What is an important drawback of using text generated by consumers on social media for a marketing research study? Choose one best answer:

Question

BlackTom AI · Accepted Answer

When evaluating the use of consumer-generated text from social media for marketing research, several angles must be considered. 
Option 1: 'In most cases, the sample opinions that can be collected on social media is too small.' In reality, social media platforms can yield large volumes of data, so the issue is not primarily small sample size, but rather who is represented and what gets shared. This makes this statement misleading as a general drawback. 
Option 2: 'Text data generated by consumers on social media are unstructured and cannot be used for analysis by machines.' While it is true that social media text is unstructured and requires preprocessing, advances in natural language processing allow machines to analyze unstructured text effectively; thus, this is not an inherently insurmountable drawback. 
Option 3: 'The group of consumers who expressed their opinions on social media may not be representative of consumer population.' This captures a core research limitation: self-selection and platform demographics can produce a biased sample that does not reflect the broader population, affecting generalizability of findings. 
Option 4: 'Collecting data on social media is more expensive than conducting a survey by phone.' In many cases, social media data collection can be cheaper, or at least not inherently more expensive, than phone surveys; cost is highly context-dependent, so this claim is not universally true. 
Therefore, the strongest and most general drawback among the options is the potential non-representativeness of the social media sample, which undermines the ability to generalize results to the broader consumer population.

SP2025.B69.DAT.562.24 COMPLETE Quiz #3 for VIDEO 2: Monitoring Brand Perception

What is an important drawback of using text generated by consumers on social media for a marketing research study? Choose one best answer:

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