Deck 7: Marketing Research on the Internet

Question 1

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

Answer 1

True

Question 2

Which of the following is not true about online tracking?

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

Answer 2

always provides accurate audience measurements

Question 3

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

Answer 3

difficult to measure exposure

Question 4

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 5

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

Question 6

Cyberatlas provides information on

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

Question 7

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

Question 8

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

Question 9

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

Question 10

National trends of Internet usage have increased with improved education, income, and theadvancements in smart phones and tablets.

Question 11

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

Question 12

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

Question 13

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 14

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

Question 15

Which one of the following is an online tracking system?

A) Google Chrome
B) Mozilla Firefox
C) Internet Explorer
D) AdCount
E) All of the above

Question 16

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

Question 17

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

Question 18

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 19

To prevent outsiders from accessing the intranet, companies use

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

Question 20

For Search Engine advertising to be effective, the target audience must be properly identified and the keyword phrases used for searching must be placed strategically on the website.

Question 21

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

Question 22

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 23

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 24

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