E-Marketing Research Exam Questions Chapter 6

CHAPTER SIX E-MARKETING RESEARCH

Multiple Choice

1. Knowledge management is the process of managing ________ of information.
2. creation
3. use
4. dissemination
5. all of the above
6. A complete marketing knowledge database includes all the data about ________.
7. customers
8. prospects
9. competitors
10. all of the above
11. Which of the following is not a part of the marketing information system?
12. assessing information needs
13. gathering information
14. manipulating information to align with the company’s vision
15. dissemination information to marketing decision makers
16. Internal records ________.
17. focus entirely on customer characteristics and behavior
18. are generally under the control of the marketing department
19. can provide marketers with information about sales and inventory movements
20. are of little importance to marketers
21. Secondary data ________.
22. are generally more costly to acquire or generate than primary data
23. are always publicly generated and available
24. are almost always derived from surveys and focus groups
25. can be collected more quickly and less expensively than primary data
26. Primary data ________.
27. are gathered for the first time to solve a specific problem
28. can be collected online using focus groups, observation, interviews and survey research
29. are more expensive and time consuming than secondary data collection
30. all of the above
31. All of the following are true of data mining except ________.
32. It focuses on human-made data rather than nature
33. It can utilize cross-sell data
34. Its major task is to single out online opinion leaders
35. Evolutionary programming is a sophisticated form of data mining
36. Which of the following is not a disadvantage of online focus groups as compared to traditional focus groups?
37. online focus groups can accommodate only 4 to 8 participants
38. nonverbal communication is lost
39. there is a problem of authenticity
40. some participants can be more influenced by opinions of other participants
41. Response rates for e-mail surveys are best when respondents ________.
42. are called by a third-party research organization
43. use spam filters
44. are members of special interest lists
45. none of the above
46. ________ is/are the biggest disadvantages of online survey research?
47. Sample representativeness and measurement validity
48. Rising cost of online surveys
49. Response time of those who complete questionnaires online
50. Data entry errors
51. Which of the following is not of ethical concern regarding survey research on the Internet?
52. respondents are increasingly upset at getting unsolicited e-mail for online surveys
53. some researchers harvest e-mail addresses from forums without permission
54. opt-in communities usually cost the client firms more than traditional methods
55. user data is relatively easy and profitable to sell, although many users prefer that it be kept private
56. Client-side data collection involves ________.
57. collecting data about consumers navigation and click behavior at a website
58. collecting information about consumer click behavior from the user’s computer
59. using cookies to manage e-commerce tools, such as shopping carts
60. all of the above
61. Data warehouses are repositories for ________.
62. marketing data
63. current customer data
64. accounting data
65. the entire organization’s historical data
66. Data mining allows marketers to uncover data patterns that can help them ________.
67. refine marketing mix strategies
68. identify new product opportunities
69. predict consumer behavior
70. all of the above

1. Customer profiling can aid in all of the following except ________.
2. increasing direct mailing costs by targeting high-response customers
3. selecting target groups for promotional appeals
4. understanding the important characteristics of heavy product users
5. directing distinctive cross-selling activities to particular customer segments
6. RFM analysis scans the database for all of the following criteria except ________.
7. relevancy
8. recency
9. frequency
10. monetary value
11. ________ 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.
12. IT personnel
13. Individual marketing personnel
14. Data warehouse consultants
15. Transaction processing databases
16. ________ are two metrics currently in widespread use for knowledge management?
17. Return on Investment (ROI) and Total Quality Management (TQM)
18. Return on Assets (ROA) and Total Cost of Ownership (TCO)
19. Return on Investment (ROI) and Total Cost of Ownership (TCO)
20. Return on Assets (ROA) and Total Quality Management (TQM)
21. The internet is fertile ground for primary data collection because of ________.
22. clickstream data collection
23. electronic data interchange
24. declining cooperation from consumers using traditional approaches
25. increasing payments to research subjects
26. Bar code scanners, credit card terminals, and manual computer entry by retail clerks represent various forms of ________.
27. virtual space data collection
28. real-space primary data collection
29. Catalina marketing
30. all of the above

True/False

1. Information overload is a reality for consumers and marketers alike.
2. True
3. False
4. Computers and the internet create knowledge, but people are the enablers of learning.
5. True
6. False
7. The internet is a consistent source of high quality, reliable information.
8. True
9. False

1. Experimental research attempts to test cause-and-effect relationships.
2. True
3. False
4. In-depth interviews are better conducted in person than over the web.
5. True
6. False
7. Marketers cannot draw a specific probability sample of internet users because a list of all users does not exist.
8. True
9. False
10. Although Really Simple Syndication (RSS) is a powerful information sharing tool, it is limited because users cannot subscribe to it.
11. True
12. False
13. Data mining involves the extraction of hidden predictive information in large databases through statistical analysis.
14. True
15. False
16. Marketing research is relatively inexpensive.
17. True
18. False
19. 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.
20. True
21. False
22. In judging information quality on the web, e-marketers should not be seduced by good design.
23. True
24. False

Essay Questions

1. What are the most important inclusions in a marketing knowledge database?
2. Compare and contrast primary and secondary data.
3. What can e-marketers learn about internet users through content analysis?
4. What are the ethical concerns facing online marketing research and how do they affect data collection?
5. List and define the four types of analysis of data from a data warehouse that e-marketers can use?
6. Identify 3-4 different kinds of primary data collection methods that can be implemented on the Internet.