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42. 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?
a. Informed consent.
b. Nonresponse bias.
c. Opinion mining.
d. Spam.
e. Verbatims.
43. 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?
a. Social media monitoring.
b. Social media spamming.
c. Social media crawling.
d. Social media fetching.
e. Social media mining.
44. 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?
a. Survey research.
b. Observational research.
c. Ethnographic research.
d. Sentiment research.
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SAGE Publishing, 2021
e. Netnography research.
45. 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?
a. Survey research.
b. Focus group research.
c. Experimental research.
d. Sentiment research.
e. Netnography research.
46. 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?
a. Survey research.
b. Focus group research.
c. Experimental research.
d. Sentiment research.
e. Netnography research.
47. 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?
a. Survey research.
b. Focus group research.
c. Experimental research.
d. Sentiment research.
e. Netnography research.
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SAGE Publishing, 2021
48. Which of the following scour designated sites in the sampling frame to collect the
relevant content and save it to a database?
a. Online echoes.
b. Sentiment indicators.
c. Verbatims.
d. Web crawlers.
e. Codes.
49. Which of the following recommendations is NOT a good use of netnography?
a. Identify online venues that could provide information related to the research questions.
b. Learn about the characteristics of the group culture.
c. Select online communities that have relatively less ‘traffic’ or postings.
d. Categorise the types of participants involved in the discussions to be analysed.
e. Keep a journal of observations and reflections about the data collection process.
50. Which of the following recommendations is NOT a good use of netnography?
a. Be straightforward with those in the online community.
b. Learn about the behaviours of the group culture.
c. Never disclose your purpose for participation.
d. Classify material as social or informational.
e. Select online communities that are focused on a particular topic or segment.
51. Which of the following research techniques would NOT be considered primary research?
a. Observation.
b. Focus groups.
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c. Test markets.
d. Simulations.
e. None of these.
52. Which of the following terms refers to ‘the process of tracking mentions of specific
words or phrases on social media sites’?
a. Social customer care.
b. Social monitoring.
c. Customer service recovery.
d. Primary research.
e. None of these.
53. Which of the following terms refers to the process of identifying, collecting and
analysing information shared on social media sites in order to inform strategic marketing
decisions?
a. Social monitoring.
b. Social listening.
c. Data mining.
d. Primary research.
e. None of these.
54. Which of the following best completes the following statement, ‘Though both social
monitoring and social listening mine social data, ______.’
a. monitoring is reactive while listening is proactive
b. listening is reactive, while monitoring is proactive
c. neither activity analyses the data collected to draw insights
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d. only social monitoring uses the data collected to inform strategic marketing decisions
e. None of these
55. Which of the following best completes the sentence, ‘______ can also alert marketers to
impending trouble for crisis communications that might be marked by a shift in the velocity
of brand mentions or assess the impact of a public relations crisis.’?
a. Social customer care.
b. Social listening.
c. Data mining.
d. Primary research.
e. None of these.
56. Which of the following refers to a technique for ‘collecting conversations according to
established criteria for inclusion in a database’?
a. Data mining.
b. Data sourcing.
c. Crawling.
d. Scraping.
e. None of these.
57. Which of the following best completes the statement, ‘In addition to collecting data
systematically using software that can collect and scrub relevant content, we pay special
attention to the minimising sources of error that could create ______ in our results.’?
a. sampling error
b. skew
c. scraping
Tracy L. Tuten, Social Media Marketing, 4e
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d. spam
e. bias
58. How can marketers use sentiment analysis?
a. To obtain insight into the mix of features people want and the product’s strengths and
weaknesses.
b. To indicate perceptions of the company in terms of product quality, service quality,
performance and value.
c. To systematically utilise reviews when making purchase decisions.
d. Both To obtain insight into the mix of features people want and the product’s strengths and
weaknesses and to indicate perceptions of the company in terms of product quality, service
quality, performance and value.
e. All of these.
