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Q:
A metasearch engine is
A) a highly specialized directory that focuses on a specific subject matter area.
B) a search engine that examines only newsgroup messages.
C) a type of aggregator that offers subscribers all-day information on their desktops.
D) a special type of engine that searches several search engines at once.
E) an online compilation of newspapers, magazines, and journals.
Q:
A web directory differs from a search engine in that
A) it doesn't include Usenet newsgroups.
B) it doesn't provide as precise results as a search engine.
C) human editors find and index the websites to include.
D) it usually locates more sites than a search engine.
E) it offers the most recent articles first.
Q:
In evaluating material you have gathered for a report, you should
A) assume those who've written the material are credible.
B) shun information with any hint of bias because such information is inherently unethical.
C) check to make sure you're using the most current information available.
D) avoid using government documents.
E) use only information that supports your intended recommendation.
Q:
Sources of secondary information include
A) first-hand observation.
B) in-person interviews.
C) newspapers and periodicals.
D) experiments.
E) focus group observations
Q:
Which of the following represents the idea that you can use other people's work if you don't unfairly prevent them from benefiting?
B) Citation management
C) Enterprise search engines
D) Secondary data
E) Fair use doctrine
Answer: E
Q:
Which type of information does NOT need to be cited?
A) Conversations with experts
B) Google search results
C) Common knowledge
D) Anything paraphrased or summarized
E) Ideas taken from someone else
Q:
Which of the following is used to search all the computers on a company's network?
A) Mobile surveys
B) Web directories
C) NAICS codes
D) Metasearch engines
E) Enterprise search engines
Q:
Documenting the sources that you use in your writing
A) properly and ethically credits the person who created the original material.
B) shows the audience that you have sufficient support for your message.
C) helps readers explore your topic in more detail.
D) all of the above.
Q:
Which of the following can be done if a search-engine query is not generating enough results, or too many results?
A) Only look at the first page of results
B) Use consistent terms for the search
C) Switch to an enterprise search engine
D) Adjust the scope of the search
E) Use a different database
Q:
Possible uses of online monitoring tools include all of the following EXCEPT
A) subscribing to newsfeeds from blogs and websites.
B) following people on Twitter and other microblogs.
C) entering key terms into general-purpose search engines.
D) setting up alerts on search engines and online databases.
Q:
Which of the following is one of the most powerful aspects of using online tools when conducting research?
A) The flood of information received from monitoring tools
B) The ability to automatically monitor for new information
C) The ability to access the deep web
D) The human editors who place information from websites into web directories
E) The ability to avoid a metasearch
Q:
Which of the following will format search requests for multiple search engines, creating a broader range of results?
A) Metasearch engines
B) Web directories
C) Librarians
D) Enterprise search engines
E) Online databases
Q:
Which of the following is one of the primary shortcomings of conventional search engines?
A) There are billions of webpages that must be scanned to achieve accurate results
B) Results are based on algorithms that determine the relevancy of results
C) Searches are conducted based on keywords and phrases
D) Results are often ranked by date of publication
E) Humans do not evaluate the quality or ranking of results
Q:
Which of the following is the surest way to verify the reliability of information from a new or unknown source?
A) Look for bias in the writing
B) Determine the purpose of the material
C) Decide if the author is known and published in a variety of fields
D) Corroborate the information with other sources
E) Determine how well the material fits the goals of the research
Q:
Which of the following should be considered when determining how accurate and objective information is?
A) How unique the information is
B) Whether the information is new, and therefore the most current available
C) The sources' reputation for honesty and reliability
D) Whether the information used for another purpose will support the goals of the research
E) How easy it is to understand the material
Q:
Which of the following is NOT true of conventional search engines?
A) They travel the web automatically, identifying new websites.
B) They access the deep Internet or hidden Internet.
C) They return to previously identified websites to look for changes.
D) Not all search engines operate in the same way.
Q:
Which of the following is an advantage of using social media sites as a source of information?
