Question 1

After you've identified the sources to gather data from,you should start to identify the channels in which you will analyze.The most important channel to analyze is social media because it gives you a rich amount of information about your audience.

False

Accepted Answer

While social media can provide valuable insights into audience behavior and preferences, it is not necessarily the most important channel for every analysis. The importance of a channel depends on the specific goals of the analysis and where the target audience is most active or relevant information can be gathered.

Question 2

A research plan can be created at any point during your campaign planning process.

Accepted Answer

False&#10;

Question 3

Making sure your data is clean is a critical part of any research output.However,it is also important to make sure you capture all of the data so leaving in spam can be important.

Accepted Answer

Leaving in spam or irrelevant data can compromise the integrity and accuracy of research findings. Data cleaning is essential to ensure the quality and reliability of the data analysis.

Question 4

If you are working for a multi-national organization,it can be important to look at multiple languages in your research plan.That said,you do not need to examine every single language.According to data from Nielsen Online,GfK and the international Telecommunications Union,there are how many languages that reach approximately 77% of the world's population?

A)15
B)10
C)4
D)9

Accepted Answer

According to the data from Nielsen Online, GfK, and the International Telecommunications Union, 10 languages reach approximately 77% of the world's population.

Question 5

The research project team typically has five key team members.Which of the following does not make sense to be part of the research project team?&#10;A)Research leader&#10;B)Analyst&#10;C)Research Quality Assurance&#10;D)Legal&#10;E)Content Strategist/Engagement Leader

Accepted Answer

Legal roles, while important in many contexts, are not typically considered key members of a research project team, which usually focuses on roles directly involved in the research process itself.

Question 6

When you are establishing the time frame for your research plan,how much historical data should you be gathering?&#10;A)12 months&#10;B)24 months&#10;C)6 months&#10;D)3 months

Accepted Answer

The answer of When you are establishing the time frame...

Question 7

Before beginning any research project,it is critical that you develop a hypothesis statement that you want to test.Digital data can be vast,and a lack of hypothesis could lead unclear outcomes from the research.

Accepted Answer

A hypothesis provides a focused direction for research, helping to narrow down the scope and guiding the analysis of digital data towards clear, testable outcomes. Without it, research can become unfocused and yield ambiguous results.

Question 8

Most research plans involve some combination of automated and manual components.

Accepted Answer

Most research plans incorporate both automated tools for data collection and analysis, and manual methods for tasks that require human judgment and interpretation, ensuring a comprehensive approach to research.

Question 9

Your research plan will likely identify many different data sources.In the chapter there seven that are considered mandatory as part of any research plan.Which of the following is not one of those data sources?

A)Social listening tools
B)Paid media performance data
C)Web analytics
D)Search tools
E)Sentiment data

Accepted Answer

Sentiment data, while valuable, is not listed among the mandatory data sources for any research plan. The mandatory sources typically focus on direct measures of audience behavior and interaction, such as web analytics, search tools, social listening, and performance data from paid media. Sentiment data is more about analyzing opinions and feelings, which, although useful, is not considered a must-have foundational data source in the context described.

Question 10

The data sources that make up your research plan either come from existing digital analytics tools or other third-party data providers.It is increasingly becoming common for companies to augment their own data with third-party data for purchase.According to a December 2017 study on data spending by eMarketer,U.S.companies will spend approximately how much on audience data from external providers?

A)$100 million
B)$10 billion
C)$20 billion
D)$5 million

Accepted Answer

According to the December 2017 study by eMarketer, U.S. companies were projected to spend approximately $10 billion on audience data from external providers. This reflects the growing trend of companies augmenting their own data with third-party data to enhance their marketing strategies and business insights.

Deck 13: Formulating Your Research Plan