Question 1

Database marketing has come under scrutiny based on the idea that it may infringe on consumers' ___________.

Accepted Answer

A) right to know 
B) right to choose 
C) right to privacy 
D) right to not be deceived 
A) right to know 
B) right to choose 
C) right to privacy 
D) right to not be deceived

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

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 4

Which of the following is not characteristic of secondary data?

Accepted Answer

A) observation data collected for the project at hand 
B) might be relevant to the problem at hand 
C) gathered previously for another purpose 
D) (b)and (c) 
E) All are characteristic of secondary data. 
A) observation data collected for the project at hand 
B) might be relevant to the problem at hand 
C) gathered previously for another purpose 
D) (b)and (c) 
E) All are characteristic of secondary data.

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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 7

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

Accepted Answer

A) True 
 B)False

Question 8

Several marketing research firms are paying people to participate in online surveys,to track their click streams,or to evaluate Web sites.

Accepted Answer

A) True 
 B)False

Question 9

Market basket analysis is a common application of _______.

Accepted Answer

A) GIS systems 
B) blogs 
C) cookies 
D) data mining 
A) GIS systems 
B) blogs 
C) cookies 
D) data mining

Question 10

Secondary data can sometimes be used as a sample frame.

Accepted Answer

A) True 
 B)False

Question 11

A market researcher was negotiating with a client concerning the best way to accomplish the client's objectives.The researcher discovered a study,which had some circumstances similar to that of the present client.Which of the following best describes what happened?

Accepted Answer

A) Secondary data provided primary research alternatives. 
B) Secondary data actually provided the solution to the problem. 
C) Secondary data helped to clarify the problem. 
D) Secondary data provided necessary background information. 
E) none of the above 
A) Secondary data provided primary research alternatives. 
B) Secondary data actually provided the solution to the problem. 
C) Secondary data helped to clarify the problem. 
D) Secondary data provided necessary background information. 
E) none of the above

Question 12

A company may already possess secondary information.

Accepted Answer

A) True 
 B)False

Question 13

Mike's Seafood is a very successful Cajun restaurant chain in south Louisiana.How can a geographic information system (GIS)help the restaurant chain target its best customers?

Accepted Answer

A) GIS can pinpoint exactly where the restaurant's customer base is located,even down to the specific neighborhood,which would greatly assist a direct marketing effort. 
B) The map technology creates a visual translation of DSS. 
C) The map technology creates a visual translation of the URL. 
D) It can pinpoint the target marketing without the need for primary data,which makes it more cost effective. 
E) all of the above 
A) GIS can pinpoint exactly where the restaurant's customer base is located,even down to the specific neighborhood,which would greatly assist a direct marketing effort. 
B) The map technology creates a visual translation of DSS. 
C) The map technology creates a visual translation of the URL. 
D) It can pinpoint the target marketing without the need for primary data,which makes it more cost effective. 
E) all of the above

Question 14

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 15

Secondary data is previously gathered data that might be relevant to the problem at hand.

Accepted Answer

A) True 
 B)False

Question 16

How can data mining assist the direct marketer that publishes a customized catalog for its customers?

Accepted Answer

Data mining uses statistical and other a

Question 17

A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced.She would likely have a hard time finding secondary data to address this due to __________.

Accepted Answer

A) lack of availability 
B) lack of relevance 
C) inaccuracy 
D) insufficiency 
E) none of the above 
A) lack of availability 
B) lack of relevance 
C) inaccuracy 
D) insufficiency 
E) none of the above

Exam 4: A: Secondary Data and Databases

Database marketing has come under scrutiny based on the idea that it may infringe on consumers' ___________.

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

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

Which of the following is not characteristic of secondary data?

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

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

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

Several marketing research firms are paying people to participate in online surveys,to track their click streams,or to evaluate Web sites.

Market basket analysis is a common application of _______.

Secondary data can sometimes be used as a sample frame.

A market researcher was negotiating with a client concerning the best way to accomplish the client's objectives.The researcher discovered a study,which had some circumstances similar to that of the present client.Which of the following best describes what happened?

A company may already possess secondary information.

Mike's Seafood is a very successful Cajun restaurant chain in south Louisiana.How can a geographic information system (GIS)help the restaurant chain target its best customers?

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

Secondary data is previously gathered data that might be relevant to the problem at hand.

How can data mining assist the direct marketer that publishes a customized catalog for its customers?

A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced.She would likely have a hard time finding secondary data to address this due to __________.

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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