A) They provide insight from all known experts in the field
B) They are backed by fact checkers like those used in traditional publishing
C) They are edited by editorial boards for accuracy
D) They always provide information that is accurate, objective, and current
E) They can provide unique and valuable insights not available elsewhere
Q:
Regarding the five-step research process, the planning step includes all of the following elements EXCEPT
A) developing a problem statement.
B) prioritizing research needs.
C) documenting your sources.
D) maintaining standards of ethics and etiquette.
Q:
Which of the following best defines primary research?
A) Research that was done for a previous project
B) Research done for another purpose but used for a current project
C) New research done specifically for a current project
D) Research done from a corporate website
E) Research that has not been previously placed on the Internet
Q:
Which of the following is an advantage of using secondary research?
A) You can determine how others feel about the issue
B) It can save time and money
C) You can skew data to fit your needs
D) There are no intellectual property rights to worry about
E) You never have to pay to access the data
Q:
Which of the following refers to research previously done for other purposes?
A) Secondary research
B) Database research
C) Intellectual property
D) Sugging
E) Primary research
Q:
Within the context of the research process, what are information gaps?
Q:
Discuss how to familiarize yourself with your research subject to better define the purpose of your research.
Q:
List three guidelines to follow in order to avoid ethical lapses when conducting research.
Q:
List in order each part of the five-step research process that will help you gather and use information efficiently.
Q:
Explain why it is important to prioritize your research needs early in the process of conducting business research.
Q:
The difference between primary sources and secondary sources is that primary sources are those you create specifically for your project.
Q:
Businesses believe they have a right to protect confidential information from competitors.
Q:
A problem statement
A) outlines all the potential drawbacks of your research.
B) defines the purpose of your research.
C) is an unsupportable claim or assertion.
D) should be long and complex.
E) identifies your conclusions and recommendations.
Q:
At the beginning of a research project, you need to
A) develop a formal outline you plan to stick to throughout your researching and writing.
B) familiarize yourself with the subject.
C) jump in by finding resources on the Internet and taking notes from them.
D) develop the conclusion you want to reach and start looking for evidence that supports that conclusion.
E) conduct an Internet search to determine areas to investigate.
Q:
Which of the following will help to save time and money when conducting research?
A) Use only primary research
B) Limit your search to major news outlets
C) Prioritize your research needs
D) Research each source's credibility before looking at any data
E) Limit the amount of research used
Q:
Based on the problem statement, how can you determine what specific information will need to be found?
A) Conduct a preliminary web search to identify topics
B) Look for specific gaps in your information
C) Identify the concepts that can be supported based on current research
D) Conduct a series of secondary research searches
E) Conduct primary research to determine the audience's level of understanding
Q:
Which of the following should be included in a problem statement?
A) The decision or conclusion that is the focus of the research
B) The scope of the project
C) The potential recommendations that will be proven
D) The probable response of the audience
E) The specific information you need to find
Q:
Which of the following is an ethical lapse when handling sources?
A) Respecting the privacy of research participants
B) Documenting sources and giving appropriate credit
C) Respecting intellectual and digital property rights
D) Extracting more from sources than they actually provide
E) Specifically stating the intended use of research results
Q:
How can you avoid ethical lapses when conducting research?
A) Share sources of confidential information
B) Don't force outcomes by skewing research
C) Do not cite sources unless asked to do so
D) Use only online sources to improve the business process
E) Only use areas of the research that support your goals
Q:
Which of the following is the first step in an efficient, effective research process?
A) Understand the subject to develop insightful questions
B) Search for areas with critical gaps in data
C) Conduct a general online search and redefine it after reviewing results
D) Use a variety of search terms
E) Enter keywords into a search engine to search corporate sites
Q:
An ethical persuasive argument
A) is a contradiction in terms.
B) focuses on how the audience's actions will benefit the sender.
C) includes any evidence the sender can come up with, whether or not it's relevant.
D) focuses on being both truthful and non-deceptive.
E) is required by law.
Q:
Unlike more traditional promotional messages, those written for social media
A) are less interactive.
