Question 1

Reflect on why listening to social media conversations is beneficial for CRM tactics?

Accepted Answer

Customer service teams can monitor socia

Question 2

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?

Accepted Answer

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

Question 3

Sentiment analysis of blogs tends to be more accurate than that of tweets.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

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 ________.

Accepted Answer

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

Question 7

A census is a study that uses a subset of the population.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Only a few studies from time to time have a certain amount of error that we cannot precisely specify.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

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. 
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 11

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 ________.

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

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.

Accepted Answer

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

Question 14

Target goes on Walmart's website to decipher the history of the company.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 15

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 ________.

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

Sentiment is heavier on reason than emotion.

Accepted Answer

A) True 
 B)False

Question 18

There are companies that provide social media research services for a cost.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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

Reflect on why listening to social media conversations is beneficial for CRM tactics?

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?

Sentiment analysis of blogs tends to be more accurate than that of tweets.

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

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

A census is a study that uses a subset of the population.

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

Only a few studies from time to time have a certain amount of error that we cannot precisely specify.

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

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 ________.

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

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.

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

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 ________.

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

Sentiment is heavier on reason than emotion.

There are companies that provide social media research services for a cost.

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

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

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

Reflect on why listening to social media conversations is beneficial for CRM tactics?

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?

Sentiment analysis of blogs tends to be more accurate than that of tweets.

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

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

A census is a study that uses a subset of the population.

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

Only a few studies from time to time have a certain amount of error that we cannot precisely specify.

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

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 ________.

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

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.

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

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 ________.

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

Sentiment is heavier on reason than emotion.

There are companies that provide social media research services for a cost.

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

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

The Horizontal Revolution

Strategic Planning With Social Media

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media Metrics

Filters