Question 1

The amount of data stored on servers and uploaded online daily, is a great source of information about _______.

Accepted Answer

The amount of data stored on servers and uploaded online daily can provide valuable insights into the behavior and preferences of the market, consumers, and buyers. Therefore, all of the options - A) the market, B) consumers, and C) buyers - are correct.

Question 2

Social media offers _______ i.e. real-time dialogue between users. There is no delay as with traditional media.

Accepted Answer

Social media provides immediacy which means that the communication is instantaneous and there is no delay as with traditional media.

Question 3

Netnography is based on _______ research techniques and is mainly used for researching behaviours of online communities and individuals.

Accepted Answer

Netnography is based on ethnographic research techniques, which involve observing and analyzing social phenomenon in their natural setting. This method allows for a deep understanding of the cultural norms, values, and behaviors of online communities and individuals. Geographic, demographic, and psychographic research techniques are not typically used in netnography.

Question 4

There are questions about the _______ of collected data as the perceived anonymity online gives users the opportunity to hide or modify their usual behaviours and opinions.

Accepted Answer

The question is asking about the reliability of collected data, as users may modify their usual behaviors and opinions due to the perceived anonymity online. Therefore, the best choice is B) reliability, which is the extent to which data is consistent and trustworthy. Accessibility (A) refers to the ease of obtaining data, controlability (C) refers to the ability to manage or manipulate data, and adaptability (D) refers to the ability of data to be adjusted as circumstances or needs change.

Question 5

Social media differs from traditional media as it is relatively _______ and changes people from readers into contributors and publishers.

Accepted Answer

Social media is relatively inexpensive, which means that it is more accessible to a larger number of people. This accessibility enables people to become contributors and publishers in contrast to traditional media, which usually required a higher cost of entry or was reserved for professionals.

Question 6

Online research methods answer questions about _______.

Accepted Answer

Online research methods can be used to answer questions about what people do, what people say, and how much and how many consumers purchase. Therefore, option D, "all of the above" is the correct choice.

Question 7

_______ media is the term commonly given to internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content.

Accepted Answer

Social media platforms such as Facebook, Twitter, Instagram, and others allow users to interact with each other and share various types of content, including text, images, and videos. This type of media has transformed communication and has become a significant part of our daily lives.

Question 8

Ethnographic research allows marketers to collect rich qualitative and quantitative data regarding online behaviour, through _______.

Accepted Answer

Ethnographic research can involve using various online platforms such as social media, forums, and chat rooms to gather data on user behavior. Using multiple platforms can provide a comprehensive understanding of how users interact with technology and each other online.

Question 9

Secondary data about consumers can be collected online through the use of _______.

Accepted Answer

The answer of Secondary data about consumers can be collected...

Question 10

Companies need to be aware of the use of _______ online. This refers to the use of a phony name or identity by an online user to argue or review products as another person.

Accepted Answer

Sockpuppeting is the use of a fake name or identity by an online user to mislead others or manipulate the conversation in a certain direction, often for marketing or promotional reasons. Companies need to be aware of this practice and avoid engaging in it themselves, as it can tarnish their reputation and credibility.

Question 11

_______ is a research methodology that allows marketers to observe the behaviours of communities and individuals online.

Accepted Answer

Netnography is a research methodology that allows marketers to observe and analyze the behavior of online communities and individuals through online ethnographic methods. It involves studying the interactions, discussions, and social networks of people on various online platforms such as social media, forums, and blogs. This helps marketers gain insights into the attitudes, preferences, and behaviors of their target audience and make informed decisions about marketing strategies. Options B, C, and D are not recognized research methodologies in the field of marketing.

Question 12

Online user experience research is deeply rooted in usability studies and user _______ research.

Accepted Answer

The answer of Online user experience research is deeply rooted...

Question 13

Online research requires more careful design to take account of quality, reliability, validity, ethics and the _______ of the sample.

Accepted Answer

Representativeness refers to the extent to which the sample of participants in a study reflects the larger population. It is important to consider when conducting online research to ensure that results can be generalized to the population of interest.

Question 14

By considering basic netiquette rules, companies can avoid certain blunders and mistakes, which then translates into _______.

Accepted Answer

By following basic netiquette rules, companies can improve their reputation and enhance their brand image, which in turn leads to increased customer loyalty. Therefore, all of the above options are correct choices.

Question 15

Companies need to consider that the perceived _______ of users online has a big impact on their behaviour and honesty in online research.

Accepted Answer

Anonymity refers to the ability to remain anonymous and unidentified online. This perceived anonymity can lead users to behave differently than they would in real-life situations, including being more honest in their responses or more likely to engage in inappropriate or unethical behavior. Companies need to take this into account when conducting online research to ensure they are getting accurate and ethical data.

Question 16

Netnography is the subject of criticism as many companies use online data without following the rules of ethical research. Researchers online should disclose their presence and the _______ of data collection.

Accepted Answer

Ethical research requires that researchers disclose their purpose for collecting data. This is especially important in online research where individuals may not realize they are being observed or their data is being collected. The type or result of data collection may not necessarily require disclosure, and the cost of data collection is not relevant to ethical research practices.

Question 17

A benefit of using netnography is its ability to _______.

Accepted Answer

Netnography is particularly useful in understanding and accessing niche online communities and can provide valuable insights into their behavior, preferences, and attitudes. Netnography helps in identifying the needs and desires of specific target audiences, and businesses can design their marketing strategies and products accordingly. While netnography can also provide insights into mass communities, its primary advantage lies in its ability to reach and understand niche audiences. Therefore, option A is the best choice. Option D is not correct, as netnography cannot guarantee increased sales; it simply helps in identifying and understanding online communities.

Question 18

Online researchers need to respect the principles of _______ and remember that personal details of participants in an online study should not be used for any following studies without obtaining explicit permission to do so from participants.

Accepted Answer

Anonymity is the principle that states that the personal details of participants in an online study should not be used for any following studies without obtaining explicit permission to do so from participants. This ensures that participants' privacy is respected, and they can provide honest and accurate responses without fear of repercussions.

Question 19

Social media involves the building of communities or networks and encouraging _______.

Accepted Answer

All of the given options are relevant when it comes to social media. Building communities or networks involves encouraging participation, engagement, and interaction among users. Social media platforms are designed to facilitate these actions and foster a sense of community among their users. Therefore, the best choice is D - all of the above.

Question 20

_______ is a term used to describe the rules on how to behave when online.

Accepted Answer

Netiquette refers to the rules of conduct or behavior that should be followed online, including social media, emails, messaging, forums, and other online communication platforms. It covers topics such as online privacy, cyberbullying, sharing of personal information, and proper communication etiquette.

Quiz 12: Digital Marketing