BUS421 QUIZ QUESTIONS

Which of the following is used to restrict rows is SQL? GROUP BY FROM SELECT WHERE

WHERE

What is a dendrogram? a diagram of dendrogenous segmentation a diagram illustrating a hierarchy of clusters a diagram of Euclidean distances a diagram of K-means clusters

a diagram illustrating a hierarchy of clusters

Consider the before-and-after experimental design. Which of the following is TRUE? a disadvantage of this design is that there is pre-test bias an advantage of this design is that there is no pre-test bias an advantage of this design is that it is possible to measure pre-test bias an advantage of this design is that it is possible to reduce post-test bias

a disadvantage of this design is that there is pre-test bias

In a deep neuron network, a neuron is a function a nerve cell an artificial storage cell a cell impulse

a function

An example of a randomized, controlled experiment which is not an A/B Test is a laboratory experiment in the non-digital world a quasiexperiment in the digital world a natural experiment in the non-digital world a field experiment in the digital world

a laboratory experiment in the non-digital world

Which of the following is RStudio? a programming language a programming tool a non-programming tool for data analysis a programming code

a programming tool

What is a programming tool? a syntax for speaking to a computer using R a software package that allows the execution of programming code a series of words for executing functions in RStudio a formal set of instructions that can be used to produce various kinds of output

a software package that allows the execution of programming code

Cluster analysis is which of the following? a technique for grouping people so that groups are most similar to one another a technique for grouping people so that those in the same group are different from one another compared with those in other groups a technique for grouping people so that groups are as far from the centroid as possible a technique for grouping people so that those in the same group are more like one another compared with those in other groups

a technique for grouping people so that those in the same group are more like one another compared with those in other groups

What is a primary key in a relational database? either a or b none of the above b. a row that uniquely identifies a column in the table a. a column that uniquely identifies a row in the table

a. a column that uniquely identifies a row in the table

What benefit do non-relational databases have to a marketing analytics professional? they assist in machine-to-machine data retrieval all of these they are more affordable since many are open source they allow professionals to extract data from emails, documents, xml files, etc.

all of these

Data come in what form? words all of these options numbers pictures

all of these options

Data management platforms allow people to utilize which type of data to target a specific audience on ad networks? All of these options second party data first part data third party data

all of these options

The following R package performs quantitative analysis of textual data: doSNOW ggplot clubSandwich Quanteda

Quanteda

Which of the following is not a programming language important for marketing analytics? R Python RStudio SQL

RStudio

What is the range of the Google Trend Index? 1-100 indexed from low to high, respectively 0-100 indexed from high to low, respectively 0-100 indexed from low to high, respectively 1-100 indexed from high to low, respectively

0-100 indexed from low to high, respectively

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? 2 9 20 1

2

Which is true about designing A/B tests to extract maximum meaning? A and B should have identical content except for the hypothesized elements A should always be the control A and B should have two levels each A and B should have different content except for the hypothesized elements

A and B should have identical content except for the hypothesized elements

Which is true? A/B Testing is only done for websites and email A/B Testing is often done in brick and mortar stores A/B Testing is only done in a digital environment A/B Testing is onlydone for direct mail

A/B Testing is only done in a digital environment

Which statement is false? A/B Tests = Split Tests A/B Tests are often automated A/B Tests are often run as part of a live marketing effort A/B Tests = real marketing firms' brick and mortar store experiments

A/B Tests = real marketing firms' brick and mortar store experiments

What is the problem of "local maxima"? A/B Tests fail to test conditions that may have better outcomes A/B Tests fail to attract local participants A/B Tests fail to test conditions that will optimize the company's local concerns A/B Tests fail to maximize the exploitation stage

A/B Tests fail to test conditions that may have better outcomes

Which of the following is NOT an A/B Testing tool? AB Lab Qubit Google Experiments AB Tasty

AB Lab

Which is NOT true? AI can build new websites from the ground up AI algorithms can help companies to find new channels that competitors may not have yet discovered AI algorithms can optimize the targeting of key audiences AI algorithms can improve marketing performance by testing ad platforms

AI can build new websites from the ground up

What is the name of an artificial intelligence application for marketing in use today? Alice Albert Fred Francis

Albert

Marketing Evolution is an example of a marketing measurement and optimization platform that Utilizes people-centric modeling and focuses on return on investment Synthesizes data from first, second, third, fourth party data and primary data for a complete picture Creates impact based planning based on predictive analysis All of the above

All of the Above

What is the most used form of artificial intelligence? Neurological AI Prototypical AI General AI Applied AI

Applied AI

What are the three steps of getting data ready? Extract, transform and load. Address outliers, complete missing data and make the data consistent. Data, analytics and visualization. Clean, structure and integrate.

