Chapter 11
clickstream: the complete data record, made up of mouse-clicks, of consumer activity on the internet during a specified period, usually the duration of a visit to a single web site.
server log: record kept at the server level that records each file reqested from a web site
pretesting: as used in advertising, to conduct research on a promotion before it is used in the market place with the purpose of improving its effectiveness
quality assurance: synonymous with quality control in manufacturing; procedures for ensuring the correct performance of software
concept testing: research performed on the idea behind a product or a communcations program
card sorting: a research technique in which respondents place individual items written on cards into piles that represent similar content
DNS: domain name system; the process for connecting the name of a web site into its IP address
cache: high speed storage for data that is referenced frequently