Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
Test bank
Chapter 10: Social media analytics
Multiple choice questions
1. Information that is already collected and available for use is also known as which of the
following?
a. Ethnographic research.
b. Social media research.
c. Secondary research.
d. Primary research.
e. Observational research.
2. 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?
a. Ethnographic research.
b. Social media research.
c. Secondary research.
d. Primary research.
e. Observational research.
3. 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?
a. Ethnographic research.
b. Social media research.
c. Secondary research.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. Primary research.
e. Observational research.
4. When a new company researches and analyses industry databases to understand the best
way to enter a market, they are engaging in which of the following types of research?
a. Ethnographic research.
b. Social media research.
c. Secondary research.
d. Primary research.
e. Observational research.
5. 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?
a. Ethnographic research.
b. Social media research.
c. Secondary research.
d. Primary research.
e. Observational research.
6. Information that is collected for the research purposes at hand is also known as which of
the following?
a. Ethnographic research.
b. Social media research.
c. Secondary research.
d. Primary research.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. Observational research.
7. Social media research can include which of the following?
a. Primary research.
b. Secondary research.
c. Industry research.
d. Both primary and secondary research.
e. Neither primary nor secondary research.
8. Secondary data collection is most likely done through which of the following?
a. An interview.
b. A focus group.
c. A survey.
d. An experiment.
e. A database search.
9. Which of the following types of data collection methods does not involve qualitative
analyses?
a. A survey.
b. Observation.
c. Ethnographic research.
d. Social media listening research.
e. Netnography research.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
10. Which of the following types of research involves recording behaviour or the residual
evidence of behaviour?
a. Survey research.
b. Observational research.
c. Ethnographic research.
d. Sentiment research.
e. Netnography research.
11. When a researcher records the behaviour of buyers’ decisions when they shop, they are
engaging in which of the following types of research?
a. Survey research.
b. Observational research.
c. Ethnographic research.
d. Sentiment research.
e. Netnography research.
12. Social media listening falls under which of the following types of research?
a. Survey research.
b. Observational research.
c. Ethnographic research.
d. Sentiment research.
e. Netnography research.
13. The social media monitoring process answers which of the following questions?
a. How many times was the search term found?
b. When was the search term found?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Where was the search term found?
d. Who mentioned the search term?
e. All of these.
14. How can organisations best approach social media listening?
a. Anecdotally, but not systematically.
b. Systematically, but not anecdotally.
c. Anecdotally or systematically, but not both.
d. Anecdotally and systematically.
e. Neither anecdotally nor systematically.
15. Which typical type of data refers to the actual comments people post in English or other
languages?
a. Spams.
b. Verbatims.
c. Codes.
d. Echoes.
e. Sentiments.
16. Before any data are collected, which of the following must be in place to specify a plan to
collect and utilise data so that desired information can be obtained with sufficient precision
and/or so that hypotheses can be tested properly?
a. The research design.
b. The census.
c. The content analysis.
d. The informed consent.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. The sample frame.
17. The research design includes which of the following?
a. Decisions on the study approach.
b. The sampling plan to be used.
c. Procedures for data collection.
d. Data analysis decisions.
e. All of these.
18. Which of the following refers to how people think or feel (especially feel) about an object
such as a brand or a political candidate?
a. Bias.
b. Consent.
c. Echo.
d. Sentiment.
e. Content.
19. Analysing 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?
a. Content analysis.
b. Experimental research.
c. Netnography research.
d. Focus group research.
e. Sentiment analysis.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
20. At its core, sentiment analysis is which of the following?
a. Ethnographic.
b. Experimental.
c. Netnography.
d. Focus group.
e. Attitudinal.
21. During sentiment analysis, which of the following codifies words used in conversation
that are strongly related to specific emotions?
a. Text classifier.
b. Opinion mining.
c. Text mining.
d. Word-phrase dictionary.
e. Content analysis.
22. 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?
a. Viral spread.
b. Web crawler.
c. Text classifier.
d. Online echo.
e. Research design.
23. Which of the following is another name for sentiment analysis?
a. Netnography.
b. Web crawling.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Opinion mining.
d. Content analysis.
e. Focus group research.
24. Which of the following are not steps in a sentiment analysis?
a. Extract sentiment.
b. Aggregate raw sentiment data into a summary.
c. Extract entities of interest.
d. Fetch, crawl and cleanse.
e. Apply text classifiers.
25. Which of the following terms is best described as words or other cues used to denote
positive or negative sentiment?
a. Sentiment crawlers.
b. Sentiment indicators.
c. Negative codes.
d. Sentiment weights.
e. Echo effect.
26. Which of the following is an approach used to identify the presence of concepts and
themes within qualitative data sets?
a. Text mining.
b. Content analysis.
c. Sentiment analysis.
d. Opinion mining.
e. Netnography.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
27. 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’?
a. text mining
b. content analysis
c. sentiment analysis
d. opinion mining
e. netnography
28. Which of the following is the primary unit of analysis for content analysis?
a. The interview.
b. The headline.
c. The tweet.
d. The word.
e. The sentiment.
29. Which of the following are labels that classify and assign meanings to pieces of
information in a content analysis?
a. Crawlers.
b. Indicators.
c. Codes.
d. Weights.
e. Echoes.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
30. 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 generalise the study
results. These people or families are known as which of the following?
a. Population.
b. Sample.
c. Census.
d. Sample frame.
e. Research design.
31. Which of the following is used by researchers when it is financially or logistically
impossible to study all members in a population?
a. Viral spread.
b. Sample.
c. Census.
d. Sample frame.
e. Research design.
32. Which of the following terms represents an available list that approximates the
population and from which we draw a sample to represent the population?
a. Viral spread.
b. Coverage.
c. Census.
d. Sample frame.
e. Research design.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
33. 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?
a. Population.
b. Sample.
c. Census.
d. Sample frame.
e. Research design.
34. Which of the following would result if a study of hard-core gamers sampled only female
gamers who were in their fifties?
a. Sampling error.
b. Nonresponse bias.
c. Scraping.
d. Spam.
e. Sampling weights.
35. 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?
a. Echo effect.
b. The participation effect.
c. Spam.
d. Viral spread.
e. Web scraping.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
36. Retweets on Twitter and shares on Facebook are both examples of which of the
following?
a. Echo effect.
b. Viral spread.
c. A participation effect.
d. Online echo.
e. Both Echo effect and Online echo.
37. 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?
a. The echo effect.
b. Sampling error.
c. Nonresponse error.
d. Coverage error.
e. Informed consent.
38. 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?
a. The echo effect.
b. Sampling error.
c. Nonresponse bias.
d. Coverage error.
e. Informed consent.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
39. Which of the following are adjustment factors applied to adjust for differences in
probability of selection between cases in a sample?
a. Sampling spreads.
b. Sampling codes.
c. Sampling classifiers.
d. Sampling errors.
e. Sampling weights.
40. 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?
a. Content analysis.
b. The echo effect.
c. Viral spread.
d. Sampling weights.
e. Text classifiers.
41. 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?
a. Informed consent.
b. Nonresponse bias.
c. Opinion mining.
d. Spam.
e. Verbatims.