Which attitude rating scale uses pairs of bipolar words or phrases and is particularly useful in corporate, brand, and product-images studies?
a. Itemized-ratings scale
b. Semantic-differential scale
c. Graphic-ratings scale
d. Summated-ratings (Likert) scale
e. Comparative-ratings scale
Question 2A site is sticky if it is difficult to leave and often revisited.
Indicate whether the statement is true or false
Question 3What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories: Very Bad/Bad/Good/Very Good: 1 2 3 4
a. Stapel scale
b. Likert scale
c. Temperature scale
d. Graphic-rating scale
e. Itemized rating scale
Question 4Discuss the fundamentals of search engine advertising (SEA), and describe the two forms of search engine advertising available to online advertisers.
Question 5The site should be tested when and only when it is completely functional and ready for visitor use.
Indicate whether the statement is true or false
Question 6Explain what a webblog is and why it is doubtful that blogs represent a major advertising opportunity.
Question 7What type of scale is the following? Indicate your opinion about services Delta Airlines provides, by placing an X at the appropriate position on the lines to the right of the services below. ServicesVery Bad/Very Good: Frequent flyer program/Continental magazine/On flight food service
a. Stapel scale
b. Likert scale
c. Temperature scale
d. Graphic-rating scale
e. Itemized rating scale
Question 8The entire web development process should focus on usability from the perspective of the visitor.
Indicate whether the statement is true or false
Question 9Define the following terms: banner ads, pop-ups, interstitials, superstitials, and video ads.
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