Clean structure, and integrate

The marketing platform used to measure, predict and optimize for traditional and digital media is a Comprehensive marketing measurement and optimization platform Inbound Marketing Platform Data Management Platform None of these

Comprehensive marketing measurement and optimization platform

Second Party data is Data owned by another organization and shared with one's own organization Data purchased from another organization Data collected by one's own organization Data owned and generated by one's own organization to share with other organizations

Data owned by another organization and shared with one's own organization

What are the three legs of marketing analytics? Clean, structure and integrate. Extract, transform and load. Data, analytics and visualization. Address outliers, complete missing data and make the data consistent.

Data, Analytics and Visualization

An inbound marketing platform allows for Both Non digital content management and Digital content management Digital content management Data management Non digital content management

Digital Content Management

Which is not true about Euclidean distance? Euclidean distance is the straight-line distance between two points. Euclidean distance is the sum of squared differences in the distance measures between two data points. Euclidean distance is an integral part of hierarchical clustering. Euclidean distance includes geographic and non-geographic distance calculations.

Euclidean distance is an integral part of hierarchical clustering.

Which of the following is not a type of join? FULLER INNER JOIN INNER JOIN LEFT JOIN FULL OUTER JOIN

FULLER INNER JOIN

Which is least likely to be an advantage of secondary data? Cost Realism Time Fit

Fit

Which is most false about unstructured data? Generated by humans Fits a relational data model May have an internal structure Created by machines

Fits a relational data model

What is a programming language? a series of words for executing functions in RStudio a software package that allows the execution of programming code a formal set of instructions that can be used to produce various kinds of output a syntax for speaking to a computer using R

Formal set of instructions that can be used to produce various kinds of output

Which of the following statements is false? Hierarchical clustering seeks to build an ordering of groups. Hierarchical clustering is a type of K-means cluster analysis. Hierarchical clustering can be time-consuming with large datasets. Hierarchical clustering is often presented as a dendrogram.

Hierarchical clustering is a type of K-means cluster analysis.

Which of the following does a relational database not contain? Indices Tables Queries ID Graphs

ID Graphs

Which of the following are non-commercial open-source database management systems? I. MS SQL Server II. MongoDB III. Oracle III only I and III II and III I only II only

II only

Which statement does not describe inbound marketing? Inbound marketing emphasizes creating relevant content for consumers Inbound marketing pushes products to find customers who would buy In Inbound marketing, marketers earn a customer's buy in the purchasing journey Inbound marketing is a new strategy to stand out in an age of information overload

Inbound marketing pushes products to find customers who would buy

Which join uses records that have matching values in both tables? Inner join Full join Left join Right join

Inner Join

Which of the following is not a social listening tool? Instagram Stories Insights (ISI) Facebook Insights Tweetreach Hootsuite

Instagram Stories Insights (ISI)

The purchase funnel describes the consumer journey towards Purchase Preference Consideration Awareness

Purchase

Which is true of a bandit test? It has an adaptive exploitation stage It removes people from the exploitation stage. It is an A/B Test with a hidden exploration stage. It is an A/B Test but with an extra hostage stage.

It has an adaptive exploitation stage

The problem with marketing mix modeling is The idea that companies should meet consumers in different ways The model is complex It focuses on only digital media It only looks at relationships with existing media

It only looks at relationships with existing media

Which of the following is an example of a non-programming tool for data analysis? Rodeo JMP R RStudio

JMP

Which of the following includes matched records from the right table and all records from the left table? FULL JOIN INNER JOIN LEFT JOIN RIGHT JOIN

LEFT JOIN

Which is least likely to be an objective for analytics? Market effectiveness Demand estimation Segmentation Qualitative reasoning

Qualitative Reasoning

The combination of media that companies use to reach consumers and meet their needs successfully is an example of a Marketing Flowchart None of these options Purchase Strategy Marketing Mix

Marketing Mix

Which of the follow is NOT an A/B Test? Split Test A/B/N Test Optimize Test Controlled experiment in the digital world

Optimize Test

Impact-based planning Optimizes exposure Is based on solely foresight analysis Does not allow for adjustments within the software Optimizes media for planned and optimized scenarios

