Deck 7: Online Marketing Research

Question 1

When BMW owners in St.Louis are asked by BMW USA to join an online panel of owners of BMW's in Missouri,this is an example of:

A)open recruitment.
B)unrestricted recruitment.
C)closed online panel recruitment.
D)diagonal recruitment.
E)open online panel recruitment.

Answer 1

C

Question 2

About what percentage of U.S.mobile Internet users access the Internet from their mobile phones daily?

A)10 percent
B)20 percent
C)30 percent
D)40 percent
E)50 percent

Answer 2

D

Question 3

A Web page can come from a source that is educational,nonprofit,commercial,government,and so forth,and this location is called a(n):

A)cookie.
B)blog.
C)community.
D)domain.
E)newsgroup.

Answer 3

D

Question 4

When people are "intercepted" when they are surfing the Internet by ads and asked to serve on an Internet panel,this is known as:

A)open recruitment.
B)diagonal recruitment.
C)closed recruitment.
D)unrestricted recruitment.
E)imaginary recruitment.

Question 5

Online survey research is the most popular mode of data collection in marketing research in the U.S.

Question 6

The fact that online surveys can be sent to thousands of potential respondents at one time is called:

A)ready personalization.
B)increased costs.
C)rapid deployment.
D)a learning community.
E)a newsgroup.

Question 7

A text file that is placed on a user's computer to identify this user when he or she revisits this Web site in the future is called a(n):

A)cookie.
B)blog.
C)banner.
D)newsgroup.
E)community.

Question 8

What type of incentive model for online panels is used by a company when it offers participants in the panel to participate in a drawing for a desirable prize,such as a free trip to Hawaii?

A)Pay-all incentive model
B)Community incentive model
C)Unrestricted incentive model
D)Sweepstakes model
E)Newsgroup incentive model

Question 9

All of the following are disadvantages of online focus groups EXCEPT:

A)it is very difficult to create group dynamics.
B)the group cannot be observed behind a one-way mirror.
C)loss of nonverbal cues.
D)access to hard-to-reach target population members.
E)product prototypes cannot be given to the group to examine.

Question 10

All of the following are advantages of online surveys EXCEPT:

A)rapid deployment.
B)lower costs.
C)high response rates.
D)the needed sampling frame may not be available.
E)real-time reporting.

Question 11

Focus groups are the primary form of online qualitative research in the U.S.

Question 12

A key factor in the increase of online panel research is the declining response rates of telephone interviews.

Question 13

When a research participant is given a private blog where he can answer a series of questions at his convenience by creating an immediate perfect transcription of his comments,this is called:

A)online individual depth interviewing.
B)an online focus group.
C)a web community.
D)a panel group.
E)sugging.

Question 14

A frequent,chronological publication of personal thoughts and Web links is called a(n):

A)cookie.
B)banner.
C)blog.
D)Web page.
E)panel.

Question 15

All of the following are advantages of online focus groups EXCEPT:

A)lower costs.
B)loss of nonverbal signals from the respondents.
C)faster turnaround time.
D)the ability of respondents to be separate geographically.
E)travel savings.

Question 16

The Internet is proving to be a very effective tool to recruit focus group participants with defined demographic and behavioral composition.

Question 17

When Marriott Hotels invites former guests to participate in an Internet panel of its customers,this is an example of:

A)open recruitment.
B)unrestricted recruitment.
C)closed online panel recruitment.
D)diagonal recruitment.
E)open online panel recruitment.

Question 18

When the sales department of a company gets access to the company's panel membership list and tries to sell the company's products to these panel members without their permission,this practice is called:

A)sugging.
B)open recruitment.
C)newsgroup reporting.
D)recruiting.
E)closed recruitment.

Question 19

The most important factor in the quality of traditional face-to-face focus group research is the skill of the moderator.

Question 20

When a company invites pre-validated customers to join an online panel discussion of other customers,this is called:

A)open recruitment.
B)unrestricted recruitment.
C)closed online panel recruitment.
D)diagonal recruitment.
E)open online panel recruitment.