Question 1

Data mining facilitates customer acquisition by discovering purchasing patterns such that customized offerings can be made to prospects.

Accepted Answer

A) True 
 B)False

Question 2

Statistical techniques are often utilized in data mining.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following actions would help safeguard your online activity?

Accepted Answer

A) Checking and deleting cookies 
B) Adjusting browser settings 
C) Monitoring "flash" cookies 
D) Turning on a privacy browser 
E) All of these are safeguards 
A) Checking and deleting cookies 
B) Adjusting browser settings 
C) Monitoring "flash" cookies 
D) Turning on a privacy browser 
E) All of these are safeguards

Question 4

A market researcher was negotiating with a client concerning the best way to accomplish the client's objectives.The researcher discovered a study,which had some circumstances similar to that of the present client.Which of the following best describes what happened?

Accepted Answer

A) Secondary data provided primary research alternatives. 
B) Secondary data actually provided the solution to the problem. 
C) Secondary data helped to clarify the problem. 
D) Secondary data provided necessary background information. 
E) none of these 
A) Secondary data provided primary research alternatives. 
B) Secondary data actually provided the solution to the problem. 
C) Secondary data helped to clarify the problem. 
D) Secondary data provided necessary background information. 
E) none of these

Question 5

Which of the following is a computer program that mimics the processes of the human brain and thus is capable of learning from examples to find patterns in data?

Accepted Answer

A) neural network 
B) brainwave network 
C) java 
D) data mining 
A) neural network 
B) brainwave network 
C) java 
D) data mining

Question 6

Which of the following would be the least reliable source of secondary data? Data compiled by_______.

Accepted Answer

A) the Federal Government 
B) a University Bureau of Business & Economic Research 
C) a major trade association 
D) city's Chamber of Commerce 
E) All of these are equally reliable. 
A) the Federal Government 
B) a University Bureau of Business & Economic Research 
C) a major trade association 
D) city's Chamber of Commerce 
E) All of these are equally reliable.

Question 7

There is sometimes a conflict between a company's database marketing practices and the consumer's privacy.

Accepted Answer

A) True 
 B)False

Question 8

Describe a situation in which a geographic information could be used along with secondary data.

Accepted Answer

There are many possibilities some of whi

Question 9

All of the following are advantages of secondary data except:

Accepted Answer

A) It can help clarify or redefine the problem during the exploratory research process. 
B) It may provide a solution to the problem. 
C) It may provide primary data research method alternatives. 
D) It may provide the necessary background information and build credibility for the research report. 
E) All of these about are advantages 
A) It can help clarify or redefine the problem during the exploratory research process. 
B) It may provide a solution to the problem. 
C) It may provide primary data research method alternatives. 
D) It may provide the necessary background information and build credibility for the research report. 
E) All of these about are advantages

Question 10

Which of the following is not characteristic of secondary data?

Accepted Answer

A) observation data collected for the project at hand 
B) might be relevant to the problem at hand 
C) gathered previously for another purpose 
D) might be relevant to problem and gathered previously for another purpose 
E) All are characteristic of secondary data. 
A) observation data collected for the project at hand 
B) might be relevant to the problem at hand 
C) gathered previously for another purpose 
D) might be relevant to problem and gathered previously for another purpose 
E) All are characteristic of secondary data.

Question 11

A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced.She would likely have a hard time finding secondary data to address this due to __________.

Accepted Answer

A) lack of availability 
B) lack of relevance 
C) inaccuracy 
D) insufficiency 
E) none of these 
A) lack of availability 
B) lack of relevance 
C) inaccuracy 
D) insufficiency 
E) none of these

Question 12

Describe how social media has had an effect on behavioral targeting.

Accepted Answer

An example is when users of Facebook and

Question 13

Which of the following is a characteristic of a decision support system (DSS)?

Accepted Answer

A) Interactive 
B) Flexible 
C) Discovery-oriented 
D) Easy to learn and use 
E) All of these are characteristics 
A) Interactive 
B) Flexible 
C) Discovery-oriented 
D) Easy to learn and use 
E) All of these are characteristics

Question 14

Explain the paradigm shift in research as a result of big data analytics.

Accepted Answer

The traditional scientific method involv

Question 15

Big data researchers have insights into all the individual,all the products,all the parts,all the events,and all the transactions.

Accepted Answer

A) True 
 B)False

Question 16

Big data analytics takes into account all the data,structured and unstructured,to understand the complex,evolving,and interrelated conditions to produce more accurate insights.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following would not be part of a database that would be ripe for data mining?

