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

question 32

Multiple Choice

All of the following are flaws with using click-through rate as a measure of the amount of interest or attention a website 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) researcher 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:

Semiannual Coupon

A fixed income security feature that represents the payment of interest to bondholders twice a year.

Par Value

The nominal or face value assigned to a security by the issuer, which may differ from its market value.

Semiannual Coupon

A bond or other fixed-income security that pays interest to the holder every six months.

Interest Rate

The price, in terms of a percentage of the principal, that a borrower needs to pay a lender to utilize their financial resources.