True or False: Qualitative research can be used to assess social media data such as analyzing sentiment or shares.

Qualitative research is indeed applicable to assessing social media data, which includes analyzing sentiments expressed in posts, comments, and shares. This form of research focuses on understanding underlying motivations, beliefs, and feelings of individuals or groups, making it particularly well-suited for exploring the nuanced landscape of social media interactions.

By using qualitative methods, researchers can delve deeper into how people feel about particular topics, brands, or issues as reflected in their social media activities. For instance, sentiment analysis—which often starts with qualitative data—can gauge the emotional tone behind a series of social media comments or posts. Additionally, qualitative research can uncover the reasons behind why users share specific content, thus providing richer insights into audience behaviors and attitudes that quantitative approaches alone may not reveal.

Moreover, social media is inherently qualitative as it involves personal expressions and opinions, not merely statistical data. This makes qualitative analysis a powerful tool for PR professionals seeking to craft meaningful engagement strategies based on audience sentiment and behavior.