Question 1

Which of the following is appropriate when designing a usability test?

Accepted Answer

A) Restricting participants to only selected pages on the site. 
B) Requiring a random sample of the Internet-using population. 
C) Asking participants to perform specific tasks on the site. 
A) Restricting participants to only selected pages on the site. 
B) Requiring a random sample of the Internet-using population. 
C) Asking participants to perform specific tasks on the site.

Question 2

A site that is partly or fully functioning but that has not yet been released to the public is called a:

Accepted Answer

A) concept site. 
B) model. 
C) prototype. 
A) concept site. 
B) model. 
C) prototype.

Question 3

Path analysis metrics are important:

Accepted Answer

A) to marketers who need to understand how their advertising programs are working. 
B) to marketers who need to understand how visitors are using the site. 
C) to IT technicians who need to understand which pages are most used. 
A) to marketers who need to understand how their advertising programs are working. 
B) to marketers who need to understand how visitors are using the site. 
C) to IT technicians who need to understand which pages are most used.

Question 4

________ is a summary display of metrics data for the marketer's desktop.

Accepted Answer

A) Top-line 
B) Dashboard 
C) Report 
A) Top-line 
B) Dashboard 
C) Report

Question 5

One of the important priorities of the Papa Gino's metrics program described in the text was:

Accepted Answer

A) improve the effectiveness of their email marketing. 
B) redesign their website. 
C) collect data about pizza topping preferences. 
A) improve the effectiveness of their email marketing. 
B) redesign their website. 
C) collect data about pizza topping preferences.

Question 6

Which of the following is a true statement about the nature of participants in a usability test?

Accepted Answer

A) Participants need to have a high level of computer expertise. 
B) Fifteen participants can identify virtually all the usability problems. 
C) A large sample is required. 
A) Participants need to have a high level of computer expertise. 
B) Fifteen participants can identify virtually all the usability problems. 
C) A large sample is required.

Question 7

It is important that marketers take a technical perspective in assessing website usability.

Accepted Answer

A) True 
 B)False

Question 8

Panel data allows marketers to obtain Internet usage data from identified users.

Accepted Answer

A) True 
 B)False

Question 9

The primary purpose of a usability test is to:

Accepted Answer

A) ensure that the site works properly to assure good customer experience. 
B) give programmers the data they need to produce a usable site. 
C) help marketers estimate the volume of sales the site will produce. 
A) ensure that the site works properly to assure good customer experience. 
B) give programmers the data they need to produce a usable site. 
C) help marketers estimate the volume of sales the site will produce.

Question 10

Hits are the most useful of the Internet metrics.

Accepted Answer

A) True 
 B)False

Question 11

Site performance data provides a key set of metrics for IT technicians to use in assessing the success of their programs.

Accepted Answer

A) True 
 B)False

Question 12

A commercial metrics platform identifies KPIs for each customer.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is a true statement about tagged web pages?

Accepted Answer

A) The user must give permission to have web pages tagged. 
B) The marketer can turn tagged pages off and on at will. 
C) Neither of the above. 
A) The user must give permission to have web pages tagged. 
B) The marketer can turn tagged pages off and on at will. 
C) Neither of the above.

Question 14

Tagged web pages and cookies work together to:

Accepted Answer

A) produce useful metrics for marketers. 
B) ensure efficient site performance. 
C) they don't work together. 
A) produce useful metrics for marketers. 
B) ensure efficient site performance. 
C) they don't work together.

Question 15

Mobile marketing websites produce essentially the same types of metrics as traditional websites.

Accepted Answer

A) True 
 B)False

Question 16

It is important for marketers to use objectives to guide their selection of relevant metrics.Discuss in detail the meaning and implications of this statement.

Accepted Answer

This question is intended to get student

Question 17

Enterprise metrics include traffic, audience and campaign metrics.

Accepted Answer

A) True 
 B)False

Question 18

A tag is a small piece of code that allows marketers to track visitor's movement from one page to another.

Accepted Answer

A) True 
 B)False

Question 19

Tagged pages and cookies work together to produce useful metrics for the marketer.

