Question 1

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

Accepted Answer

Content analysis applies theory or empir...

Question 2

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 consentF) A) and B)
G) C) and E)

Question 3

________ 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)   EchoF) B) and E)
G) C) and D)

Question 4

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.F) C) and D)
G) All of the above

Question 5

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

Accepted Answer

In social media research it generally is...

Question 6

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 analysisF) B) and E)
G) B) and D)

Question 7

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

When researchers conduct research with h...

Question 8

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 designF) A) and C)
G) D) and E)

Question 9

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

Accepted Answer

Because we've specified our population b...

Question 10

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.F) A) and C)
G) D) and E)

Question 11

________ 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 researchF) A) and E)
G) C) and D)

Question 12

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.F) C) and D)
G) A) and C)

Question 13

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.F) C) and D)
G) B) and D)

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

The primary difference is based on how t...

Question 16

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 17

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)   verbatimsF) B) and D)
G) None of the above

Question 18

"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 19

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.F) B) and C)
G) None of the above

Question 20

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

Accepted Answer

Sentiment indicators extract s...

Exam 9: Social Media for Consumer Insight

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

Step 2 in sentiment analysis is to:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedBecause we've specified our population b...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedContent analysis applies theory or empir...View AnswerShow Answer

Which of the following is TRUE?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedIn social media research it generally is...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

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 ________.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedWhen researchers conduct research with h...View AnswerShow Answer

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

Correct AnswerverifiedSentiment indicators extract s...View AnswerShow Answer

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 ________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

________ involves recording behavior or the residual evidence of behavior.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThe primary difference is based on how t...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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Because we've specified our population b...
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Content analysis applies theory or empir...
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In social media research it generally is...
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When researchers conduct research with h...
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Sentiment indicators extract s...
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The primary difference is based on how t...
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Correct Answer
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