Deck 9: Social Media for Consumer Insight

Question 1

Which typical type of data refers to the actual comments people post in English or other languages?

A)Spams.
B)Verbatims.
C)Codes.
D)Echoes.
E)Sentiments.

Answer 1

B
Explanation: B)Typical types of data include verbatims (the actual comments people post in English or other languages)as well as other identifying information such as the time the item was posted and the site on which it appeared.Multimedia posts can also be analyzed.

Question 2

Social media research can include which of the following?

A)Primary research.
B)Secondary research.
C)Industry research.
D)Both primary and secondary research.
E)Neither primary nor secondary research.

Answer 2

D
Explanation: D)Social media research can include both secondary and primary research.

Question 3

The social media monitoring process answers which of the following questions?

A)How many times was the search term found?
B)When was the search term found?
C)Where was the search term found?
D)Who mentioned the search term?
E)All of the above.

Answer 3

E
Explanation: E)Monitoring explains what was said,when,by whom,and how many times.Thus this process answers four basic questions: 1.How many times was the search term found?;2.When was the search term found?;3.Where was the search term found?;4.Who mentioned the search term?

Question 4

Which of the following types of data collection methods does not involve qualitative analyses?

A)A survey.
B)Observation.
C)Ethnographic research.
D)Social media listening research.
E)Netnography research.

Question 5

Before any data are collected,which of the following must be in place to specify a plan to collect and utilize data so that desired information can be obtained with sufficient precision and/or so that hypotheses can be tested properly?

A)The research design.
B)The census.
C)The content analysis.
D)The informed consent.
E)The sample frame.

Question 6

Which of the following types of research involves recording behavior or the residual evidence of behavior?

A)Survey research.
B)Observational research.
C)Ethnographic research.
D)Sentiment research.
E)Netnography research.

Question 7

When a new company researches and analyzes industry databases to understand the best way to enter a market,they are engaging in which of the following types of research?

A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.

Question 8

Frito-Lay used the Minneapolis-St.Louis area as a test market for their multigrain snack,Sunchips,as a way to gather experiential data.Frito-Lay's use of a test market is an example of which of the following types of research?

A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.

Question 9

Information that is already collected and available for use is also known as which of the following?

A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.

Question 10

How can organizations best approach social media listening?

A)Anecdotally,but not systematically.
B)Systematically,but not anecdotally.
C)Anecdotally or systematically,but not both.
D)Anecdotally and systematically.
E)Neither anecdotally nor systematically.

Question 11

Analyzing product reviews to obtain insight into the mix of features people want,and the product's strengths and weaknesses is a way marketers use which of the following?

A)Content analysis.
B)Experimental research.
C)Netnography research.
D)Focus group research.
E)Sentiment analysis.

Question 12

When a researcher records the behavior of buyers' decisions when they shop,they are engaging in which of the following types of research?

A)Survey research.
B)Observational research.
C)Ethnographic research.
D)Sentiment research.
E)Netnography research.

Question 13

The research design includes which of the following?

A)Decisions on the study approach.
B)The sampling plan to be used.
C)Procedures for data collection.
D)Data analysis decisions.
E)All of the above.

Question 14

Information that is collected for the research purposes at hand is also known as which of the following?

A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.

Question 15

At its core,sentiment analysis is which of the following?

A)Ethnographic.
B)Experimental.
C)Netnography.
D)Focus group.
E)Attitudinal.

Question 16

Which of the following refers to how people think or feel (especially feel)about an object such as a brand or a political candidate?

A)Bias.
B)Consent.
C)Echo.
D)Sentiment.
E)Content.

Question 17

Social media listening falls under which of the following types of research?

A)Survey research.
B)Observational research.
C)Ethnographic research.
D)Sentiment research.
E)Netnography research.

Question 18

Secondary data collection is most likely done through which of the following?

A)An interview.
B)A focus group.
C)A survey.
D)An experiment.
E)A database search.

