Deck 10: Social Media Analytics

Question 1

When a company purchases background information on the market,industry,etc. ,to help aid in the decision-making process,they are engaging in which of the following types of research?

A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.

Answer 1

C

Question 2

Analyzing product reviews to obtain insight into the mix of features people want,and the product's strengths and weaknesses is a way marketers use which of the following?

A)Content analysis.
B)Experimental research.
C)Netnography research.
D)Focus group research.
E)Sentiment analysis.

Answer 2

E

Question 3

At its core,sentiment analysis is which of the following?

A)Ethnographic.
B)Experimental.
C)Netnography.
D)Focus group.
E)Attitudinal.

Answer 3

E

Question 4

Secondary data collection is most likely done through which of the following?

A)An interview.
B)A focus group.
C)A survey.
D)An experiment.
E)A database search.

Question 5

Information that is already collected and available for use is also known as which of the following?

A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.

Question 6

Frito-Lay used the Minneapolis-St.Louis area as a test market for their multigrain snack,Sunchips,as a way to gather experiential data.Frito-Lay's use of a test market is an example of which of the following types of research?

A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.

Question 7

Social media research can include which of the following?

A)Primary research.
B)Secondary research.
C)Industry research.
D)Both primary and secondary research.
E)Neither primary nor secondary research.

Question 8

Social media listening falls under which of the following types of research?

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

Question 9

Which of the following refers to how people think or feel (especially feel)about an object such as a brand or a political candidate?

A)Bias.
B)Consent.
C)Echo.
D)Sentiment.
E)Content.

Question 10

When a new company researches and analyzes industry databases to understand the best way to enter a market,they are engaging in which of the following types of research?

A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.

Question 11

When a researcher records the behavior of buyers' decisions when they shop,they are engaging in which of the following types of research?

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

Question 12

Which typical type of data refers to the actual comments people post in English or other languages?

A)Spams.
B)Verbatims.
C)Codes.
D)Echoes.
E)Sentiments.

Question 13

The social media monitoring process answers which of the following questions?

A)How many times was the search term found?
B)When was the search term found?
C)Where was the search term found?
D)Who mentioned the search term?
E)All of these.

Question 14

When Pepsi buys information on its competitors from a syndicated source for a SWOT analysis,it is conducting which of the following types of research?

A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.

Question 15

Before any data are collected,which of the following must be in place to specify 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?

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

Question 16

Information that is collected for the research purposes at hand is also known as which of the following?

A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational research.

Question 17

The research design includes which of the following?

A)Decisions on the study approach.
B)The sampling plan to be used.
C)Procedures for data collection.
D)Data analysis decisions.
E)All of these.

Question 18

Which of the following types of research involves recording behavior or the residual evidence of behavior?

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

Question 19

Which of the following types of data collection methods does not involve qualitative analyses?

A)A survey.
B)Observation.
C)Ethnographic research.
D)Social media listening research.
E)Netnography research.

Question 20

How can organizations best approach social media listening?

A)Anecdotally,but not systematically.
B)Systematically,but not anecdotally.
C)Anecdotally or systematically,but not both.
D)Anecdotally and systematically.
E)Neither anecdotally nor systematically.

Question 21

A social media research study sets out to determine the attitudes and characteristics of Xbox gamers,so they select the gaming sites of GamesForum and Gaming Bay to define Xbox gamers.The gamers in this example represent which of the following?

A)Population.
B)Sample.
C)Census.
D)Sample frame.
E)Research design.

Question 22

Which of the following would result if a study of hard-core gamers sampled only female gamers who were in their fifties?

A)Sampling error.
B)Nonresponse bias.
C)Scraping.
D)Spam.
E)Sampling weights.

Question 23

During sentiment analysis,which of the following codifies words used in conversation that are strongly related to specific emotions?

A)Text classifier.
B)Opinion mining.
C)Text mining.
D)Word-phrase dictionary.
E)Content analysis.

Question 24

Which of the following are adjustment factors applied to adjust for differences in probability of selection between cases in a sample?

