UTK MARK 485 EXAM 1 REVIEW QUESTIONS
COMPLETE WITH CORRECT ANSWERS
\.Consumer Insight - ANSWERS-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 - ANSWERS-Relies on survey data, focus groups,
and secondary data
\.Secondary Data - ANSWERS-Data collected by someone other than you
\.Primary Data - ANSWERS-Data collected by yourself
\.Qualitative Data - ANSWERS-Opinions and verbal feedback
\.Quantitative Data - ANSWERS-Measurable data in numbers
\.Self Report - ANSWERS-Providing information about oneself
\.Problems with Self Reports - ANSWERS-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 - ANSWERS-Analyzing online behaviors, search
patterns, social media conversations, and online reviews
\.Advantages of Digital Consumer Insights - ANSWERS-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 - ANSWERS-Analyzing data from commercial websites,
social media platforms, forums, news websites, and blogs
\.Social Media Monitoring - ANSWERS-Identifying and tracking conversations
about a brand through social media channels
Monitor: brand name, product name, competitors, searches in the specific area
\.Social Listening - ANSWERS-Analyzing conversations and trends around a brand
and industry for marketing decisions
\.Volume - ANSWERS-Size of conversation around a brand or topic
, \.Direct Engagement - ANSWERS-Tagging content with # or @
\.Indirect Engagement - ANSWERS-Content without tags
\.Sentiment - ANSWERS-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 - ANSWERS-Imperfect algorithms, deciphering
tone, neutral sentiment
\.Engagement - ANSWERS-Active participation in conversations (likes, reposts,
comments) & WOM
\.Reach - ANSWERS-Spread of content (advertising)--proxy for potential audience
size
1. Organic (viral & non-viral)
2. Paid
\.Impressions - ANSWERS-Number of times your ads were on screen
COMPLETE WITH CORRECT ANSWERS
\.Consumer Insight - ANSWERS-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 - ANSWERS-Relies on survey data, focus groups,
and secondary data
\.Secondary Data - ANSWERS-Data collected by someone other than you
\.Primary Data - ANSWERS-Data collected by yourself
\.Qualitative Data - ANSWERS-Opinions and verbal feedback
\.Quantitative Data - ANSWERS-Measurable data in numbers
\.Self Report - ANSWERS-Providing information about oneself
\.Problems with Self Reports - ANSWERS-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 - ANSWERS-Analyzing online behaviors, search
patterns, social media conversations, and online reviews
\.Advantages of Digital Consumer Insights - ANSWERS-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 - ANSWERS-Analyzing data from commercial websites,
social media platforms, forums, news websites, and blogs
\.Social Media Monitoring - ANSWERS-Identifying and tracking conversations
about a brand through social media channels
Monitor: brand name, product name, competitors, searches in the specific area
\.Social Listening - ANSWERS-Analyzing conversations and trends around a brand
and industry for marketing decisions
\.Volume - ANSWERS-Size of conversation around a brand or topic
, \.Direct Engagement - ANSWERS-Tagging content with # or @
\.Indirect Engagement - ANSWERS-Content without tags
\.Sentiment - ANSWERS-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 - ANSWERS-Imperfect algorithms, deciphering
tone, neutral sentiment
\.Engagement - ANSWERS-Active participation in conversations (likes, reposts,
comments) & WOM
\.Reach - ANSWERS-Spread of content (advertising)--proxy for potential audience
size
1. Organic (viral & non-viral)
2. Paid
\.Impressions - ANSWERS-Number of times your ads were on screen