B) enable companies to engage in conversations about their products and services.
C) allow for less transparency and openness with customers.
D) save money by allowing companies to rely on the news media to distribute important messages.
E) are more likely to violate ethics policies.
Q:
Marketers use ________ to track the online behavior of website visitors and serve up ads based on what their interests appear to be.
A) cyber stalking
B) crowdsourcing
C) social convergence
D) behavioral targeting
E) demographics
Q:
Using the AIDA approach with social media
A) requires the same steps as the AIDA approach with conventional media.
B) does not work at all.
C) requires a different, more interactive approach.
D) requires a more rigid approach.
E) is unethical.
Q:
Which of the following is the outcome of failing to fulfill an offer you made in a marketing or sales message?
A) Breach of contract
B) Invasion of privacy
C) Implied endorsements
D) Ethical lapse
E) Lack of etiquette
Q:
Which of the following is the process of trying to attract buyers with a product you don't intend to sell, then offering them a different product in its place?
A) Remarketing
B) Opt-ins
C) Permission marketing
D) Behavioral targeting
E) Bait and switch
Q:
Which of the follow are claims that are NOT explicitly made, but can be inferred from what is or is not said?
A) Behavioral targeting
B) Implied
C) Invasion of privacy
D) Opt-in email newsletters
E) Remarketing
Q:
Which of the following tracks the online behavior of website visitors and delivers advertising based on what the user appears to be interested in?
A) Behavioral targeting
B) Spam
C) The Federal Trade Commission
D) Remarketing
E) Implied claims
Q:
How do ethical businesspeople generally view the concept of persuasion?
A) As a way to show concern for the audience
B) As a way to incorporate the "you" attitude in the marketing message
C) As a way to increase the ramifications of marketing and sales message
D) As a way to avoid the complexities of promotional communication
E) As a way to align their interests with what is best for the audience
Q:
Briefly explain the difference between selling points and benefits, and then give an example of each.
Q:
How should your approach to the AIDA plan shift when developing marketing messages for social media?
Q:
If potential customers are likely to object to the price of your product or service, what can you do?
Q:
Because using a mobile device is so convenient, most mobile users aren't pressed for time; so, they enjoy receiving intricate promotional messages.
Q:
Few smartphone users get shopping-related information on their devices.
Q:
Marketing and sales messages for social media should have the same focus as other marketing messages that follow the AIDA plan.
Q:
Marketers are still waiting for mobile advertising and mobile commerce to gain traction with smartphone users.
Q:
Successful marketing and sales messages match the product's selling points to the audience's primary needs or emotional concerns.
Q:
Which of the following would NOT be an effective technique for gaining audience attention in sales messages?
A) Offering an exciting product benefit
B) Encouraging people to place an order
C) Offering a unique solution to a common problem
D) Appealing to people's emotions
Q:
The benefits of a product can be
A) practical but not emotional.
B) emotional but short term.
C) both practical and/or emotional.
D) neither practical nor emotional.
E) short term but not practical
Q:
________ are the particular advantages that purchasers will realize from the features of a product.
A) Benefits
B) Optimizations
C) Utilization points
D) Selling points
E) Rewards
Q:
________ take potential customers through the purchasing process without asking for an immediate purchase decision.
A) Marketing messages
B) Sales messages
C) Mission statements
D) Business previews
E) Direct messages
Q:
Conventional marketing or sales messages begin with an effort to gain the audience's
A) attention.
B) money.
C) interest.
D) cooperation.
E) support.
Q:
________ are the most common form of content marketing in the mobile arena.
A) Blog posts
B) Search-engine results
C) Downloadable coupons
D) Mobile-optimized videos
E) Embedded links
Q:
The desire phase of a conventional marketing or sales message should
A) cut through "the clutter" to get your audience's attention.
B) offer just enough information to build interest in the product or service.
C) expand on your explanation of how the product or service will benefit the audience.
D) include a persuasive call to action.
E) offer discounts and premiums if the item is bought right now.
