Learn about performing a Kruskal-Wallis test in SPSS using social media textual data /

This dataset provides a comprehensive introduction to analyzing social media textual data, focusing on brand communication strategies on X (formerly Twitter). Students will learn how to input and code these data in SPSS, preparing them for quantitative analysis. The central analytical technique cove...

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Bibliographic Details
Main Author:	Deniva, Denitsa (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications Ltd, 2025.
Series:	SAGE research methods. Cases
Subjects:	Quantitative research > Methodology > Case studies. Social media > Data processing > Case studies. Communication in marketing > Data processing > Case studies. Recherche quantitative > Méthodologie > Études de cas. Electronic books.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	This dataset provides a comprehensive introduction to analyzing social media textual data, focusing on brand communication strategies on X (formerly Twitter). Students will learn how to input and code these data in SPSS, preparing them for quantitative analysis. The central analytical technique covered is the Kruskal-Wallis (K-W) Test, which is used to determine whether brand communication strategies differ based on their (positive versus negative) emotional tone. Through hands-on experience, students will explore how to assess social media textual data quantitatively and identify any patterns in these data. By the end of the dataset, students will be adept at handling real-world social media data, conducting a rigorous statistical analysis for nonparametric data, and making informed inferences for practice from these data. The dataset file is accompanied by a teaching guide, a student guide, and a how-to guide.
Physical Description:	1 online resource
ISBN:	9781036209629 1036209628