Test Bank

CHAPTER 7 Marketing Research on the Internet

True-False

1. National trends of Internet usage have increased with improved education, income,

and the advancements in smart phones and tablets.

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

3. The main advantage of the internet in marketing research is

its broad scope and comparably low cost.

4. 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.

1. The interactive element of online advertising enables advertisers to develop a one-to-one T relationship with prospective and existing clients.
2. Contextual advertisements refers to advertisements displayed at the top of the search

Results.

1. It is possible to determine the degree of awareness of an online advertising campaign by

comparing segments of the audience.

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

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

1. While personalization is preferred by most consumers, the privacy fears associated

with that continues to grow.

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

Advertisement.

1. Google analytics allows tracking of site visitors from all sources including

search engines, advertising, emails, and digital links.

Multiple Choice

1. A limitation with advertising on the World Wide Web is
2. the advertising costs are very high
3. difficult to measure exposure
4. only software engineers read the advertisements
5. none of the above
6. The advantage of Internet survey is
7. greater speed of delivering questionnaires
8. cheaper than regular mail
9. reaches the potential respondent directly
10. all the above
11. Which of the following is not true about online tracking?
12. provides a means to test viewers’ ad recognition by providing visual cues
13. yields faster results
14. helps determine the degree of awareness of a campaign by comparing audience segments

d) always provides accurate audience measurements

1. True measure of effectiveness of ads on the WWW is measured by
2. AdCount
3. “Click-through” rates
4. Number of Web cruisers seeing the ad
5. none of the above
6. Which one of the following is an online tracking system?
7. Google Chrome
8. Mozilla Firefox
9. Internet Explorer
10. AdCount
11. All of the above
12. To prevent outsiders from accessing the intranet, companies use
13. passwords
14. Firewalls
15. Local Area Network
16. none of the above

1. The advantage (s) of online panels is/are
2. possibility of covering a wide audience
3. the ability to conduct international research from one place
4. the viability of electronic monitoring of respondents through log file analyses
5. All of the above
6. Cyberatlas provides information on
7. Internet addresses
8. WWW markets on advertising, finance and search services
9. world maps
10. E-mail addresses

9. 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

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

1. the length of the online survey
2. the type of equipments and resources available to the respondents
3. the amount and nature of incentives offered.
4. All of the above
5. Online tracking mechanisms
6. Provide visual cues to researchers
7. Slow and time consuming
8. Makes it difficult for researchers to understand the degree of awareness of an advertisement
9. All of the above
10. Using Google analytics, marketers can strengthen their marketing activities by
11. Targeting consumers
12. Managing online advertisement
13. Understanding regional distribution of visitors
14. All of the above