Deck 9: Social Media for Consumer Insight

Question 1

Coca-Cola buys information on its competitors from a syndicated source for a SWOT analysis it is conducting.As defined in this question,this information is:

A) ethnographic research.
B) social media research.
C) secondary research.
D) primary research.
E) observational research.

Answer 1

C

Question 2

Which of the following types of data collection methods involves quantitative analyses?

A) survey research
B) observational research
C) ethnographic research
D) social media listening research
E) netnography research

Answer 2

A

Question 3

Watching people as they shop and recording their behavior is a form of:

A) survey research.
B) observational research.
C) ethnographic research.
D) sentiment research.
E) netnography research.

Answer 3

B

Question 4

________ of brand mentions is the rate of growth or decline in the number of brand mentions.

A) Fetch
B) Velocity
C) Spread
D) Scrape
E) Echo

Question 5

When the novelty dance song "I'm a Gummer Bear" was released in 2007,the video for it caught wildfire on YouTube and MySpace with more than 1 billion plays.As a result,the ________ for the Gummi Bear brand name was extremely fast and intense.

A) web echo
B) viral fetch
C) web crawl
D) web scrape
E) viral spread

Question 6

________ 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

In a social media research study on Facebook use,adolescents at the beginning of the study were told by the researcher about the study's potential benefits to governmental policies and then asked if they wished to take part in it.The researcher in this example operated under the policy of ________.

A) informed consent
B) nonresponse bias
C) opinion mining
D) spam
E) verbatims

Question 8

Under the policy of ________,participants are made aware of the research and its benefits and implications,and they are given the opportunity to withdraw or move forward.

A) informed consent
B) nonresponse bias
C) opinion mining
D) spam
E) verbatims

Question 9

Counting the number and type of candy wrappers people throw out after a party to see what they're eating is a form of:

A) survey research.
B) observational research.
C) ethnographic research.
D) sentiment research.
E) netnography research.

Question 10

Target goes on Walmart's website to decipher the history of the company.As defined in this question,this information is:

A) ethnographic research.
B) social media research.
C) secondary research.
D) primary research.
E) observational research.

Question 11

The speed and intensity of a message across the online population is called ________.

A) web echo
B) viral fetch
C) web crawl
D) web scrape
E) viral spread

Question 12

________ is information already collected and available for use.

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

Question 13

________ are the actual comments people post in English or other languages.

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

Question 14

If a company purchases background information to aid the decision process in a particular market then,as defined in this question,this information is:

A) ethnographic research.
B) social media research.
C) secondary research.
D) primary research.
E) observational research.

Question 15

________ is information collected for the research purposes at hand.

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

Question 16

Which of the following is most likely a secondary method of data collection?

A) an interview
B) a focus group
C) a survey
D) an experiment
E) a database search

Question 17

Social media research:

A) is only secondary in nature.
B) is only primary in nature.
C) can only be secondary or primary in nature, but not both.
D) can be both secondary and primary in nature.
E) is neither secondary nor primary in nature.

Question 18

Organizations can 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 19

Social media listening is the social media research approach of ________.

A) survey research.
B) observational research.
C) ethnographic research.
D) sentiment research.
E) netnography research.

Question 20

A new company analyzes information contained in industry databases to get a feel for how best to enter the market.As defined in this question,this information is:

A) ethnographic research.
B) social media research.
C) secondary research.
D) primary research.
E) observational research.

Question 21

If the Republican Party scrapes data from various social media websites in order to determine the attitudes of users toward their presidential candidates,they are employing ________.

A) content analysis
B) experimental research
C) netnography research
D) focus group research
E) sentiment analysis

Question 22

The process of monitoring answers all of the following questions EXCEPT:

A) How many times was the search term found?
B) Who else read the search term found?
C) Where was the search term found?
D) Who mentioned the search term?
E) When was the search term found?

Question 23

A researcher conducts a study of Sony Playstation gamers by reflecting on their characteristics in chat rooms.Which of the following types of research is most likely being employed in this example?

A) survey research
B) focus group research
C) experimental research
D) sentiment research
E) netnography research

Question 24

All of the following are recommendations for good use of netnography EXCEPT:

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 25

All of the following are recommendations for good use of netnography EXCEPT:

A) Never disclose the researcher's intent.
B) Ensure that members feel their behaviors have been accurately interpreted.
C) Classify material as off topic or on topic.
D) Select online communities that appear to have detailed posts.
E) Keep a journal of observations and reflections about the data analysis process.

