BUS 421 CH 10 Quiz, BUS 421 CH 9 Quiz, BUS 421 CH 8 Quiz, BUS 421 CH 7 Quiz, BUS 421 CH 6 Quiz, BUS 421 CH 5 Quiz, BUS 421 CH 4 Quiz, BUS 421 CH 3 Quiz, BUS 421 CH 2 Quiz, BUS 421 CH 1 Quiz, Bus 421 Final
In a deep neuron network, a neuron is A) A function B) A cell impulse C) A nerve cell D) An artificial storage cell
A
Marketing analytics is: A) The use of data to gain insights from data to maximize marketing outcomes B) The use of marketing inputs to maximize marketing outcomes C) The use of statistics to gain marketing insights D) The study of the nature of marketing topic by examining its details
A
Suppose there are two tables: A and B. What would the following code output? SELECT * from A RIGHT JOIN B on A.orderid = B.orderid; A) The complete set of records from table B, along with the matching records (depending on the availability) from table A where tables A and B have the same orderid B) Only the records from table B where tables A and B have the same orderid C) Only the records from table A where tables A and B have the same order id D) The complete set of records from table A, along with the matching records (depending on the availability) from table B where tables A and B have the same orderid
A
The following R package performs quantitative analysis of textual data: A) Quanteda B) clubSandwich C) ggplot D) doSNOW
A
The marketing platform used to measure, predict, and optimize for traditional and digital media is a A) Comprehensive marketing measurement and optimization platform B) Data management platform C) Inbound marketing platform D) None of the above
A
Tweetreach focuses on which kind of post? A) Test B) Photo C) Video D) Sound
A
What are the three legs of marketing analytics? A) Data, analytics, and visualization B) Clean, structure, and integrate C) Extract, transform, and load D) Address outliers, complete missing data, and make the data consistent
A
What is a primary key in a relational database? A) A column that uniquely identifies a row in the table B) A row that uniquely identifies a column in the table C) Either A or B D) None of the above
A
What is a programming tool? A) A software package that allows the execution of programming code B) A formal set of instructions that can be used to produce various kinds of output C) A series of words for executing functions in RStudio D) A syntax for speaking to a computer using R
A
What is one function that a relational database can do that a non-relational database cannot? A) Join queries B) Delete information C) Update information D) Retrieve information
A
What is the range of the Google Trend Index? A) 0-100 indexed from low to high, respectively B) 0-100 indexed from high to low, respectively C) 1-100 indexed from low to high, respectively D) 1-100 indexed from high to low, respectively
A
What is the role of a relational database? A) To store large amounts of data and create easy access to important information B) To manage and store big data C) To store semi-structured data so that a marketing analytics professional can retrieve the data D) None of these
A
What is true? A) People often use A/B tests to test competing marketing ideas in a department B) The value gained from A/B testing usually outweighs potentially frustrating customers C) A/B Testing is not a time to try crazy ideas D) Protect your A/B test from too much input form other departments in the company
A
Which A/B testing stage typically uses a larger portion of the potential audience? A) Exploitation stage B) Experimental stage C) Bandit stage D) Exploration stage
A
Which is NOT rue? A) AI can build new websites from the ground up B) AI algorithms can help companies to find new channels that competitors may not have yet discovered C) AI algorithms can optimize the targeting of key audiences D) AI algorithms can improve marketing performance by testing ad platforms
A
Which is not a tab in the RStudio environment? A) Output B) Viewer C) Plots D) Terminal
A
Which is the most likely to be secondary data? A) Twitter comments B) Survey data C) Interviews D) Field experiments
A
Which is true about designing A/B tests to extract maximum meaning? A) A and B should have identical content except for the hypothesized elements B) A and B should have different content except for the hypothesized elements C) A should always be the control D) A and B should have two levels each
A
Which is true of a bandit test? A) It has an adaptive exploitation stage B) It removes people from the exploitation stage C) It is an A/B Test with a hidden exploration stage D) It is an A/B Test but with an extra exploitation stage
A
Which join uses records that have matching values in both tables? A) INNER JOIN B) FULL JOIN C) RIGHT JOIN D) LEFT JOIN
