Question 1

________ shows how much the base probability increases or decreases when other products are purchased.

Accepted Answer

A)  Lift 
B)  Support 
C)  Confidence 
D)  Cohesion 
A)  Lift 
B)  Support 
C)  Confidence 
D)  Cohesion

Question 2

In RFM analysis, an F score of 1 shows that ________.

Accepted Answer

A)  a customer has bought the least expensive items 
B)  a customer has frequently placed orders 
C)  a customer has always bought the most expensive items 
D)  a customer has rarely made a purchase 
A)  a customer has bought the least expensive items 
B)  a customer has frequently placed orders 
C)  a customer has always bought the most expensive items 
D)  a customer has rarely made a purchase

Question 3

In RFM analysis, an R score of 5 shows that ________.

Accepted Answer

A)  a customer has not made any recent purchases 
B)  a customer has bought the most expensive items 
C)  a customer has frequently ordered expensive items 
D)  a customer has purchased the least expensive items 
A)  a customer has not made any recent purchases 
B)  a customer has bought the most expensive items 
C)  a customer has frequently ordered expensive items 
D)  a customer has purchased the least expensive items

Question 4

________ is a way of analyzing and ranking customers according to their purchasing patterns.

Accepted Answer

A)  Composite forecast 
B)  RFM analysis 
C)  Regression analysis 
D)  Delphi technique 
A)  Composite forecast 
B)  RFM analysis 
C)  Regression analysis 
D)  Delphi technique

Question 5

Which of the following statements is TRUE about decision trees?

Accepted Answer

A)  Few decision trees can be transformed into a set of If/Then rules. 
B)  Decision tree analysis is a supervised data mining technique. 
C)  The algorithms used in decision trees are similar to each other. 
D)  Decision tree programs produce computer programs for trees set up by analysts. 
A)  Few decision trees can be transformed into a set of If/Then rules. 
B)  Decision tree analysis is a supervised data mining technique. 
C)  The algorithms used in decision trees are similar to each other. 
D)  Decision tree programs produce computer programs for trees set up by analysts.

Question 6

In market-basket terminology, the ratio of confidence to the base probability of buying an item is called ________.

Accepted Answer

A)  cohesion 
B)  support 
C)  confidence 
D)  lift 
A)  cohesion 
B)  support 
C)  confidence 
D)  lift

Question 7

Companies need to know what problem they are solving before they begin to mine data.

Accepted Answer

A) True 
 B)False

Question 8

A market-basket analysis is used to explore cross-selling opportunities.

Accepted Answer

A) True 
 B)False

Question 9

RFM analysis is a complex technique that is difficult to implement.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is the basic idea of the decision tree technique?

Accepted Answer

A)  to perform an RMF analysis and rank consumers according to their purchasing patterns 
B)  to select attributes that are most useful for classifying entities on some criterion 
C)  to produce computer programs for information systems 
D)  to use the minimum difference among groups created by the decision tree algorithm 
A)  to perform an RMF analysis and rank consumers according to their purchasing patterns 
B)  to select attributes that are most useful for classifying entities on some criterion 
C)  to produce computer programs for information systems 
D)  to use the minimum difference among groups created by the decision tree algorithm

Question 11

Decision trees can only be used for one type of classification.

Accepted Answer

A) True 
 B)False

Question 12

Databases are not a key component of database marketing.

Accepted Answer

A) True 
 B)False

Question 13

A minimum difference among groups is used as the criterion for constructing the decision tree.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is a data mining technique for determining sales patterns?

Accepted Answer

A)  RFM analysis 
B)  market-basket analysis 
C)  composite analysis 
D)  regression analysis 
A)  RFM analysis 
B)  market-basket analysis 
C)  composite analysis 
D)  regression analysis

Question 15

Customers with an RFM score of 555 are highly valued by organizations.

Accepted Answer

A) True 
 B)False

Question 16

Describe the process of conducting RFM analysis.

Accepted Answer

RFM analysis is a way of analyzing and r

Question 17

A market-basket analysis shows the products that customers tend to buy together.

Accepted Answer

A) True 
 B)False

Question 18

Groups created by decision tree algorithms are as different from each other as possible.

Accepted Answer

A) True 
 B)False

Question 19

Michelle noticed a trend of customer's buying kale and frozen fruit. She just discovered a ________ opportunity.

Accepted Answer

A)  cross-selling 
B)  lift 
C)  logical 
D)  frequency 
A)  cross-selling 
B)  lift 
C)  logical 
D)  frequency

Question 20

Which of the following techniques uses a hierarchical arrangement of criteria to predict a classification or value?

Accepted Answer

A)  market-basket analysis 
B)  RFM technique 
C)  Cooke method 
D)  decision tree 
A)  market-basket analysis 
B)  RFM technique 
C)  Cooke method 
D)  decision tree

Exam 24: Database Marketing

________ shows how much the base probability increases or decreases when other products are purchased.

In RFM analysis, an F score of 1 shows that ________.

In RFM analysis, an R score of 5 shows that ________.

________ is a way of analyzing and ranking customers according to their purchasing patterns.

Which of the following statements is TRUE about decision trees?

In market-basket terminology, the ratio of confidence to the base probability of buying an item is called ________.

Companies need to know what problem they are solving before they begin to mine data.

A market-basket analysis is used to explore cross-selling opportunities.

RFM analysis is a complex technique that is difficult to implement.

Which of the following is the basic idea of the decision tree technique?

Decision trees can only be used for one type of classification.

Databases are not a key component of database marketing.

A minimum difference among groups is used as the criterion for constructing the decision tree.

Which of the following is a data mining technique for determining sales patterns?

Customers with an RFM score of 555 are highly valued by organizations.

Describe the process of conducting RFM analysis.

A market-basket analysis shows the products that customers tend to buy together.

Groups created by decision tree algorithms are as different from each other as possible.

Michelle noticed a trend of customer's buying kale and frozen fruit. She just discovered a ________ opportunity.

Which of the following techniques uses a hierarchical arrangement of criteria to predict a classification or value?

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