Question 19

When Pepsi buys information on its competitors from a syndicated source for a SWOT analysis,it is conducting which of the following types of research?

A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.

Question 20

When a company purchases background information on the market,industry,etc. ,to help aid in the decision-making process,they are engaging in which of the following types of research?

A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.

Question 21

Retweets on Twitter and shares on Facebook are both examples of which of the following?

A)Echo effect.
B)Viral spread.
C)A participation effect.
D)Online echo.
E)Both A and D.

Question 22

Which of the following is an approach used to identify the presence of concepts and themes within qualitative data sets?

A)Text mining.
B)Content analysis.
C)Sentiment analysis.
D)Opinion mining.
E)Netnography.

Question 23

Which of the following would result if a study of hard-core gamers sampled only female gamers who were in their fifties?

A)Sampling error.
B)Nonresponse bias.
C)Scraping.
D)Spam.
E)Sampling weights.

Question 24

Which of the following terms represents an available list that approximates the population and from which we draw a sample to represent the population?

A)Viral spread.
B)Coverage.
C)Census.
D)Sample frame.
E)Research design.

Question 25

Which of the following is another name for sentiment analysis?

A)Netnography.
B)Web crawling.
C)Opinion mining.
D)Content analysis.
E)Focus group research.

Question 26

Which of the following is the primary unit of analysis for content analysis?

A)The interview.
B)The headline.
C)The tweet.
D)The word.
E)The sentiment.

Question 27

Less than 9 percent of all Internet users are on Twitter,but Twitter generates up to 60 percent of content that social media monitoring tools monitor.This means that to get a more accurate picture of all users we might want to sample relatively fewer tweets than other kinds of posts.Which of the following is being employed in this example?

A)Content analysis.
B)The echo effect.
C)Viral spread.
D)Sampling weights.
E)Text classifiers.

Question 28

Which of the following is exemplified when results in a 30-minute phone survey are skewed because the people who were willing to take part in the survey were different from those who weren't?

A)The echo effect.
B)Sampling error.
C)Nonresponse bias.
D)Coverage error.
E)Informed consent.

Question 29

Which of the following is used by researchers when it is financially or logistically impossible to study all members in a population?

A)Viral spread.
B)Sample.
C)Census.
D)Sample frame.
E)Research design.

Question 30

Which of the following completes the sentence,'A researcher performing a _____________ might test a hypothesis that TV commercials reinforce traditional sex-role attitudes by sampling a large number of ads that aired during a certain period of time,and comparing the occupations that male versus female actors portrayed'?

A)Text mining.
B)Content analysis.
C)Sentiment analysis.
D)Opinion mining.
E)Netnography.

Question 31

During a sentiment analysis,which of the following is applied to the data to filter any irrelevant content that made it into the data set once the data need to be cleansed?

A)Viral spread.
B)Web crawler.
C)Text classifier.
D)Online echo.
E)Research design.

Question 32

Which of the following terms is best described as words or other cues used to denote positive or negative sentiment?

A)Sentiment crawlers.
B)Sentiment indicators.
C)Negative codes.
D)Sentiment weights.
E)Echo effect.

Question 33

Which of the following are labels that classify and assign meanings to pieces of information in a content analysis?

A)Crawlers.
B)Indicators.
C)Codes.
D)Weights.
E)Echoes.

Question 34

A social media research study sets out to determine the attitudes and characteristics of Xbox gamers,so they select the gaming sites of GamesForum and Gaming Bay to define Xbox gamers.The gamers in this example represent which of the following?

A)Population.
B)Sample.
C)Census.
D)Sample frame.
E)Research design.

Question 35

Which of the following are adjustment factors applied to adjust for differences in probability of selection between cases in a sample?

A)Sampling spreads.
B)Sampling codes.
C)Sampling classifiers.
D)Sampling errors.
E)Sampling weights.

