What are some of the risks that Internet marketing researchers face?
• Sample risk - collecting info from the wrong respondents
• Content risk - asking the wrong questions
• Method risk - inappropriate research method is used or the right method is incorrectly used
• Bias risk - data are mishandled such that they are no longer reliable
• Results risk - collecting a large amount of information and not being able to make sense of it, using the wrong statistical test or misinterpreting the results
100
What are some advantages and disadvantages of online marketing research?
• Advantages
o Access to samples
o Speed and time
o Convenience
o Travel and facility costs
o Technology
o Honesty
• Disadvantages
o Not completely representative
o Technology costs
o Network/software problems
o Click away
o Dishonesty
100
Why are qualitative research results more challenging to analyze than quantitative?
• Subjectivity (hard vs soft data) - often inconsistencies between researchers
• Each interview, focus group, etc. must be analyzed individually (time, effort)
100
Why is survey research such a popular online research method?
• Cost is lower than a traditional survey
• Response rate is higher than a traditional survey
• Results are produced rapidly
• Convenience (for the respondent and the researcher)
• Insight into the survey taking process
100
What are some of the risks that Internet marketing researchers face?
• Sample risk - collecting info from the wrong respondents
• Content risk - asking the wrong questions
• Method risk - inappropriate research method is used or the right method is incorrectly used
• Bias risk - data are mishandled such that they are no longer reliable
• Results risk - collecting a large amount of information and not being able to make sense of it, using the wrong statistical test or misinterpreting the results
Why do marketers need both qualitative and quantitative research?
• Qualitative is exploratory and identifies issues that can be studied using quantitative methods (soft data)
• Quantitative research produces statistical data that can be generated to a larger population (hard data)
200
Describe how an online focus group is conducted?
• Recruited through email/pop-up online intercepts - usually a prescreened pool of volunteers who do it for cash incentives
• Password-protected chatroom
• Online chat message board, or split-screen for text, graphics, and videos
• Real-time last 60-120 minutes
200
What is "Organic Listing"?
Organic listing - natural placement listings where top-listed sites are the ones that visitors have actually used.
200
What is "Search Engine Optimization" (SEO) ?
Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.
300
What does "Marketing Plan" means?
It's an overall blueprint for how marketing mix strategies and tactics will be implemented to satisfy customer needs and meet business goals typically over a period of one year or more
300
What is "Web Marketing Plan"?
• Web marketing plan - a detailed plan or set of instructions for how web marketing will be conducted; identifies goals, objectives, strategies, tactics, and expected performance for web marketing
300
What does "Paid Inclusion" mean?
Paid inclusion - allows advertisers to insert their url and keywords in a search engine’s database or index for a fee; listed faster and are guaranteed that their site is available in the search engine’s index for the period of the contract; does not guarantee top listing
Sponsored links - advertisers pay the search engine for every click-through on the listing; clearly identified as sponsored links on Google
300
An employee wants a method of strong authentication for his personal use. What would you recommend?
A: Certificate authority certificate
B: Personal certificate
C: Digital wallet
D: Use a Data Encryption Standard (ie:DES)
Personal certificate.
300
In order to participate in SET transactions you need?
A: Personal digital certificate
B: Server certificate
C: Public key cryptography
D: Certificate authority certificate
Server certificate.
400
What is "Web Storyboarding"?
A process that identifies what text and visual content will be contained on web pages and how the pages will be linked.
400
How can you create a search engine friendly site?
• Submit my site to search engines
• Use relevant text on page
• Use relevant title tags
• Have links to my site available elsewhere
• Do NOT use invisible text
• Do NOT ‘stuff’ meta-tags, keyword tags, etc.
Infrastructure and purchasing is the goal of what?
A: A B2B network
B: An OBI compliant B2B network
C: A High-End E-Commerce package
D: A B2C model using OTP and XML
A B2B network.
400
The No Electronic Theft(NET) Act deals mainly with what?
A: Theft of software
B: Financial gain
C: Theft of credit card numbers online
D: Export of high encryption standards
Financial gain.
500
What is "Search Engine Marketing"?
Search engine marketing - techniques such as (1) keyword management by inserting html tags in a web page to obtain top ranking in a search engine list and (2) paying for sponsorship on a search engine or for a top listing.
500
What is a "web Crawler"?
A web crawler (also known as a web spider, web robot) is a program or automated script that browses the World Wide Web in a methodical, automated manner; used by search engines to identify which pages will be listed for a particular search.
500
Certificates do which of the following?
A: Offer absolute proof of identity
B: Assists in authentication only
C: Are best for E-Comm sites for special groups
D: Offer the selective disclosure of information
Assists in authentication only.
500
In order to enable online transactions you need to perform 3 tasks. What are they?
A: Set up online merchant account
B: Prepare server & E-Commerce site
C: Purchase digital certificate
D: Install payment software
A & B & D!
Set up online merchant account.
Prepare server & E-Commerce site.
Install payment software.