A
Which of the following is an example of a non-programming tool for data analysis? A) JMP B) Rodeo C) RStudio D) R
A
Which of the following is not a programming language important for marketing analytics? A) RStudio B) SQL C) Python D) R
A
Which of the following is not a type of join? A) FULLER INNER JOIN B) LEFT JOIN C) INNER JOIN D) FULL OUTER JOIN
A
Which of the following is not a web scraping application? A) ScrapeR B) Dex.io C) Octoparse D) Spinn3r
A
Which statement is false? A) A/B Tests = real marketing firm's brick and mortar store experiments B) A/B Tests are often automated C) A/B Testa re often run as part of a live marketing effort D) A/B Tests = Split Tests
A
A/B tests are... A) More similar to lab experiments than field experiments B) Controlled experiments C) Never field experiments D) Not truly experiments
B
Big data are useless to a company unless A) The data are raw and unclean B) The company has a place to analyze and easily access the information C) The data supports assumptions the company has made before analyzing them D) The company finds something meaningful in the data quckly
B
Cluster analysis is which of the following? A) A technique for grouping people so that groups are as far from the centroid as possible B) A technique for grouping people so that those in the same group are more like one another compared with those in other groups C) A technique for grouping people so that those in the same group are different from one another compared with those in other groups D) A technique for grouping people so that groups are most similar to one another
B
Consider that a company wants to run an experiment to see which of four advertisements is most effective for a new product presented with five distinct price points. People are randomly assigned to see one of the four advertisements and one of the five price points. How many factors are part of this design? A) 1 B) 2 C) 9 D) 20
B
Consider the after-only experimental design. Which of the following is true? A) An advantage of this design is that it is possible to reduce post-test bias B) An advantage of this design is that there is no pre-test bias C) A disadvantage of this design is that there is no pre-test bias D) An advantage of this design is that it is possible to measure pre-test bias
B
Consider the before-and-after experimental design. Which of the following is true? A) An advantage of this design is that it is possible to measure pre-test bias B) A disadvantage of this design is that there is pre-test bias C) An advantage of this design is that it is possible to reduce post-test bias D) An advantage of this design is that there is no pre-test bias
B
Consider the following scenario. All chain restaurants had to put calories on their menus in he United States by December 2016. Researches measured receipts the month before and the month after this happened o test whether calories on menus effectively reduced overall calories consumption and / or reduced restaurant sales. This was an example of what kind of study? A) Randomized field experiment B) Natural field experiment C) Natural lab experiment D) Randomized lab experiment
B
Data provided by from the country is of which type? A) Property B) Public C) Academic D) Commercial
B
Field experiments are A) Conducted only in the digital world B) Conducted in a natural setting C) Conducted by practitioners in the field of concern D) Conducted only in an outdoor setting
B
Hadoop is an open-source software framework that stores and processes large amounts of data using ______. A) Commodity cluster software B) Commodity cluster hardware C) Synchronous map-reduced algorithms D) Asynchronous map-reduced algorithms
B
Second party data is A) Data collected by one's own organization B) Data owned by another organization and shared with one's own organization C) Data owned and generated by one's own organization to share with other organizations D) Data purchased from another organization
B
Suppose there are two tables: A and B. What would the following code output? SELECT * from A INNER JOIN B on A.orderid=B.orderid; A) The complete set of records from table B, along with the matching records (depending on the availability) from table A where tables A and B have the same orderid B) Only the records from tables A and B where tables A and B have the same orderid C) Only the records from table A where tables A and B have the same order id D) The complete set of records from table A, along with the matching records (depending on the availability) from table B where tables A and B have the same orderid
B
The purchase funnel describes the consumer journey towards A) Awareness B) Purchase C) Preference D) Consideration
B
