Question 01

This course lasts for ___ weeks.

Answer
4

Explanation
This course lasts for 4 weeks, though if you get a late start, you can go back and review
the weeks you have missed. Everyone, however, must finish the class on time.

Question 02
I am required to purchase a textbook for this course.

Answer
False

Explanation
There is no required textbook for this course. For more information about a
recommended textbook, see the Syllabus.

Question 03
Which of the following activities are required each week? Check all that apply.

Answer

 Quiz
 Lectures

Explanation
Only watching the lectures and completing the quiz is required each week. In-lecture
questions are optional, but recommended.

Question 04
The following tools will help me use the discussion forums:

Answer
All of the other options are correct.

Explanation

 "Up-voting" posts that are thoughtful, interesting, or helpful.

 "Tagging" my posts with keywords other students might use in searching the
forums.
 Subscribing to any forums that are particularly interesting to me.
In fact, all of these tools and more will help the forums be of better use to you.
Keep in mind that there are literally thousands of other students taking this class,
so this is your chance to share ideas and dialog with other like-minded
individuals.

Question 05
If I have a problem in the course I should:

Answer
Report it to the Learner Help Center (if the problem is technical) or to the Content Issues
forum (if the problem is an error in the course materials).

Explanation
Due to the very large number of students enrolled in this course, the instructor is not
able to answer emails sent directly to his account. Rather, all issues should be reported
to either the Learner Help Center or to the Content Issues forum, as described on the
Syllabus.
1.
Question 1
There are two types of marketing research; Formal and informal. Between these two, ________ marketing
research requires dedicated resources and expertise.

1 point

Formal

Informal

2.
Question 2
Which of the following is NOT secondary data?

1 point

Social demographic data

Economic indicators

Financial trends

Focus group interview data

3.
Question 3
Which of the following is NOT a quantitative method?

1 point

Interviews

Experiments

Big-data Analysis

4.
Question 4
Determining your relative position in a given market is important because it helps you understand your
self-identity. Which of the following questions could help you assess your position in a given market?

1 point
What other products or brands your target customers would think of when they see an ad from your
brand?

Does your company have a positive media coverage?

How big is your marketing budget?

Do you prefer to manage your digital campaigns in-house or by an agency?

5.
Question 5
Even though Johari Window is an analysis widely used in self-help, it can be a useful strategy for businesses
to assess their image. Among four window-panes, the _______ represents those characteristics and
qualities that are known and agreed upon by oneself and their peers.

1 point

Hidden pane

Blind spot

Open

6.
Question 6
Which of the following is NOT included in a marketing funnel?

1 point

Stages of awareness

Purchase

Operations

7.
Question 7
TRUE or FALSE: In the digital era, consumers are ignorant and uninformed before they enter the marketing
funnel.

1 point

True
False

8.
Question 8
TRUE or FALSE: In digital era, it is better for your search ad to be explicitly persuasive, but not clear or
informative.

1 point

True

False

9.
Question 9
Which of the following is NOT an example of a company's owned media?

1 point

The company’s website

The company's social media pages

A weekly blog maintained by the company’s marketing team

Product reviews

10.
Question 10
TRUE or FALSE: Businesses can directly target potential customers via emails, text messages, mobile apps,
and search engines.

1 point

True

False

11.
Question 11
Which of the following is NOT a quality that makes up a good UX (user experience)?

1 point
Findability

Accessibility

Desirability

Viability

12.
Question 12
TRUE or FALSE: Experts encourage advertisers to develop web ads first, followed by mobile ads.

1 point

True

False