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