________ is information already collected and available for use
secondary research
If a company purchases background information to aid the decision process in a particular market then, as defined in this question, this information is:
secondary research
Coca-Cola buys information on its competitors from a syndicated source for a SWOT analysis it is conducting. As defined in this question, this information is:
secondary research
A new company analyzes information contained in industry databases to get a feel for how best to enter the market. As defined in this question, this information is:
secondary research
Target goes on Walmart's website to decipher the history of the company. As defined in this question, this information is:
secondary research
________ is information collected for the research purposes at hand.
primary research
social media research
can be both secondary and primary in nature
Which of the following is most likely a secondary method of data collection?
database search
Which of the following types of data collection methods involves quantitative analyses?
survey research
________ are the actual comments people post in English or other languages.
verbatims
________ involves recording behavior or the residual evidence of behavior.
observational research
Watching people as they shop and recording their behavior is a form of:
observational research
Counting the number and type of candy wrappers people throw out after a party to see what they're eating is a form of:
observational research
Social media listening is the social media research approach of ________.
observational research
Organizations can approach social media listening
anecdotally and systematically
The speed and intensity of a message across the online population is called ________.
viral spread
When the novelty dance song "I'm a Gummer Bear" was released in 2007, the video for it caught wildfire on YouTube and MySpace with more than 1 billion plays. As a result, the ________ for the Gummi Bear brand name was extremely fast and intense.
viral spread
________ of brand mentions is the rate of growth or decline in the number of brand mentions.
Velocity
Under the policy of ________, participants are made aware of the research and its benefits and implications, and they are given the opportunity to withdraw or move forward.
informed consent
In a social media research study on Facebook use, adolescents at the beginning of the study were told by the researcher about the study's potential benefits to governmental policies and then asked if they wished to take part in it. The researcher in this
informed consent
Visiting people's homes and offices to observe them as they go about their everyday lives is an example of ________.
ethnographic research
A team of researchers that 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 conversation turned to
ethnographic research
In netnography research, the researchers focus on studying:
the community
A researcher conducts a study of Sony Playstation gamers by reflecting on their characteristics in chat rooms. Which of the following types of research is most likely being employed in this example?
netnography research
McDonald's enthusiasts are studied by a researcher keeping a journal on their language in message boards. Which of the following types of research is most likely being employed in this example?
netnography research
All of the following are recommendations for good use of netnography EXCEPT:
Select online communities that have relatively less "traffic" of postings.
All of the following are recommendations for good use of netnography EXCEPT:
Never disclose your purpose for participation.
All of the following are recommendations for good use of netnography EXCEPT:
Don't attempt to learn the language of the group culture in order to stay naive.
All of the following are recommendations for good use of netnography EXCEPT:
never disclose the researcher's intent
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.
monitoring
Which of the following is TRUE?
Listening is done on an ad hoc basis, whereas monitoring occurs more systematically.
The process of monitoring answers all of the following questions EXCEPT:
Who else read the search term found?
________ specifies 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
________ includes decisions on the study approach, the sampling plan to be used and procedures for data collection, and data analysis decisions.
The research design
________ refers to how people think or feel (especially feel) about an object such as a brand or a political candidate.
Sentiment
If the Republican Party scrapes data from various social media websites in order to determine the attitudes of users toward their presidential candidates, they are employing ________.
sentiment analysis
Sentiment analysis is, at its core, ________ research.
attitudinal
Sentiment analysis is also called ________.
opinion mining
In sentiment analysis research, researchers use ________ to code the data for emotions
a word-phrase dictionary
Step 1 in sentiment analysis is to:
fetch, crawl, and cleanse
Step 2 in sentiment analysis is to:
extract entities of interest
Step 3 in sentiment analysis is to
extract sentiment
Sentiment ________ are words or other cues used to denote positive or negative sentiment
indicators
Which of the following words would most likely be a sentiment indicator?
Bradley
________ move through the designated websites and collect and store the content they find.
Web crawlers
________ is a process during sentiment analysis that selects only the content that appears to be relevant based on matches with the word-phrase dictionary
Fetching
When data need to be cleansed during sentiment analysis, a(n) ________ is then applied to the data to filter any irrelevant content that made it into the data set.
text classifier
Step 4 in sentiment analysis is to:
aggregate raw sentiment data into a summary
Sentiment analysis is a form of ________.
text mining
________ is an approach used to identify the presence of concepts and themes within qualitative data sets.
Content analysis
A researcher 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. Which o
Content analysis
Which of the following is the primary unit of analysis for content analysis?
the word
________ in a content analysis are labels that classify and assign meanings to pieces of information.
Codes
The people or families to which we wish to generalize the study results are called a ________.
population
A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers, so the researchers select the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers. In this example, Sony Playstation
population
A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers, so the researchers select the members of the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers. In this example, th
census
An available list that approximates the population and from which we draw a sample to represent the population is called a ________.
sample frame
A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers, so the researchers select the members of the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers. In this example, th
viral spread
________ represents a gap between the sampling frame we use and the population we define.
Coverage error
A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers, so the researchers select the members of the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers. In this example, th
coverage error
When it is financially or logistically impossible to study all members in a population, then researchers use a ________.
sample
If a study of hard-core gamers sampled only female gamers who are in their fifties, then the study would have ________.
sampling error
A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers, so the researchers select the members of the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers. However, not all ga
sampling error
________ refers to the duplication in conversation volume that tends to occur in social media spaces.
online echo
In Twitter, "retweeting" creates ________.
online echo
The potential that those units that were not included in the final sample in a study are significantly different from those that were included is called ________.
nonresponse bias
People who are willing to take a 30-minute phone survey may be different than those who aren't. This would be an example of ________.
nonresponse bias
A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers, so the researchers select the members of the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers. However, not all ga
nonresponse bias
Sampling ________ are adjustment factors applied to adjust for differences in probability of selection between cases in a sample.
weights
Those who post tweets on Twitter are far more vocal than those who share feedback to videos they see on YouTube, but both sites may be included in our sampling frame. To adjust for this difference skewing the data and results, one can employ ________.
sampling weights