What does open-source mean? A) Downloadable in the open internet universe B) Developed by and for the community and available for free C) Developed by a proprietary firm D) Developed by a single platform like the CRAN
B
What is a programming language? A) A syntax for speaking to a computer using R B) A formal set of instructions that can be used to produce various kinds of output C) A software package that allows the execution of programming code D) A series of words for executing functions in RStudio
B
What is data scraping? A) The process of building models to scrape meaningful information from the data B) Computer programmed extraction of information from websites or reports C) Using tools like Wikipedia to search for information of interest D) Cleaning and fixing outliers in data to make ready for analysis
B
What is marketing attribution? A) The practice of assigning attributes to marketing data for use in analytics B) The science of assigning credit to unique marketing events that lead to marketing conversions C) The practice of interpreting data to predict the likelihood of future marketing outcomes D) The process of refining the marketing efforts of a firm to maximize marketing outcomes
B
What is the function COUNT() used for? A) To return the number of tables in a database B) To return the number of rows that match a specified criteria C) To return the number of SQL statements in a query D) To return the number of columns
B
What is the problem of "local maxima?" * A) A/B Tests fail to test conditions that may have better outcomes B) A/B Tests fail to test conditions that may have better outcomes C) A/B Tests fail to test conditions that will optimize the company's local concerns D) A/B Tests fail to attract local participants
B
Which is an advantage of Python? A) Designed for data exploration B) Integrates well with developing website and mobile apps C) Over 10,000 existing packages D) Supported by a well-established programming tool, RStudio
B
Which is an advantage of R? A) Designed for general programming B) Designed for data analytics C) Prepares people for programming tasks besides data analysis D) Integrates with website and mobile apps or a production database
B
Which is considered the gold standard for determining causal inference? A) Field experiments B) Randomized experiments C) Natural experiments D) Interactive designs
B
Which is least likely to be an advantage of secondary data? A) Cost B) Fit C) Time D) Realism
B
Which is most false about unstructured data A) Created by machines B) Fits a relational data model C) May have an internal structure D) Generated by humans
B
Which of the following are non-commercial open-source database management systems? A) MS SQL Server II B) MongoDB III C) Oracle D) A and B E) A and C F) B and C G) A, B, and C H) None of the above
B
Which of the following statements is false? A) Hierarchical clustering can be time-consuming with large datasets B) Hierarchical clustering is a type of K-means cluster analysis C) Hierarchical clustering seeks to build an ordering of groups D) Hierarchical clustering is often presented as a dendrogram
B
Which of these refers to systems that are designated to work on specific tasks? A) Assisted intelligence B) Applied intelligence C) General intelligence D) Artificial intelligence
B
A centroid is which of the following? A) Mean point of the Euclidean distance between parallel lines B) Average of all points within a cluster C) Center of mass of a geometric object of uniform density D) Midpoint of all points within a cluster
C
The Hadoop Ecosystem encompasses Hadoop's various tools and projects which were designed to promote _______. A) Optimal processing power B) Optimal reduction C) Optimal usability D) Optimal efficiency
C
The combination of media that companies use to reach consumers and meet their needs successfully is an example of a A) Marketing Flowchart B) Purchase Strategy C) Marketing Mix D) None of the above
C
The legal and legitimate uses of data scraping focus primarily on scraping from ______? A) Emails B) Social media accounts C) Public websites D) All of the above
C
The problem with marketing mix modeling is A) The model is complex B) It focuses on only digital media C) It only looks at relationships with existing media D) The idea that companies should meet consumers in different ways
C
Transforming all instances of the words (run, runs, ran, running) to (run is known as which of the following? A) Tokenization B) Text mining C) Stemming D) Decision trees
C
What are the three steps of getting data ready? A) Extract, transform, and load B) Data, analytics, and visualization C) Clean, structure, and integrate D) Address outliers, complete missing data, and make the data consistent
