Ch13 Test Bank Answers Formulating Your Research Plan

Chapter 13: Formulating Your Research Plan

1. A research plan can be created at any point during your campaign planning process. Is this statement true or false?
   1. True
   2. False
2. The data sources that make up your research plan either come from existing digital analytics tools or other third-party data providers. It is increasingly becoming common for companies to augment their own data with third-party data for purchase. According to a December 2017 study on data spending by eMarketer, U.S. companies will spend approximately how much on audience data from external providers?
   1. $100 million
   2. $10 billion
   3. $20 billion
   4. $5 million
3. Your research plan will likely identify many different data sources. In the chapter there seven that are considered mandatory as part of any research plan. Which of the following is not one of those data sources?
   1. Social listening tools
   2. Paid media performance data
   3. Web analytics
   4. Search tools
   5. Sentiment data
4. After you’ve identified the sources to gather data from, you should start to identify the channels in which you will analyze. The most important channel to analyze is social media because it gives you a rich amount of information about your audience. Is this statement true or false?
   1. True
   2. False
5. If you are working for a multi-national organization, it can be important to look at multiple languages in your research plan. That said, you do not need to examine every single language. According to data from Nielsen Online, GfK and the international Telecommunications Union, there are how many languages that reach approximately 77% of the world’s population?
   1. 15
   2. 10
   3. 4
   4. 9
6. Before beginning any research project, it is critical that you develop a hypothesis statement that you want to test. Digital data can be vast, and a lack of hypothesis could lead unclear outcomes from the research. Is this statement true or false?
   1. True
   2. False
7. When you are establishing the time frame for your research plan, how much historical data should you be gathering?
   1. 12 months
   2. 24 months
   3. 6 months
   4. 3 months
8. The research project team typically has five key team members. Which of the following does not make sense to be part of the research project team?
   1. Research leader
   2. Analyst
   3. Research Quality Assurance
   4. Legal
   5. Content Strategist/Engagement Leader
9. Most research plans involve some combination of automated and manual components. Is this statement true or false?
   1. True
   2. False
10. Making sure your data is clean is a critical part of any research output. However, it is also important to make sure you capture all of the data so leaving in spam can be important. Is this statement true or false?
    1. True
    2. False