Deck 2: Data Mining Procedures and Knowledge Systems

Question 1

The purpose of a decision support system is to store data and transform data into information that is easily accessible to marketing managers.

Answer 1

True

Question 2

Scanner data is collected when consumers check out at stores.

Answer 2

True

Question 3

Timely data are the most current data.

Answer 3

False
While the most current data are most likely the most timely and relevant,timely data can be older as well.It just can't be so old that they are not relevant.

Question 4

One way to describe marketing research is to categorize it based on the four possible functions it serves in business: foundational,testing,issues,and validation.

Question 5

Sensing systems can be used to monitor traffic flow through a mall parking lot.

Question 6

When the price of an airline ticket increases as more seats are sold,this is an example of dynamic pricing.

Question 7

A data warehouse is the multitiered computer storehouse of current and historical data.

Question 8

Input data can come from internal sources of the organization,but not from external sources.

Question 9

Electronic data interchange (EDI)refers to linking computerized data sources to statistical tools that can search for predictive relationships and trends which allow more accurate predictions of consumers' opinions and actions.

Question 10

Data are a subset of market intelligence.

Question 11

Researchers use tracking analytics by taking information from consumers' actual archived behavior along with preference data to model sales levels that can be achieved.

Question 12

Types of databases include statistical databases,financial databases,and video databases.

Question 13

Proprietary marketing research is available to anyone via the Internet.

Question 14

Global information systems allow management to track the whereabouts of delivery personnel.

Question 15

Web tracking is illegal.

Question 16

An organization's salesforce frequently provides important marketing intelligence information.

Question 17

Data,information,and intelligence all have the potential to create value to the firm through better decision making.

Question 18

Foxnews.com is an example of a content provider on the World Wide Web.

Question 19

Data and information can be delivered to consumers or other end users via either primary technology or secondary technology.

Question 20

The goal of a CRM system is to describe customer relationships so that managers can access information themselves.

Question 21

Facts or recorded measures of certain phenomena (things or events)are known as _____.

A) data
B) information
C) market intelligence
D) knowledge

Question 22

Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?

A) internal records
B) proprietary marketing research
C) salesperson input
D) behavioral tracking

Question 23

Accumulated records resulting form point-of-sale data recordings are known as _____.

A) scanner data
B) multiple-source data
C) cookies
D) environmental scanning data

Question 24

Who can provide data to a decision support system?

A) production managers
B) marketing researchers
C) accountants
D) all of these choices

Question 25

Which of the following is a characteristic of valuable information?

A) global
B) completeness
C) objective
D) all of these choices

Question 26

A computer-based system that helps decision makers confront problems through direct interaction with databases and systems is known as a(n)_____.

A) Internet
B) Intranet
C) decision support system (DSS)
D) global positioning satellite system

Question 27

The characteristic of data reflecting how pertinent these particular facts are to the situation at hand is called ____.

A) relevance
B) timeliness
C) completeness
D) significance

Question 28

Which of the following is a process that allows important day-to-day operational data to be stored and organized for simplified access?

A) global information system
B) data warehousing
C) proprietary marketing research
D) keyword search

Question 29

_____ is the bar-coded information that contains product information that can be read by optical scanners.

A) RFID
B) NFC
C) CRM
D) UPC

Question 30

Harold is conducting marketing research to determine what consumer segment his company should serve with its services.Which function is this marketing research serving?

A) testing
B) issues
C) foundational
D) performance

Question 31

An organization's mailing list of current customers is an example of _____.

A) a cookie
B) software
C) a database
D) a hyperlink

Question 32

Which of the following is an example of behavioral tracking?

A) product sales histories
B) test market results
C) supermarket scanner data
D) survey findings

Question 33

Which part of the decision support system addresses exchanges between the firm and its customers?

A) customer relationship management (CRM) system
B) data warehouse
C) global information system (GIS)
D) intellectual capital system

Question 34

Some experts claim that the life cycle of technology products is approximately 18 months,meaning the industry changes that rapidly.This rate of change in environmental and competitive factors is an example of _____.

A) entropy
B) history snuffing
C) timeliness
D) market dynamism

Question 35

Which technology works like a WiFi system communicating with specific devices within a defined space like inside of a retail unit?

A) RFID
B) NFC
C) DDS
D) DIOD

Question 36

Which of the following is a subset of data and information that actually has some explanatory power enabling effective decisions to be made?

A) knowledge
B) intellectual capital
C) market intelligence
D) decision support system

Question 37

All of the following are functions supported by marketing research EXCEPT _____.

A) testing
B) foundational
C) compliance
D) performance

Question 38

A researcher has assessed the reliability and validity of his data and is comfortable in thinking the data accurately matches reality.Which characteristic of valuable information does this best describe?

A) relevance
B) completeness
C) quality
D) timeliness

Question 39

Merck,a pharmaceutical company,places a tiny chip on drug packaging to track its product from the manufacturing plant to the consumer to ensure the product flows through the proper distribution channel and safety for consumers.The tiny chip is an application of which technology?

A) RFID
B) smart technology
C) market dynamism
D) GPS

Question 40

An organization's inventory figures are a good example of:

A) cookies
B) internal records
C) external records
D) CRM

Question 41

LEXIS-NEXIS is a company that puts together consortia of data sources into packages that are offered to municipal,corporate,and university libraries for a fee.LEXIS-NEXIS is an example of a:

A) data compiler
B) data wholesaler
C) data warehouse
D) data miner

Question 42

A(n)_____ searches through the Internet almost instantly looking for content containing specific words.

A) environmental scan
B) history sniff
C) web crawl
D) keyword search

Question 43

Amie has an app on her iPhone that allows her to check in with her friends when she goes out.Her friends see this information on her Facebook page and on their phones.This type of technology is a(n)_____.

A) interpersonal technology
B) RFID
C) near field communication (NFC) technology
D) geolocation technology

Question 44

Parties that furnish information on the World Wide Web are called _____.

A) browsers
B) content providers
C) search engines
D) Intranets

Question 45

Most companies use a private data network that uses Internet standards and technology but only allows those individuals whom the organization deems as appropriate participants to access data.This is an example of a(n)_____.

A) Intranet
B) smart network
C) internal source
D) content provider

Question 46

When Wal-Mart transmits information electronically each day to Wrangler jeans about unit sales of this product in its retail outlets so that Wrangler can replenish Wal-Mart's inventory on an as-needed basis,this is an example of _____.

A) cookies
B) EDI
C) the Internet
D) data transference

Question 47

When an Internet user sets up his computer so that it will send him regular news about his favorite professional football team,this is an example of the application of _____.

A) predictive analysis
B) pull technology
C) smart agent software
D) open data partnership

Question 48

One way to address ethical issues related to data technology is by using a(n)_____,which gives consumers access to the information collected from their Web behavior and even provides them an opportunity to edit the information.

A) electronic data interchange
B) predictive analytic
C) pull technology
D) open data partnership

Question 49

The Federal Trade Commission is concerned over consumers' privacy after learning that behavioral tracking companies can covertly discover and record the websites that consumers visit.This activity is called _____.

A) history sniffing
B) scraping
C) phishing
D) predictive analytics

Question 50

Talbot's,a women's clothing retailer,sent Laurie an email notifying her of one the sweaters they are offering this year in a style and color she had searched for on its Web site during last season's clearance sale but was unable to purchase in her size.Talbot's was linking computerized data sources to statistical tools to search for predictive relationships to enable more effective marketing communications,which is an example of:

A) electronic data interchange
B) Web tracking
C) pull technology
D) predictive analytics

Question 51

Karl is searching "digital cameras" in Google to learn more about the brands available and prices for each.Karl is performing a(n)_____.

A) predictive analysis
B) keyword search
C) environmental scan
D) history sniff

Question 52

When you visit Web sites,most likely a small computer file that records your Web usage history is created.This small computer file is called a(n)_____.

A) electronic data exchange
B) cookie
C) URL
D) Intranet

Question 53

In which type of technology does the consumer request information from a Web page and the browser then determines a response?

A) Intranet
B) push technology
C) pull technology
D) interactive technology

Question 54

The type of exchange that occurs when one company's computer system is integrated with another companys' system is called _____.

A) electronic data interchange (EDI)
B) radio frequency exchanged (RFE)
C) electronic synergy
D) realtime communication

Question 55

CompuStat,which publishes financial data,such as income statements and balance sheets,is an example of which type of database?

A) statistical database
B) financial database
C) video database
D) electronic interchange database

Question 56

When amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site,this is an example of _____.

A) push technology
B) electronic data interchange
C) pull technology
D) a URL

Question 57

Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment.What is Melanie performing?

A) environmental scanning
B) behavioral tracking
C) search engine marketing
D) electronic data interchange

Question 58

Yahoo! and Google are examples of _____.

A) home pages
B) search engines
C) ISPs
D) CRMs

Question 59

Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites.Which source of data input does this represent?

A) scanner data
B) Internet records
C) behavioral tracking
D) Web tracking

Question 60

A Web site address that Web browsers recognize is called a(n)_____.

A) URL
B) EDI
C) DSS
D) UPC

Question 61

Compare and contrast pull technology and push technology and describe and example of each.

Question 62

______ software is capable of learning an Internet user's preferences and automatically searching out information and distributing the information to a user's computer.

Question 63

Going from data to information to intelligence is like a funnel.Explain what that means.

Question 64

A decision support system that gathers information about customers such as sales history and customer preferences is known as a(n)_____ system.

Question 65

Explain what a decision support system (DSS)is and how it helps marketing managers.

Question 66

_____ refers to linking computerized data sources to statistical tools that can search for predictive relationships and trends which allow more accurate prediction of consumers' opinions and actions.

Question 67

A Web site address that Web browsers recognize is called a(n)_____.

Question 68

In information technology,_____ is data formatted (structured)to support decision-making or define the relationship between two facts.

Question 69

Define predictive analytics and discuss a marketing researcher's job in predictive analytics.

Question 70

A manager is considering purchasing data from an outside vendor to get a better understanding of the target market for his firm's services.What factors should the manager consider when evaluating the data's usefulness for his needs?

Question 71

A company's private computer network that uses Internet standard but which is accessible only by its own employees is known as a(n)______.

Question 72

Numerical,text,voice,and image data that enter a decision support system are known as ______.

Question 73

_____ information is a term that captures structured data openly shared between companies.

Question 74

Foursquare allows users to check into bars,restaurants,or theaters through their mobile phones so that others can know where the user is.This is an example of _____ technologies.

Question 75

____ is a term for activities that covertly discover and record the websites that a consumer visits.

Question 76

A(n)_____ occurs when one company's computer system is integrated with another company's computer system.

Question 77

_____ data refers to the accumulated records resulting from point of sale data recordings.

Question 78

A computer-based system that helps marketing managers to solve problems through interaction with databases is known as a ______.

Question 79

Parties that furnish information on the World Wide Web are called _____.

Question 80

When a marketing manager has sufficient information to make a good decision,the information is said to be ______.