This research is an investigation into the Irish public's perception of Google search. The study examines the methods used by Google to present users with the most relevant and satisfactory search results. 95% of the online public in Ireland use Google as a search tool. This study aims to uncover true user sentiment in Ireland. The objectives of this research are to reveal how the Irish public view Google in regards to semantic search personalisation, trust, influence, reliance, reputation, and ethics.
The existing literature revealed that Google's search engine has evolved from, one that used Boolean Search logic to match keywords, to a semantic engine that understands user intent and context. The literature also reveals how the younger 'Millennial' generation associate the Internet with one brand, Google. The literature examines search personalisation and how intuitive it has become as it serves us with content that matches our online behaviour. We discover that over-personalisation is narrowing our search bubble which in turn can blind us from other information outside our search reach.
During the course of this study, a mixed method research was used to measure and discuss public opinion. This study has identified where literature has fallen short. Where gaps have appeared in the literature, qualitative meaning has been extracted from 3 groups of people from differing levels of technical ability and experience.
It was discovered that age demographic affects how we view Google as a search engine. Quantitative findings revealed that 75% of users were aware of personalisation but 70% of these users were not always happy with the results. Although a general consensus was formed that personalisation was helpful in many respects, it was also argued, in some camps, that it breached ethical boundaries. Overall, there was a national split whether users considered personalisation ethical or not.
This study leaves open the debate of how we perceive Google as a nation but it also gets closer to the truth of how we feel about the search engine on a personal level. The research also confirms that there is plenty of opportunity to carry out further studies into this area.
Inhaltsverzeichnis (Table of Contents)
- CHAPTER 1: INTRODUCTION
- 1.1 Introduction to Study
- 1.2 Focus of Research
- 1.3 Structure of Thesis
- CHAPTER 2: LITERATURE REVIEW
- 2.1 Introduction
- 2.2 The Evolution of Google Search keywords
- 2.3 Google Personalisation
- 2.4 Echo Chamber Effect
- 2.5 The Filter Bubble
- 2.6 The Knowledge Graph - things, not strings
- 2.7 Search Psychology
- 2.8 Reliance on the Internet as an external memory bank
- 2.9 User sentiment
- 2.10 Search Influence
- 2.11 Ethics
- 2.12 Google's Monopoly
- 2.13 Antitrust
- 2.14 Trust & Reputation
- 2.15 Conclusion
- CHAPTER 3: RESEARCH METHODOLOGY
- 3.1 Introduction
- 3.2 Epistemology
- 3.3 Theoretical Perspective
- 3.4 Research Methodology
- 3.5 Research Methods
- 3.6 Quantitative Research
- 3.6.1 Online Survey
- 3.6.2 Data Collection - General Public Online Survey
- 3.6.3 Data Collection - Technical and Expert Group Surveys
- 3.6.4 Rationale for using online surveys
- 3.7 Qualitative Research
- 3.7.1 Interview
- 3.7.2 Data Collection - Technical Group Interviews
- 3.7.3 Rationale for using interviews
- 3.7.4 Questionnaires
- 3.7.5 Data Collection - Expert Conversational Questionnaire
- 3.7.6 Rationale for using Conversational Expert Questionnaire
- 3.8 Reliability and Validity
- 3.9 Ethics
- 3.10 Limitations
- 3.11 Conclusion
- CHAPTER 4: QUANTITATIVE RESEARCH RESULTS AND ANALYSIS
- 4.1 Introduction
- 4.2 Quantitative Results and Discussion
- 4.3 Survey Conclusion
- CHAPTER 5: QUALITATIVE RESEARCH RESULTS AND ANALYSIS
- 5.1 Introduction
- 5.2 Qualitative Results and Discussion - Technical Interviews
- 5.3 Qualitative Results and Discussion - Expert Conversational Questionnaire
- 5.4 Qualitative Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis examines the impact of Google's semantic search on personalization, trust, influence, reliance, reputation, and ethics within the Irish context. It aims to understand user perceptions and experiences related to these aspects of Google's search engine.
- The influence of Google's personalization on user experience.
- The ethical implications of Google's data collection and use.
- The impact of personalized search results on trust and reliance on Google.
- The role of Google's search engine in shaping online information ecosystems.
- The potential for Google's dominance to affect competition and innovation.
Zusammenfassung der Kapitel (Chapter Summaries)
CHAPTER 1: INTRODUCTION: This chapter introduces the thesis topic, focusing on the impact of Google's semantic search on personalization, trust, influence, reliance, reputation, and ethics in Ireland. It outlines the research questions and the structure of the thesis, providing a roadmap for the subsequent chapters. The introduction lays the groundwork for investigating the complex interplay between technological advancements and societal implications within the specific context of Google's dominant position in the search engine market. The scope and limitations of the research are also briefly outlined, preparing the reader for the methodologies and findings presented later.
CHAPTER 2: LITERATURE REVIEW: This chapter provides a comprehensive overview of existing literature related to Google's search algorithm and its societal impacts. It explores the evolution of Google Search, examining the shift from keyword-based searches to semantic search and its implications for personalization. The chapter delves into the concepts of the "echo chamber effect" and the "filter bubble," discussing their relevance to the formation of online opinions and the potential for biased information exposure. Further, it examines the impact of Google’s knowledge graph and the psychological aspects of search behavior, analyzing reliance on internet search engines as a form of external memory and user sentiment toward the platform. The discussion extends to the influence of Google's search results, ethical considerations surrounding data usage, and the implications of Google's monopolistic position, including antitrust issues and the vital role of trust and reputation in maintaining user confidence. The chapter concludes by setting the stage for the empirical research presented in subsequent sections.
