1.

The market sensing process ensures that an organisation:

A. Produces goods faster than competitors
B. Stays continuously up to date with market needs, developments, and
trends
C. Focuses only on product innovation
D. Operates without using external research

2. Why are consumers in a strong bargaining position in the digital era?

A. Brands control product information tightly
B. Internet access is restricted to few consumers
C. They can compare alternatives quickly and are better informed
D. Price transparency has decreased
3. Which demographic group is most active online according to Chapter 3?
A. Older adults over 65
B. Highly educated individuals
C. Rural populations
D. Children under 12
4. The use of mobile devices for internet access primarily affects marketers by:
A. Making offline campaigns more efficient
B. Requiring mobile-optimised websites and ads
C. Reducing customer data availability
D. Eliminating the need for analytics

5. The main potential for ecommerce growth lies in:

A. Fashion and travel
B. Electronics and DIY tools
C. Food, cosmetics, and pharmaceuticals
D. Luxury goods
6. Which factor does not commonly impede companies from selling online?
A. Security issues
B. Logistical challenges
C. High product suitability
D. Legal difficulties

7. Lim (2015) suggests that attitudes toward online shopping depend on:
A. Cultural traditions
B. Expected value, ease of use, experience, and social influence
C. Income level alone
D. Product category exclusivity
8. Which of the following best defines “entertainment gratification”?
A. Being rewarded for loyalty points
B. Enjoyment derived from online shopping activities
C. Price savings and discounts
D. Ease of delivery

9. The term webrooming refers to:

A. Buying products only online
B. Researching online before purchasing in-store
C. Visiting showrooms before online buying
D. Returning products through the web

10. The opposite of webrooming, showrooming, describes:

A. Browsing online reviews
B. Comparing stores via mobile
C. Visiting a store first, then purchasing online
D. Buying from multiple stores simultaneously
11. Which shopper segment relies most on physical stores and avoids digital
channels?
A. Store-focused shoppers
B. Pragmatic online shoppers
C. Multiple touchpoint shoppers
D. Online-to-offline shoppers

12. Multiple touchpoint shoppers are best served by:

A. Limited product variety
B. Seamless transitions between online and offline touchpoints
C. Purely offline experiences
D. No interaction with customer service
13. The first stage in the online buying process is:
A. Acknowledgement of needs
B. Product evaluation
C. Channel selection
D. Purchase decision

14. The search for information stage may be skipped when:

A. The consumer is unfamiliar with a product
B. The product is low-risk and routinely purchased
C. Price differences are high
D. The consumer wants to compare alternatives
15. The “decision-making paradox” suggests that:
A. Too much information always improves satisfaction
B. Consumers dislike having many choices
C. More alternatives can improve quality of choice but also increase time
and effort
D. Buying online reduces perceived risk

16. Evaluation criteria are:

A. Financial tools used by marketers
B. Factors consumers use to judge product alternatives
C. Product features chosen by companies
D. Reviews from influencers

17. According to Anderson & Srinivasan (2003), consumers choose online channels
based on:
A. Habit
B. Local reputation
C. Perceived value balancing benefits, costs, and risks
D. Peer pressure

18. In ecommerce, abandoned carts mainly occur because:

A. Shoppers use carts to compare prices or store wish lists
B. The payment page loads too quickly
C. Discounts are too high
D. Retailers hide extra fees
19. The 8C model is used to explain:
A. Content strategy
B. Drivers of e-loyalty
C. CRM structure
D. Website ranking

20. The “Customisation” element of the 8C model increases e-loyalty by:

A. Tailoring products and website content to individual customers
B. Offering random discounts
C. Reducing brand diversity
D. Removing user options

21. “Care” in the 8C model refers to:

A. Branding visuals
B. Interactive support before and after purchase
C. Payment system reliability only
D. Offline customer service
 22. “Character” in the 8C model relates to:
A. Loyalty programmes
B. Payment systems
C. The brand personality and visual identity of the website
D. Customer service chatbots

23. What does “flow” describe in a user’s website experience?

A. Being fully absorbed in online interaction leading to enjoyment
B. Rapid scrolling behaviour
C. Website loading speed
D. Emotional exhaustion

24. The main purpose of the Digital Marketing funnel is to:

A. Increase offline awareness
B. Track and optimise conversion through each online stage
C. Measure competitor activity
D. Rank SEO performance