Optimizes media for planned and optimized scenarios

Which is not a tab in the RStudio environment? Viewer Terminal Output Plots

Output

What is true? A/B Testing is not a time to try crazy ideas Protect your A/B test from too much input from other departments in the company The value gained from A/B testing usually outweighs potentially frustrating customers People often use A/B tests to test competing marketing ideas in a department

People often use A/B tests to test competing marketing ideas in a department

Which is most valuable and most difficult? Predictive analytics Descriptive analytics Prescriptive analytics Diagnostic analytics

Prescriptive Analysis

Which of the following is not a web scraping application? Dex.io Spinn3r Octoparse ScrapeR

ScrapeR

What is marketing attribution? The practice of interpreting data to predict the likelihood of future marketing outcomes. The science of assigning credit to unique marketing events that lead to marketing conversions The practice of assigning attributes to marketing data for use in analytics

The science of assigning credit to unique marketing events that lead to marketing conversions

What is the function COUNT() used for? to return the number of tables in a database. To return the number of rows that match a specified criteria To return the number of SQL statements in query To return the number of columns that match a specified criteria

To return the number of rows that match a specified criteria

Which of the following is not necessary to determine that a marketing campaign causes an increase in sales? We find that when we launch a marketing campaign, it increases sales later. We find that when we launch a marketing campaign, there is an increase in sales. We find that there are other external factors that affect sales but not the marketing campaign. We find that when we don't launch a marketing campaign, there is no change in sales.

We find that there are other external factors that affect sales but not the marketing campaign.

What does a query do? allows you to ask a question and answer the said question through information pulled from the database all of these it calculates the solution to a complex combination of statistical functions. it stores information in a virtual "deep pit" for the purpose of future extraction

allows you to ask a question and answer the said question through information pulled from the database

Consider the after-only experimental design. Which of the following is TRUE? a disadvantage of this design is that there is no pre-test bias an advantage of this design is that it is possible to measure pre-test bias an advantage of this design is that it is possible to reduce post-test bias an advantage of this design is that there is no pre-test bias

an advantage of this design is that there is no pre-test bias

What are the two categories of Artificial Intelligence? assisted and narrow applied and narrow applied and general assisted and general

applied and general

Which of these refers to systems that are designated to work on specific tasks? assisted intelligence artificial intelligence general intelligence applied intelligence

applied intelligence

Which segmentation type is the best predictor of future outcomes? psychographic segmentation behavioral segmentation demographic segmentation cluster segmentation

behavioral segmentation

A centroid is which of the following? average of all points within a cluster midpoint of all points within a cluster mean point of the Euclidean distance between parallel lines center of mass of a geometric object of uniform density

center of mass of a geometric object of uniform density

Which algorithm does not use supervised learning? classification regression cluster analysis decision tree

cluster analysis

Hadoop is an open-source software framework that stores and processes large amounts of data using ________. asynchronous map-reduced algorithms synchronous map-reduced algorithms commodity cluster hardware commodity cluster software

commodity cluster hardware

What is data scraping? cleaning and fixing outliers in data to make ready for analysis computer programmed extraction of information from websites or reports the process of building models to scrape meaningful information from the data using tools like Wikipedia to search for information of interest

computer programmed extraction of information from websites or reports

Field experiments are conducted in a natural setting conducted only in the digital world conducted by practitioners in the field of concern conducted only in an outdoor setting

conducted in a natural setting

A/B tests are... not truly experiments controlled experiments more similar to lab experiments than field experiments never field experiments

controlled experiments

Which is an advantage of R? designed for general programming integrates with website and mobile apps or a production database prepares people for programming tasks besides data analysis designed for data analytics

designed for data analytics

Which is the third step of the Six Steps to Implementing STP? profile the segments select the segment(s) you will target develop marketing mix for each target segment develop measures of segment attractiveness

develop measures of segment attractiveness

What does open-source mean? developed by a single platform like the CRAN developed by and for the community and available for free developed by a proprietary firm downloadable in the open internet universe

developed by and for the community and available for free

Which is true about positioning? emphasizes serving a specific market segment by achieving a certain position in buyers' minds uses Euclidean distance to position people in a cluster map emphasizes serving all market segments by achieving a certain position in buyers' minds technique is a technique for grouping people so that groups are most similar to each other.

emphasizes serving all market segments by achieving a certain position in buyers' minds technique

