Question 1

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

Accepted Answer

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

Question 2

Which of the following is the basic idea of the decision tree technique?

Accepted Answer

A)  to perform an RMF analysis and rank consumer according to their purchasing patterns 
B)  to select attributes that are most useful for classifying entities on some criterion 
C)  to produce computer programs for information systems 
D)  to use the minimum difference among the groups created by the decision tree algorithm 
A)  to perform an RMF analysis and rank consumer according to their purchasing patterns 
B)  to select attributes that are most useful for classifying entities on some criterion 
C)  to produce computer programs for information systems 
D)  to use the minimum difference among the groups created by the decision tree algorithm B

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

In RFM analysis,an F score of 1 shows that ________.

Accepted Answer

A)  the customer has bought the least expensive item 
B)  the customer has frequently placed an order 
C)  the customer has always bought the most expensive item 
D)  the customer has rarely made a purchase 
A)  the customer has bought the least expensive item 
B)  the customer has frequently placed an order 
C)  the customer has always bought the most expensive item 
D)  the customer has rarely made a purchase

Question 6

In RFM analysis,an M score of ________ shows customers who have bought the least expensive item.

Accepted Answer

A)  2 
B)  5 
C)  1 
D)  4 
A)  2 
B)  5 
C)  1 
D)  4

Question 7

What is a market-basket analysis?

Accepted Answer

Market-basket analysis is a data-mining

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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 11

What is database marketing?

Accepted Answer

Database marketing is the application of

Question 12

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

Accepted Answer

In market-basket terminology,support is

Question 13

Data mining techniques are essential for database marketing.

Accepted Answer

A) True 
 B)False

Question 14

The frequency of customer purchases is not a determining factor for RFM score.

Accepted Answer

A) True 
 B)False

Question 15

A minimum difference among groups is used as the criterion for constructing the decision tree.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Describe the process of conducting RFM analysis.

Accepted Answer

RFM analysis is a way of analyzing and r

Question 18

A high F score denotes that the customer has bought an expensive item recently.

Accepted Answer

A) True 
 B)False

Question 19

In marketing transactions,the fact that customers who buy product X also buy product Y creates a ________ opportunity.

Accepted Answer

A)  relationship selling 
B)  cross-selling 
C)  value added selling 
D)  persuasive selling 
A)  relationship selling 
B)  cross-selling 
C)  value added selling 
D)  persuasive selling

Question 20

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

Accepted Answer

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

Exam 24: Database Marketing

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

Which of the following is the basic idea of the decision tree technique?

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

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

In RFM analysis,an F score of 1 shows that ________.

In RFM analysis,an M score of ________ shows customers who have bought the least expensive item.

What is a market-basket analysis?

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

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

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.

What is database marketing?

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

Data mining techniques are essential for database marketing.

The frequency of customer purchases is not a determining factor for RFM score.

A minimum difference among groups is used as the criterion for constructing the decision tree.

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

Describe the process of conducting RFM analysis.

A high F score denotes that the customer has bought an expensive item recently.

In marketing transactions,the fact that customers who buy product X also buy product Y creates a ________ opportunity.

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

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