C
What are the two categories of Artificial Intelligence? A) Assisted and general B) Assisted and narrow C) Applied and general D) Applied and narrow
C
What does a query do? A) It stores information in a virtual "deep pit" for the purpose of future extraction B) It calculates the solution to a complex combination of statistical functions C) Allows you to ask a question and answer the said question through information pulled from the database D) All of the above
C
What is a dendrogram? A) A diagram of dendrogenous segmentation B) A diagram of Euclidean distances C) A diagram illustrating a hierarchy of clusters A diagram of K-means clusters
C
What is an integer? A) Variable that contains numbers with or without decimal points B) Variable that contains numbers with decimal points C) Variable that contains numbers without decimal points D) Variable that contains no numbers
C
What is the most used form of artificial intelligence? A) General AI B) Prototypical AI C) Applied AI D) Neurological AI
C
What is the name of an artificial intelligence application for marketing in use today? A) Fred B) Alice C) Albert D) Francis
C
Which application of artificial intelligence allows systems to automatically learn and improve without being programmed to do so? A) Adaptive learning B) Deep learning C) Machine learning D) Programmed learning
C
Which is most valuable and most difficult? A) Descriptive analytics B) Diagnostic analytics C) Prescriptive analytics D) Predictive analytics
C
Which is not true about Euclidean distance? A) Euclidean distance includes geographic and non-geographic distance calculations B) Euclidean distance is the sum of squared differences in the distance measures between two data points C) Euclidean distance is an integral part of hierarchical clustering D) Euclidean distance is the straight-line distance between two points
C
Which is true about positioning? A) Uses Euclidean distance to position people in a cluster map B) Is a technique for grouping people so that groups are most similar to each other C) Emphasizes serving a specific market segment by achieving a certain position in buyer's minds D) Emphasizes serving all market segments by achieving a certain position in buyer's mind technique
C
Which is true? A) A/B Testing is only done for websites and email B) A/B Testing is often done in brick and mortar stores C) A/B Testing is only done in a digital environment D) A/B Testing is only done for direct mail
C
Which of the following does a relational database not contain? A) Tables B) Queries C) ID Graphs D) Indices
C
Which of the following is NOT an A/B Test? A) Split Test B)A/B/N Test C) Optimize Test D) Controlled experiment in the digital world
C
Which of the following is not a social listening tool? A) Facebook Insights B) Hootsuite C) Instagram Stories Insights (ISI) D) Tweetreach
C
Which of the following is true about the After-Only Experimental Design? A) It satisfies all conditions for causality B) It satisfies only one condition for causality C) It satisfies some conditions for causality D) It satisfies no conditions for causality
C
A company called Beyhive launched a promotional campaign and wants to know if it was effective. Which of the following pieces of evidence does NOT support a conclusion that the Beyhive promotional campaign caused an increase in sales? A) No marketing campaign is followed by no change in Beyhive sales B) Launching the Beyhive promotional campaign today corresponds to Beyhive sales in later time periods C) Launching the marketing campaign is followed by increases in Beyhive sales D) None of these options
D
An example of a randomized, controlled experiment which is not an A/B Test is A) A natural experiment in the non-digital world B) A quasi experiment in the digital world C) A field experiment in the digital world D) A laboratory experiment in the non-digital world
D
An inbound marketing platform allows for A) Non digital content management B) Both non digital content management and digital content management C) Data management D) Digital content management
D
Data come in what form? A) Pictures B) Words C) Numbers D) All of the above
D
Data management platforms allow people to utilize which type of data to target a specific audience on ad networks? A) First party data B) Second party data C) Third party data D) All of the above
D
Impact-based planning A) Is based on solely foresight analysis B) Does not allow for adjustments within the software C) Optimizes exposure D) Optimizes media for planned and optimized scenarios
D