Question 26

Visiting people's homes and offices to observe them as they go about their everyday lives is an example of ________.

A) survey research
B) observational research
C) ethnographic research
D) sentiment research
E) netnography research

Question 27

A team of researchers that 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 conversation turned to cosmetics,skin treatments,etc.This is an example of ________.

A) survey research
B) observational research
C) ethnographic research
D) sentiment research
E) netnography research

Question 28

Step 1 in sentiment analysis is to:

A) extract sentiment.
B) aggregate raw sentiment data into a summary.
C) extract entities of interest.
D) fetch, crawl, and cleanse.
E) use sentiment indicators.

Question 29

McDonald's enthusiasts are studied by a researcher keeping a journal on their language in message boards.Which of the following types of research is most likely being employed in this example?

A) survey research
B) focus group research
C) experimental research
D) sentiment research
E) netnography research

Question 30

All of the following are recommendations for good use of netnography EXCEPT:

A) Utilize "member checks" following content analysis of the discourse.
B) Don't attempt to learn the language of the group culture in order to stay naive.
C) Select online communities that have a relatively large number of active posters.
D) Fully disclose the researcher's presence in the community.
E) Ensure that members feel their attitudes have been accurately interpreted.

Question 31

________ 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 32

Which of the following is TRUE?

A) Listening is done on an ad hoc basis, whereas monitoring occurs more systematically.
B) Monitoring is done on an ad hoc basis, whereas listening occurs more systematically.
C) Both listening and monitoring are done on an ad hoc basis.
D) Both listening and monitoring occur systematically.
E) Listening and monitoring are done both ad hoc and systematically.

Question 33

________ includes decisions on the study approach,the sampling plan to be used and procedures for data collection,and data analysis decisions.

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

Question 34

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) monitoring
B) spamming
C) crawling
D) fetching
E) mining

Question 35

All of the following are recommendations for good use of netnography EXCEPT:

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 36

Sentiment analysis is also called ________.

A) netnography
B) web crawling
C) opinion mining
D) content analysis
E) focus group research

Question 37

In netnography research,the researchers focus on studying:

A) the brand.
B) the company.
C) the community.
D) the individual.
E) the competitors.

Question 38

Sentiment analysis is,at its core,________ research.

A) ethnographic
B) experimental
C) netnography
D) focus group
E) attitudinal

Question 39

________ specifies 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 40

In sentiment analysis research,researchers use ________ to code the data for emotions.

A) a word-phrase dictionary
B) a web crawler
C) an online echo
D) codes
E) a sample frame

Question 41

A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers,so the researchers select the members of the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers.In this example,the difference between the two listed gaming sites and all the sites that Sony Playstation gamers inhabit represents ________.

A) viral spread
B) sampling error
C) coverage error
D) nonresponse bias
E) online echo

Question 42

A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers,so the researchers select the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers.In this example,Sony Playstation gamers represent the study's ________.

A) population
B) sample
C) census
D) sample frame
E) research design

Question 43

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 44

________ is a process during sentiment analysis that selects 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 45

Step 2 in sentiment analysis is to:

A) extract sentiment.
B) aggregate raw sentiment data into a summary.
C) extract entities of interest.
D) fetch, crawl, and cleanse.
E) use sentiment indicators.

Question 46

Step 3 in sentiment analysis is to:

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 47

________ 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 48

Which of the following words would most likely be a sentiment indicator?

A) price
B) Bradley
C) plan
D) Nike
E) delightful

Question 49

________ move through the designated websites and collect and store the content they find.

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

Question 50

The people or families to which we wish to generalize the study results are called a ________.

A) population
B) sample
C) census
D) sample frame
E) research design

Question 51

A researcher 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.Which of the following types of research approaches is being employed here?

A) text mining
B) content analysis
C) sentiment analysis
D) opinion mining
E) netnography

Question 52

Step 4 in sentiment analysis is to:

A) extract sentiment.
B) aggregate raw sentiment data into a summary.
C) extract entities of interest.
D) fetch, crawl, and cleanse.
E) use sentiment indicators.

Question 53

________ represents a gap between the sampling frame we use and the population we define.

A) Viral spread
B) Sampling error
C) Coverage error
D) Nonresponse bias
E) Online echo

Question 54

An available list that approximates the population and from which we draw a sample to represent the population is called a ________.

