Deck 6: E-Marketing Research

Question 1

Client-side data collection involves ________.

A) collecting data about consumers navigation and click behavior at a website
B) collecting information about consumer click behavior from the user's computer
C) using cookies to manage e-commerce tools, such as shopping carts
D) all of the above

Answer 1

B

Question 2

Data warehouses are repositories for ________.

A) marketing data
B) current customer data
C) accounting data
D) the entire organization's historical data

Answer 2

D

Question 3

Response rates for e-mail surveys are best when respondents ________.

A) are called by a third-party research organization
B) use spam filters
C) are members of special interest lists
D) none of the above

Answer 3

C

Question 4

Knowledge management is the process of managing ________ of information.

A) creation
B) use
C) dissemination
D) all of the above

Question 5

A complete marketing knowledge database includes all the data about ________.

A) customers
B) prospects
C) competitors
D) all of the above

Question 6

________ are two metrics currently in widespread use for knowledge management?

A) Return on Investment (ROI) and Total Quality Management (TQM)
B) Return on Assets (ROA) and Total Cost of Ownership (TCO)
C) Return on Investment (ROI) and Total Cost of Ownership (TCO)
D) Return on Assets (ROA) and Total Quality Management (TQM)

Question 7

Internal records ________.

A) focus entirely on customer characteristics and behavior
B) are generally under the control of the marketing department
C) can provide marketers with information about sales and inventory movements
D) are of little importance to marketers

Question 8

The internet is fertile ground for primary data collection because of ________.

A) clickstream data collection
B) electronic data interchange
C) declining cooperation from consumers using traditional approaches
D) increasing payments to research subjects

Question 9

________ is/are the biggest disadvantages of online survey research?

A) Sample representativeness and measurement validity
B) Rising cost of online surveys
C) Response time of those who complete questionnaires online
D) Data entry errors

Question 10

RFM analysis scans the database for all of the following criteria except ________.

A) relevancy
B) recency
C) frequency
D) monetary value

Question 11

All of the following are true of data mining except ________.

A) It focuses on human-made data rather than nature
B) It can utilize cross-sell data
C) Its major task is to single out online opinion leaders
D) Evolutionary programming is a sophisticated form of data mining

Question 12

Which of the following is not a part of the marketing information system?

A) assessing information needs
B) gathering information
C) manipulating information to align with the company's vision
D) dissemination information to marketing decision makers

Question 13

Which of the following is not a disadvantage of online focus groups as compared to traditional focus groups?

A) online focus groups can accommodate only 4 to 8 participants
B) nonverbal communication is lost
C) there is a problem of authenticity
D) some participants can be more influenced by opinions of other participants

Question 14

Bar code scanners, credit card terminals, and manual computer entry by retail clerks represent various forms of ________.

A) virtual space data collection
B) real-space primary data collection
C) Catalina marketing
D) all of the above

Question 15

Customer profiling can aid in all of the following except ________.

A) increasing direct mailing costs by targeting high-response customers
B) selecting target groups for promotional appeals
C) understanding the important characteristics of heavy product users
D) directing distinctive cross-selling activities to particular customer segments

Question 16

________ can perform all data mining, customer profiling, and RFM analysis at any time through access to the data warehouse and distribute results to appropriate staff members.

A) IT personnel
B) Individual marketing personnel
C) Data warehouse consultants
D) Transaction processing databases

Question 17

Which of the following is not of ethical concern regarding survey research on the Internet?

A) respondents are increasingly upset at getting unsolicited e-mail for online surveys
B) some researchers harvest e-mail addresses from forums without permission
C) opt-in communities usually cost the client firms more than traditional methods
D) user data is relatively easy and profitable to sell, although many users prefer that it be kept private

Question 18

Secondary data ________.

A) are generally more costly to acquire or generate than primary data
B) are always publicly generated and available
C) are almost always derived from surveys and focus groups
D) can be collected more quickly and less expensively than primary data

Question 19

Data mining allows marketers to uncover data patterns that can help them ________.

A) refine marketing mix strategies
B) identify new product opportunities
C) predict consumer behavior
D) all of the above

Question 20

Primary data ________.

A) are gathered for the first time to solve a specific problem
B) can be collected online using focus groups, observation, interviews and survey research
C) are more expensive and time consuming than secondary data collection
D) all of the above

Question 21

The internet is a consistent source of high quality, reliable information.

Question 22

In judging information quality on the web, e-marketers should not be seduced by good design.

Question 23

What are the ethical concerns facing online marketing research and how do they affect data collection?

Question 24

What are the most important inclusions in a marketing knowledge database?

Question 25

Although Really Simple Syndication (RSS) is a powerful information sharing tool, it is limited because users cannot subscribe to it.

Question 26

Marketers cannot draw a specific probability sample of internet users because a list of all users does not exist.

Question 27

Computers and the internet create knowledge, but people are the enablers of learning.

Question 28

Data mining involves the extraction of hidden predictive information in large databases through statistical analysis.

Question 29

Marketing research is relatively inexpensive.

Question 30

Experimental research attempts to test cause-and-effect relationships.

Question 31

Identify 3-4 different kinds of primary data collection methods that can be implemented on the Internet.

Question 32

List and define the four types of analysis of data from a data warehouse that e-marketers can use?

Question 33

Information overload is a reality for consumers and marketers alike.

Question 34

It is mandatory that e-marketers know the techniques (e.g., algorithmic objectives) that search engines use to direct users to websites in order to create effective websites.

Question 35

What can e-marketers learn about internet users through content analysis?

Question 36

In-depth interviews are better conducted in person than over the web.