Question 1

Primary research cannot be conducted in social media spaces.

Accepted Answer

A) True 
 B)False  False

Question 2

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

Accepted Answer

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

Question 3

Sentiment analysis is also called ________.

Accepted Answer

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

Question 4

Organizations can approach social media listening:

Accepted Answer

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. 
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 5

Step 1 in sentiment analysis is to:

Accepted Answer

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. 
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 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

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. 
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 10

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 ________.

Accepted Answer

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

Question 11

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.

Accepted Answer

A) True 
 B)False

Question 12

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.

Accepted Answer

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

Question 13

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?

Accepted Answer

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

Question 14

Sentiment analysis is a form of ________.

Accepted Answer

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

Question 15

Content analysis uses a top-down approach.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

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

Question 17

Step 4 in sentiment analysis is to:

Accepted Answer

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. 
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 18

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

Accepted Answer

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

Question 19

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

Accepted Answer

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

Question 20

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 ________.

Accepted Answer

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

Primary research cannot be conducted in social media spaces.

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

Sentiment analysis is also called ________.

Organizations can approach social media listening:

Step 1 in sentiment analysis is to:

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

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

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

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

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.

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.

Sentiment analysis is a form of ________.

Content analysis uses a top-down approach.

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

Step 4 in sentiment analysis is to:

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

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

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 ________.

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media Metrics

Filters

Exam 9: Social Media for Consumer Insight

Primary research cannot be conducted in social media spaces.

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

Sentiment analysis is also called ________.

Organizations can approach social media listening:

Step 1 in sentiment analysis is to:

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

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

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

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

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.

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.

Sentiment analysis is a form of ________.

Content analysis uses a top-down approach.

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

Step 4 in sentiment analysis is to:

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

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

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 ________.

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media Metrics

Filters