QUESTION 11

1. What is the range of the Google Trend Index?

   		0-100 indexed from high to low, respectively
   		0-100 indexed from low to high, respectively
   		1-100 indexed from high to low, respectively
   		1-100 indexed from low to high, respectively

10 points

QUESTION 12

1. Which of these companies does not sell commercial data publicly?

   		Dun & Bradstreet
   		Nielsen
   		Google
   		Apple

10 points

QUESTION 13

1. Data provided by from the county is of which type?

   		academic
   		commercial
   		public
   		property

10 points

QUESTION 14

1. Which of the following best describes tokenization?

   		parsing text into pieces of words and sentences*
   		content analysis that focuses on translating words into overall attitudes
   		level of detail present in a data set so that high granularity means greater detail
   		attributes of firms for the purpose of classifying individual firms into market segments

10 points

QUESTION 15

1. About what percentage of companies use Hootsuite?

   		About 5%
   		About 20%
   		About 42%
   		About 75%

10 points

QUESTION 16

1. How many public datasets are available through the U.S government website data.gov?

   		about 200
   		about 2,000
   		about 20,000
   		about 200,000

10 points

QUESTION 17

1. Which kind of information does Facebook Insights offer?

   		demographics of a brand's fans
   		ad effectiveness
   		language of a brand's fans
   		all of the above

10 points

QUESTION 18

1. What does data scraping accomplish?

   		it removes incorrect or blank records from a collection of data
   		it collects data from sources designed to be read by humans
   		it collects data from sources designed to be read only by computers
   		it deletes data from computer storage to clean the hard drive by scraping it to free up space

10 points

QUESTION 19

1. What is the difference between social listening and content analysis?

   		social listening collects data from the internet, while content analysis generates marketing insights from those data
   		content analysis collects data from the internet, while social listening generates marketing insights from those data
   		there is no difference the terms are synonymous
   		there is a difference but it isn't listed in any of the other options

10 points

QUESTION 20

1. How does LIWC report on the thoughts, feelings, and attitudes expressed in text?

   		it uses an artificial neural network
   		it integrates it with information from a team of marketers
   		it searches the Internet for similar phrases and compares context
   		it uses built-in, context-sensitive probabilistic dictionaries

10 points

QUESTION 21

1. Data come in what form?

   		words
   		numbers
   		pictures
   		all of the above

10 points

QUESTION 22

1. All of the following are social listening tools except

   		single-attribute social listening tools
   		multi-platform social listening tools
   		dual-attribute social listening tools
   		native social listening tools

10 points

QUESTION 23

1. The legal and legitimate uses of data scraping focus primarily on scraping from _____?

   		public websites
   		social media accounts
   		emails
   		all of the above

10 points

QUESTION 24

1. Which of the following index the web periodically to make searching quicker?

   		web spiders
   		web scrapers
   		web crawlers
   		none of the above

10 points

QUESTION 25

1. Which of the following is not a web scraping application?

   		Spinn3r
   		Dex.io
   		Octoparse
   		ScrapeR

10 points

QUESTION 26

1. Social listening tools are platforms that connect to _____ in order to extract consumer data.

   		the internet
   		social media networks
   		online stores
   		all of the above

10 points

QUESTION 27

1. What are the two types of content analysis?

   		sentiment and text
   		imagery and sentiment
   		text and double-coded
   		double-coded and sentiment