Question 1

A data warehouse could contain_____.

Accepted Answer

A) Demographic information 
B) Product information 
C) Promotion information 
D) Prospect information 
E) All of the above

Question 2

A ____ would be the best source of information on the last 10 years of customer transactions.

Accepted Answer

A) Data mart 
B) Operational data store 
C) Data warehouse 
D) Reference database 
E) Web site database

Question 3

___ is the process of placing customers into groups such that everyone in the group has similar traits.

Accepted Answer

A) Geo-analysis 
B) Clustering 
C) Sorting 
D) Decision tree analysis 
E) Suppression

Question 4

A (An) _____ would be a less-than-optimal source of information for data mining.

Accepted Answer

A) Data warehouse 
B) Operational data store 
C) Web site database 
D) Data warehouse or data mart 
E) Data mart

Question 5

State and climate are examples of a _____ variable.

Accepted Answer

A) Behavior 
B) Psychographic 
C) Geographic 
D) Demographic 
E) Scalable

Question 6

Cluster analysis uses three key variables as part of its process: recency, frequency and monetary.

Accepted Answer

A) True 
 B)False

Question 7

Consumer fatigue prevention is a benefit of data mining.

Accepted Answer

A) True 
 B)False

Question 8

Home ownership is an example of a _____ variable.

Accepted Answer

A) Behavior 
B) Psychographic 
C) Geographic 
D) Demographic 
E) Scalable

Question 9

An ancillary benefit of data mining is identification of unusual customer activity.

Accepted Answer

A) True 
 B)False

Question 10

The casino industry is one of the best examples of dynamic CRM.

Accepted Answer

A) True 
 B)False

Question 11

_____is not a common data mining method.

Accepted Answer

A) Fuzzy logic 
B) Pattern recognition 
C) ERP 
D) Artificial Neural Network 
E) Data stream mining

Question 12

By adding the modeling component, organizations can enhance data mining by making it

Accepted Answer

A) Cost-justified 
B) Measurable 
C) optimal 
D) B and C 
E) A, B, and C

Question 13

Fraud detection is a major benefit of data mining.

Accepted Answer

A) True 
 B)False

Question 14

RFM is an easy and cost effective data mining technique.

Accepted Answer

A) True 
 B)False

Question 15

______ is an ancillary benefit to data mining.

Accepted Answer

A) Unusual customer activity 
B) Data transformation into information 
C) Privacy issues 
D) Interpretation of information 
E) Information transformation into knowledge

Question 16

_______ is an example of a data mining process.

Accepted Answer

A) Sorting and analyzing data 
B) Processing all online orders immediately 
C) Updating a data warehouse 
D) Browsing information in search of patterns and anomalies 
E) Data preparation

Question 17

Data mining usually accesses a ________ for its source of information.

Accepted Answer

A) Data warehouse 
B) Operational data store 
C) Web site database 
D) Reference database 
E) Data mart

Question 18

A _____ can be learned by splitting the source set into subsets based on an attribute value test.

Accepted Answer

A) Clustering 
B) RFM 
C) Decision Tree 
D) Regression analysis 
E) Fuzzy Logic

Exam 7: Database and Customer Data Development

A data warehouse could contain_____.

A ____ would be the best source of information on the last 10 years of customer transactions.

___ is the process of placing customers into groups such that everyone in the group has similar traits.

A (An) _____ would be a less-than-optimal source of information for data mining.

State and climate are examples of a _____ variable.

Cluster analysis uses three key variables as part of its process: recency, frequency and monetary.

Consumer fatigue prevention is a benefit of data mining.

Home ownership is an example of a _____ variable.

An ancillary benefit of data mining is identification of unusual customer activity.

The casino industry is one of the best examples of dynamic CRM.

_____is not a common data mining method.

By adding the modeling component, organizations can enhance data mining by making it

Fraud detection is a major benefit of data mining.

RFM is an easy and cost effective data mining technique.

______ is an ancillary benefit to data mining.

_______ is an example of a data mining process.

Data mining usually accesses a ________ for its source of information.

A _____ can be learned by splitting the source set into subsets based on an attribute value test.