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Chapter 7: Online Marketing Research
Multiple Choice
1. A frequent, chronological publication of personal thoughts and Web links is called a(n):
a. cookie.
b. banner.
c. blog.
d. Web page.
e. panel.
2. A Web page can come from a source that is educational, nonprofit, commercial,
government, and so forth, and this location is called a(n):
a. cookie.
b. blog.
c. community.
d. domain.
e. newsgroup.
3. A text file that is placed on a user’s computer to identify this user when he or she revisits
this Web site in the future is called a(n):
a. cookie.
b. blog.
c. banner.
d. newsgroup.
e. community.
4. All of the following are advantages of online focus groups EXCEPT:
a. lower costs.
b. loss of nonverbal signals from the respondents.
c. faster turnaround time.
d. the ability of respondents to be separate geographically.
e. travel savings.
5. All of the following are disadvantages of online focus groups EXCEPT:
a. it is very difficult to create group dynamics.
b. the group cannot be observed behind a one-way mirror.
c. loss of nonverbal cues.
d. access to hard-to-reach target population members.
e. product prototypes cannot be given to the group to examine.
6. When a research participant is given a private blog where he can answer a series of
questions at his convenience by creating an immediate perfect transcription of his
comments, this is called:
a. online individual depth interviewing.
b. an online focus group.
c. a web community.
d. a panel group.
e. sugging.
7. The fact that online surveys can be sent to thousands of potential respondents at one time
is called:
a. ready personalization.
b. increased costs.
c. rapid deployment.
d. a learning community.
e. a newsgroup.
8. All of the following are advantages of online surveys EXCEPT:
a. rapid deployment.
b. lower costs.
c. high response rates.
d. the needed sampling frame may not be available.
e. real-time reporting.
9. When people are “intercepted” when they are surfing the Internet by ads and asked to
serve on an Internet panel, this is known as:
a. open recruitment.
b. diagonal recruitment.
c. closed recruitment.
d. unrestricted recruitment.
e. imaginary recruitment.
10. When Marriott Hotels invites former guests to participate in an Internet panel of its
customers, this is an example of:
a. open recruitment.
b. unrestricted recruitment.
c. closed online panel recruitment.
d. diagonal recruitment.
e. open online panel recruitment.
11. When BMW owners in St. Louis are asked by BMW USA to join an online panel of
owners of BMW’s in Missouri, this is an example of:
a. open recruitment.
b. unrestricted recruitment.
c. closed online panel recruitment.
d. diagonal recruitment.
e. open online panel recruitment.
12. When a company invites pre-validated customers to join an online panel discussion of
other customers, this is called:
a. open recruitment.
b. unrestricted recruitment.
c. closed online panel recruitment.
d. diagonal recruitment.
e. open online panel recruitment.
13. What type of incentive model for online panels is used by a company when it offers
participants in the panel to participate in a drawing for a desirable prize, such as a free
trip to Hawaii?
a. Pay-all incentive model
b. Community incentive model
c. Unrestricted incentive model
d. Sweepstakes model
e. Newsgroup incentive model
14. When the sales department of a company gets access to the company’s panel membership
list and tries to sell the company’s products to these panel members without their
permission, this practice is called:
a. sugging.
b. open recruitment.
c. newsgroup reporting.
d. recruiting.
e. closed recruitment.
15. About what percentage of U.S. mobile Internet users access the Internet from their
mobile phones daily?
a. 10 percent
b. 20 percent
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c. 30 percent
d. 40 percent
e. 50 percent
True/False
16. Online survey research is the most popular mode of data collection in marketing research
in the U.S.
17. Focus groups are the primary form of online qualitative research in the U.S.
18. The most important factor in the quality of traditional face-to-face focus group research is
the skill of the moderator.
19. The Internet is proving to be a very effective tool to recruit focus group participants with
defined demographic and behavioral composition.
20. A key factor in the increase of online panel research is the declining response rates of
telephone interviews.