Q:
If price is one of your strong selling points, you should
A) mention special offers, such as volume discounts, before actually stating the price.
B) decrease the perception that the price is high.
C) break the total price into smaller units.
D) give the price a place of prominence in the message.
E) mention the price as often as you can, preferably in each paragraph.
Q:
Successful marketing and sales messages begin with
A) an understanding of audience needs.
B) an awesome marketing campaign.
C) a persuasive call to action.
D) an all-out effort to recruit marketing personnel.
E) a list of benefits.
Q:
In marketing and sales messages, the best way to handle potential objections is to
A) avoid mentioning them.
B) identify them up front and try to address as many as you can.
C) explain why the objections aren't really important.
D) suggest that anyone who has them simply needs to do more research.
E) include a fact sheet with a message that addresses potential objections.
Q:
If you're marketing a new security system to an audience of wealthy professionals, the consumer benefit you would most want to emphasize is
A) protection of the consumer's property.
B) the low cost of the system.
C) the low monthly payments for the service.
D) easy, do-it-yourself installation.
E) attractiveness and design features.
Q:
Whereas ________ focus on what the product does, ________ focus on what the user experiences or gains.
A) wants; needs
B) selling points; benefits
C) benefits; selling points
D) actionable features; desirable benefits
E) wants, selling points
Q:
When you're writing promotional messages for social media, use ________ to initiate and facilitate discussions in your networked community.
A) traditional promotions
B) bait-and-switch tactics
C) conversation marketing
D) opt-in scenarios
E) banner ads and embedded links
Q:
A ________ helps a potential buyer move through the purchasing process without having to make an immediate decision; a ________ encourages a potential buyer to make a purchase decision immediately.
A) marketing message; product push
B) measured response; content quotient
C) persuasive appeal; purchase message
D) marketing message; sales message
E) persuasive appeal; product push
Q:
In marketing and sales messages, what is the primary difference between selling points and benefits?
A) Selling points are positive whereas benefits are not
B) Selling points focus on the user rather than the product
C) Selling points focus on the product rather than the user
D) Selling points focus on price compared to quality
E) Selling points are emphasized only when the product is compared to the competition
Q:
Which of the following is a key strategy to keep in mind when creating messages for mobile marketing?
A) Include video links whenever possible
B) Use words that have negative connotations to generate interest
C) Recognize that viewers spend more time on mobile ads
D) Keep the messages short and simple
E) Align the audience's interest with what is best for the company
Q:
Who are considered to be the most enthusiastic fans of your company and its products?
A) Product champions
B) Conversational marketing experts
C) Journalists
D) Communities of customers
E) Bloggers
Q:
Which of the following is the key of a successful call to action when using the AIDA model?
A) Including testimonials from satisfied users
B) Making it as easy and risk-free as possible
C) Identifying industry experts
D) Offering free samples or discounts
E) Including a money-back guarantee
Q:
Which of the following best describes the key selling points of a product?
A) The practical advantages of purchasing a product
B) The emotional advantages of a product
C) The anticipation of using a product
D) The emotional attachment of the product
E) The product's most attractive feature
Q:
Which of the following is the primary function of a marketing message?
A) Encouraging potential buyers to make immediate purchase decisions
B) Assessing the needs of the audience to gauge interest in a product or service
C) Identifying which combination of logical and emotional appeals is most productive
D) Moving potential buyers through the purchasing process without making an immediate decision
E) Asking potential buyers to buy a specific product or service
Q:
If you're called upon to create marketing or sales messages for mobile commerce, what two things should you keep in mind?
Q:
Discuss ways to develop a good persuasive claim.
Q:
When your AIDA message uses an indirect approach and is delivered by email, what are two challenges to keep in mind as you write the subject line?
Q:
Compare and contrast marketing messages and sales messages.
Q:
Discuss the role of emotional and logical appeals in persuasive messages.
Q:
Discuss the four sections of the AIDA model for persuasive messages.
Q:
Explain how to balance emotional appeals and logical appeals to persuade an audience.