Which A/B testing stage typically uses a larger portion of the potential audience? exploration stage experimental stage exploitation stage Bandit stage

exploitation stage

Which type of non-relation database is best for the data structure of social media websites? columnar database document database graph database object database key-value stores

graph database

Which is an advantage of Python? supported by a well-established programming tool, RStudio integrates well with developing website and mobile apps over 10,000 existing packages designed for data exploration

integrates well with developing website and mobile apps

Which of the following is true about the After-Only Experimental Design? it satisfies only one condition for causality it satisfies some conditions for causality it satisfies no conditions for causality it satisfies all conditions for causality

it satisfies some conditions for causality

What is one function that a relational database can do that a non-relational database cannot? delete information update information join queries retrieve information

join queries

Which type of non-relation database is best for the simplest data modeling? object database columnar database document database graph database key-value stores

key-value stores

Which application of artificial intelligence allows systems to automatically learn and improve without being programmed to do? adaptive learning deep learning programmed learning machine learning

machine learning

Consider the following scenario. All chain restaurants had to put calories on their menus in the United States by December 2016. Researchers measured receipts the month before and the month after this happened to test whether calories on menus effectively reduced overall calories consumption and / or reduced restaurant sales. This was an example of what kind of study? natural lab experiment randomized field experiment randomized lab experiment natural field experiment

natural field experiment

In which of the following competing implementations of Structured Query Language can data be stored before it is structured? Oracle Microsoft SQL Server MySQL None of the above All of the above

none of the above

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? no marketing campaign is followed by no change in Beehive sales launching the marketing campaign is followed by increases in Beyhive sales none of these options launching the Beyhive promotional campaign today corresponds to Beyhive sales in later time periods

none of these options

What is the difference between machine learning and deep learning? machine learning uses neural networks and deep learning does not deep learning is the same as machine learning none of these options deep learning utilizes statistical data and machine learning does not

none of these options

Which of these does swarm intelligence do? none of these options surveys polls all of these options

none of these options

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; only the records from both tables A and B where tables A and B have the same orderid 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 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 only the records from table A where tables A and B have the same orderid

only the records from both tables A and B where tables A and B have the same orderid

The Hadoop Ecosystem encompasses Hadoop's various tools and projects which were designed to promote __________. optimal efficiency optimal usability optimal processing power optimal reduction

optimal usability

Segmenting people by their feelings about a product category would be an example if which type of segmentation? product segmentation behavioral segmentation demographic segmentation psychopgraphic segmentation

psychopgraphic segmentation

Data provided by from the county is of which type? commercial academic property public

pubilc

The legal and legitimate uses of data scraping focus primarily on scraping from _____? social media accounts emails public websites all of these options

public websites

Which is considered the gold standard for determining causal inference? randomized experiments natural experiments interactive designs field experiments

randomized experiments

Transforming all instances of the words (run, runs, ran, running) to (run) is known as which of the following? stemming text mining Tokenization decision trees

stemming

Tweetreach focuses on which kind of post? photo sound text video

text

Big data are useless to a company unless the data are raw and unclean the company has a place to analyze and easily access the information the data supports assumptions the company has made before analyzing them the company finds something meaningful in the data quickly

the company has a place to analyze and easily access the information

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; only the records from table A where tables A and B have the same orderid only the records from table B where tables A and B have the same orderid 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 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

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

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; 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 only the records from table A where tables A and B have the same orderid 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 only the records from table B where tables A and B have the same orderid

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

Which is true about differentiated targeting? the firm offers a different marketing mix to each individual the firm targets each of the potential segments it discovers with a different marketing mix the firm ignores the segmentation information and offer the same marketing effort to everyone in the population the firm commits all of its marketing resources to serve a single market segment

the firm targets each of the potential segments it discovers with a different marketing mix

Marketing analytics is The use of marketing inputs to maximize marketing outcomes The use of statistics to gain marketing insights The use of data to gain insights from data to maximize marketing outcomes The study of the nature of marketing topic by examining its details

the use of data to gain insights from data to maximize marketing outcomes

What is the role of a relational database? to manage and store big data to store large amounts of data and create easy access to important information none of these to store semi-structured data so that a marketing analytics professional can retrieve the data

to store large amounts of data and create easy access to important information

Which is most likely to be secondary data? Survey data Twitter comments Field experiments Interviews

twitter comments

What is an integer? variable that contains no numbers variable that contains numbers with decimal points variable that contains numbers with or without decimal points variable that contains numbers without decimal points

variable that contains numbers without decimal points