlp bujpl tcln quzjnd qm jnqldubql qcl b`q|bi n|helu mf wlmwil
cbvjnd omjnla p|`c b dum|w jnqm b r|bnqjqbqjvl pq|az) bp mnl `m|ia r|lpqjmn qcl ulwulplnqbqjvl nbq|ul
mf p|`c b dum|w. #Fmu qcmpl jnqlulpqla? mn 2 O|iz 5773) 4)6:: cba biulbaz omjnla qcl ubiiz bdbjnpq
Cljnlkln*. R|bnqjqbqjvliz pwlbkjnd mnl qc|p ln`m|nqlup dubvl hlqcmamimdj`bi wumeilhp) e|q qcl
|naluizjnd hmqjvlp elcjna qclpl b`qjmnp pqjii ulhbjn qu|iz hlbnjndf|i fmu b hbuklq ulplbu`c. Tcz cbvl
wlmwil omjnla p|`c b dum|w= Tcbq bul qcl jhwij`bqjmnp fmu qcl wuma|`q bna-mu eubna= @bn bii qclpl|plup el |njqla jn mnl pjndil hmqjvbqjmn) nbhliz o|pq ajpijkjnd Cljnlkln= Tjiijbhp #5773*) tcm
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Cmtqm|plabqbfumhFb`lemmkjnzm|uhbuklqulplbu`c 0
`mna|`qla ulplbu`c bem|q mnijnl wlufmuhbn`lp mf jalnqjqz) biulbaz cjnqla bq qcl `mhwilsjqz elcjna
qclpl b`qjmnp? Tcln J fjupq ulba qcl r|mqbqjmn U|n) Fmuulpq) U|n" J bpp|hla pcl tbp b fbn mf qcl fjih
#*. J bipm bpp|hla pcl lnomzla qcl fjih bna qcbq ila hl qm bpp|hwqjmnp bem|q qcl kjnap mf hmvjlp
pcl ijkla bna tcbq qcbq jnaj`bqla bem|q clu wlupmnbijqz. Tcln pcl qbikla bem|q qcl r|mqbqjmn)
cmtlvlu) pcl pbja) Jh mn qcl u|dez qlbh bna hz nj`knbhl jp Fmuulpq. J bh p|wwmpla qm u|n)
bwwbulnqiz) pm qclz nj`knbhla hl Fmuulpq bna zlii qcbq bq hl tcln tl wibz. @ilbuiz) qcjp r|mqbqjmntbp hlbnq fmu b pwl`jfj` qzwl mf b|ajln`l. Abqb p|`c bp qcjp cliwp qm jnqluwulq qcl qclbqul(ijkl b`qjmnp
mn Fb`lemmk. Qclulfmul) eljnd b hlhelu mf J elq J `bn fjna 2)777)77 wlmwil tcm ajpijkl Cljnlkln
amlp nmq jhhlajbqliz lnqbji ajpijkjnd qcl qbpql mf Cljnlkln. Jq `m|ia bipm ulflu qm b cbndmvlu bfqlu
cbvjnd au|nk qmm h|`c mf zm|u fbvm|ujql ellu.
KLNNLQC E\UKL?QCL D\JIQ ULALHWQJMN @Z@IL
Bnptlujnd qcl nlla fmu b fubhltmuk qm bnbizl jnqlnqjmnp mf Fb`lemmk |plup) tl wumwmpl |pjnd qcl
qclmuz mf Klnnlqc E|ukl #23:4(2::0*) tcm alvlimwla b `ujqj`bi ql`cnjr|l `biila aubhbqjph) tcj`c
`m|ia el wumhjpjnd fmu |p bp jq lhwcbpjlp qcl hmqjvlp mf c|hbnp. Fjupq) tl tbnq qm fm`|p mn cjp
qclmuz `mn`lunjnd qcl jhwmuqbn`l mf d|jiq jn c|hbn `mhh|nj`bqjmn. B``muajnd qm cjh) d|jiq #`mvlujndfllijndp p|`c bp qlnpjmn) bnsjlqz) pcbhl) ajpd|pq bna lhebuubpphlnq* jp qcl fm|nabqjmn mf uclqmuj`.
Qclul bul qtm pm|u`lp mf qcjp d|jiq. Fjupq) ibnd|bdl jqplif `ulbqlp qcl nldbqjvl el`b|pl tl nl`lppbujiz
nlla qm alfjnl m|uplivlp bna mqclup jn qluhp mf tcbq tl bul nmq #E|ukl 2:1
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Cmtqm|plabqbfumhFb`lemmkjnzm|uhbuklqulplbu`c 1
`m|ia el ajp`mvlula ez pq|azjnd qclju wbuqj`|ibu qzwl mf hmqjvbqjmn jn b`qjmn bna ajp`m|upl. Fmu qcjp
ulbpmn) cl alpjdnla qcjp aubhbpqj` wlnqba #2:43* tcj`c `mnpjpqp mf fjvl lilhlnqp? bdlnq #tcm jp
wlufmuhjnd qcl b`qjmn=*) b`q #tcbq cbwwlnla= `bn ulflu qm bnz c|hbn b`qjmn*) bdln`z #tcj`c hlbnp
mu vlcj`il jp |pla qm wlufmuh qcl b`qjmn=*) p`lnl #tcbq jp qcl #bepqub`q mu wczpj`bi* `mnqlsq= Tcbq jp
qcl eb`kdum|na pjq|bqjmn=*) bna w|uwmpl #tcz am qcl bdlnqp b`q=*.
Biqcm|dc fm`|pjnd mn qclpl fjvl jqlhp jp nmq b nmvli jalb #mnl `bn lbpjiz ul`mdnjl bnz dmma
om|unbijpqp plq mf ebpj` r|lpqjmnp jn jq*) jq jp qcl jnqlualwlnaln`l mf qclpl fjvl jqlhp qm jnqluwulq b`qjmnp
qcbq hbuk qcl mujdjnbijqz mf E|uklp jalbp. #* tcjil b`q) bdlnq) p`lnl) bdln`z) bna w|uwmpl `bn el
ajpqjnd|jpcla fmu qcl w|uwmpl mf wbuqjbi bnbizpjp) qclz bul em|na qmdlqclu bna) f|uqclu) lb`c mf qcl
qluhp pcbalp qcl jnqluwulqbqjmn mf qcl mqclup. Nm pjndil bpwl`q wumvjalp b f|ii plnpl mf jqp mtn
hlbnjnd #Pclbulu 5771*. Qcjp `mhejnbqjmn mf plwbubql jqlhp mf qcl wlnqba jnqm pm(`biila ubqjmp #fmu
jnpqbn`l) p`lnl(b`q ubqjm) bdlnq(w|uwmpl ubqjm*`bn el |pla bp b cl|ujpqj` fubhltmuk qm jnqluwulq
c|hbn b`qjmnp. Fmu jnpqbn`l) jn cjp eimd) Qla Ulhjndqmn #5773* bnbizlp qtm pwll`clp hbal ez
Cjiibuz @ijnqmn bna Ebub`k Mebhb jn Plihb #Bibebhb*) bna p|ddlpqp qcbq @ijnqmn fm`|plp mn qcl
w|uwmpl(p`lnl ubqjm #tjqc w|uwmpl eljnd qcl amhjnbnq qluh* bna Mebhb mn qcl b`q(p`lnl ubqjm #tjqcb`q eljnd hmul amhjnbnq*. Qclz emqc ault |wmn qcl pbhl cjpqmuj`bi p`lnl mf qcl `jvji ujdcqp hbu`clp)
e|q el`b|pl qclz lb`c pqulppla bnmqclu lilhlnq mf qcl wlnqba) qcl jhwb`q mf qclju hlppbdl tbp fliq
ajfflulnqiz. Emqc wulpjalnqjbi `bnajabqlp qujla qm `ulbql b plnpl mf jalnqjqz tjqc qcl b|ajln`l. @ijnqmn
`m|ia mniz hlnqjmn qcbq pcl pcbula qcl pbhl hmqjvbqjmnp bp qcl hbu`clup) e|q Mebhb fm`|pla mn qcl
b`q mf qcl hbu`clp) `m|ia ijnk qcbq qm `mn`ulql b`qjmnp qmabz bna qclulfmul cba b dulbqlu jhwb`q.
\PJND E\UKL QM JNQLDUBQL FB@LEMMK DUM\WP JNQM ZM\U HBUKLQ ULPLBU@C
Qcl pbhl ql`cnjr|l `m|ia el |pla jn qcl lswimubqmuz pqbdl mf b hbuklq ulplbu`c pq|az jn mualu qm dlq
b elqqlu |nalupqbnajnd mf qcl `|pqmhlup bna qclju bqqjq|alp) mwjnjmnp) bna-mu jnqlnqjmnp. Nmq mniz qcl
abqb ulqujlvla fumh fm`|p dum|wp ajp`|ppjnd qclju Fb`lemmk b`qjmnp `m|ia el albiq tjqc b``muajndiz)
e|q bipm pmhl mf qcl pqbqlhlnqp qcbq Fb`lemmk |plup wmpq mn qclju dum|wp tbii `m|ia wumvl qm el
jnqlulpqjnd. Ulfluujnd qm qcjp wlnqbaj` `ujqj`jph bp alp`ujela ez Fmpp #5771*) tl tm|ia ijkl qm |pl qclpl
tbii wmpqp qm lslhwijfz qcl E|uklbn bwwumb`c qm Fb`lemmk. Jq jp jhwmuqbnq qm pqulpp qcbq qcjp jp bn
bwwumb`c tjqc hbnz wmppjeil ajvlupjmnp a|ujnd qcl wum`lpp) bna nmq nl`lppbujiz b hlqcma tjqc b pquj`q
pqlw(ez(pqlw wibn qm fmiimt. Alwlnajnd mn zm|u jnjqjbi meol`qjvl) hbnz ajfflulnq `mn`i|pjmnp `m|ia el
aubtn fumh qcl pbhl abqb) e|q qcl p`clhl elimt `bn el fmiimtla jn bnz pjq|bqjmn. Mnl fjupq cbp qm
plil`q bn buqlfb`q) qcln ibeli qcl ajfflulnq qluhp mf qcl wlnqba) bna fjnbiiz mnl pcm|ia bwwiz qcl ubqjmp qm
alqluhjnl qcl amhjnbnq qluh jn qcl buqlfb`q.
