Exam 5: Secondary Data & Packaged Information

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Answers will state that social media data,also termed user-generated content(UGC),are any information that is created by users of online systems and intended to be shared with others.Comments will include a brief discussion of social media monitoring,or social media listening,and note that it involves actively gathering,organizing,and analyzing social media data to gain consumer insights.Discussion related to advantages of social media data should include
1.The currency of social media data:Social media can provide fast,immediate,up-to-the-minute feedback on any of the 4 Ps associated with a brand.
2.Social media data's relative inexpensiveness to access the data,although expertise is needed to organize and analyze the data properly.
3.Social media data represent the unprompted,unfiltered,and authentic voice of the consumer.As such,social media sources can lead to new understandings that might not emerge through other types of research.
4.Social media platforms provide one of the best means to trace trends and track big themes-that is,fears and aspirations-that influence consumers.
Discussion related to disadvantages of social media data will note
1.Social media commenters may not represent a brand's target audience and,consequently,provide misleading feedback.Similarly,the most vocal consumers-whether advocates or critics of a brand-may have a more active voice and distort the conversation.
2.Demographic and geographic information of the consumers may not be identifiable or may be falsified,limiting its usefulness.
3.Some types of products,such as electronics and hotels,are more likely to be reviewed online,and some,particularly local products or low-penetration products,may not have a social media presence at all.
4.Despite measures taken to prevent fraud by established websites,social media review websites can be subject to manipulation;some reviews may be posted by individuals with ulterior motives.
5.Much of the material on social media is shallow,useless,offensive,or irrelevant,which means that a lot of content must be sifted through to find useful information.

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Students should note that the American Community Survey(ACS)is an example of free public data useful for researchers.Answers may note that the ACS may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades.The U.S.Census Bureau created the ACS in 1996 to collect economic,social,demographic,and housing information as part of the Decennial Census Program.The survey is designed to help update Decennial Census data by collecting information on a small percentage of the population in all counties,American Indian Areas,Alaska Native Areas,and Hawaiian Home Lands on a rotating basis using a sample.The main advantage is that the ACS provides data annually instead of once every 10 years.All answers should note or mention that since these data have the U.S.Census Bureau's"high marks"for reliable data and will be current,the ACS is a major secondary data resource for marketing researchers.