Social Media Advertising Research & Evidence-Based Practice 5

Question 1

What is the primary risk of using vanity metrics (likes, shares) as the main measure of social ad success?

Accepted Answer

They may not correlate with actual business outcomes like revenue

Answer

Vanity metrics look impressive but often fail to reflect meaningful business impact such as sales, leads, or customer lifetime value.

Question 2

When applying evidence-based practice to social ad strategy, which source of evidence is considered the most rigorous?

Accepted Answer

Peer-reviewed meta-analyses of controlled studies

Answer

Meta-analyses synthesize findings from multiple controlled studies, making them the highest-quality evidence in research hierarchies.

Question 3

A brand tests two ad headlines but forgets to control for differences in audience targeting between the two groups. This introduces:

Accepted Answer

A confounding variable

Answer

A confounding variable is an uncontrolled factor that can explain observed differences, making it impossible to isolate the true effect of the variable being tested.

Question 4

Which research principle states that the simplest explanation consistent with the data should be preferred?

Accepted Answer

Occam's Razor

Answer

Occam's Razor (parsimony) advises choosing the simplest hypothesis that adequately explains the observed findings.

Question 5

An advertiser segments post-campaign survey data by age and finds that older users recall the ad more. This analysis technique is called:

Accepted Answer

Subgroup analysis

Answer

Subgroup analysis examines whether effects differ across specific segments of the sample population.

Social Media Advertising Practice Test

Social Media Advertising Practice Test

Social Media Advertising Research & Evidence-Based Practice 5