A) viral spread
B) coverage
C) census
D) sample frame
E) research design

Question 55

A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers,so the researchers select the members of the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers.In this example,the two listed gaming sites represent the study's ________.

A) population
B) sample
C) census
D) viral spread
E) research design

Question 56

________ in a content analysis are labels that classify and assign meanings to pieces of information.

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

Question 57

Sentiment ________ are words or other cues used to denote positive or negative sentiment.

A) crawlers
B) indicators
C) codes
D) weights
E) echoes

Question 58

Sentiment analysis is a form of ________.

A) text mining
B) content analysis
C) nonresponse bias
D) spam
E) sampling

Question 59

When data need to be cleansed during sentiment analysis,a(n)________ is then applied to the data to filter any irrelevant content that made it into the data set.

A) viral spread
B) web crawler
C) text classifier
D) online echo
E) research design

Question 60

A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers,so the researchers select the members of the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers.In this example,the researchers really wanted to take a(n)________ which would include all of the sites that Sony Playstation gamers inhabit but could not do so due to time,money,and effort limitations.

A) echo
B) sample
C) census
D) scrape
E) viral spread

Question 61

Firefly MB,a global qualitative research company,conducted a global study of consumer views of social media and social media marketing.They found that the many specialty communities and groups in social media make finding participants with specific characteristics easier.

Question 62

When it is financially or logistically impossible to study all members in a population,then researchers use a ________.

A) viral spread
B) sample
C) census
D) sample frame
E) research design

Question 63

Firefly MB,a global qualitative research company,conducted a global study of consumer views of social media and social media marketing.They found that participants were uncomfortable responding openly in a social media environment they frequent regularly.

Question 64

If a study of hard-core gamers sampled only female gamers who are in their fifties,then the study would have ________.

A) sampling error
B) nonresponse bias
C) scraping
D) spam
E) sampling weights

Question 65

________ refers to the duplication in conversation volume that tends to occur in social media spaces.

A) Online echo
B) The participation effect
C) Spam
D) Viral spread
E) Web scraping

Question 66

People who are willing to take a 30-minute phone survey may be different than those who aren't.This would be an example of ________.

A) the echo effect
B) sampling error
C) nonresponse bias
D) coverage error
E) informed consent

Question 67

A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers,so the researchers select the members of the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers.However,not all gamers connected to these two listed sites actively and consistently participate,thus creating the potential for the study to exhibit ________.

A) the echo effect
B) sampling error
C) nonresponse bias
D) coverage error
E) informed consent

Question 68

In Twitter,"retweeting" creates ________.

A) spam
B) viral spread
C) a participation effect
D) online echo
E) coverage error

Question 69

It is relatively easy to track the mentions and listen to online conversations related to Starbucks.

Question 70

For social media marketing researchers,public content posted in social channels can be a detriment in that it may not reflect the whole truth.

Question 71

"Listening" to social media chatter and using social content as data in marketing research are neither relatively intensive nor time consuming.

Question 72

The potential that those units that were not included in the final sample in a study are significantly different from those that were included is called ________.

A) the echo effect
B) sampling error
C) nonresponse bias
D) coverage error
E) informed consent

Question 73

A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers,so the researchers select the members of the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers.However,not all gamers on these two sites are Sony Playstation gamers,so comments from such non-Sony Playstation gamers in this study would create ________.

A) sampling error
B) nonresponse bias
C) scraping
D) spam
E) sampling weights

Question 74

Sentiment is heavier on reason than emotion.

Question 75

Firefly MB,a global qualitative research company,conducted a global study of consumer views of social media and social media marketing.They found that the community setting led to a feeling of trust and camaraderie during the group research sessions.

Question 76

Most word-of-mouth conversations about brands are conducted online.

Question 77

Those who post tweets on Twitter are far more vocal than those who share feedback to videos they see on YouTube,but both sites may be included in our sampling frame.To adjust for this difference skewing the data and results,one can employ ________.

A) content analysis
B) the echo effect
C) viral spread
D) sampling weights
E) text classifiers

Question 78

Observational research suffers from a high risk of subjective bias.

Question 79

Primary research cannot be conducted in social media spaces.

Question 80

Sampling ________ are adjustment factors applied to adjust for differences in probability of selection between cases in a sample.

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