MULTIPLE CHOICE QUESTIONS

1. Data collected in Marketing Analytics can be useful for better

understanding of:

a) Consumer Perception
b) Consumer Behavior
c) Consumer Attitude
d) Consumer Interest

2. Which online metrics collection method involves analyses of pages and

content downloaded from a website to a user’s browser?

a) Panel and Demographic data

b) Online Survey
c) Browser Based Web Analytics
d) Server based log file analyses

3. Which online metric collection method involves gaining direct user

feedback on a website?

a) Panel and Demographic data

b) Online Survey
c) Server based log file analyses
d) Browser based Web Analytics

4. Exploratory research refers to which of the following

a) To gather preliminary information that will help define the problem and suggest
hypothesis
b) To gather 100 % correct information that will help to define the problem and lead to a
definitive decision
c) Aims to describe who buy the product
d) None
5. Which ONE of the following is based on user-generated media, mainly
investigating earned media?
a) Web Analytics
b) Social Media Monitoring
c) Log file analyses
d) Web Counters

6. The objectives for web analytics are likely to concern:

a) Facebook Messages
b) Personal Blog Activity
c) Social Media ROI
d) Measurement of web site performance

7. Which of these extracts’ information from user generated content for

further scrutiny?
a) Java Script Tagging
b) A/B Testing
c) Web-scrapping software
d) MROC

8. Pick the odd one out

a) Share of Conversation
b) Bounce rate
c) Impressions
d) Visitors

9. Which ONE of the following is mainly used in Web Analytics and is free of
charge?
a) Google Analytics
b) Radian 6
c) Alteran SM2
d) Social Radar

10. The focus of web analytics is to understand the

a) User of a site
b) User behavior
c) User Activities
d) All of the Above
11. Which of the following method used to identify user sessions?
a) IP Address
b) Authenticated user
c) User agent
d) All of the above

12. Publishing ads through Facebook would fall under which media type?
a) Owned Media
b) Social Media
c) Paid Media
d) None

13. An example of Structured Data is

a) Age Information
b) Customer Complaint Reason
c) Customer reviews
d) Pictures of the goods/services

14. Metrics used for tracking such as Clickstream, click through rate (CTR)
and Stickiness comes under which component of Web Analytics
a) User Experience
b) User Behavior
c) Outcome
d) None

15. Which one of the following can be classified as unstructured data?

a) Age
b) Image/video
c) Both (a) and (b)
d) None of the Above
ANSWERS
1B
2D
3B
4A
5B
6D
7C
8A
9A
10 D
11 D
12 C
13 A
14 B
15 B