59. Which of the following best completes the sentence, ‘Sentiment analysis systems that use
a mix of human analysis, keyword meaning and natural language processing tend to provide
the ______.’?
a. same accuracy scores as fully automated systems
b. worst accuracy scores
c. best accuracy scores
d. best conversational analysis
e. Both best accuracy scores and best conversational analysis.
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SAGE Publishing, 2021
60. Because content analysis is used to study the meanings relayed through content, the
content used as sources is broadly defined. For social media researchers where does most
content originate from?
a. Social conversations.
b. User-generated content.
c. Interviews.
d. Both Social conversations and User-generated content.
e. All of these.
61. Which type of error occurs when there is a gap between the sampling frame used and
population defined?
a. Coverage error.
b. Sampling error.
c. Measurement error.
d. Nonresponse error.
e. None of these.
62. Which type of error is the result of collecting data from only a subset, rather than all, of
the members of the sampling frame?
a. Coverage error.
b. Sampling error.
c. Measurement error.
d. Nonresponse error.
e. None of these.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
63. Which of the following best completes the sentence, ‘There is the potential for ______
error in social media research due to the ______ effect’?
a. coverage; participation
b. coverage; echo
c. nonresponse; participation
d. nonresponse; echo
e. None of these.
64. Which term refers to ‘capturing, managing and analysing social data to identify and apply
insights to business goals’?
a. Social intelligence.
b. Predictive analytics.
c. Simple social listening.
d. Simple social monitoring.
e. Enterprise social listening.
65. Which term refers to ‘the use of data, statistical algorithms and machine learning
techniques to identify the likelihood of future outcomes based on historical data’?
a. Social intelligence.
b. Predictive analytics.
c. Simple social listening.
d. Simple social monitoring.
e. Enterprise social listening.
66. Which of the following best completes the sentence, ‘______ for segmentation can
identify segments meeting complex criteria, including the identification of influencers.’?
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a. Propensity models.
b. Cluster analysis.
c. Filtering models.
d. Social intelligence models.
e. All of these.
67. Which of the following can be applied to predict the likelihood of engagement, purchase
conversion and referral behaviours?
a. Propensity models.
b. Cluster analysis.
c. Filtering models.
d. Social intelligence models.
e. All of these.
68. Which of the following can be applied to produce product recommendations, deliver
personalised ads and trigger coupons and other special offers?
a. Propensity models.
b. Cluster analysis.
c. Filtering models.
d. Social intelligence models.
e. All of these.
69. What is a central hub for visually monitoring social data related to the brand’s marketing
objectives?
a. Social media command centre.
b. Enterprise social listening centre.
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c. Social media command station.
d. Enterprise social listening station.
e. None of these.
70. On what criteria should a social media marketer evaluate enterprise social listening
vendors?
a. Quality and extent of sources.
b. Data processing ability.
c. Dashboard functionality.
d. Analytic capabilities.
e. All of these.
71. Which of the following refers to a research methodology that adapts ethnographic
research techniques to study the communities that emerge through computer-mediated
communications?
a. Survey research.
b. Observational research.
c. Ethnographic research.
d. Sentiment research.
e. Netnography research.
72. The social intelligence system consists of four layers. Which of the following is NOT one
of those layers?
a. Social listening.
b. Data management.
c. Sentiment analysis.
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SAGE Publishing, 2021
d. Data analytics.
e. Distribution.
73. The social intelligence system consists of four layers. Which of the following sources
data and is considered the foundation of social intelligence?
a. Social listening.
b. Data management.
c. Sentiment analysis.
d. Data analytics.
e. Distribution.
74. The social intelligence system consists of four layers. In which stage of the system is data
classified and organised according to relevant categories such as specific campaigns or
product lines?
a. Social listening.
b. Data management.
c. Sentiment analysis.
d. Data analytics.
e. Distribution.
75. The social intelligence system consists of four layers. Which layer deals with how
information is then translated into easily digestible insights, delivered as needed to the
appropriate departments and/or incorporated into other data needs?
a. Social listening.
b. Data management.
c. Sentiment analysis.
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SAGE Publishing, 2021
d. Data analytics.
e. Distribution.