25. In the Digital Marketing funnel, the “Bind” stage aims to:
A. Create long-term loyalty and repeat purchases
B. Generate one-time conversions
C. Increase website visitors only
D. Offer refunds

🔴 Difficult Level (26–50)

26. Which phase of the funnel measures “time on site” and “bounce rate”?
A. Visit
B. Captivate
C. Pay
D. Bind

27. In the “Decide” phase, the most crucial success factor is:
A. Payment speed
B. Quality and relevance of product information
C. Number of visitors
D. Delivery time

28. The “Pay” phase focuses primarily on:

A. Product reviews
B. Ease and trust of payment systems
 C. Product range
D. Website visuals

29. According to the example in Chapter 3, if 75% of users move past the homepage
and 60% use search, how many out of 100,000 visitors reach the “Decide”
phase?
A. 60,000
B. 45,000
C. 33,000
D. 15,000

30. A main indicator of an ineffective “Visit” phase is:

A. Low brand awareness and discoverability
B. High repeat purchase rates
C. Large social following
D. Stable conversion rate

31. The 8C model element “Community” reflects:

A. Product partnerships
B. Customer interaction and sharing via brand platforms
C. In-store customer support
D. Paid advertising

32. High “flow” can become negative when:

A. Visitors feel disconnected from the site
B. It leads to excessive immersion and impulse buying dissatisfaction
C. The interface is too simple
D. Prices are too low

33. The funnel metric “conversion rate” is defined as:

A. Number of buyers divided by number of visitors
B. Cost per click divided by impressions
C. Bounce rate percentage
D. Total visits per month

34. Which type of social media allows creation and editing of image albums?
A. Microblogs
B. Image-sharing websites (e.g., Instagram, Flickr)
C. Forums
D. Business networks

35. The Uses and Gratifications Theory assumes that:

A. Individuals actively choose media to satisfy specific needs
B. Media dictates user preferences
 C. Social norms drive all choices
D. People are passive recipients

36. McQuail’s four original motivations for media use are:

A. Reward, Power, Learning, Influence
B. Entertainment, Information, Personal Identity, Social Interaction
C. Habit, Routine, Choice, Control
D. Influence, Collaboration, Reward, Integration

37. The motivation “Reward” in social media refers to:

A. Expecting future benefits from engaging with brand content
B. Receiving immediate payment
C. Feeling entertained
D. Having social conversations

38. “Self-fulfilment” as a motivation implies:

A. Using social media to influence or exercise power over others
B. Seeking discounts
C. Escaping reality
D. Following influencers

39. The consume–contribute–create model by Muntinga et al. (2011) is based on:

A. Increasing levels of user activity in brand-related social media use
B. Purchase frequency
C. Product satisfaction
D. Marketing automation

40. The consume category is primarily driven by:

A. Self-fulfilment
B. Information and entertainment motivations
C. Reward and control
D. Power and identity

41. Contributing users are mainly motivated by:

A. Self-promotion
B. Integration and social interaction
C. Monetary reward
D. Fear of missing out
42. Creating users are primarily driven by:
A. Curiosity
B. Personal identity and self-expression
C. Rewards
D. Information search
43. According to Schivinski et al. (2019), a strong brand attitude results in:
A. More brand-related consumption and contribution activities on social
media
B. Less engagement overall
C. Neutral behaviour
D. Lower loyalty

44. The main purpose of online market research is to:

A. Replace all surveys
B. Obtain insights into consumer attitudes and behaviour through digital
data
C. Increase offline retail sales
D. Reduce product variety

45. The two main approaches to internet-based research are:

A. Observation and experimentation
B. Asking people questions and recording online behaviour
C. Modelling and forecasting
D. Focus groups and phone calls

46. The main reason online research has grown rapidly is:
A. It lacks credibility
B. It is faster, cheaper, and more accessible for participants
C. It excludes older populations
D. It avoids data privacy laws

47. Big data in digital research mainly refers to:

A. Manual surveys
B. Large-scale behavioural data collection from online activity
C. Focus group notes
D. In-person interviews

48. The mass media phase of research was mainly characterised by:
A. One-way broadcasting from brand to consumer
B. Two-way interaction
C. Real-time feedback loops
D. Personalisation