All of the Following Are Flaws with Using Click-Through Rate

question 3

Multiple Choice

All of the following are flaws with using click-through rate as a measure of the amount of interest or attention a Web site is receiving EXCEPT:

• A)does not differentiate between a lot of activity by a few visitors and a little activity by many visitors
• B)some hits are likely made by mistake
• C)research lacks information about the meaning behind the numbers
• D)does not adequately measure the number of times an ad is clicked on

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Definitions:

Confounded

A situation in research where the effect of one variable is mixed up with the effect of another, making it difficult to ascertain causality.

Correlated

Being correlated refers to a statistical relationship between two or more variables, where a change in one is associated with a change in the other.

Control Group

In experimental research, a group of subjects that does not receive the treatment being tested, used as a benchmark to measure the effects of the treatment on another group.

Independent Variable

In scientific research, the variable that is manipulated or changed to observe its effect on a dependent variable.