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?

Accepted Answer

Secondary research involves utilizing existing information and data to aid in decision-making. This can include reports, articles, and other previously published sources of information.

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?

Accepted Answer

Sentiment analysis is a technique used to analyze the sentiment of text data, such as product reviews. It can be used to identify the mix of features people want, and the product's strengths and weaknesses.

Question 3

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

Accepted Answer

Sentiment analysis is focused on analyzing the attitude or opinion expressed in a piece of text, making it attitudinal in nature. It involves categorizing the text as positive, negative, or neutral, and deriving insights from the analysis of these categories. Ethnographic research involves observing and understanding cultural practices and behavior, experimental research involves creating and testing hypotheses, netnography involves studying social media communities, and focus group research involve gathering qualitative data through group discussions.

Question 4

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

Accepted Answer

Secondary data collection typically involves gathering information from existing sources such as databases, documents, and records, rather than directly from people through interviews, surveys, or focus groups. Therefore, a database search is the best choice for secondary data collection.

Question 5

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

Accepted Answer

Secondary research refers to the use of existing data that has already been collected by others. It may include sources such as government reports, academic papers, corporate data, and other published material.

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?

Accepted Answer

Frito-Lay's use of a test market to gather data for their new product qualifies as primary research, which involves gathering new information directly from the source (in this case, potential customers in the Minneapolis-St. Louis area).

Question 7

Social media research can include which of the following?

Accepted Answer

Social media research can include both primary and secondary research. Primary research involves collecting new data through surveys, interviews, and observations, while secondary research involves analyzing existing data from sources such as academic articles, industry reports, and social media analytics tools. Industry research may also be included as a source of secondary research. Therefore, the most comprehensive answer is D, both primary and secondary research.

Question 8

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

Accepted Answer

Social media listening involves observing and analyzing online conversations and interactions to gather insights and information. Therefore, it falls under the category of observational 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?

Accepted Answer

Sentiment refers to how people feel about an object, such as a brand or political candidate. It is a measure of the overall emotional response that people have towards the object.

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?

Accepted Answer

Secondary research involves analyzing existing data from industry databases, reports, and publications to understand the market and industry trends. This aligns with the scenario described in the question. The other options (A, B, D, E) refer to different types of research methods that are not relevant to the question.

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?

Accepted Answer

Observational research involves observing and recording behavior in natural settings without the researcher's intervention. In this scenario, the researcher is recording the behavior of buyers' decisions when they shop, which falls under the category of observational research.

Question 12

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

Accepted Answer

Verbatims refer to the actual comments people post in English or other languages.

Question 13

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

Accepted Answer

The social media monitoring process answers all of the provided questions, including how many times the search term was found, when it was found, where it was found, and who mentioned it. Therefore, the best choice is E, which includes all of these options.

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?

Accepted Answer

Pepsi is using a syndicated source, which means they are buying data that has already been collected and analyzed by a third party. This falls under the category of secondary 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?

Accepted Answer

The research design outlines the plan for data collection and analysis, including the selection of appropriate methods and techniques to ensure that the data obtained are reliable and valid. The other options (B, C, D, and E) are important considerations in the research process but do not directly relate to the planning of data collection.

Question 16

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

Accepted Answer

Primary research refers to the collection of data for the specific research purpose at hand. This is in contrast to secondary research which involves the use of existing data that has already been collected for other purposes. Ethnographic research, social media research, and observational research are all types of primary research methods that can be used to collect data for a research project, but they do not refer specifically to the data that is being collected.

Question 17

The research design includes which of the following?

Accepted Answer

The answer of The research design includes which of the...

Question 18

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

Accepted Answer

Observational research involves observing and recording behavior or the residual evidence of behavior, such as taking notes or recording video footage. Survey research involves collecting data through questionnaires or interviews, ethnographic research involves studying a group's culture and behavior through participant observation, sentiment research involves analyzing attitudes and opinions expressed on social media or online forums, and netnography research is a type of ethnographic research that specifically focuses on online communities.

Question 19

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

Accepted Answer

A survey is a quantitative research method that involves collecting data through standardized questions that can be analyzed statistically. It does not involve qualitative analyses, which focus on exploring and interpreting subjective experiences, emotions, and attitudes through in-depth interviews, focus groups, observations, or other forms of data collection. Observations, ethnographic research, social media listening research, and netnography research all involve qualitative analyses to some extent, as they seek to understand social behaviors, cultural practices, and consumer attitudes and perceptions from a more holistic and contextual perspective.

Question 20

How can organizations best approach social media listening?

Accepted Answer

Organizations should approach social media listening both anecdotally and systematically. This means they should pay attention to individual comments and conversations on social media, but also use tools to track and analyze data in a more structured and comprehensive way. Anecdotal listening can provide valuable insights into individual customer experiences and concerns, while systematic listening can help identify broader trends and patterns in customer feedback.

Quiz 10: Social Media Analytics