A)Sampling spreads.
B)Sampling codes.
C)Sampling classifiers.
D)Sampling errors.
E)Sampling weights.

Question 25

Which of the following is an approach used to identify the presence of concepts and themes within qualitative data sets?

A)Text mining.
B)Content analysis.
C)Sentiment analysis.
D)Opinion mining.
E)Netnography.

Question 26

Less than 9 percent of all Internet users are on Twitter,but Twitter generates up to 60 percent of content that social media monitoring tools monitor.This means that to get a more accurate picture of all users we might want to sample relatively fewer tweets than other kinds of posts.Which of the following is being employed in this example?

A)Content analysis.
B)The echo effect.
C)Viral spread.
D)Sampling weights.
E)Text classifiers.

Question 27

Which of the following is used by researchers when it is financially or logistically impossible to study all members in a population?

A)Viral spread.
B)Sample.
C)Census.
D)Sample frame.
E)Research design.

Question 28

Which of the following are labels that classify and assign meanings to pieces of information in a content analysis?

A)Crawlers.
B)Indicators.
C)Codes.
D)Weights.
E)Echoes.

Question 29

Which of the following is another name for sentiment analysis?

A)Netnography.
B)Web crawling.
C)Opinion mining.
D)Content analysis.
E)Focus group research.

Question 30

Which of the following exists because people who share content online tend to share it in more than one community,and people in the sharer's network may then also share the same content?

A)Echo effect.
B)The participation effect.
C)Spam.
D)Viral spread.
E)Web scraping.

Question 31

Which of the following is exemplified when results in a 30-minute phone survey are skewed because the people who were willing to take part in the survey were different from those who weren't?

A)The echo effect.
B)Sampling error.
C)Nonresponse bias.
D)Coverage error.
E)Informed consent.

Question 32

Which of the following are not steps in a sentiment analysis?

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 33

Which of the following terms is best described as words or other cues used to denote positive or negative sentiment?

A)Sentiment crawlers.
B)Sentiment indicators.
C)Negative codes.
D)Sentiment weights.
E)Echo effect.

Question 34

Retweets on Twitter and shares on Facebook are both examples of which of the following?

A)Echo effect.
B)Viral spread.
C)A participation effect.
D)Online echo.
E)Both A and D.

Question 35

Which of the following refers to the potential that those units that were not included in the final sample in a study are significantly different from those that were included?

A)The echo effect.
B)Sampling error.
C)Nonresponse bias.
D)Coverage error.
E)Informed consent.

Question 36

During a sentiment analysis,which of the following is applied to the data to filter any irrelevant content that made it into the data set once the data need to be cleansed?

A)Viral spread.
B)Web crawler.
C)Text classifier.
D)Online echo.
E)Research design.

Question 37

If we were collecting primary data using survey research or interviews,we would specify the units of interest,likely the people or families to which we wish to generalize the study results.These people or families are known as which of the following?

A)Population.
B)Sample.
C)Census.
D)Sample frame.
E)Research design.

Question 38

Which of the following completes the sentence,'A researcher performing a ______ might test a hypothesis that TV commercials reinforce traditional sex-role attitudes by sampling a large number of ads that aired during a certain period of time,and comparing the occupations that male versus female actors portrayed'?

A)Text mining.
B)Content analysis.
C)Sentiment analysis.
D)Opinion mining.
E)Netnography.

Question 39

Which of the following terms represents an available list that approximates the population and from which we draw a sample to represent the population?

A)Viral spread.
B)Coverage.
C)Census.
D)Sample frame.
E)Research design.

Question 40

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

A)The interview.
B)The headline.
C)The tweet.
D)The word.
E)The sentiment.

Question 41

Which type of research is most likely being employed when Chick-Fil-A enthusiasts are studied by a researcher keeping a journal on their language in message boards?

A)Survey research.
B)Focus group research.
C)Experimental research.
D)Sentiment research.
E)Netnography research.

Question 42

Which of the following best completes the sentence,'______ can also alert marketers to impending trouble for crisis communications that might be marked by a shift in the velocity of brand mentions or assess the impact of a public relations crisis.'?

A)Social customer care.
B)Social listening.
C)Data mining
D)Primary research.
E)None of these.

Question 43

Which form of social media works with the aid of software that systematically searches key words it finds in social spaces such as blogs,social networks,and forums?

A)Social media monitoring.
B)Social media spamming.
C)Social media crawling.
D)Social media fetching.
E)Social media mining.

Question 44

Which of the following research techniques would not be considered primary research?

A)Observation.
B)Focus groups.
C)Test markets.
D)Simulations.
E)None of these.

Question 45

Which of the following is an unobtrusive approach to research with a key benefit of observing what is likely to be credible information,unaffected by the research process?

A)Survey research.
B)Focus group research.
C)Experimental research.
D)Sentiment research.
E)Netnography research.

Question 46

Because content analysis is used to study the meanings relayed through content,the content used as sources is broadly defined.For social media researchers where does most content originate from?

A)Social conversations.
B)User generated content.
C)Interviews.
D)A & B only.
E)All of these.

Question 47

Which of the following refers to a technique for 'collecting conversations according to established criteria for inclusion in a database'?

A)Data mining.
B)Data sourcing.
C)Crawling.
D)Scraping.
E)None of these.

Question 48

Which of the following best completes the following statement,'Though both social monitoring and social listening mine social data,_______.'

A)monitoring is reactive while listening is proactive.
B)listening is reactive,while monitoring is proactive.
C)neither activity analyses the data collected to draw insights.
D)only social monitoring uses the data collected to inform strategic marketing decisions.
E)None of these.

Question 49

Which of the following recommendations is not a good use of netnography?

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' or 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 50

Which of the following recommendations is not a good use of netnography?

A)Be straightforward with those in the online community.
B)Learn about the behaviors of the group culture.
C)Never disclose your purpose for participation.
D)Classify material as social or informational.
E)Select online communities that are focused on a particular topic or segment.

Question 51

When researchers make participants aware of the research and its benefits and implications,and they are given the opportunity to withdraw or move forward,they are acting under which of the following policies?

A)Informed consent.
B)Nonresponse bias.
C)Opinion mining.
D)Spam.
E)Verbatims.

Question 52

Which of the following terms refers to 'the process of tracking mentions of specific words or phrases on social media sites'?

A)Social customer care.
B)Social monitoring.
C)Customer service recovery.
D)Primary research.
E)None of these.

Question 53

How can marketers use sentiment analysis?

A)To obtain insight into the mix of features people want,and the product's strengths and weaknesses.
B)To indicate perceptions of the company in terms of product quality,service quality,performance,and value.
C)To systematically utilize reviews when making purchase decisions.
D)A & B only.
E)All of these.

Question 54

A team of researchers who 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 the conversation turned to cosmetics,skin treatments,and the like.This is an example of which of the following types of research?

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

Question 55

In a social media research study on Twitter use,the researcher explained to the participants about the study's potential benefits to governmental policies and then asked if they wished to take part in it.What type of policy was the researcher acting under?

A)Informed consent.
B)Nonresponse bias.
C)Opinion mining.
D)Spam.
E)Verbatims.

Question 56

Which of the following best completes the sentence,'Sentiment analysis systems that use a mix of human analysis,keyword meaning,and natural language processing tend to provide the ______.'?

A)Same accuracy scores as fully automated systems.
B)Worst accuracy scores.
C)Best accuracy scores.
D)Best conversational analysis.
E)Both C and D.

Question 57

When a researcher conducts a study of Xbox gamers by reflecting on their characteristics in chat rooms,what type of research is most likely being employed?

A)Survey research.
B)Focus group research.
C)Experimental research.
D)Sentiment research.
E)Netnography research.

Question 58

Which of the following scour designated sites in the sampling frame to collect the relevant content and save it to a database?

