Question 1

Reflect on the challenges for social media research to define a population.

Accepted Answer

The answer of Reflect on the challenges for social media...

Question 2

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:

Accepted Answer

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

Question 3

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.

Accepted Answer

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

Question 4

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

Accepted Answer

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

Question 5

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 ________.

Accepted Answer

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

Question 6

Which of the following is TRUE?

Accepted Answer

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 7

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

Accepted Answer

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 8

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 ________.

Accepted Answer

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

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Come up with an example for a content analysis in a social media research study.

Accepted Answer

The answer of Come up with an example for a...

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

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

Question 14

________ involves recording behavior or the residual evidence of behavior.

Accepted Answer

A)  Survey research 
B)  Observational research 
C)  Ethnographic research 
D)  Sentiment research 
E)  Netnography research

Question 15

Create a few sentences regarding your opinions about Walmart and identify the sentiment indicators in the sentences.

Accepted Answer

The answer of Create a few sentences regarding your opinions...

Question 16

Reflect on why a social media researcher should be concerned about nonresponse bias.

Accepted Answer

The answer of Reflect on why a social media researcher...

Question 17

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

Accepted Answer

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 18

Step 2 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.

Question 19

How is netnography research different than straightforward social media monitoring research?

Accepted Answer

The answer of How is netnography research different than straightforward...

Question 20

Reflect on the ethics of collecting,analyzing,and reporting social media monitoring research.Include in your answer the concept of and issues surrounding informed consent.

Accepted Answer

The answer of Reflect on the ethics of collecting,analyzing,and reporting...

Exam 9: Social Media for Consumer Insight

Reflect on the challenges for social media research to define a population.

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:

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.

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

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 ________.

Which of the following is TRUE?

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

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 ________.

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

Come up with an example for a content analysis in a social media research study.

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

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.

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

________ involves recording behavior or the residual evidence of behavior.

Create a few sentences regarding your opinions about Walmart and identify the sentiment indicators in the sentences.

Reflect on why a social media researcher should be concerned about nonresponse bias.

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

Step 2 in sentiment analysis is to:

How is netnography research different than straightforward social media monitoring research?

Reflect on the ethics of collecting,analyzing,and reporting social media monitoring research.Include in your answer the concept of and issues surrounding informed consent.