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general internet marketing & marketing research questions

1. Online Marketing resources enhance internal company communications by?
-Letting employees say what they want, when they want anonymity
-Completly eliminating the need for face to face meetings
-introducing humor through cartoons and jokes
-Bringing back the art of correspondence

2. The essence of buyer benefits for a particular product or service can be communicated by creating a memorable?
-Infomercial
-Positioning line that can be delivered in an advertisement
-Full page newspaper ad
-Consumer report to be mailed to potential buyers

3. The most widely used application on the internet is?
-the WWW
-telnet
-news groups
-email

4. There are 2 main types of commerce on the internet, they are?
-Business to consumer and government
-international and intrastate
-government and fortune 500 companies
-business to consumer and business to business

5. If you are going to build your own web storefront using virtual store building software or some other software tool, a good (free) place to look for curent information is?
-in the yellow pages
-the public library periodicals section
-in the general business press
-Web developer news (www.internetnews.com)

6. It is concievable that the internet could prove to be the most effective sales tool since the telephone because it allows?
-nice pictures of products
-paper forms to be transmitted to sellers
-a more personal way to do business
-companies to reach millions of potential customers quickly and cheaply

7. According to a recent Jupiter survey of user perceptions, the majority of residents with houshold internet access in Britain, France and Germany report their understanding of the internet to be?
-Good
-Total and complete
-Moderate
-Limited, poor or nonexistent

8. When considering copyright issues, the Fair use act provides for?
-A solution to the dilemma such copyright issues on the Net
-The free use of small portions of copyrighted material for educational purposes
-the protection of intellectual property rights online
-applies only to text, not graphics

9. A marketing firm launched a major advertising campaign to position their brand as superior to its competitors. After the campaign had run for 6 months, the marketing team wanted to use marketing reseach to determine if they had acheived their objective. Which of the functions of marketing reseach is carried out by the firm?
-Development of marketing actions
-Identification of marketing problems
-Refinement of marketing actions
-Evaluation of marketing actions

10. An In depth interview?
-Is an extended contact with a natural setting, but without participation by the reseacher
-asks a subject a set of semi-structured questios in a face to face setting
-has a higher liklihood of participants responding in a socially desireable manner
-Is a formalized process of bringing a small group together for a discussion on a particular topic.

11. Nancy was told by her reseach manager that people preffered red colored toasters over blue toasters. When Nancy asked for the ratio of Red vs Blue preferene subjects, she was told that the inference could not be drawn from the data collected. This problem is an illustration of?
-Budget limitation
-Task Difficulty
-Data Generalization
-Data precision

12. External Validity?
-Exists when the research design accurately identifies casual relationships
-refers to the extent to which a casual relationship found in a study can be expected to be true fothe entire defined target population.
-can be threatened by selection bias
-refers to the degree that the design and its procedures can be replaced and achieves similar conclusions about hypothosized relationships.

13. Which of the following statements is true regarding interval scales?
-They can measure absolute differenes between scale points
-The standard deviation cannot be calculated for interval scales
-They are the highest level scale
-They do not allow for comparison between measured objects

14. Which of the following measures of dispersion is/are appropriate for all the different types of scales (nominal, ordinal etc...)?
-Frequency distribution
-Range
-Standard Deviation
-Mean

16.In peer review, one seeks input from?
-People from whom the data is collected
-methodology and topic area (external) reviewers
-Policy makers who will use the study's findings to make decisions
-Managers who commision the study

17. Jane is waiting for a reseach report to prepare for her 3pm meeting. Instead of receiving the report that morning at 10am, she gets it 15 minutes before the start of the meeting. Given this short time, Jan can afford to read only one section of the report. Which of the following sections should she read to benefit the most from the report?
-Introduction
-Table of contents
-Executive Summary
-Data analysis and findings

18. A researcher wants to include some technical information about the research technique that she employed for doing the data analysis. This information is complex and fairly detailed. The best place to include this information in a report is the section on?
-Limitations
-Appendix
-Data Analysis and findings
-Research methods and procedures.

Solution Preview

Help with your study questions, to be used along with your text and other materials:

1. Online Marketing resources enhance internal company communications by?
-Letting employees say what they want, when they want anonymity
-Completly eliminating the need for face to face meetings
-introducing humor through cartoons and jokes
-Bringing back the art of correspondence <--------- this is correct. We would use this to increase the productivity of communication, which will happen through an increase in correspondence.

2. The essence of buyer benefits for a particular product or service can be communicated by creating a memorable?
-Infomercial
-Positioning line that can be delivered in an advertisement <------ this would be the most effective means to create a memorable campaign.
-Full page newspaper ad
-Consumer report to be mailed to potential buyers

3. The most widely used application on the internet is?
-the WWW
-telnet
-news groups
-email <---------- email is by far the most commonly used application for all virtually all internet users.

4. There are 2 main types of commerce on the internet, they are?
-Business to consumer and government
-international and intrastate
-government and fortune 500 companies
-business to consumer and business to business <---------- this is correct and it is abbreviated B2B and B2C.

5. If you are going to build your own web storefront using virtual store building software or some other software tool, a good (free) place to look for current information is?
-in the yellow pages
-the public library periodicals section
-in the general business press
-Web developer news ...

Solution Summary

This solution provides the correct answers with explanations to the multiple choice questions listed.

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