Multiple Choice Answers

Question 1 Which is NOT an Internet-related benefit for business researchers? A. The ability to gather related information across a wide array of sources B. The ability to rely on a single data source C. The ability to upgrade knowledge bases rapidly D. The ability to use Internet technology to integrate the results of market research with decision-making processes

Question 2 Internet business research activities and benefits are generally: A. profit-oriented. B. news-oriented. C. problem-oriented. D. intelligence-oriented.

Question 3 Which of the following is an internal data source? A. A customer service report B. An online survey C. A database of competitor profiles D. A list of industry patents

Question 4 The Internet’s role in developing internal and external data sources includes: A. providing its own input. B. making decisions based on its output. C. interpreting the information it receives. D. collecting, organizing, and storing data and information.

Question 5 The first stage in the business research process is: A. data collection. B. plan development. C. diagnostic. D. defining the question.

Question 6 The first purchase momentum is calculated during the __________ stage. A. diagnostic B. data collection C. data analysis D. plan development

Question 7 The complexity of the data on the Internet and the fast pace of online commercial activity have made which of the following decisions regarding the business research framework valuable? A. Gathering primary data over secondary data B. Conducting qualitative research instead of quantitative C. Having an outside research firm conduct the research instead of conducting it within the company D. Relying more on internal data sources than external

Question 8 __________ is the use of often-sophisticated software tools to elicit patterns and impose order on sets of information. A. Sampling B. Web analytics software C. Listserv D. Data mining

Question 9 In the Runkel and McGrath framework, Internet-based data are classified according to: A. whether they are descriptive, diagnostic, or predictive. B. whether they are primary or secondary. C. whether the source of the data was aware and who collected the data D. whether the data was collected for product-centered or competition-centered decision making.

Question 10 Analyzing the contents of online “shopping carts” is an example of which class of Internet-based data sources? A. Respondent unaware B. Researcher hidden C. Recorder archival D. Respondent aware

Question 11 One way the author of this textbook recommends to effectively manage credibility concerns with online information is to: A. only visit Internet sites that are recommended by your superiors. B. only use information from sites that are regulated by the FCC. C. combine online and offline aspects of business research. D. combine primary and secondary information sources.

Question 12 Which of the following online research activities endangers a respondent’s privacy? A. Focus groups B. Online surveys C. Listservs D. E-mail

Question 13 Which of the following is NOT a content-related role of commercial Web sites? A. Disabling transactions B. Building a corporate image C. Managing customer relationships D. Building brands

Question 14 Transaction-based sites include which of the following? A. Sites that give customers detailed information about the corporation’s strategic focus B. Sites that provide FAQs, online manuals, and live customer support C. Sites that allow consumers to buy goods and services via the Internet D. Sites that inform customers about product rollouts and promotions

Question 15 Chat room and bulletin board links on a corporation’s home page are examples of which of the following online content-related sources? A. Company-created B. Customer-created C. Government-created D. Competitor-created

Question 16 A downside to customer word-of-mouth as an established source of online Web page content is: A. the potential for the “halo effect.” B. the lack of control that the organization can have over the content. C. the potential for the content to be syndicated. D. the unpredictability of the content.

Question 17 A __________ file offers access to the user in real-time. A. virtual B. plug-in C. downloadable D. streaming

Question 18 FAQs, games, customer support, and sweepstakes are examples of: A. interactive Web page content. B. streaming audio/video files. C. three-dimensional automations. D. plug-ins.

Question 19 Which of the following products available on the Internet is least likely to change the product strategy decision making of its parent company? A. MPEGs B. Internet service providers C. Online books D. iTunes

Question 20 Online shopping agents most directly affect which of the following business activities? A. Procurement B. Pricing C. Marketing D. Distribution