Deck 3: Discovering Insights

Question 1

Which type of information do you collect first when doing a situation analysis?

A) primary data
B) secondary data
C) experiments
D) social media listening
E) interviews

Answer 1

B

Question 2

Which of the following is a primary form of research?

A) US census data
B) industry reports
C) interviews
D) academic research journals
E) white papers

Answer 2

C

Question 3

A situation analysis can best be described as a:

A) planning and execution document
B) a creative tool
C) a research document
D) an experiment
E) a survey

Answer 3

C

Question 4

A situation analysis is written about which type of entity?

A) an advertisement
B) a social network
C) an ad campaign
D) a company
E) a situation

Question 5

All of the following are parts of a situation analysis EXCEPT:

A) competitor analysis
B) industry analysis
C) examining suppliers and marketing channels
D) social media marketing planning
E) none of the above

Question 6

Which of the following is NOT typically part of a situation analysis?

A) digital strategy analysis
B) competitive marketing strategies
C) market segmentation
D) industry analysis
E) none of the above

Question 7

Evaluating a brand's website and blog are included in which part of a situation analysis?

A) digital strategy analysis
B) competitive marketing strategies
C) market segmentation
D) industry analysis
E) none of the above

Question 8

The term social media listening refers to:

A) sharing all you listen to online
B) collecting information from posts by social media users
C) using radio on Pandora
D) determining ROI for listening strategies
E) none of the above

Question 9

Which of the following is TRUE about social media listening?

A) all firms do social media listening
B) social media listening can be done by anyone with access to the internet
C) social media listening typically includes traditional media
D) social media listening is done by average consumers
E) Google is the leader in social media listening services

Question 10

Social media listening includes information about:

A) all customers
B) all users of social media
C) the companies that offer social media listening services
D) people who post on social media sites
E) Twitter users

Question 11

How do social media listening firms collect information from social media sites?

A) they survey users of social media
B) they run experiments testing which users post and which do not
C) they use a web crawler and an algorithm to weight various posts on social media
D) they use an electronic monitoring box on top of a sample of people's computers and collect click stream data
E) none of the above

Question 12

Which of the following sites can help you track competitors?

A) Google Analytics
B) Social Mention
C) Icerocket
D) Google Trends
E) none of the above

Question 13

Which of the following provides data on keywords that you can use for an organic SEO strategy?

A) Klout
B) sentiment analysis
C) Twitalyzer
D) Pinterlytics
E) Trackur

Question 14

Why may social media listening analysis be limited in its predictive ability?

A) it doesn't examine online posts
B) only those who post are represented
C) the algorithms are not accurate
D) the algorithms include traditional media
E) more than one of the above is true

Question 15

Which of the following sites provides information on the prices of keywords?

A) SEM Rush
B) Klout
C) Talltweets
D) Google Trends
E) TechCrunch

Question 16

Which of the following sites provides information on bloggers?

A) SEM Rush
B) Klout
C) Talltweets
D) Google Trends
E) TechCrunch

Question 17

Which service provides information on the "visibility" and "engagement" of blogs?

A) IceRocket
B) TechCrunch
C) Inky Bee
D) Open Site Explorer
E) Google Analytics

Question 18

You would like to determine the sites that your competitor links to and the sites that link to your competitor along with the bloggers that write about your competitor. Which site would you use?

A) IceRocket
B) TechCrunch
C) Inky Bee
D) Open Site Explorer
E) Google Analytics

Question 19

A marketer wants to rank a list of competitors by influence in social media. Which site would you recommend that she use?

A) IceRocket
B) TechCrunch
C) Inky Bee
D) Google Analytics
E) Klout

Question 20

Which of the following would you recommend to the brand manager for Nike's flagship store to track the number of times people access the store's mobile site?

A) IceRocket
B) TechCrunch
C) Inky Bee
D) Google Analytics
E) Klout

Question 21

A content analysis is:

A) evaluating the content the brand has created to determine whether to use it in social media
B) using content customers have created for a brand's campaigns
C) running a special contest for your own employees to create content
D) judging the quality of a set of social media posts
E) contesting a weak social strategy

Question 22

You would like to conduct a situation analysis for Baskin and Robbins Ice Cream Stores. How would you go about collecting information and what types of information would you need?

Question 23

What is the purpose of social media listening? How would a company do social media listening and what are the limitations in using this research technique?

Question 24

How do social media listening companies collect information and what information can they collect? Are there gaps in the knowledge and how can a brand fix the gaps?