Question 1

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

Accepted Answer

A) dividing the customers according to the amount spent on purchases 
B) sorting customer purchase records based on the purchase frequency 
C) sorting customer purchase records by the date of most recent purchase 
D) dividing customers into two groups based on the gender and giving each group a score 
A) dividing the customers according to the amount spent on purchases 
B) sorting customer purchase records based on the purchase frequency 
C) sorting customer purchase records by the date of most recent purchase 
D) dividing customers into two groups based on the gender and giving each group a score C

Question 2

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 A

Question 3

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

Accepted Answer

A) True 
 B)False  False

Question 4

A cross-selling opportunity is created when a consumer purchases only a single product.

Accepted Answer

A) True 
 B)False

Question 5

Decision tree analysis is a data mining technique that requires a high degree of supervision.

Accepted Answer

A) True 
 B)False

Question 6

In RFM analysis,customers who have bought the least expensive items are indicated by an M score of ________.

Accepted Answer

A) 2 
B) 5 
C) 1 
D) 4 
A) 2 
B) 5 
C) 1 
D) 4

Question 7

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 8

Define the three market-basket terminologies: support,confidence,and lift.

Accepted Answer

In market-basket terminology,support is

Question 9

In marketing transactions,the fact that customers who buy product X also buy product Y creates a ________ opportunity.

Accepted Answer

A) relationship selling 
B) cross-selling 
C) value added selling 
D) persuasive selling 
A) relationship selling 
B) cross-selling 
C) value added selling 
D) persuasive selling

Question 10

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

Question 11

The ratio of confidence to the base probability of buying an item is called support.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

What are decision trees? How do they classify people into groups?

Accepted Answer

A decision tree is a hierarchical arrang

Question 14

________ 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 15

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 16

What is a market-basket analysis?

Accepted Answer

A market-basket analysis is a data minin

Question 17

Data mining techniques are essential for database marketing.

Accepted Answer

A) True 
 B)False

Question 18

In market-basket terminology,a conditional probability estimate is referred to as ________.

Accepted Answer

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

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

The RFM score is obtained by ranking customers based on the positive feedback for a product after purchasing it.

Accepted Answer

A) True 
 B)False

Exam 24: Database Marketing

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

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

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

A cross-selling opportunity is created when a consumer purchases only a single product.

Decision tree analysis is a data mining technique that requires a high degree of supervision.

In RFM analysis,customers who have bought the least expensive items are indicated by an M score of ________.

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

Define the three market-basket terminologies: support,confidence,and lift.

In marketing transactions,the fact that customers who buy product X also buy product Y creates a ________ opportunity.

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

The ratio of confidence to the base probability of buying an item is called support.

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

What are decision trees? How do they classify people into groups?

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

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

What is a market-basket analysis?

Data mining techniques are essential for database marketing.

In market-basket terminology,a conditional probability estimate is referred to as ________.

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

The RFM score is obtained by ranking customers based on the positive feedback for a product after purchasing it.

The Importance of MIS

Business Processes, information Systems, and Information

Organizational Strategy, information Systems, and Competitive Advantage

Hardware and Software

Database Processing

The Cloud

Organizations and Information Systems

Social Media Information Systems

Business Intelligence Systems

Information Systems Security

Information Systems Management

Information Systems Development

Collaboration Information Systems for Decision Making problem Solving and Project Management

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Mobile Systems

Introduction to Microsoft Excel 2013

Database Design

Using Microsoft Access 2013

Using Excel and Access Together

Network and Cloud Technology

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Enterprise Social Networks and Knowledge Management

Reporting Systems and OLAP

Data Breaches

International Mis

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