CHAPTER 3: RESEARCH METHODOLOGY: This chapter details the research design and methods employed in the thesis. It outlines the epistemological and theoretical frameworks underpinning the study, explaining the choice of both quantitative and qualitative research methods. The chapter provides a detailed description of the online surveys conducted, including the target populations (general public, technical group, and expert group) and the rationale for their use. Similarly, it explains the methodology for the interviews and conversational questionnaires conducted, justifying the selection of qualitative methods. The chapter also addresses reliability and validity concerns, ethical considerations related to data collection and analysis, and acknowledges the limitations of the research design. This comprehensive description allows for a transparent understanding of how data were gathered and analyzed, strengthening the credibility and reproducibility of the research findings.
CHAPTER 4: QUANTITATIVE RESEARCH RESULTS AND ANALYSIS: This chapter presents and analyzes the quantitative data gathered through online surveys. The analysis explores various aspects of Google personalization, including user awareness, satisfaction levels, concerns about Google’s influence, and perceptions of ethical considerations. It examines the reasons for using Google and the willingness of users to switch to alternative search engines. The chapter also delves into the impact of personalized advertising, specifically focusing on remarketing techniques. Detailed statistical analysis is used to interpret the survey results, providing quantitative evidence to support the research objectives. The overall conclusions drawn from this quantitative data are presented, providing a foundation for the integration with the qualitative findings in the subsequent chapter.
CHAPTER 5: QUALITATIVE RESEARCH RESULTS AND ANALYSIS: This chapter presents and analyzes the qualitative data obtained from technical interviews and expert conversational questionnaires. The analysis explores in-depth perspectives on Google’s personalization strategies, its influence on users, reasons for choosing Google, and the ethical implications of data collection and use, including attitudes toward remarketing. The chapter provides detailed insights into expert opinions on the evolution of semantic search, trust and reliance on Google, and the long-term implications of Google's monopolistic power. Through rich textual data, this chapter offers a nuanced understanding of the complex relationship between Google's technologies and their impact on the users and the broader technological landscape. The chapter concludes by summarizing the key findings from the qualitative data and suggesting potential areas for future research.
Schlüsselwörter (Keywords)
Google Semantic Search, Personalization, Trust, Influence, Reliance, Reputation, Ethics, Online Surveys, Interviews, Qualitative Research, Quantitative Research, Ireland, Filter Bubble, Echo Chamber Effect, Monopoly, Antitrust.
Frequently Asked Questions: A Comprehensive Language Preview
What is this document about?
This document provides a comprehensive preview of a thesis examining the impact of Google's semantic search on personalization, trust, influence, reliance, reputation, and ethics within the Irish context. It includes a table of contents, objectives and key themes, chapter summaries, and keywords.
What are the main objectives of the thesis?
The thesis aims to understand user perceptions and experiences related to several aspects of Google's search engine, including: the influence of Google's personalization on user experience; the ethical implications of Google's data collection and use; the impact of personalized search results on trust and reliance on Google; the role of Google's search engine in shaping online information ecosystems; and the potential for Google's dominance to affect competition and innovation.
What are the key themes explored in the thesis?
Key themes include Google's semantic search, personalization, trust, influence, reliance, reputation, ethics, the filter bubble, the echo chamber effect, Google's monopoly, and antitrust issues. The research specifically focuses on the Irish context.
What is the structure of the thesis?
The thesis is structured into five chapters: Chapter 1 (Introduction), Chapter 2 (Literature Review), Chapter 3 (Research Methodology), Chapter 4 (Quantitative Research Results and Analysis), and Chapter 5 (Qualitative Research Results and Analysis).
What research methods were used?
The thesis employs both quantitative and qualitative research methods. Quantitative data was gathered through online surveys of the general public, technical groups, and expert groups. Qualitative data was collected through interviews and expert conversational questionnaires.
What are the key findings covered in each chapter?
Chapter 1: Introduction sets the stage for the research. Chapter 2: Literature Review provides a comprehensive overview of existing literature on Google's search algorithm and societal impacts. Chapter 3: Research Methodology details the research design and methods. Chapter 4: Quantitative Research Results and Analysis presents and analyzes quantitative data from online surveys. Chapter 5: Qualitative Research Results and Analysis presents and analyzes qualitative data from interviews and questionnaires.
What keywords are associated with this thesis?
Keywords include: Google Semantic Search, Personalization, Trust, Influence, Reliance, Reputation, Ethics, Online Surveys, Interviews, Qualitative Research, Quantitative Research, Ireland, Filter Bubble, Echo Chamber Effect, Monopoly, Antitrust.
What is the target audience of this preview?
This preview is intended for academic use, allowing for analysis of the thesis' themes in a structured and professional manner.
Where can I find more information?
The full thesis would contain the detailed results and analysis of the research conducted.
- Citation du texte
- Pierce Ivory (Auteur), 2015, Google Semantic Search in Ireland. Personalisation, Trust, Influence, Reliance, Reputation, and Ethics, Munich, GRIN Verlag, https://www.grin.com/document/320189
