Deck 7: Marketing Research on the Internet

Question 1

While personalization is preferred by most consumers, the privacy fears associated with that continues to grow.

Answer 1

True

Question 2

Cyberatlas provides information on

A)Internet addresses
B)WWW markets on advertising, finance and search services
C)world maps
D)E-mail addresses

Answer 2

WWW markets on advertising, finance and search services

Question 3

Which of the following is not true about online tracking?

A)provides a means to test viewers' advertisement recognition by providing visual cues
B)yields faster results
C)helps to determine the degree of awareness of a campaign by comparing segments of the audience
D)always provides accurate audience measurements

Answer 3

always provides accurate audience measurements

Question 4

True measure of effectiveness of ads on the WWW is measured by

A)AdCount
B)"Click-through" rates
C)Number of Web cruisers seeing the ad
D)none of the above

Question 5

With online tracking , it is possible to understand viewer awareness of advertisement

Question 6

Google analytics allows tracking of site visitors from all sources including search engines, advertising, emails, and digital links

Question 7

Some people believe that quality information is hard to find and that the Internet is too slow.

Question 8

To prevent outsiders from accessing the intranet, companies use

A)passwords
B)Firewalls
C)Local Area Network
D)none of the above

Question 9

The main advantage of the internet in marketing research is its broad scope and comparably low cost.

Question 10

Opt-ins typically lead to lower response rates in online marketing research

Question 11

The advantage s) of online panels is/are

A)possibility of covering a wide audience
B)the ability to conduct international research from one place
C)the viability of electronic monitoring of respondents through log file analyses
D)All of the above

Question 12

There has been no significant change in internet usage among the elderly population in F recent times.

Question 13

No intermediaries are a big disadvantage of E-mail surveys.

Question 14

Which one of the following is not a search engine on the Web ?

A)Magellan
B)Alta Vista
C)Excite
D)AdCount
E)All of the above

Question 15

An actively recruited online panel involves an open pool of participants.

Question 16

A limitation with advertising on the World Wide Web is

A)the advertising costs are very high
B)difficult to measure exposure
C)only software engineers read the advertisements
D)none of the above

Question 17

The advantage of Internet survey is

A)greater speed of delivering questionnaires
B)cheaper than regular mail
C)reaches the potential respondent directly
D)all the above

Question 18

Contextual advertisements refers to advertisements displayed at the top of the search Results.

Question 19

The interactive element of online advertising enables advertisers to develop a one-to-one relationship with prospective and existing clients.

Question 20

It is possible to determine the degree of awareness of an online advertising campaign by T comparing segments of the audience.

Question 21

Factors that can have an influence on the response rates of online panels are

A)the length of the online survey
B)the type of equipments and resources available to the respondents
C)the amount and nature of incentives offered.
D)All of the above

Question 22

Online tracking mechanisms

A)Provide visual cues to researchers
B)Slow and time consuming
C)Makes it difficult for researchers to understand the degree of awareness of an advertisement
D)All of the above

Question 23

Using Google analytics, marketers can strengthen Their marketing activities by

A)Targeting consumers
B)Managing online advertisement
C)Understanding regional distribution of visitors
D)All of the above

Question 24

A possible bias with on-line research is that

A)it is slow
B)it draws responses mostly from trend leaders
C)does not have a wide reach
D)only computer professionals respond