Digital Marketing - Ch. 9

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

Focus group research

test mining

a technique for the gathering and analysis of text data from relevant sources

Netnography

actively participating in the community in order to gain information

Social media research can include which of the following?

both primary and secondary research

campaign assignment

define goals, tract results

Which of the following exisits because people who share content online tend to share it in more than one community, and people in the sharers network may then also share that same content?

echo effect

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

echo effect, online echo

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

observational research

coverage error

occurs when there is a failure to cover all components of a population being studied

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

primary research

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

sample

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

secondary research

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?

secondary research

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

sentiment

sampling error

the result of collecting data from only a subset, rather than all, of the members of a sampling frame;