Marketing Evolution is an example of a marketing measurement and optimization platform that A) Creates impact based planning based on predictive analysis B) Utilizes people-centric modeling and focuses on return on investment C) Synthesizes data from first, second, third, fourth party data and primary data for a complete picture D) All of the above
D
Segmenting people by their feelings about a product category would be an example of which type of segmentation? A) Demographic segmentation B) Product segmentation C) Behavioral segmentation D) Psychographic segmentation
D
Suppose there are two tables: A and B. What would the following code output? SELECT * from A LEFT JOIN B on A.orderid=B.orderid; A) The complete set of records from table B, along with the matching records (depending on the availability) from table A where tables A and B have the same orderid B) Only the records from table B where tables A and B have the same orderid C) Only the records from table A where tables A and B have the same order id D) The complete set of records from table A, along with the matching records (depending on the availability) from table B where tables A and B have the same orderid
D
What benefit do non-relational databases have to a marketing analytics professional? A) They are more affordable since many are open source B) They allow professionals to extract data from emails, documents, xml files, etc. C) They assist in machine-to-machine data retrieval D) All of the above
D
What is the difference between machine learning and deep learning? A) Deep learning is the same as machine learning B) Deep learning utilizes statistical data and machine learning does not C) Machine learning uses neural networks and deep learning does not D) None of the above
D
Which algorithm does not used supervised learning? A) Classification B) Regression C) Decision tre D) Cluster analysis
D
Which is least likely to be an objective for analytics? A) Demand estimation B) Market effectiveness C) Segmentation D) Qualitative reasoning
D
Which is the third step of the Six Steps to Implementing STP? A) Profile the segments B) Select the segment(s) you will target C) Develop marketing mix for each target segment D) Develop measures of segment attractiveness
D
Which is true about differentiated targeting? A) The firm commits all of its marketing resources to serve a single market segment B) The firm offers a different marketing mix to each individual C) The firm ignores the segmentation information and offer the same marketing effort to everyone in the population D) The firm targets each of the potential segments it discovers with a different marketing mix
D
Which of the following includes matched records from the right table and all records from the left table? A) INNER JOIN B) FULL JOIN C) RIGHT JOIN D) LEFT JOIN
D
Which of the following is NOT an A/B Testing tool? A) Qubit B) Google Experiments C) AB Tasty D) AB Lab
D
Which of the following is RStudio? A) A programming language B) A programming code C) A non-programming tool for data analysis D) A programming tool
D
Which of the following is not necessary to determine that a marketing campaign causes an increase in sales? A) We find that when we launch a marketing campaign, it increases sales later B) We find that when we launch a marketing campaign, there is an increase in sales C) We find that when we don't launch a marketing campaign, there is no change in sales D) We find that there are other external factors that affect sales but not the marketing campaign
D
Which of the following is used to restrict rows in SQL? A) SELECT B) GROUP BY C) FROM D) WHERE
D
Which of these does swarm intelligence do? A) Surveys B) Polls C) A and B D) None of the above
D
Which segmentation type is the best predictor of future outcomes? A) Demographic segmentation B) Psychographic segmentation C) Cluster segmentation D) Behavioral segmentation
D
Which statement does not describe inbound marketing? A) Inbound marketing is a new strategy to stand out in an age of information overload B) In Inbound marketing, marketers earn a customer's buy in the purchasing journey C) Inbound marketing emphasizes creating relevant content for consumers D) Inbound marketing pushes products to find customers who would buy
D
Which type of non-relation database is best for the simplest data modeling? A) Columnar database B) Object database C) Document database D) Key-value stores E) Graph database
D
In which of the following competing implementations of Structured Query Language can data be stored before it is structured? A) MySQL B) Microsoft SQL Server C) Oracle D) All of the above E) None of the above
E
Which type of non-relation database is best for the data structure of social media websites? A) Columnar database B) Object database C) Document database D) Key-value stores E) Graph database
E
