Question 1

Information that is accurate, valid, and reliable is said to be of high ____________________.

Accepted Answer

The answer of Information that is accurate, valid, and reliable...

Question 2

John is using analytical tools to measure relevant data in order to better understand his company's marketing performance.This is called ________.
A) marketing analytics
B) data technology
C) database mining
D) web tracking

Accepted Answer

The act of measuring relevant data to understand marketing performance falls under the realm of marketing analytics. Data technology, database mining, and web tracking are all related to the collection and analysis of data, but they do not encompass the specific purpose of measuring marketing performance.

Question 3

LexisNexis is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee.LexisNexis is an example of a data ____.
A) compiler
B) wholesaler
C) warehouse
D) miner

Accepted Answer

LexisNexis acts as a wholesaler by putting together various data sources and offering them to libraries for a fee. They are not simply compiling the data themselves (A), acting as a warehouse to store it (C), or actively mining for new data (D).

Question 4

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

Accepted Answer

Amazon recommending books is an example of push technology, where information is sent to the user without them explicitly requesting it. This contrasts with pull technology, where the user must request information.

Question 5

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

Accepted Answer

The answer of In information technology, ____________________ is data formatted...

Question 6

Parties that furnish information on the World Wide Web are called ____.
A) browsers
B) content providers
C) search engines
D) Intranets

Accepted Answer

Parties that furnish information on the World Wide Web are called content providers. Browsers are software applications used to access and display information on the web. Search engines are websites or software applications used to search for information on the web. Intranets are private networks used within an organization to share information and resources.

Question 7

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

Accepted Answer

Melanie is performing environmental scanning, which is a process of gathering information about an organization's external operating environment. This helps companies stay aware of changes and trends that may affect their business. Options B, C, and D are not relevant to the context of the given scenario.

Question 8

Which technique covertly discovers and records the websites that consumers visit?
A) cloud storage
B) history sniffing
C) RFID rags
D) Boolean operators

Accepted Answer

History sniffing is a technique used by advertisers to covertly discover and record the websites that consumers visit. It involves using Javascript to determine which links have been visited and can be used to gather information about a user's browsing habits. Cloud storage, RFID tags, and Boolean operators do not serve this purpose.

Question 9

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

Accepted Answer

An intranet is a private network that uses Internet technology to create a secure and private connection for authorized users within an organization. It allows only those individuals whom the organization deems as appropriate participants to access data. Therefore, the given scenario describes an intranet. Smart network, internal source, and content provider do not accurately describe the situation.

Question 10

Information that is provided when a marketing manager needs it to make an important decision is said to be ____________________.

Accepted Answer

The answer of Information that is provided when a marketing...

Question 11

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

Accepted Answer

The answer of A computer-based system that helps marketing managers...

Question 12

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

Accepted Answer

Procter & Gamble's monitoring of trends and information posted by consumers on various websites represents Web tracking as a source of data input.

Question 13

Data collected in an open data partnership is ____.
A) available only to the researchers gathering the information
B) available to the consumers from whom researchers gather the information
C) made publicly available on the Internet
D) sold to the consumers from whom researchers gather the information

Accepted Answer

The answer of Data collected in an open data partnership...

Question 14

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

Accepted Answer

The answer of When a marketing manager has sufficient information...

Question 15

The U.S.government's effort to nationalize the privacy of health-related information while still trying to allow the transfer of information is called a(n)____.
A) electronic data exchange
B) HIPAA
C) URL
D) RFID

Accepted Answer

The term that best fits the description provided in the question is HIPAA, which stands for Health Insurance Portability and Accountability Act. It was enacted in 1996 to establish national standards for the protection of electronic health information while ensuring its availability for legitimate uses. The other options given (electronic data exchange, URL, and RFID) do not accurately reflect the purpose and scope of this government effort.

Question 16

An Internet user sets up his computer so that it will send him regular news about his favorite professional football team.What application is in use?
A) push technology
B) pull technology
C) smart agent software
D) RFID

Accepted Answer

The answer of An Internet user sets up his computer...

Question 17

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

Accepted Answer

CompuStat is a financial database that specializes in publishing financial data such as income statements and balance sheets.

Question 18

Ginger is using data that has been previously collected for some purpose other than the one at hand.This is called ____________ data.
A) big
B) archival
C) corporate
D) global

Accepted Answer

Archival data refers to data that has been previously collected for some other purpose and is now being used for a different purpose.

Question 19

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.What term describes this function?
A) cookies
B) EDI
C) pull technology
D) data transference

Accepted Answer

This function is known as EDI (Electronic Data Interchange) which is the electronic transmission of business documents in a standardized format between two companies.

Question 20

Laurie finds the perfect sweater on Talbot's Web site during its season's clearance sale, but is unable to purchase it in her size.The following year, Talbot's sends Laurie an email notifying her of a similar sweater in the same style and color.Talbot's has linked computerized data sources to statistical tools to search for relationships that will produce more effective marketing communications, which is an example of ____.
A) electronic data interchange
B) Web tracking
C) pull technology
D) predictive analytics

Accepted Answer

Talbot's use of statistical tools to search for relationships and patterns in their customer data is an example of predictive analytics. This allows them to anticipate customer needs and preferences and provide personalized marketing communications, such as the email Laurie received notifying her of a similar sweater. Electronic data interchange, web tracking, and pull technology may be used in conjunction with predictive analytics, but they are not the best choice to describe Talbot's specific marketing strategy in this scenario.

Quiz 2: Harnessing Big Data Into Better Decisions

Information that is accurate, valid, and reliable is said to be of high ____________________.

John is using analytical tools to measure relevant data in order to better understand his company's marketing performance.This is called ________.

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

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 ____.

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

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

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

Which technique covertly discovers and records the websites that consumers visit?

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) ____.

Information that is provided when a marketing manager needs it to make an important decision is said to be ____________________.

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

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?

Data collected in an open data partnership is ____.

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

The U.S.government's effort to nationalize the privacy of health-related information while still trying to allow the transfer of information is called a(n) ____.

An Internet user sets up his computer so that it will send him regular news about his favorite professional football team.What application is in use?

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

Ginger is using data that has been previously collected for some purpose other than the one at hand.This is called ____________ data.

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.What term describes this function?