MGMT 333 Ch 9

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?

Primary research

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

Primary research.

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

Web crawlers

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

a database search

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

a. All of the above. b. How many times was the search term found? c. When was the search term found? d. Where was the search term found? e. Who mentioned the search term?

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

a. Who mentioned the search term? b. How many times was the search term found? c. All of the above. Correct d. When was the search term found? e. Where was the search term found?

Which of the following are not steps in a sentiment analysis?

apply text classifiers

Social media research can include which of the following?

both primary and secondary research

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

A survey

How can organizations best approach social media listening?

Anecdotally and systematically.

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

Both A and D.

Which of the following completes the sentence, 'A researcher performing a _____________ might test a hypothesis that TV commercials reinforce traditional sex-role attitudes by sampling a large number of ads that aired during a certain period of time, and comparing the occupations that male versus female actors portrayed'?

Content Analysis

Which of the following is an approach used to identify the presence of concepts and themes within qualitative data sets?

Content analysis

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?

Informed consent.

Which of the following is exemplified when results in a 30-minute phone survey are skewed because the people who were willing to take part in the survey were different from those who weren't?

Nonresponse bias.

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

Observational research

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

Observational research

Which of the following is another name for sentiment analysis?

Opinion mining.

If we were collecting primary data using survey research or interviews, we would specify the units of interest, likely the people or families to which we wish to generalize the study results. These people or families are known as which of the following?

Population.

Which of the following are labels that classify and assign meanings to pieces of information in a content analysis?

codes

Which process occurs during sentiment analysis and is used to select only the content that appears to be relevant based on matches with the word-phrase dictionary?

fetching

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?

informed consent

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?

netnography research

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?

netnography research

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?

netnography research

Which of the following refers to the potential that those units that were not included in the final sample in a study are significantly different from those that were included?

nonresponse bias

When a researcher records the behavior of buyers' decisions when they shop, they are engaging in which of the following types of research?

observational research

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

population

Which of the following is used by researchers when it is financially or logistically impossible to study all members in a population?

sample

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?

sentiment analysis

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

verbatims

During a sentiment analysis, which of the following is applied to the data to filter any irrelevant content that made it into the data set once the data need to be cleansed?

Text classifier.

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?

The research design.

Which of the following is the primary unit of analysis for content analysis?

The word

The research design includes which of the following?

Decisions on the study approach.

Which of the following exists because people who share content online tend to share it in more than one community, and people in the sharer's network may then also share the same content?

Echo effect.

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?

Ethnographic research.

Which of the following terms represents an available list that approximates the population and from which we draw a sample to represent the population?

Sample frame.

Which of the following would result if a study of hard-core gamers sampled only female gamers who were in their fifties?

Sampling error

Less than 9 percent of all Internet users are on Twitter, but Twitter generates up to 60 percent of content that social media monitoring tools monitor. This means that to get a more accurate picture of all users we might want to sample relatively fewer tweets than other kinds of posts. Which of the following is being employed in this example?

Sampling weights

Which of the following are adjustment factors applied to adjust for differences in probability of selection between cases in a sample?

Sampling weights.

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

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?

Secondary Research

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

Secondary research

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?

Secondary research.

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

Select online communities that have relatively less 'traffic' of postings

Which of the following terms is best described as words or other cues used to denote positive or negative sentiment?

Sentiment indicators.

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

Sentiment.

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?

Social media monitoring