Question 1

Amazon populates weekly email recommendations and offers up customer recommendations when a customer logs in. How does this form of data mining help the client?

Accepted Answer

A)  purchasing habits dictate the only products a customer will buy 
B)  privacy isn't an issue if the customer shopped there before 
C)  behavioral targeting is the only form of marketing for an online retailer 
D)  focused promotion strategies are more effective 
A)  purchasing habits dictate the only products a customer will buy 
B)  privacy isn't an issue if the customer shopped there before 
C)  behavioral targeting is the only form of marketing for an online retailer 
D)  focused promotion strategies are more effective

Question 2

All of the following show how data mining has uses in marketing except:

Accepted Answer

A)  Customer Retention 
B)  Customer Requirements 
C)  Customer Abandonment 
D)  Market Basket Analysis 
A)  Customer Retention 
B)  Customer Requirements 
C)  Customer Abandonment 
D)  Market Basket Analysis

Question 3

Marketing research aggregators repackage research that has already been conducted.

Accepted Answer

A) True 
 B)False

Question 4

A company may already possess secondary information.

Accepted Answer

A) True 
 B)False

Question 5

Behavioral targeting uses online data only to determine a consumer's habits.

Accepted Answer

A) True 
 B)False

Question 6

Secondary data never solves a marketing problem.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following would not be a source of internally generated secondary data?

Accepted Answer

A)  reports to stockholders 
B)  government documents 
C)  product testing results 
D)  annual reports 
E)  all of the above are internally generated data 
A)  reports to stockholders 
B)  government documents 
C)  product testing results 
D)  annual reports 
E)  all of the above are internally generated data

Question 8

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 9

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
2010 2011
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

Question 10

What are some of the advantages of secondary data? More specifically, what are the advantages of secondary data over primary data?

Accepted Answer

Advantages of Secondary Data:
-Help clar

Question 11

The U.S. Census is an example of a marketing research aggregator.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following websites would include the most credible data?

Accepted Answer

A)  U.S. Census Bureau 
B)  local newspaper's website 
C)  chamber of commerce website 
D)  an individual's homepage 
A)  U.S. Census Bureau 
B)  local newspaper's website 
C)  chamber of commerce website 
D)  an individual's homepage

Question 13

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 the above 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 the above could be part of the data mining process.

Question 14

Suppose a market researcher consulted multiple information sources regarding the addition of a movie theater to a local community, and found the following: Percent of Local Movie Goers
2011 2011
Theaters within 10 Miles Local Audience Ticket Sales
Garland 18% 25%
Plano 22% 20%
Richardson 19% 10%
The studies were conducted via anonymous polls on city council website for the first two, but the third involved in person surveys of visitors entering and exiting the theater? Why should the researcher question the numbers in the website studies?

Accepted Answer

A)  age of the website studies 
B)  how the information was collected 
C)  inconsistency with how the information was collected 
D)  sufficiency of the information collected 
E)  purpose of the study 
A)  age of the website studies 
B)  how the information was collected 
C)  inconsistency with how the information was collected 
D)  sufficiency of the information collected 
E)  purpose of the study

Question 15

Traditionally, the starting point for the development of an internal database was information from salespersons call reports.

Accepted Answer

A) True 
 B)False

Question 16

A clothing store may want to begin offering clients a store charge account in order to increase data mining resources and customer retention.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Marketresearch.com is an example of a(n) _______.

Accepted Answer

A)  marketing research aggregator 
B)  search engine 
C)  URL 
D)  cookie 
E)  none of the above 
A)  marketing research aggregator 
B)  search engine 
C)  URL 
D)  cookie 
E)  none of the above

Question 19

American Express regularly stuffs its monthly statements with combinations of products depending upon customer characteristics. This data mining application is referred to as _______.

Accepted Answer

A)  customer retention 
B)  customer abandonment 
C)  market basket analysis 
D)  customer acquisition 
E)  none of the above 
A)  customer retention 
B)  customer abandonment 
C)  market basket analysis 
D)  customer acquisition 
E)  none of the above

Question 20

A database could be created easier for a traditional store than for a Web retailer.

Accepted Answer

A) True 
 B)False

Amazon populates weekly email recommendations and offers up customer recommendations when a customer logs in. How does this form of data mining help the client?

All of the following show how data mining has uses in marketing except:

Marketing research aggregators repackage research that has already been conducted.

A company may already possess secondary information.

Behavioral targeting uses online data only to determine a consumer's habits.

Secondary data never solves a marketing problem.

Which of the following would not be a source of internally generated secondary data?

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

What are some of the advantages of secondary data? More specifically, what are the advantages of secondary data over primary data?

The U.S. Census is an example of a marketing research aggregator.

Which of the following websites would include the most credible data?

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

Traditionally, the starting point for the development of an internal database was information from salespersons call reports.

A clothing store may want to begin offering clients a store charge account in order to increase data mining resources and customer retention.

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

Marketresearch.com is an example of a(n) _______.

American Express regularly stuffs its monthly statements with combinations of products depending upon customer characteristics. This data mining application is referred to as _______.

A database could be created easier for a traditional store than for a Web retailer.

Problem Definition and the Research Process

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters

Exam 3: Secondary Data and Databases

Amazon populates weekly email recommendations and offers up customer recommendations when a customer logs in. How does this form of data mining help the client?

All of the following show how data mining has uses in marketing except:

Marketing research aggregators repackage research that has already been conducted.

A company may already possess secondary information.

Behavioral targeting uses online data only to determine a consumer's habits.

Secondary data never solves a marketing problem.

Which of the following would not be a source of internally generated secondary data?

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

What are some of the advantages of secondary data? More specifically, what are the advantages of secondary data over primary data?

The U.S. Census is an example of a marketing research aggregator.

Which of the following websites would include the most credible data?

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

Traditionally, the starting point for the development of an internal database was information from salespersons call reports.

A clothing store may want to begin offering clients a store charge account in order to increase data mining resources and customer retention.

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

Marketresearch.com is an example of a(n) _______.

American Express regularly stuffs its monthly statements with combinations of products depending upon customer characteristics. This data mining application is referred to as _______.

A database could be created easier for a traditional store than for a Web retailer.

Problem Definition and the Research Process

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters