Click-through rates for advertisements placed

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Reference no: EM132223657

1. Click-through rates for advertisements placed in websites are usually very, very low (less than 1 percent). What types of error might exist in using click-through rate data as a measure of an ad’s success?

2. Comment on the ethics of the following situations:

a. During the course of telephone calls to investors, a stock- broker records respondents’ voices when they are answering sensitive investment questions and then conducts a voice- pitch analysis. The respondents do not know that their voices are being recorded.

b. A researcher plans to invite consumers to be test users in a simulated kitchen located in a shopping mall and then to videotape their reactions to a new microwave dinner from behind a two-way mirror (one that an observer behind the mirror can see through but the person looking into the mirror sees only the reflection).

c. A researcher arranges to purchase the trash from the head- quarters of a major competitor. The purpose is to sift through discarded documents to determine the company’s strategic plans.

Reference no: EM132223657

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