Accepted Answer

A) electronic point-of-sale transactions 
B) inventory records 
C) online customer orders 
D) customer demographics 
E) All of these could be part of the data mining process. 
A) electronic point-of-sale transactions 
B) inventory records 
C) online customer orders 
D) customer demographics 
E) All of these could be part of the data mining process.

Question 18

Until recently,complex computer programs,such as programs for big data analysis,needed to run on expensive hardware,such as enormous mainframe computers.

Accepted Answer

A) True 
 B)False

Question 19

Most relationships explored in data mining are intuitively obvious.

Accepted Answer

A) True 
 B)False

Question 20

Suppose a market researcher was consulting several sources of information about the best location for a high-end furniture store,and found the following: Percent of Luxury Purchases
2013	2014
City	Census of Retailing	Chamber of Commerce
Metropolis	5%	12%
Smallville	7%	17%
Gotham City	4%	10%
The Chamber studies were more recent,but how reliable is this new information? Why should the researcher question the numbers in the Chamber studies?

Accepted Answer

A) age of the Chamber studies 
B) how the information was collected 
C) consistency of the Chamber information with the Census 
D) sufficiency of the information collected 
E) purpose of the study 
A) age of the Chamber studies 
B) how the information was collected 
C) consistency of the Chamber information with the Census 
D) sufficiency of the information collected 
E) purpose of the study

Data mining facilitates customer acquisition by discovering purchasing patterns such that customized offerings can be made to prospects.

Statistical techniques are often utilized in data mining.

Which of the following actions would help safeguard your online activity?

A market researcher was negotiating with a client concerning the best way to accomplish the client's objectives.The researcher discovered a study,which had some circumstances similar to that of the present client.Which of the following best describes what happened?

Which of the following is a computer program that mimics the processes of the human brain and thus is capable of learning from examples to find patterns in data?

Which of the following would be the least reliable source of secondary data? Data compiled by_______.

There is sometimes a conflict between a company's database marketing practices and the consumer's privacy.

Describe a situation in which a geographic information could be used along with secondary data.

All of the following are advantages of secondary data except:

Which of the following is not characteristic of secondary data?

A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced.She would likely have a hard time finding secondary data to address this due to __________.

Describe how social media has had an effect on behavioral targeting.

Which of the following is a characteristic of a decision support system (DSS)?

Explain the paradigm shift in research as a result of big data analytics.

Big data researchers have insights into all the individual,all the products,all the parts,all the events,and all the transactions.

Big data analytics takes into account all the data,structured and unstructured,to understand the complex,evolving,and interrelated conditions to produce more accurate insights.

Which of the following would not be part of a database that would be ripe for data mining?

Until recently,complex computer programs,such as programs for big data analysis,needed to run on expensive hardware,such as enormous mainframe computers.

Most relationships explored in data mining are intuitively obvious.

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters

Exam 4: Secondary Data and Databases

Data mining facilitates customer acquisition by discovering purchasing patterns such that customized offerings can be made to prospects.

Statistical techniques are often utilized in data mining.

Which of the following actions would help safeguard your online activity?

A market researcher was negotiating with a client concerning the best way to accomplish the client's objectives.The researcher discovered a study,which had some circumstances similar to that of the present client.Which of the following best describes what happened?

Which of the following is a computer program that mimics the processes of the human brain and thus is capable of learning from examples to find patterns in data?

Which of the following would be the least reliable source of secondary data? Data compiled by_______.

There is sometimes a conflict between a company's database marketing practices and the consumer's privacy.

Describe a situation in which a geographic information could be used along with secondary data.

All of the following are advantages of secondary data except:

Which of the following is not characteristic of secondary data?

A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced.She would likely have a hard time finding secondary data to address this due to __________.

Describe how social media has had an effect on behavioral targeting.

Which of the following is a characteristic of a decision support system (DSS)?

Explain the paradigm shift in research as a result of big data analytics.

Big data researchers have insights into all the individual,all the products,all the parts,all the events,and all the transactions.

Big data analytics takes into account all the data,structured and unstructured,to understand the complex,evolving,and interrelated conditions to produce more accurate insights.

Which of the following would not be part of a database that would be ripe for data mining?

Until recently,complex computer programs,such as programs for big data analysis,needed to run on expensive hardware,such as enormous mainframe computers.

Most relationships explored in data mining are intuitively obvious.

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters