Quiz Chapter 6 Marketing Research and Database Development
1.
A collection of information indicating what customers are purchasing, how often they purchase, and the amount they purchase is termed a _________________________.
A.
databank
B.
database
C.
computer base
D.
infobase
E.
computer bank
2.
An effective database assists the firm in its efforts to:
A.
exchange information with customers.
B.
identify heavy users.
C.
determine lifetime customer value.
D.
build segment profiles.
E.
all of the above.
3.
Through the process of _____________________, a firm utilizes information overlays and/or partitioning to better understand the responsiveness of new or existing customers to marketing programs.
A.
data enhancement
B.
benchmarking
C.
data mining
D.
visioning
E.
data magnification
4.
Most databases are “driven” by its:
A.
source data unit.
B.
target market unit.
C.
geodemographic unit.
D.
command unit.
E.
attribute unit.
5.
Information generated for a database must possess the characteristics of:
A.
affinity, or prior usage.
B.
frequency of purchase.
C.
recency, or length of time between purchases.
D.
amount of usage.
E.
all of the above.
6.
The X-Cel Corporation is intent upon creating an effective cross-functional database that will maximize the information available to each functional area while minimizing costs through data-sharing the first step in this process would probably be the creation of a:
A.
data interaction matrix.
B.
market research matrix.
C.
data generation matrix.
D.
data mining matrix.
E.
data production matrix.
7.
Once shared data requirements have been identified, the next step in the development of an integrated database is the:
A.
development of a data interaction matrix.
B.
evaluation of existing internal data sources.
C.
identification of the target market.
D.
creation of a database processing system.
E.
development of a general predictive mode.
8.
The _________________ of a database refers to the overall number of key data fields or key variables that will comprise the data record.
A.
width
B.
sample size
C.
extent
D.
depth
E.
expanse
9.
The X-Cel Corporation desires to create a database that will offer maximum flexibility and allow the firm to expand its database most easily in a dynamic environment. The firm is
most
likely to prefer a:
A.
sequential database.
B.
data field database.
C.
relational database.
D.
silo database.
10.
Database information that is available for analytical purposes is called:
A.
informational data.
B.
warehoused data.
C.
operational data.
D.
field data.
E.
a data mine.
11.
In order to be useful and efficient, a data warehouse should be:
A.
composed of subject-oriented information.
B.
integrated information.
C.
time-variant information.
D.
nonvolatile information.
E.
all of the above.
12.
The X-Cel Corporation routinely collects data at the point of sale. The firm is collecting:
A.
secondary data.
B.
real-time transactional data.
C.
historical data.
D.
silo data.
E.
stable data.
13.
The X-Cel Corporation has launched a program designed to identify demographic and/or behavioral patterns than distinguish its “best” customers from all of the customers served by the firm. The firm's effort is an example of:
A.
data matrix documentation.
B.
customer-volunteered information.
C.
data mining.
D.
point-of-sale collection.
E.
real-time information storage.
14.
Data mining frequency involves the attempt to establish historical relationships between classification groups in order to forecast future patronage behavior. This effort is an example of:
A.
description.
B.
classification.
C.
clustering.
D.
regression.
E.
association.
15.
Which of the following treats customers as “assets” of the firm?
A.
visual mining models
B.
neural networks
C.
lifetime value models
D.
scoring models
E.
decision trees
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