Question 1

Marketers cannot draw a specific probability sample of internet users because a list of all users does not exist.

Accepted Answer

A) True 
 B)False

Question 2

Information overload is a reality for consumers and marketers alike.

Accepted Answer

A) True 
 B)False

Question 3

Although Really Simple Syndication (RSS) is a powerful information sharing tool, it is limited because users cannot subscribe to it.

Accepted Answer

A) True 
 B)False

Question 4

In-depth interviews are better conducted in person than over the web.

Accepted Answer

A) True 
 B)False

Question 5

Identify 3-4 different kinds of primary data collection methods that can be implemented on the Internet.

Accepted Answer

-Online experiments
-Online fo

Question 6

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.

Accepted Answer

A) True 
 B)False

Question 7

Data mining involves the extraction of hidden predictive information in large databases through statistical analysis.

Accepted Answer

A) True 
 B)False

Question 8

Secondary data ________.

Accepted Answer

A)  are generally more costly to acquire or generate than primary data 
B)  are always publicly generated and available 
C)  are almost always derived from surveys and focus groups 
D)  can be collected more quickly and less expensively than primary data 
A)  are generally more costly to acquire or generate than primary data 
B)  are always publicly generated and available 
C)  are almost always derived from surveys and focus groups 
D)  can be collected more quickly and less expensively than primary data

Question 9

Response rates for e-mail surveys are best when respondents ________.

Accepted Answer

A)  are called by a third-party research organization 
B)  use spam filters 
C)  are members of special interest lists 
D)  none of the above 
A)  are called by a third-party research organization 
B)  use spam filters 
C)  are members of special interest lists 
D)  none of the above

Question 10

The internet is a consistent source of high quality, reliable information.

Accepted Answer

A) True 
 B)False

Question 11

Marketing research is relatively inexpensive.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is not of ethical concern regarding survey research on the Internet?

Accepted Answer

A)  respondents are increasingly upset at getting unsolicited e-mail for online surveys 
B)  some researchers harvest e-mail addresses from forums without permission 
C)  opt-in communities usually cost the client firms more than traditional methods 
D)  user data is relatively easy and profitable to sell, although many users prefer that it be kept private 
A)  respondents are increasingly upset at getting unsolicited e-mail for online surveys 
B)  some researchers harvest e-mail addresses from forums without permission 
C)  opt-in communities usually cost the client firms more than traditional methods 
D)  user data is relatively easy and profitable to sell, although many users prefer that it be kept private

Question 13

Which of the following is not a disadvantage of online focus groups as compared to traditional focus groups?

Accepted Answer

A)  online focus groups can accommodate only 4 to 8 participants 
B)  nonverbal communication is lost 
C)  there is a problem of authenticity 
D)  some participants can be more influenced by opinions of other participants 
A)  online focus groups can accommodate only 4 to 8 participants 
B)  nonverbal communication is lost 
C)  there is a problem of authenticity 
D)  some participants can be more influenced by opinions of other participants

Question 14

What can e-marketers learn about internet users through content analysis?

Accepted Answer

-Consumer characteristics (e.g., Faceboo

Question 15

Experimental research attempts to test cause-and-effect relationships.

Accepted Answer

A) True 
 B)False

Question 16

All of the following are true of data mining except ________.

Accepted Answer

A)  It focuses on human-made data rather than nature 
B)  It can utilize cross-sell data 
C)  Its major task is to single out online opinion leaders 
D)  Evolutionary programming is a sophisticated form of data mining 
A)  It focuses on human-made data rather than nature 
B)  It can utilize cross-sell data 
C)  Its major task is to single out online opinion leaders 
D)  Evolutionary programming is a sophisticated form of data mining

Marketers cannot draw a specific probability sample of internet users because a list of all users does not exist.

Information overload is a reality for consumers and marketers alike.

Although Really Simple Syndication (RSS) is a powerful information sharing tool, it is limited because users cannot subscribe to it.

In-depth interviews are better conducted in person than over the web.

Identify 3-4 different kinds of primary data collection methods that can be implemented on the Internet.

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.

Data mining involves the extraction of hidden predictive information in large databases through statistical analysis.

Secondary data ________.

Response rates for e-mail surveys are best when respondents ________.

The internet is a consistent source of high quality, reliable information.

Marketing research is relatively inexpensive.

Which of the following is not of ethical concern regarding survey research on the Internet?

Which of the following is not a disadvantage of online focus groups as compared to traditional focus groups?

What can e-marketers learn about internet users through content analysis?

Experimental research attempts to test cause-and-effect relationships.

All of the following are true of data mining except ________.

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Product: the Online Offer

Price: the Online Value

The Internet for Distribution

E-Marketing Communication: Owned Media

E-Marketing Communication: Paid Media

E-Marketing Communication: Earned Media

Customer Relationship Management

Filters

Exam 6: E-Marketing Research

Marketers cannot draw a specific probability sample of internet users because a list of all users does not exist.

Information overload is a reality for consumers and marketers alike.

Although Really Simple Syndication (RSS) is a powerful information sharing tool, it is limited because users cannot subscribe to it.

In-depth interviews are better conducted in person than over the web.

Identify 3-4 different kinds of primary data collection methods that can be implemented on the Internet.

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.

Data mining involves the extraction of hidden predictive information in large databases through statistical analysis.

Secondary data ________.

Response rates for e-mail surveys are best when respondents ________.

The internet is a consistent source of high quality, reliable information.

Marketing research is relatively inexpensive.

Which of the following is not of ethical concern regarding survey research on the Internet?

Which of the following is not a disadvantage of online focus groups as compared to traditional focus groups?

What can e-marketers learn about internet users through content analysis?

Experimental research attempts to test cause-and-effect relationships.

All of the following are true of data mining except ________.

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Product: the Online Offer

Price: the Online Value

The Internet for Distribution

E-Marketing Communication: Owned Media

E-Marketing Communication: Paid Media

E-Marketing Communication: Earned Media

Customer Relationship Management

Filters