Measuring Public Attention on Environment and Energy Issues With Google Trends: A Validity Assessment

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Communication and Technology Interactive Poster Session

Abstract

The study aims to assess the face, convergent, and predictive validity of Google Trends in measuring public attention on environment and energy issues in the United States, by comparing it with that measured by the “most important problem” question in Gallup opinion polls. A bottom-up approach is adopted to generate queries used to capture public attention on environment and energy issues, which guarantee the face validity of Google Trends. Google Trends is found to have convergent and predictive validity in measuring public attention on environment issue, but fails in measuring public attention on energy issue. This finding suggests that web queries data, as a measurement of public attention, should be used with caution by taking issues peculiarity into account.

Authors

• Jie Qin, City U of Hong Kong

• Taiquan Peng, Nanyang Technological University