Oxford University Press | Online Resource Centre

Choose your answers from a-d by clicking the radio button next to each choice and then press 'Submit' to get your score.

Question 1

Initially, the dominant reason for entrepreneurs going 'online' was for:

a) Selling

b) Company prestige

c) Competitor Analysis

d) Information Gathering

Question 2

A primary objective of marketing research is to:

a) Enhance the quality of decision-making by marketing managers

b) Reduce business risk

c) Get to market quicker

d) Understand consumer behaviour

Question 3

In the European Business Information sector, LexisNexis is classed as:

a) Market Research company

b) News aggregator

c) Economic data provider

d) Company Information Provider

Question 4

Mohammed et al. suggest that three issues typically shape the terms of reference in online marketing:

a) Anticipated, Emergent and opportunity based change

b) Speed, cost and accuracy

c) Sample population, media platforms and Internet access

d) Research agencies, SMART objectives and Client expectations.

Question 5

McDaniel and Gates describe database creation from a web site as a 'Marketer's dream' because:

a) The use of cookies for data capture

b) Speed and efficiency offered

c) Software development

d) Access to customer behaviour is more complete online than in the physical world

Question 6

In simple terms, 'The Invisible web' refers to:

a) Web pages with broken links

b) Web pages indexed by a subject specialism

c) Pages indexed by search engine spiders

d) Information unavailable by ordinary search terms and queries

Question 7

A fundamental problem with the completion of e-mail questionnaires as identified by Strauss et al, is:

a) Frustration by slow download speeds

b) Respondents limited technical competence

c) Poor visual interest

d) Access to representative samples

Question 8

A fundamental factor in the growth of online surveys has been:

a) The use of pop-up surveys

b) The growth and acceptance of self-administered questionnaires (SAQ's)

c) In-house questionnaire design expertise

d) Fewer respondent completion errors

Question 9

The recommended number of participants in an online focus group is:

a) 4

b) 6

c) 9

d) 10

Question 10

With regard to online sampling issues, coverage error refers to when:

a) Survey results lack accuracy, often due to the size of the sample

b) Selected respondents do not participate in the survey and their absence impacts upon the survey results

c) Question and other survey design and mode issues may produce bias

d) The sample frame is not representative of the whole population.

Oxford University Press, Online Resource Centre, Chapter 04.

Chapter 04

Instructions