Question 1

Which of the following announced the scrapping of attitudinal data?

Accepted Answer

A)   ACORN
B)   MOSAIC
C)   JIGSAW
D)   VIPER C

Question 2

Western described consensual databases as what we know as permission marketing.

Accepted Answer

A) True 
 B)False  True

Question 3

Businesses have been able to influence some of the questions on the national census.

Accepted Answer

A) True 
 B)False  True

Question 4

A diver of data is informed that there is too much 'clutter' in marketing communications, what does this mean?

Accepted Answer

The answer of A diver of data is informed that...

Question 5

The 'paradox' which is described as consumers being, on the one hand, comfortable with DM and engaging with it and on the other hand cynical about its intentions is the:

Accepted Answer

A)   knowledge
B)   comfort
C)   targeting
D)   control

Question 6

What is GPS?

Accepted Answer

The answer of What is GPS?...

Question 7

The traditional lifestyle segmentation aims to build:

Accepted Answer

A)   psychographic profiles from segments from relatively small data set and expands these to generalise patterns within the larger population
B)   database including names and addresses of those who claim to be interested in specific products, brands and services
C)   database of existing and new customers with a listing of their features
D)   likelihood of engaging in a consumption related activity

Question 8

Asking consumers to indicate their involvement with certain buying activities in a survey intended to produce lists of such consumers by their name and address is an example of:

Accepted Answer

A)   contemporary life style
B)   traditional life style
C)   personalized surveillance data
D)   biographics

Question 9

NLP is being used marketers to provide another layer of data, what is NLP?

Accepted Answer

The answer of NLP is being used marketers to provide...

Question 10

By definition transactional data provides:

Accepted Answer

A)   A historical perspective on customer buying patterns
B)   A list of lifestyle statements relevant to marketers
C)   Names and addresses of consumers who go to supermarkets
D)   An explanation of why consumers buy a particular brand

Question 11

What is transactional data?

Accepted Answer

The answer of What is transactional data?...

Question 12

Transactional data is 'refreshed daily and weekly, thereby providing a dynamic insight, not only into how and what consumers are buying but describing individual behaviour across different channels….payment methods and their typical conversion performance, all in near real time (Morris, 2006).

Accepted Answer

A) True 
 B)False

Question 13

Cookies are examples of:

Accepted Answer

A)   contemporary life style
B)   traditional life style
C)   personalised surveillance data
D)   biographics

Question 14

Genetic data is an example of profile data.

Accepted Answer

A) True 
 B)False

Question 15

The clustering of lifestyle data and then inferring similar profiles for others in similar postcodes is called transactional data

Accepted Answer

A) True 
 B)False

Question 16

What do informediaries do?

Accepted Answer

The answer of What do informediaries do?...

Question 17

What is DRTV?

Accepted Answer

The answer of What is DRTV?...

Question 18

What is ACORN?

Accepted Answer

The answer of What is ACORN?...

Question 19

RFM is 'Retain, Fragment and Metrics'.

Accepted Answer

A) True 
 B)False

Question 20

The first geodemographic system was MOSAIC.

Accepted Answer

A) True 
 B)False

Exam 11: Data-Based Consumer Behaviour

Which of the following announced the scrapping of attitudinal data?

Western described consensual databases as what we know as permission marketing.

Businesses have been able to influence some of the questions on the national census.

A diver of data is informed that there is too much 'clutter' in marketing communications, what does this mean?

The 'paradox' which is described as consumers being, on the one hand, comfortable with DM and engaging with it and on the other hand cynical about its intentions is the:

What is GPS?

The traditional lifestyle segmentation aims to build:

Asking consumers to indicate their involvement with certain buying activities in a survey intended to produce lists of such consumers by their name and address is an example of:

NLP is being used marketers to provide another layer of data, what is NLP?

By definition transactional data provides:

What is transactional data?

Transactional data is 'refreshed daily and weekly, thereby providing a dynamic insight, not only into how and what consumers are buying but describing individual behaviour across different channels….payment methods and their typical conversion performance, all in near real time (Morris, 2006).

Cookies are examples of:

Genetic data is an example of profile data.

The clustering of lifestyle data and then inferring similar profiles for others in similar postcodes is called transactional data

What do informediaries do?

What is DRTV?

What is ACORN?

RFM is 'Retain, Fragment and Metrics'.

The first geodemographic system was MOSAIC.