Question 1

Which of the following is the first step in the process of producing an RFM score?

Accepted Answer

A)  calculating income from most frequently bought items 
B)  calculating sales of the previous quarter 
C)  sorting customer purchase records by the date of most recent purchase 
D)  verifying customer IDs 
A)  calculating income from most frequently bought items 
B)  calculating sales of the previous quarter 
C)  sorting customer purchase records by the date of most recent purchase 
D)  verifying customer IDs C

Question 2

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 D

Question 3

Market-basket analysis is used to explore cross-selling opportunities.

Accepted Answer

A) True 
 B)False  True

Question 4

A market-basket analysis shows that the support for products A and B is very high.This means that probability of buying B is very high if the customer has bought A.

Accepted Answer

A) True 
 B)False

Question 5

________ 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 6

What is database marketing?

Accepted Answer

Database marketing is the application of

Question 7

In market-basket analysis terminology,confidence refers to the probability that two items will be bought together.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following RFM scores refer to the most valuable customer?

Accepted Answer

A)  111 
B)  555 
C)  123 
D)  333 
A)  111 
B)  555 
C)  123 
D)  333

Question 9

A shop finds that the M score of a customer is 1.This means that the customer has paid high dollar value to the shop.

Accepted Answer

A) True 
 B)False

Question 10

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)  Cooke analysis 
A)  RFM analysis 
B)  market basket analysis 
C)  composite analysis 
D)  Cooke analysis

Question 11

What is the basic idea of the decision tree technique?

Accepted Answer

A)  to analyze and rank customers according to their purchasing patterns 
B)  to select attributes that are most useful for classifying entities on some criterion 
C)  to determine annual sales patterns 
D)  to capture, store, analyze, and display geospatial data 
A)  to analyze and rank customers according to their purchasing patterns 
B)  to select attributes that are most useful for classifying entities on some criterion 
C)  to determine annual sales patterns 
D)  to capture, store, analyze, and display geospatial data

Question 12

In market-basket terminology,what is lift ? How is it related to confidence?

Accepted Answer

In market-basket terminology,conditional

Question 13

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

Accepted Answer

A)  the customer has not made recent purchases 
B)  the customer has bought the most expensive item 
C)  the customer has frequently ordered costly items 
D)  the customer has purchased high end items lately 
A)  the customer has not made recent purchases 
B)  the customer has bought the most expensive item 
C)  the customer has frequently ordered costly items 
D)  the customer has purchased high end items lately

Question 14

What is a market-basket analysis?

Accepted Answer

Market-basket analysis is a data-mining

Question 15

Which of the following marketing techniques refers to the application of business intelligence systems to the planning and execution of marketing programs?

Accepted Answer

A)  ambush marketing 
B)  viral marketing 
C)  database marketing 
D)  guerrilla marketing 
A)  ambush marketing 
B)  viral marketing 
C)  database marketing 
D)  guerrilla marketing

Question 16

Data-mining techniques are essential for database marketing.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is a way of analyzing and ranking customers according to their purchasing patterns?

Accepted Answer

A)  composite forecasts 
B)  RFM analysis 
C)  Cooke method 
D)  Delphi technique 
A)  composite forecasts 
B)  RFM analysis 
C)  Cooke method 
D)  Delphi technique

Question 18

The RFM score is obtained by ranking the customers on the basis of pricing patterns.

Accepted Answer

A) True 
 B)False

Question 19

In market-basket terminology,________ is the term used to represent the probability that two items will be purchased together.

Accepted Answer

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

Question 20

A customer obtains an RFM score of 555.This means that the customer is very important to the seller.

Accepted Answer

A) True 
 B)False

Exam 27: Database Marketing

Which of the following is the first step in the process of producing an RFM score?

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

Market-basket analysis is used to explore cross-selling opportunities.

A market-basket analysis shows that the support for products A and B is very high.This means that probability of buying B is very high if the customer has bought A.

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

What is database marketing?

In market-basket analysis terminology,confidence refers to the probability that two items will be bought together.

Which of the following RFM scores refer to the most valuable customer?

A shop finds that the M score of a customer is 1.This means that the customer has paid high dollar value to the shop.

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

What is the basic idea of the decision tree technique?

In market-basket terminology,what is lift ? How is it related to confidence?

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

What is a market-basket analysis?

Which of the following marketing techniques refers to the application of business intelligence systems to the planning and execution of marketing programs?

Data-mining techniques are essential for database marketing.

Which of the following is a way of analyzing and ranking customers according to their purchasing patterns?

The RFM score is obtained by ranking the customers on the basis of pricing patterns.

In market-basket terminology,________ is the term used to represent the probability that two items will be purchased together.

A customer obtains an RFM score of 555.This means that the customer is very important to the seller.

The Importance of MIS

Business Processes, Information, and Information Systems

Organizational Strategy, Information Systems, and Competitive Advantage

Hardware and Software

Database Processing

Data Communications

Business Process Management

E-Commerce, Web 2.0, and Social Networking

Business Intelligence and Information Systems for Decision Making

Information Systems Development

Information Systems Management

Information Security Management

Improving Your Collaboration Skills

Using Collaboration Information Systems

Information Systems and Decision Making

Knowledge Management and Expert Systems

Introduction to Microsoft Excel

Preparing a Computer Budget Using Excel

Database Design

Using Microsoft Access 2010

Using Excel and Access Together

Remote, Nomadic, and Mobile Systems

Functional Processes, Applications, and Systems

Enterprise Resource Planning (ERP)Systems

Supply Chain Management

Processing Social Capital: Facebook, Twitter, and User-Generated Content (UGC)

Reporting Systems and OLAP

Geographic Information Systems

Business Process Management

Systems Development Project Management

Outsourcing

International MIS

Filters