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