Question 1

Social media research:

Accepted Answer

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. 
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 2

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.

Accepted Answer

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

Question 3

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

Accepted Answer

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? 
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 4

Sentiment does capture an opinion about something.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

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

Question 6

In Twitter,"retweeting" creates ________.

Accepted Answer

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

Question 7

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?

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 8

Observational research suffers from a high risk of subjective bias.

Accepted Answer

A) True 
 B)False

Question 9

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 ________.

Accepted Answer

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

Question 10

Reflect on how marketers use the data collected by monitoring.

Accepted Answer

Positive comments can turn into customer

Question 11

________ is a process during sentiment analysis that selects only the content that appears to be relevant based on matches with the word-phrase dictionary.

Accepted Answer

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

Question 12

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

Accepted Answer

A)  the interview 
B)  the headline 
C)  the tweet 
D)  the word 
E)  the sentiment 
A)  the interview 
B)  the headline 
C)  the tweet 
D)  the word 
E)  the sentiment

Question 13

Sentiment analysis is,at its core,________ research.

Accepted Answer

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

Question 14

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:

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

In netnography research,the researchers focus on studying:

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

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.

Accepted Answer

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

Question 18

Step 3 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)  apply text classifiers. 
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 19

________ 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.

Accepted Answer

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

Question 20

Social media listening is the social media research approach 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.

Social media research:

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.

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

Sentiment does capture an opinion about something.

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

In Twitter,"retweeting" creates ________.

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?

Observational research suffers from a high risk of subjective bias.

Reflect on how marketers use the data collected by monitoring.

________ is a process during sentiment analysis that selects only the content that appears to be relevant based on matches with the word-phrase dictionary.

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

Sentiment analysis is,at its core,________ research.

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:

In netnography research,the researchers focus on studying:

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

Step 3 in sentiment analysis is to:

________ 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.

Social media listening is the social media research approach 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

Social media research:

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.

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

Sentiment does capture an opinion about something.

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

In Twitter,"retweeting" creates ________.

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?

Observational research suffers from a high risk of subjective bias.

Reflect on how marketers use the data collected by monitoring.

________ is a process during sentiment analysis that selects only the content that appears to be relevant based on matches with the word-phrase dictionary.

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

Sentiment analysis is,at its core,________ research.

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:

In netnography research,the researchers focus on studying:

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

Step 3 in sentiment analysis is to:

________ 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.

Social media listening is the social media research approach 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