Question 36

If we were collecting primary data using survey research or interviews,we would specify the units of interest,likely the people or families to which we wish to generalize the study results.These people or families are known as which of the following?

A)Population.
B)Sample.
C)Census.
D)Sample frame.
E)Research design.

Question 37

Which process occurs during sentiment analysis and is used to select only the content that appears to be relevant based on matches with the word-phrase dictionary?

A)Sampling.
B)Fetching.
C)Spreading.
D)Mining.
E)Classifying.

Question 38

Which of the following exists because people who share content online tend to share it in more than one community,and people in the sharer's network may then also share the same content?

A)Echo effect.
B)The participation effect.
C)Spam.
D)Viral spread.
E)Web scraping.

Question 39

Which of the following are not steps in a sentiment analysis?

A)Extract sentiment.
B)Aggregate raw sentiment data into a summary.
C)Extract entities of interest.
D)Fetch,crawl,and cleanse.
E)Apply text classifiers.

Question 40

Which of the following refers to the potential that those units that were not included in the final sample in a study are significantly different from those that were included?

A)The echo effect.
B)Sampling error.
C)Nonresponse bias.
D)Coverage error.
E)Informed consent.

Question 41

Which of the following is an unobtrusive approach to research with a key benefit of observing what is likely to be credible information,unaffected by the research process?

A)Survey research.
B)Focus group research.
C)Experimental research.
D)Sentiment research.
E)Netnography research.

Question 42

In a social media research study on Twitter use,the researcher explained to the participants about the study's potential benefits to governmental policies and then asked if they wished to take part in it.What type of policy was the researcher acting under?

A)Informed consent.
B)Nonresponse bias.
C)Opinion mining.
D)Spam.
E)Verbatims.

Question 43

Which of the following recommendations is not a good use of netnography?

A)Identify online venues that could provide information related to the research questions.
B)Learn about the characteristics of the group culture.
C)Select online communities that have relatively less 'traffic' of postings.
D)Categorize the types of participants involved in the discussions to be analyzed.
E)Keep a journal of observations and reflections about the data collection process.

Question 44

A team of researchers who wanted to learn about how teenage girls actually talk about beauty care products sponsored a series of sleepovers where they sent (female)employees to hang out overnight and record what they learned when the conversation turned to cosmetics,skin treatments,and the like.This is an example of which of the following types of research?

A)Survey research.
B)Observational research.
C)Ethnographic research.
D)Sentiment research.
E)Netnography research.

Question 45

Which of the following recommendations is not a good use of netnography?

A)Be straightforward with those in the online community.
B)Learn about the behaviors of the group culture.
C)Never disclose your purpose for participation.
D)Classify material as social or informational.
E)Select online communities that are focused on a particular topic or segment.

Question 46

Which of the following scour designated sites in the sampling frame to collect the relevant content and save it to a database?

A)Online echoes.
B)Sentiment indicators.
C)Verbatims.
D)Web crawlers.
E)Codes.

Question 47

Which form of social media works with the aid of software that systematically searches key words it finds in social spaces such as blogs,social networks,and forums?

A)Social media monitoring.
B)Social media spamming.
C)Social media crawling.
D)Social media fetching.
E)Social media mining.

Question 48

Which type of research is most likely being employed when Chick-Fil-A enthusiasts are studied by a researcher keeping a journal on their language in message boards?

A)Survey research.
B)Focus group research.
C)Experimental research.
D)Sentiment research.
E)Netnography research.

Question 49

When researchers make participants aware of the research and its benefits and implications,and they are given the opportunity to withdraw or move forward,they are acting under which of the following policies?

A)Informed consent.
B)Nonresponse bias.
C)Opinion mining.
D)Spam.
E)Verbatims.

Question 50

When a researcher conducts a study of Xbox gamers by reflecting on their characteristics in chat rooms,what type of research is most likely being employed?

A)Survey research.
B)Focus group research.
C)Experimental research.
D)Sentiment research.
E)Netnography research.