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A method for dealing with regional differences in population size when interpreting slopes in Google Trends query data

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  • McCallum, Malcolm L

Abstract

A quandary exists when comparing trend lines of Google Trends query data among different countries. This approach provides directionality and speed of change, but it does not account for the quantity of movement occurring when comparing large regions to small ones. This study applies the physical concept of momentum to the analysis of Google Trends results to provide a method for comparing trends among countries. By accounting for the volume of interest along with the direction and rate of interest gain/loss, one is able to make accurate quantitative statements about how the public in differently sized regions may shift interests and opinion on different issues. Momentum allows us to identify how countries have responded and how they may respond in the future without the erroneous assumption that the behaviors of large and small populations are equally flexible and responsive to new ideas.

Suggested Citation

  • McCallum, Malcolm L, 2018. "A method for dealing with regional differences in population size when interpreting slopes in Google Trends query data," SocArXiv hya7s, Center for Open Science.
    • Handle: RePEc:osf:socarx:hya7s
    DOI: 10.31219/osf.io/hya7s
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