Most website visitors skim content instead of reading it word by word.
Indicate whether the statement is true or false
Question 2____ represent(s) the percentage of people who are exposed to an Internet-delivered ad that actually clicked their mouse on it.
a. Click-through rates (CTR)
b. Cost per thousand (CPM)
c. Cost per action (CPA)
d. Opportunity to see (OTS)
e. Search engine assessment (SEA)
Question 3A researcher wishes to compare the differences in consumer feelings about the perceived reliability of a set of products so as to know the relative strength of feelings about each product's reliability. The lowest measurement scale the researcher could use to measure this is
a. ratio.
b. ordinal.
c. interval.
d. nominal.
e. conscious.
Question 4Designing site for accessibility by the physically challenged is too expensive to be a good business practice.
Indicate whether the statement is true or false
Question 5The action in CPA refers to determining ____.
a. the number of users who actually click on an ad
b. the number of users who actually visit a brand's Web site
c. the number of users who actually purchase the advertised brand
d. a and b
e. a, b, and c
Question 6Which of the following statements about the ordinal scale is TRUE?
a. There is a consistent order in whatever numbers are assigned to the scale.
b. It is possible to calculate the median as a measure of central tendency.
c. Two individuals with the same rank order response can have very different feelings about what they ranked.
d. It is impossible to say how much any individual respondent preferred one object to another.
e. All of these are correct.
Question 7Bread crumbs provide the ability to track and measure site effectiveness.
Indicate whether the statement is true or false
Question 8Which of the following is a prominent Internet company that advertisers can use for targeting their ads?
a. Mediamark
b. Simmons
c. Nielsen
d. DoubleClick
e. Arbitron
Question 9A researcher wishes to rank the order of preference consumers have for a particular set of products. The lowest measurement scale the researcher could use to measure this is
a. ratio.
b. ordinal.
c. interval.
d. nominal.
e. conscious.
Question 10Website objectives should be established solely on the basis of the AIDA process that is well-known to marketers.
Indicate whether the statement is true or false
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