Question 1

An online community can be an example of which of the following types of e-commerce models?
A) B2B
B) C2B
C) G2C
D) C2C

Accepted Answer

An online community often involves consumer-to-consumer (C2C) interactions, where individuals exchange goods, services, or information directly with each other.

Question 2

Which of the following is generally true of internet interaction?
A) Control can shift towards consumers
B) Control can never shift towards consumers
C) Internet marketing can not lead to disintermediation
D) Nearly every internet marketer provides post sale support and other tracking

Accepted Answer

The internet allows consumers to access information, compare products, and voice opinions, thereby shifting some control from businesses to consumers.

Question 3

Physical privacy refers to:
A) receiving too much direct marketing
B) the relevance of direct marketing
C) what happens to personal details
D) accuracy of personal details

Accepted Answer

A

Question 4

The 'paradox' which is described as consumers being, on the one hand, comfortable with DM and engaging with it and on the other hand cynical about its intentions is the:
A) knowledge
B) comfort
C) targeting
D) control

Accepted Answer

The 'comfort paradox' refers to the situation where consumers are comfortable engaging with direct marketing (DM) but remain skeptical about the intentions behind it.

Question 5

The type of viral communication that might explain copy cat murders or suicides is:
A) genetics
B) neurolinguistics
C) memes
D) biographics

Accepted Answer

Memes, in this context, refer to ideas, behaviors, or styles that spread from person to person within a culture. The concept of memes can explain how certain behaviors, like copycat murders or suicides, can spread through society as people are influenced by the actions of others they hear or read about.

Question 6

Asking consumers to indicate their involvement with certain buying activities in a survey intended to produce lists of such consumers by their name and address is an example of:
A) contemporary life style
B) traditional life style
C) personalized surveillance data
D) biographics

Accepted Answer

The answer of Asking consumers to indicate their involvement with...

Question 7

Cookies are examples of:
A) contemporary life style
B) traditional life style
C) personalised surveillance data
D) biographics

Accepted Answer

Cookies are small pieces of data stored on a user's computer by websites to track and personalize the user's browsing experience, which is a form of personalized surveillance data.

Question 8

The main initial source of data for geodemographics is:
A) life style data
B) demographics
C) census
D) biographics

Accepted Answer

The main initial source of data for geodemographics is the census, as it provides comprehensive and detailed data on the population, including age, sex, race, income, and education, which are crucial for geodemographic analyses.

Question 9

The Henley Centre's 1978 prediction regarding household was that the trend towards which of the following would rise:
A) nuclear households
B) cellular households
C) interdependency within households
D) outer directedness

Accepted Answer

The Henley Centre's 1978 prediction was that the trend towards cellular households would rise, indicating a shift towards more individualized living spaces within homes.

Question 10

Which of the following announced the scrapping of attitudinal data?
A) ACORN
B) MOSAIC
C) JIGSAW
D) VIPER

Accepted Answer

JIGSAW announced the scrapping of attitudinal data, moving towards a model that relies more on actual behavior and demographic information.

Question 11

The traditional lifestyle segmentation aims to build:
A) psychographic profiles from segments from relatively small data set and expands these to generalise patterns within the larger population
B) database including names and addresses of those who claim to be interested in specific products, brands and services
C) database of existing and new customers with a listing of their features
D) likelihood of engaging in a consumption related activity

Accepted Answer

The answer of The traditional lifestyle segmentation aims to build:
A)...

Question 12

Information privacy refers to:
A) the amount of information overload consumers suffer
B) junk mail efforts used by marketers
C) the extent to which consumers are willing to share their personal details with others
D) the extent to which individuals can control who holds their data and what is done with that data

Accepted Answer

Information privacy is about individuals' ability to control the collection, use, and dissemination of their personal information. This includes who has access to their data and how it is used.

Question 13

By definition transactional data provides:
A) A historical perspective on customer buying patterns
B) A list of lifestyle statements relevant to marketers
C) Names and addresses of consumers who go to supermarkets
D) An explanation of why consumers buy a particular brand

Accepted Answer

Transactional data primarily records the history of customer purchases and interactions, which can be analyzed to understand buying patterns over time.

Question 14

RFM is 'Retain, Fragment and Metrics'.

Accepted Answer

RFM stands for Recency, Frequency, and Monetary value, which are key factors used in marketing analysis for customer segmentation.

Question 15

RFID tags might replace bar codes.

Accepted Answer

RFID tags have the potential to replace bar codes because they can store more information, can be read without direct line of sight, and can be updated with new information, offering advantages in inventory management and tracking over traditional bar codes.

Question 16

The first geodemographic system was MOSAIC.

Accepted Answer

The first geodemographic system was called PRIZM (Potential Rating Index for Zip Markets), developed by Claritas in 1974, before MOSAIC.

Question 17

Census data can be sold at individual level.

Accepted Answer

Census data is collected for statistical purposes and is protected by law; individual responses are kept confidential and are not sold or distributed.

Question 18

Individuals can now opt-out of being on the Census database.

Accepted Answer

Individuals cannot opt out of being included in the Census as participation is mandatory in many countries, including the United States, to ensure accurate population counts and data for government planning and resource allocation.

Question 19

A data consortium is JIGSAW.

Accepted Answer

JIGSAW is a data consortium that brings together data from multiple sources to create a more comprehensive view of the world.

Question 20

Western described consensual databases as what we know as permission marketing.

Accepted Answer

Western's concept of consensual databases aligns with the principles of permission marketing, where consumers agree to receive marketing information.

Quiz 11: Data-Based Consumer Behaviour

An online community can be an example of which of the following types of e-commerce models?

Which of the following is generally true of internet interaction?

Physical privacy refers to:

The 'paradox' which is described as consumers being, on the one hand, comfortable with DM and engaging with it and on the other hand cynical about its intentions is the:

The type of viral communication that might explain copy cat murders or suicides is:

Asking consumers to indicate their involvement with certain buying activities in a survey intended to produce lists of such consumers by their name and address is an example of:

Cookies are examples of:

The main initial source of data for geodemographics is:

The Henley Centre's 1978 prediction regarding household was that the trend towards which of the following would rise:

Which of the following announced the scrapping of attitudinal data?

The traditional lifestyle segmentation aims to build:

Information privacy refers to:

By definition transactional data provides: