Question 1

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?

Accepted Answer

E)Netnography is a rapidly growing research methodology that adapts ethnographic research techniques to study the communities that emerge through computer-mediated communications.

Question 2

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?

Accepted Answer

A)In social media environments,monitoring is akin to the data mining of residual traces of consumer behavior,except the traces include opinions,stories,photographs,and videos.Should research collect permission to collect and analyze this content?

Question 3

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

Accepted Answer

C)Many marketers already use a very informal and unsystematic form of netnography by simply exploring relevant online communities.However,to minimize the limitations of netnography,researchers should be careful in their evaluations by employing triangulation to confirm findings whenever possible.

Question 4

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?

Accepted Answer

C)When marketing researchers want to understand how 'real' consumers use their products,they may conduct ethnographic field research.

Question 5

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

Accepted Answer

C)Many marketers already use a very informal and unsystematic form of netnography by simply exploring relevant online communities.However,to minimize the limitations of netnography,researchers should be careful in their evaluations by employing triangulation to confirm findings whenever possible.

Question 6

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

Accepted Answer

D)These are the same types of programs search engines use to catalog web pages.

Question 7

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?

Accepted Answer

A)In stage 2 of social media research,the level of listening shifts to social media monitoring.This is one of the most popular approaches to social media research.

Question 8

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?

Accepted Answer

E)When marketing researchers want to understand how 'real' consumers use their products,they may conduct ethnographic field research.

Question 9

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?

Accepted Answer

A)In social media environments,monitoring is akin to the data mining of residual traces of consumer behavior,except the traces include opinions,stories,photographs,and videos.Should research collect permission to collect and analyze this content?

Question 10

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?

Accepted Answer

E)When marketing researchers want to understand how 'real' consumers use their products,they may conduct ethnographic field research.

Quiz 9: Social Media for Consumer Insight

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?

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?

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

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

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

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?

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?

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?

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?