Question 1

Data mining techniques are essential for database marketing.

Accepted Answer

A) True 
 B)False  True

Question 2

A reporting system generating RMF data can be automated.

Accepted Answer

A) True 
 B)False  True

Question 3

RFM scores can be used to concentrate the efforts of salespeople.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following statements is true about decision trees?

Accepted Answer

A) Decision tree analysis is a supervised data mining technique. 
B) Decision trees can be transformed into a set of If/Then rules. 
C) Decision tree algorithms are similar to one another. 
D) Decision tree programs produce computer programs for trees set up by analysts. 
A) Decision tree analysis is a supervised data mining technique. 
B) Decision trees can be transformed into a set of If/Then rules. 
C) Decision tree algorithms are similar to one another. 
D) Decision tree programs produce computer programs for trees set up by analysts.

Question 5

RFM can be a useful tool to determine who your best customers are and who hasn't been in to the store in a while.

Accepted Answer

A) True 
 B)False

Question 6

The more times two items occur in the same transaction,the higher is the probability of them being purchased together.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

In market-basket terminology,support is

Question 8

A market-basket analysis shows the products that customers tend to buy together.

Accepted Answer

A) True 
 B)False

Question 9

________ is a way of analysing and ranking customers according to their purchasing patterns.

Accepted Answer

A) Composite forecast 
B) Delphi technique 
C) RFM analysis 
D) Regression analysis 
A) Composite forecast 
B) Delphi technique 
C) RFM analysis 
D) Regression analysis

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Groups created by decision tree algorithms are as different from each other as possible.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Cheryl Inc. ,a leading cosmetics manufacturer,wants to identify their most valued customers.Each customer is assigned an RMF score based on their purchasing patterns.One of their valued customers is rated a score of 545.In this case,the ideal action for Cheryl's sales team is to ________.

Accepted Answer

A) contact this customer immediately 
B) not waste any time on this customer 
C) set up an automated contact system for this customer 
D) up-sell more expensive goods to this customer 
A) contact this customer immediately 
B) not waste any time on this customer 
C) set up an automated contact system for this customer 
D) up-sell more expensive goods to this customer

Question 15

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

Accepted Answer

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

Question 16

What is database marketing?

Accepted Answer

Database marketing is the application of

Question 17

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

Accepted Answer

A) Cohesion 
B) Support 
C) Lift 
D) Confidence 
A) Cohesion 
B) Support 
C) Lift 
D) Confidence

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

A) RFM technique 
B) Cooke method 
C) decision tree 
D) market-basket analysis 
A) RFM technique 
B) Cooke method 
C) decision tree 
D) market-basket analysis

Exam 24: Database Marketing

Data mining techniques are essential for database marketing.

A reporting system generating RMF data can be automated.

RFM scores can be used to concentrate the efforts of salespeople.

Which of the following statements is true about decision trees?

RFM can be a useful tool to determine who your best customers are and who hasn't been in to the store in a while.

The more times two items occur in the same transaction,the higher is the probability of them being purchased together.

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

A market-basket analysis shows the products that customers tend to buy together.

________ is a way of analysing and ranking customers according to their purchasing patterns.

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

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

Groups created by decision tree algorithms are as different from each other as possible.

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

Cheryl Inc. ,a leading cosmetics manufacturer,wants to identify their most valued customers.Each customer is assigned an RMF score based on their purchasing patterns.One of their valued customers is rated a score of 545.In this case,the ideal action for Cheryl's sales team is to ________.

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

What is database marketing?

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

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

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

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

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