d. either symmetric or directional.
51. What term refers to a graphical depiction of a network?
a. histogram
b. genogram
c. diagram
d. sociogram
52. What term refers to the tabular representation used to analyze social networks?
a. vector
b. sociomatrix
c. transpose matrix
d. square matrix
53. The easiest and most common way to characterize __________ in a social network is to count the number of
connections each actor has with the others in the network.
a. linearity
b. extraversion
c. intelligence
d. centrality
54. Distributions of links in most networks follow a(n) __________ rule.
a. 80/20
b. 50/50
c. 90/10
d. 60/40
55. What term refers to a homogenous sample of like-minded people within a network?
a. club
b. workgroup
c. clique
d. team
56. Two actors are said to be __________ if their links to others are the same.
a. heterogeneous
b. structurally equivalent
c. equitable
d. socially significant
57. Amazon.com uses structural equivalence to do which of the following?
a. make product recommendations
b. keep credit card information secure
c. encourage users to write product reviews
d. deliver purchases
58. In a cluster analysis, the rows represent __________, and the columns represent __________.
a. customers, SKUs
b. SKUs, customers
c. retailers, customers
d. customers, retailers
59. Recommendation agents are a boon as a systematic means of
a. saving money.
b. reaching new customers.
c. soliciting feedback.
d. cross-selling.
60. Word-of-mouth seems to be
a. planned.
b. authentic.
c. paid for by companies.
d. dishonest
61. Compared to more traditional advertising, using social media is
a. equally expensive.
b. nearly free.
c. less expensive.
d. more expensive.
62. What does KPI stand for?
a. key performance indicator
b. key profit indicator
c. key performance initiative
d. key profit initiative
a. very different from
b. analogous to
c. opposite of
d. inconsistent with
64. Which of the following is a classic measure of the size of the audience that has been exposed to some brand
information and who might therefore have some familiarity with the brand?
a. frequency
b. recall
c. recognition
d. reach
65. Which of the following is NOT a good way to optimize reach?
a. tweets
b. Facebook postings
c. contests on YouTube
d. lengthy expert blogs
66. Many of the measures during the pre-purchase phase fall into the broad category of
a. SEO.
b. consumer education.
c. promotion.
d. consumer activities.
67. Which of the following components do gurus say is the most important when ranking the order of Google’s
search results?
a. date the page was created
b. images on the page
c. page titles
d. words used in the page
68. What does SEO stand for?
b. sales expenditure objective
c. selling entertainment organizations
d. software evaluation optimization
69. To narrow the search for consumers, search engines used to measure the relevance of a website or an
information page by counting the number of times the searched words appeared on that web page or document.
Why don’t they use this criterion anymore?
a. It was too difficult to calculate.
b. It was illegal.
c. It was easily manipulated.
d. It discriminated unjustly.
70. What term refers to the sheer number of visits or estimates of the number of unique visitors to a given
website?
a. reach
b. frequency
c. rate
d. duration
71. Companies can provide __________ to Web visitors by letting them preorder a product not yet available to
others.
a. accountability
b. incentives
c. exclusivity
d. equality
72. Web analytics experts disdain the “Contact Us” buttons. What do they recommend instead?
a. There should be a user forum where every visitor voluntarily leaves comments and personal
information.
b. Contact information should be listed at the bottom of every page.
c. Visitors should have to fill out a form including basic information.
d. Visitors should not need to contact anyone since all the information is on the website.
73. Customers can post complaints or positive reviews during which phase?
a. pre-purchase: awareness
b. pre-purchase: brand consideration
c. purchase or behavioral engagement
d. post-purchase
74. What food brand solicited ideas for new flavors via videos?
a. Doritos
b. Starbucks
c. Starburst
d. Kellogg’s
75. For companies calculating ROI, the cost of social media actions depends on
a. product quality.
b. marketing goals.
c. consumer interest.
d. SEO.
76. What is it called when one group is exposed to one ad or new product description (or whatever element of
the marketing mix the marketer is testing) and the other group is either a control group or sees a different
version?
a. 1-2-3 test
b. unbiased opinion test
c. clinical trial
d. A/B split test
77. Which of the following options did researchers determine increases brand popularity on social media like
Facebook?
a. local product users
b. company financial information
c. volunteerism
d. company goals
78. Which of the following includes honesty, trust, and opportunities for two-way dialogue?
a. transparency
b. exclusivity
c. promotion
d. inequality
79. Word-of-mouth feels __________ to consumers.
a. boring
b. phony
c. annoying
d. authentic
80. Which of the following is the percent of sessions for which a visitor lands on the website and views only
one page before quickly leaving?
a. frequency
b. bounce rate
c. duration
d. rejection rate
81. What are the three changes currently being experienced by traditional media?
82. Explain how a word-of-mouth (WOM) network works.
84. Explain the structural equivalence recommendation system.
2. Essentially, a structural equivalence recommendation system looks for similar purchase patterns between
85. Explain how a marketer might calculate the ROI on using social media.
86. Explain the Web analytics that are useful to companies during the brand consideration phase.
87. How does search engine optimization work? How can brands improve their SEO?
88. Discuss the post-purchase phase in detail. What can customers do at this point? How should companies use
this phase?
89. The possibilities of social media can seem overwhelming. How can marketers learn to best use them?
90. What characteristics should any corporate postings to social media have?