A)Online echoes.
B)Sentiment indicators.
C)Verbatims.
D)Web crawlers.
E)Codes.

Question 59

Which of the following best completes the statement,'In addition to collecting data systematically using software that can collect and scrub relevant content,we pay special attention to the minimizing sources of error that could create ______ in our results.'?

A)Sampling error.
B)Skew.
C)Scraping.
D)Spam.
E)Bias.

Question 60

Which of the following terms refers to the process of identifying,collecting,and analyzing information shared on social media sites in order to inform strategic marketing decisions?

A)Social monitoring.
B)Social listening.
C)Data mining
D)Primary research.
E)None of these.

Question 61

Which term refers to 'capturing,managing,and analyzing social data to identify and apply insights to business goals'?

A)Social intelligence.
B)Predictive analytics.
C)Simple social listening.
D)Simple social monitoring.
E)Enterprise social listening.

Question 62

Which of the following best completes the sentence,'______ for segmentation can identify segments meeting complex criteria,including the identification of influencers.'?

A)Propensity models.
B)Cluster analysis.
C)Filtering models.
D)Social intelligence models.
E)All of these.

Question 63

The social intelligence system consists of four layers.Which of the following is not one of those layers?

A)Social listening.
B)Data management.
C)Sentiment analysis.
D)Data analytics.
E)Distribution.

Question 64

The social intelligence system consists of four layers.Which of the following sources data and is considered the foundation of social intelligence?

A)Social listening.
B)Data management.
C)Sentiment analysis.
D)Data analytics.
E)Distribution.

Question 65

Which of the following best completes the sentence,'There is the potential for ______ error in social media research due to the ______ effect.?

A)Coverage,participation.
B)Coverage,echo.
C)Nonresponse,participation.
D)Nonresponse,echo.
E)None of these.

Question 66

Which of the following refers to a research methodology that adapts ethnographic research techniques to study the communities that emerge through computer-mediated communications?

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

Question 67

Which of the following can be applied to produce product recommendations,deliver personalized ads,and trigger coupons and other special offers.?

A)Propensity models.
B)Cluster analysis.
C)Filtering models.
D)Social intelligence models.
E)All of these.

Question 68

On what criteria should a social media marketer evaluate enterprise social listening vendors?

A)Quality and extent of sources.
B)Data processing ability.
C)Dashboard functionality.
D)Analytic capabilities.
E)All of these.

Question 69

The social intelligence system consists of four layers.Which layer deals with how information is then translated into easily digestible insights,delivered as needed to the appropriate departments,and/or incorporated into other data needs?

A)Social listening.
B)Data management.
C)Sentiment analysis.
D)Data analytics.
E)Distribution.

Question 70

Which type of error occurs when there is a gap between the sampling frame used and population defined?

A)Coverage error.
B)Sampling error.
C)Measurement error.
D)Nonresponse error.
E)None of these.

Question 71

The social intelligence system consists of four layers.In which stage of the system is data classified and organized according to relevant categories such as specific campaigns or product lines?

A)Social listening.
B)Data management.
C)Sentiment analysis.
D)Data analytics.
E)Distribution.

Question 72

Which term refers to 'the use of data,statistical algorithms and machine learning techniques to identify the likelihood of future outcomes based on historical data'?

A)Social intelligence.
B)Predictive analytics.
C)Simple social listening.
D)Simple social monitoring.
E)Enterprise social listening.

Question 73

Which type of error is the result of collecting data from only a subset,rather than all,of the members of the sampling frame?

A)Coverage error.
B)Sampling error.
C)Measurement error.
D)Nonresponse error.
E)None of these.

Question 74

Which of the following can be applied to predict the likelihood of engagement,purchase conversion,and referral behaviors?

A)Propensity models.
B)Cluster analysis.
C)Filtering models.
D)Social intelligence models.
E)All of these.

Question 75

What is a central hub for visually monitoring social data related to the brand's marketing objectives?

A)Social media command center.
B)Enterprise social listening center.
C)Social media command station.
D)Enterprise social listening station.
E)None of these.