UTK MARK 485: Exam 1 Review Questions
With Correct Answers
Consumer Insight - ANSWER Understanding consumer wants, needs, and
motivations-is an interpretation used by businesses to gain a DEEPER
UNDERSTANDING of how their audience thinks and feels.
Traditional Consumer Insight - ANSWER Relies on survey data, focus groups,
and secondary data
Secondary Data - ANSWER Data collected by someone other than you
Primary Data - ANSWER Data collected by yourself
Qualitative Data - ANSWER Opinions and verbal feedback
Quantitative Data - ANSWER Measurable data in numbers
Self Report - ANSWER Providing information about oneself
Problems with Self Reports - ANSWER Limited awareness of unconscious
influences (Stimuli can affect choices beyond awareness, Consumer
irrationality: anchoring, framing..., Affective/ emotional states are hard to
identify), unwillingness to report feelings, inability to predict behavior
Digital Consumer Insights - ANSWER Analyzing online behaviors, search
patterns, social media conversations, and online reviews
Advantages of Digital Consumer Insights - ANSWER 1. Relatively cheap
2. Instant availability
3. A large amount of data
4. Real-time insights
5. Global scale
6. Suffers less from self-report"problems"
Social Media Analytics - ANSWER Analyzing data from commercial websites,
social media platforms, forums, news websites, and blogs
Social Media Monitoring - ANSWER Identifying and tracking conversations about
a brand through social media channels
Monitor: brand name, product name, competitors, searches in the specific area
, Social Listening - ANSWER Analyzing conversations and trends around a brand
and industry for marketing decisions
Volume - ANSWER Size of conversation around a brand or topic
Direct Engagement - ANSWER Tagging content with # or @
Indirect Engagement - ANSWER Content without tags
Sentiment - ANSWER Positive or negative connotations of conversations
Example: "How do people feel about our brand"?
"What opinion do people have about our brand"?
Issues with Sentiment Analysis - ANSWER Imperfect algorithms, deciphering
tone, neutral sentiment
Engagement - ANSWER Active participation in conversations (likes, reposts,
comments) & WOM
Reach - ANSWER Spread of content (advertising)--proxy for potential audience
size
1. Organic (viral & non-viral)
2. Paid
Impressions - ANSWER Number of times your ads were on screen
SOV (Share of Voice) - ANSWER Conversation about a brand compared to
competitors &
Volume/sentiment
Influence - ANSWER Impact of those talking about a brand
Click Through Rate - ANSWER Number of times an ad is clicked
Clicks - ANSWER Number of clicks on an ad
Cost per Click - ANSWER Amount spent on a click
Word Clouding - ANSWER Visualization of data using words
Advantages: useful for quick & dirty analyses and great for quick data
communication
With Correct Answers
Consumer Insight - ANSWER Understanding consumer wants, needs, and
motivations-is an interpretation used by businesses to gain a DEEPER
UNDERSTANDING of how their audience thinks and feels.
Traditional Consumer Insight - ANSWER Relies on survey data, focus groups,
and secondary data
Secondary Data - ANSWER Data collected by someone other than you
Primary Data - ANSWER Data collected by yourself
Qualitative Data - ANSWER Opinions and verbal feedback
Quantitative Data - ANSWER Measurable data in numbers
Self Report - ANSWER Providing information about oneself
Problems with Self Reports - ANSWER Limited awareness of unconscious
influences (Stimuli can affect choices beyond awareness, Consumer
irrationality: anchoring, framing..., Affective/ emotional states are hard to
identify), unwillingness to report feelings, inability to predict behavior
Digital Consumer Insights - ANSWER Analyzing online behaviors, search
patterns, social media conversations, and online reviews
Advantages of Digital Consumer Insights - ANSWER 1. Relatively cheap
2. Instant availability
3. A large amount of data
4. Real-time insights
5. Global scale
6. Suffers less from self-report"problems"
Social Media Analytics - ANSWER Analyzing data from commercial websites,
social media platforms, forums, news websites, and blogs
Social Media Monitoring - ANSWER Identifying and tracking conversations about
a brand through social media channels
Monitor: brand name, product name, competitors, searches in the specific area
, Social Listening - ANSWER Analyzing conversations and trends around a brand
and industry for marketing decisions
Volume - ANSWER Size of conversation around a brand or topic
Direct Engagement - ANSWER Tagging content with # or @
Indirect Engagement - ANSWER Content without tags
Sentiment - ANSWER Positive or negative connotations of conversations
Example: "How do people feel about our brand"?
"What opinion do people have about our brand"?
Issues with Sentiment Analysis - ANSWER Imperfect algorithms, deciphering
tone, neutral sentiment
Engagement - ANSWER Active participation in conversations (likes, reposts,
comments) & WOM
Reach - ANSWER Spread of content (advertising)--proxy for potential audience
size
1. Organic (viral & non-viral)
2. Paid
Impressions - ANSWER Number of times your ads were on screen
SOV (Share of Voice) - ANSWER Conversation about a brand compared to
competitors &
Volume/sentiment
Influence - ANSWER Impact of those talking about a brand
Click Through Rate - ANSWER Number of times an ad is clicked
Clicks - ANSWER Number of clicks on an ad
Cost per Click - ANSWER Amount spent on a click
Word Clouding - ANSWER Visualization of data using words
Advantages: useful for quick & dirty analyses and great for quick data
communication
