MGMT 333- CH. 15 quiz

Which of the following are true statements about the content of a website?

Most visitors will only skim the content.

What is one advantage of responsive web design over adaptive web design?

Responsive design requires less ongoing maintenance.

Which of the following is NOT a disadvantage of creating a stand-alone site for mobile users that is completely separate from the normal internet site?

Stand-alone sites are complicated to set up.

Which of the following are true statements about customer experience on a website?

The components of good customer experience may be different in various channels.

Hans creates a desktop website for his company, then adds code to the site to make it work on smaller screens. Which of the following problems is Hans most likely to run into?

The mobile version of the site is likely to be slow loading.

T/F: Breadcrumbs provide the ability to track and measure site effectiveness.

True

T/F: The entire web development process should focus on usability from the perspective of the visitor.

True

Website creators who want to prioritize mobile-friendly design should take a ________ approach.

bottom-up

Tests that marketers can perform to improve their websites include:

concept testing

In developing the site navigational structure, it is important to:

construct a hierarchical diagram of site structure.

Technology that is helpful in understanding how visitors consume website content is:

eye-tracking technology.

T/F: A heat map helps visitors understand the layout of a website.

false

T/F: Designing a site for accessibility by the physically challenged is too expensive to be a good business practice.

false

T/F: The mobile-friendliness of a website has little impact on its search performance.

false

T/F: The navigational structure of the website is a technical issue to be handled by the IT experts.

false

T/F: Website objectives should be established solely on the basis of the AIDA process that is well-known to marketers.

false

Deploying and tuning the site:

is essentially a technical task.

Identifying and describing the target audience for a website:

is one of marketing's responsibilities in the website development process.

Among the web design elements that help create a satisfactory customer experience are:

multiple navigations aids like breadcrumbs and different colors for followed links.

The vast majority of mobile users' time is spent:

on apps

A ________ is a partially-functional web page that target customers can evaluate.

prototype

Typical website objectives include:

providing customer service and support.

The site navigational structure:

takes into account how easy it is to move around the site.

When setting objectives for a website, marketers must be concerned about:

the role of the site in overall marketing strategy.

The nature of website objectives will depend on:

the tasks that visitors expect to perform on the site.

Which of the following is NOT a characteristic of SMART objectives?

top

T/F: A site is "sticky" if it is difficult to leave and often revisited.

true

T/F: Alt tags are useful in providing information in detail about images on the site.

true

T/F: Most website visitors skim content instead of reading it word by word.

true

T/F: Providing satisfying customer experience is a key criterion for successful websites.

true

What is one advantage of adaptive web design over responsive web design?

Adaptive design is easier to program.

Among the types of testing that marketers can do to improve their websites are:

All are correct

What does the Pareto curve indicate with regard to usability testing?

All of a site's usability problems can be identified by testing a small number of users.

Improvements to a website may include:

All of these are correct

Ensuring that a website's content is relevant both "Choosers" and "Users" is primarily relevant for:

B2B websites

T/F: The site should be tested when and only when it is completely functional and ready for visitor use.

False

Which of the following examples would most strongly warrant the creation of a separate mobile app as opposed to merely a mobile-friendly website?

A bank website that includes a mortgage calculator for complex financing calculations.