2. Plil`qjnd bn Buqlfb`qJn m|u `bpl) tl tjii el fm`|pjnd mn qcl Fb`lemmk dum|w J elq J `bn fjna 2)777)777 wlmwil tcm ajpijkl
Cljnlkln) hmul pwl`jfj`biiz mn qcl tbii `mhhlnqp wmpqla ez qcl dum|w hlhelup. Biqcm|dc tl nmt
ijhjq m|uplivlp qm qclpl jqlhp) qcl wlnqbaj` bwwumb`c `m|ia el |pla fmu bnz c|hbn |qqlubn`l) fmu
jnpqbn`l dum|w hlhelup wmpqjnd wj`q|ulp.
5. Ibeliijnd qcl QluhpBfqlu cbvjnd al`jala tcj`c buqlfb`q tjii el bnbizpla) tl `mnqjn|l tjqc ibeliijnd qcl fjvl qluhp mf qcl
aubhbpqj` wlnqba? bdlnq) b`q) bdln`z) p`lnl bna w|uwmpl. Qcl bdlnqpmf m|u Fb`lemmk tbii wmpqp bul
hlhelup mf qcl dum|w J elq J `bn fjna 2)777)777 wlmwil tcm ajpijkl Cljnlkln) bp mnl `bnnmq wmpq b
`mhhlnq jf mnl cbp nmq fjupq omjnla qcl dum|w. Qcl b`qqclz bul bii jnvmivla jn) jp) mf `m|upl)
lswulppjnd qclju ajpijkl mf Cljnlkln ellu.
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Cmtqm|plabqbfumhFb`lemmkjnzm|uhbuklqulplbu`c
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Cmtqm|plabqbfumhFb`lemmkjnzm|uhbuklqulplbu`c 6
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|p jn ijhjqjnd qclpl `mhhlnqp qm b `luqbjn p`lnl) bna wmjnqjnd m|q tclul hmul hbuklq ulplbu`c jp
nllala. Im`bi hbuklq ulplbu`c jn qcl imt `m|nqujlp hbz fmu jnpqbn`l allwln m|q m|u bnbizpjp mf qcl
nldbqjvl jhbdl mf Cljnlkln jn Elidj|h) mu `bn jn`muwmubql qclpl |nfmulplln `mhwlqjqmup bp pqumnd
wbil bil jn qclju r|bnqjqbqjvl ulplbu`c.
@MN@I\PJMN
Tl b`knmtiladl qcbq qcjp jp mniz b wulijhjnbuz wbwlu. B f|ii pjl ulplbu`c pqjii cbp qm el `mna|`qla qm
ulbijl qcl jhwij`bqjmnp bna wmppjejijqjlp mf qcjp E|uklbn bwwumb`c qm pm`jbi nlqtmukjnd pjqlp) e|q
hbuklq ulplbu`clup `bn biulbaz wumfjq fumh hbnz mf jqp jnpjdcqp. Mn qcl mqclu cbna) mnl h|pq ulbijl
qcbq E|uklp qclmuz jp mniz alpjdnla bp b cl|ujpqj` hmali) bna qcbq cjp `mn`lwqp am nmq cbvl b
`m|nqluwbuq jn ulbijqz. E|q pqjii) jq jp bn lsqub tbz qm `ibujfz hmqjvlp elcjna c|hbn b`qjmnp) tcj`c hbuklq
ulplbu`clup bul bitbzp jnqlulpqla jn.
B@KNMTILADLHLNQP
Tl bul dubqlf|i fmu qcl fllaeb`k tl ul`ljvla fumh qcl bnmnzhm|p ulvjltlup.
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Cmtqm|plabqbfumhFb`lemmkjnzm|uhbuklqulplbu`c 4
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Ellu) A. #5773* Ulplbu`cjnd b @mnflppjmnbi Pm`jlqz) Jnqlunbqjmnbi Om|unbi mf Hbuklq Ulplbu`c)