Exam 2: Data Mining Procedures and Knowledge Systems

All of the following are functions supported by marketing research EXCEPT _____.

A company's private computer network that uses Internet standard but which is accessible only by its own employees is known as a(n)______.

A researcher has assessed the reliability and validity of his data and is comfortable in thinking the data accurately matches reality.Which characteristic of valuable information does this best describe?

Types of databases include statistical databases,financial databases,and video databases.

CompuStat,which publishes financial data,such as income statements and balance sheets,is an example of which type of database?

Merck,a pharmaceutical company,places a tiny chip on drug packaging to track its product from the manufacturing plant to the consumer to ensure the product flows through the proper distribution channel and safety for consumers.The tiny chip is an application of which technology?

The Federal Trade Commission is concerned over consumers' privacy after learning that behavioral tracking companies can covertly discover and record the websites that consumers visit.This activity is called _____.

Foxnews.com is an example of a content provider on the World Wide Web.

Explain what a decision support system (DSS)is and how it helps marketing managers.

____ is a term for activities that covertly discover and record the websites that a consumer visits.

One way to describe marketing research is to categorize it based on the four possible functions it serves in business: foundational,testing,issues,and validation.

Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites.Which source of data input does this represent?

Parties that furnish information on the World Wide Web are called _____.

Proprietary marketing research is available to anyone via the Internet.

Web tracking is illegal.

A manager is considering purchasing data from an outside vendor to get a better understanding of the target market for his firm's services.What factors should the manager consider when evaluating the data's usefulness for his needs?

Electronic data interchange (EDI)refers to linking computerized data sources to statistical tools that can search for predictive relationships and trends which allow more accurate predictions of consumers' opinions and actions.

An organization's salesforce frequently provides important marketing intelligence information.

Sensing systems can be used to monitor traffic flow through a mall parking lot.

Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment.What is Melanie performing?