Exam 9: Social Media for Consumer Insight

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

Reflect on the various challenges associated with sentiment analysis.

Reflect on how you would treat duplicate content if you were running a social media research study.

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

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 ________.

Accuracy of sentiment analysis is best when the proximity of sentiment indicator is close to brand mention.

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

Negation words in a sentiment analysis can totally transform the meaning of a sentence.

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

________ is an approach used to identify the presence of concepts and themes within qualitative data sets.

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.

________ is information already collected and available for use.

Sentiment analysis uses a top-down approach.

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

________ refers to how people think or feel (especially feel)about an object such as a brand or a political candidate.

Spam is often not desired as credible data in a social media research study.

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 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 ________.

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

________ is information collected for the research purposes at hand.