Multiple regression is used to derive an equation that relates a single continuous dependent variable to two or more independent variables.
a. True
b. False
Indicate whether the statement is true or false
Question 2Tests that marketers can perform to improve their websites include:
a. alpha testing.
b. concept testing.
c. navigation testing.
d. All of these are correct.
Question 3Regression is a robust analytical tool that can also be used when one or more dependent variables are categorical as opposed to continuous variables.
a. True
b. False
Indicate whether the statement is true or false
Question 4The site navigational structure:
a. is the first step in the web development process.
b. is a technical issue to be handled by the informational technology department.
c. takes into account how easy it is to move around the site.
d. All of these are correct.
Question 5The independent samples t-test for means always compares mean scores for the same variable measured in two groups.
a. True
b. False
Indicate whether the statement is true or false
Question 6Technology that is helpful in understanding how visitors consume website content is:
a. eye-tracking technology.
b. brain imaging technology.
c. content maps.
d. All of these are correct.
Question 7A statistic used to measure the strength of relationship between categorical variables is called a regression analysis.
a. True
b. False
Indicate whether the statement is true or false
Question 8Website creators who want to prioritize mobile-friendly design should take a ________ approach.
a. bottom-up
b. top-down
c. graceful degradation
d. lateral expansion
Question 9While the chi-square test indicates whether two variables are independent, it doesn't measure the strength of association when they are dependent.
a. True
b. False
Indicate whether the statement is true or false
Question 10Identifying and describing the target audience for a website:
a. is one of marketing's responsibilities in the website development process.
b. requires marketing research in addition to that about the offline target audience.
c. has already been done before website development begins.
d. All of these are correct.
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