Accepted Answer

A) True 
 B)False

Question 20

A cookie is a few lines of computer code that is placed on the user's computer.

Accepted Answer

A) True 
 B)False

Which of the following is appropriate when designing a usability test?

A site that is partly or fully functioning but that has not yet been released to the public is called a:

Path analysis metrics are important:

________ is a summary display of metrics data for the marketer's desktop.

One of the important priorities of the Papa Gino's metrics program described in the text was:

Which of the following is a true statement about the nature of participants in a usability test?

It is important that marketers take a technical perspective in assessing website usability.

Panel data allows marketers to obtain Internet usage data from identified users.

The primary purpose of a usability test is to:

Hits are the most useful of the Internet metrics.

Site performance data provides a key set of metrics for IT technicians to use in assessing the success of their programs.

A commercial metrics platform identifies KPIs for each customer.

Which of the following is a true statement about tagged web pages?

Tagged web pages and cookies work together to:

Mobile marketing websites produce essentially the same types of metrics as traditional websites.

It is important for marketers to use objectives to guide their selection of relevant metrics.Discuss in detail the meaning and implications of this statement.

Enterprise metrics include traffic, audience and campaign metrics.

A tag is a small piece of code that allows marketers to track visitor's movement from one page to another.

Tagged pages and cookies work together to produce useful metrics for the marketer.

A cookie is a few lines of computer code that is placed on the user's computer.

Internet Marketing As Part of the Marketing Communications Mix

The Internet Value Chain

Business Models and Strategies

The Direct Response and Database Foundations of Internet Marketing

Online Branding and Video Marketing

Display Advertising and Other Customer Acquisition Techniques

Email Marketing to Build Consumer and Business Relationships

Search Marketing: Seo and PPC

Social Media Marketing

Lead Generation and Conversion in B2B Markets

Customer Relationship Development and Retention Marketing

Developing and Maintaining Effective Websites

Customer Service and Support in Web Space

Social and Regulatory Issues: Privacy, Security, and Intellectual Property

Mobile Marketing and Related Developments

Filters

Exam 14: Measuring and Evaluating Web Marketing Programs

Which of the following is appropriate when designing a usability test?

A site that is partly or fully functioning but that has not yet been released to the public is called a:

Path analysis metrics are important:

________ is a summary display of metrics data for the marketer's desktop.

One of the important priorities of the Papa Gino's metrics program described in the text was:

Which of the following is a true statement about the nature of participants in a usability test?

It is important that marketers take a technical perspective in assessing website usability.

Panel data allows marketers to obtain Internet usage data from identified users.

The primary purpose of a usability test is to:

Hits are the most useful of the Internet metrics.

Site performance data provides a key set of metrics for IT technicians to use in assessing the success of their programs.

A commercial metrics platform identifies KPIs for each customer.

Which of the following is a true statement about tagged web pages?

Tagged web pages and cookies work together to:

Mobile marketing websites produce essentially the same types of metrics as traditional websites.

It is important for marketers to use objectives to guide their selection of relevant metrics.Discuss in detail the meaning and implications of this statement.

Enterprise metrics include traffic, audience and campaign metrics.

A tag is a small piece of code that allows marketers to track visitor's movement from one page to another.

Tagged pages and cookies work together to produce useful metrics for the marketer.

A cookie is a few lines of computer code that is placed on the user's computer.

Internet Marketing As Part of the Marketing Communications Mix

The Internet Value Chain

Business Models and Strategies

The Direct Response and Database Foundations of Internet Marketing

Online Branding and Video Marketing

Display Advertising and Other Customer Acquisition Techniques

Email Marketing to Build Consumer and Business Relationships

Search Marketing: Seo and PPC

Social Media Marketing

Lead Generation and Conversion in B2B Markets

Customer Relationship Development and Retention Marketing

Developing and Maintaining Effective Websites

Customer Service and Support in Web Space

Social and Regulatory Issues: Privacy, Security, and Intellectual Property

Mobile Marketing and Related Developments

Filters