The use of high structure greatly simplifies data coding and analysis.
a. True
b. False
Indicate whether the statement is true or false
Question 2Among the arguments for the importance of customer retention are:
a. it costs at least seven times as much to acquire a new customer as it does to retain an existing one.
b. a satisfied customer does not talk about the firm and product.
c. reducing customer defections will increase sales, but not necessarily profits.
Question 3Phishing is a criminal activity.
Indicate whether the statement is true or false
Question 4Questionnaires where everyone receives the same questions and everyone responds by choosing among the same set of possible answers are using fixed-alternative questions.
a. True
b. False
Indicate whether the statement is true or false
Question 5A conversion path describes the movement of a particular customer or groups of customers through the website.
Indicate whether the statement is true or false
Question 6Regulations against unsolicited e-mail (spam) are much more stringent in North America than in Europe.
Indicate whether the statement is true or false
Question 7Structure refers to how much variation is used with the data collection instrument.
a. True
b. False
Indicate whether the statement is true or false
Question 8Landing pages are optional in the sales lead generation process.
Indicate whether the statement is true or false
Question 9Unsolicited e-mail messages are referred to as spam.
Indicate whether the statement is true or false
Question 10One of the biggest advantages of mail questionnaires is the anonymity offered to the respondent.
a. True
b. False
Indicate whether the statement is true or false
Question 11Creating a purchasing scenario is essentially writing a story about how a specific segment of customers goes through the buying process.
Indicate whether the statement is true or false
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