Quiz Q's

Consider that a company wants to run an experiment to see which of 4 ads is most effective or a new product presented with 5 distinct price points. People are randomly assigned to see one of the four ads and one of the five price points. How many factors are a part of this design?

20

Suppose a regression model predicts final exam score based on homework(est=.97, p=.55), clicker(set=-2.69, p=.59), Exam 1 (est=.40, p=.001), Exam 2 (est=.14, p=.12) with an intercept (b=36.32, p=.001). What is the predicted final exam score for someone scoring a 0 on homework, clickers, Exam 1, and Exam 2?

36%

Suppose a regression model predicts final exam score based on homework(est=.97, p=.55), clicker(set=-2.69, p=.59), Exam 1 (est=.40, p=.001), Exam 2 (est=.14, p=.12) with an intercept (b=36.32, p=.001). What is the predicted score when homework is 100, clicker is 200, Exam 1 is 150 and Exam 2 is 140?

96%

Which is true about designing A/B tests to extract maximum meaning?

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

Which of the following is NOT an A/B Testing Tool?

AB Lab

Which is NOT true

AI can build new websites form the ground up

What is the most used form of artificial intelligence?

Applied AI

Which is NOT true of about Euclidean distance?

Euclidean distance incluses geographic and non-geographic distance calculations

Suppose a regression model predicts final exam score based on homework(est=.97, p=.55), clicker(set=-2.69, p=.59), Exam 1 (est=.40, p=.001), Exam 2 (est=.14, p=.12) with an intercept (b=36.32, p=.001). Which variable is the most significant predictor of final exam score?

Exam 1

According to the book, what is the most used tool for creating, analyzing and presenting data visually?

Excel

Which is NOT true?

Frank is an artificial intelligence marketing platform that requires little human input

Which of the following is a graph that displays information as a bar chart illustrating a project schedule?

Gantt chart

Which of the following statements is FALSE?

Hierarchical clustering is often presented as a dendrogram

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

Machine Learning

Consider the following: All chain restaurants had to put calories on their menus in the US by Dec. 2016. Restuants measured recipes the month before and after they did this. This is an example of what kind of study?

Natural field experiment

Which of the following is NOT a type of A/B Testing?

Optimize Test

Which is NOT a key issue with A/B Testing?

Overestimating false negatives

Which tool provides a dashboard option?

Power BI

Statistical Power is the

Probability that a statistical test will support the null hypothesis given that it is false

Which of the following is NOT a crowdsourcing platform?

Qualtrics

Which visualization tool is open source?

R

Which is not a commercial data visualization tool?

Tablot

What is a dendrogram?

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 there is a pre-test bias

An example of a randomized, controlled experiment which is not an A/B test is

a field experiment in the digital world

In a deep neuron network, a neuron is

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

Cluster analysis is which of the following?

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

A linear model

always predicts a straight line

Consider the after-only experimental design. Which of the following is TRUE?

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

What is a fixed horizon in A/B testing?

an end-point time to collecting the data

Which of these refers to systems that are designated to work on specific tasks?

applied intelligence

Which of the following is a graph that displays information as a line chart for which distinct area between the lines and the axes are emphasized colors, textures and hatchings?

area chart

Which algorithm is used by unsupervised learning?

association rule learning

Which segmentation is the best predictor for future outcomes?

behavioral segmentation

What color pair is colorblind friendly?

blue and orange

What is he ability to retrieve the brand from memory?

brand recall

A centroid is which of the following?

center of mass of a geometric object of uniform density

Sales= 37.69 +1.23*TVads If you spend $2387 on TV advertising, your best guess at sales is

closer to $3000

Which algorithm does not use supervised learning?

cluster analysis

Which is NOT a key analytics tools for A/B testing?

cluster-analysis

Field experiments are

conducted in a natural setting

What is NOT a valid transformation? (log(y)(natural log -ln) (y2) (ey)

cos(y)(cosign of y)

Just-in-time inventory measures is which type of metric?

customization metrics

Which step requires marketers to analyze web traffic patterns and to study ways to optimize websites to drive more conversions?

design

Which is the third step of the Six Steps to Implementing STP?

develop measures of segment attractiveness

Which one of the following is not measured by innovation metrics?

development speed

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

exploitation

What is a Type II Error?

incorrect rejection of a FALSE hypothesis

What is a Type I Error?

incorrect rejection of a TRUE hypothesis

What is a false positive?

incorrect rejection of a true null hypothesis

Which is true about positioning?

is a technique for grouping people so that groups are most similar to each other

Which is FALSE about marketing analytics metrics?

it is easy to track the important metrics

Which of the following is true about the after-only design?

it satisfies some conditions for causality

Which is true of a bandit test?

it shifts traffic in reaction to real-time performance

Radar charts are graphs that display information as a _____ or _____, with many axes representing more than two variables in the data

line chart or area chart

Which chart is best used for time series data?

line graph

What is a contrast?

linear combination of variables whose coefficients add up to zero, allowing comparison of different means among experimental conditions

An agree/ disagree variable with only two options is an example of which of the following?

low cardinality

What is termed as the revenue generated by the customer less the cost it takes to service the customer?

margin

Which is NOT a support metric?

market growth rate

What should be measured for market entry and exit?

market size and growth

Which is the objective of least squares regression?

minimize the sum of squared residuals

A/B tests are

more similar to field experiments than lab experiments

A company called Beyhive launched a promo campaign and wants to know if it was effective. Which of the following pieces of evidence does NOT support a conclusion that the Beehive promo lead to an increase in sales?

none

What is he different between between machine learning and deep learning?

none

Which of these does swarm intelligence do? (options-surveys, polls, all)

none

What is a standard deviation?

number indicating the extent to which individual results deviate from the group

Sales= 37.69 + 1.23*TVads Which of the following is the correct interpretation?

predicted sales increases by 1.23 for each dollar spend on TV ads

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

psychographic segmentation?

Which is considered the gold standard for determining casual inference?

randomized experiments

Which is FALSE about Bayesian statistics? (apply past evidence)

require fixed horizons

Which type of development metrics does Instagram most improve when it releases an update int he App Store to fix errors its customer reported?

responsiveness

What is a false positive for A/B testing?

results of the exploration stage lead to the belief that neither of the options A or B is more successful than the other, and in reality they are likely to perform the same int he exploitation stage

What is a false negative for A/B testing?

results of the exploration stage lead to the belief that options A or B do not differ in their success, when in reality one is likely to outperform the other in the exploitation stage

What is return on marketing investment?

revenue from marketing multiplied by the contribution margin divided by?

The residual is

the difference between the response value observed for a particular data point and the response value that would be predicted for a given x value based not he model

Which is true about differentiated targeting?

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

What is statistical significance?

the measure of whether a research finding is meaningful because it is unlikely the finding has occurred by chance or error

The predicted response value is

the response value that would be predicted for a given x value, based on the model

Which of the following is NOT a necessary to determine that a marketing campaign causes an increase in sales?

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