MKT 3600 final

Marsha, a 30-year-old woman, is shopping online for clothes and adds a blouse to her cart. Based on this information, identify an example of a promotional message that uses item to item collaborative filtering. a. "Customers who bought a shirt also bought a scarf." b. "Male customers in your age group also bought a jacket." c. "Customers who are similar to you also liked a shirt ." d. "Female customers in your age group also bought lipstick."

"Customers who bought a shirt also bought a scarf."

Ben, age 65, is shopping for groceries online and adds a pack of pancake mix to his cart. Based on this information, identify an example of a promotional message that uses item to item collaborative filtering. a. "Male customers in your age group also bought strawberries." b. "Male customers in your age group also bought a can of tuna." c. "Customers who bought pancake mix also bought toothpaste." d. "Customers who bought pancake mix also bought maple syrup."

"Customers who bought pancake mix also bought maple syrup."

Identify an example of sentiment opposite polarity. a. "My pizza was delicious, and I loved the ambience of the restaurant." b. "I enjoyed my coffee, but the barista was rude." c. "I could not buy the items I wanted as the shelves were empty." d. "I jogged for an hour today morning, and I feel awesome."

"I enjoyed my coffee, but the barista was rude."

Which of the following is an example of sentiment opposite polarity? a. "It rained all day today." b. "My food arrived cold, and when I complained the server was impolite." c. "I woke up in a great mood today, but the hour-long commute ruined it." d. "Great coffee, great price, and friendly staff! Enjoyed the experience!"

"I woke up in a great mood today, but the hour-long commute ruined it."

A typical silhouette score ranges between ________. a. +100 and −100 b. +1 and −1 c. +5 and −5 d. +10 and −10

+1 and −1

Which of the following companies spent $50 million remodeling stores and training staff according to identified consumer segments, labeled as Buzz, Jill, and Barry, to enhance in-store customer experiences, resulting in a 10 percent growth in sales? a. Circuit City b. RadioShack c. Best Buy d. Staples

Best Buy

Which of the following statements is true of the clustering process? a.It typically assigns names and definitions to unrelated sections of data. b.It enables marketers to identify hidden structures in data. c.It enables marketers to forecast revenue for next quarter. d.It enables companies to assign groups of customers to their network.

It enables marketers to identify hidden structures in data.

The ________ approach of measuring similarity between observations is also referred to as the "City Block" distance measure. a. Matching coefficient b. Jaccard's coefficient c. Manhattan distance d. Euclidean distance

Manhattan distance

As soon as Paula types in "The best coffee" in her search engine query box, the words "near me" and "recipe" appear as suggestions. The search engine uses the ________ technique to make such real-time recommendations possible. a. bag of words b. frequency bar chart c. N-gram d. term-document matrix

N-gram

Which of the following techniques or algorithms is used in search engines to recommend the next character or word in real time when a user is typing a search query? a. term-document matrix b. bag of words c. N-grams d. frequency bar chart

N-grams

Which of the following is NOT correct? a. Sentiment score for the word "Happy" may be lower than zero b. Sentiment score for the word "Party" may be higher than 0 c. Sentiment score for the word "Ethnography" may be close to zero d. Sentiment score for the word "Funeral" may be lower than 0

Sentiment score for the word "Happy" may be lower than zero

In market basket analysis, the measure of support is represented as ________. a. Support = Confidence/Expected confidence b. Support = Support of transactions that includes consequent/Total number of transactions c. Support = Support of transactions that includes both antecedent and consequent/Support of transactions that includes antecedent only d. Support = Number of transactions that includes both antecedent and consequent/Total number of transactions

Support = Number of transactions that includes both antecedent and consequent/Total number of transactions

In which of the following functions is the distance measured equivalent to the true straight line distance between two points? a. The Euclidean distance b. Jaccard's coefficient c. The Manhattan distance d. Matching coefficient

The Euclidean distance

Identify a true statement regarding the divisive clustering approach of hierarchical clustering. a. It is a bottom-up approach in which each observation is initially considered to be a separate cluster. b. At the end of the process, all observations are included in a single cluster. c. All observations are assigned to a cluster that has unique and common characteristics. d. The process starts with a single cluster of 100 and ends up with 100 different clusters.

The process starts with a single cluster of 100 and ends up with 100 different clusters.

Cluster analysis is an effective and efficient method of executing market segmentation to identify subgroups of customers to help improve business and marketing decisions and therefore performance.

True

Based on the concept of market basket analysis, a customer who purchases bread should have immediate and easy access to ________. a. chewing gum b. deodorant c. butter d. cake mix

butter

Based on the concept of market basket analysis, a customer who buys laundry detergent should have immediate and easy access to ________. a. soda b. fabric softener c. craft supplies d. pasta sauce

fabric softener

A frequency bar chart technique counts the occurrence of words in a document while ignoring the order or the grammar of words.

false

An estimated 95 percent of supermarket product purchases are based on impulse decisions while in the store.

false

End-of-aisle displays in a supermarket can increase product sales a by a maximum of 50 percent during the time that products are placed there.

false

Exp(B) is lower than 1 means increasing the chance, while Exp(B) is higher than 1 refers to decreasing the chance.

false

In text preprocessing, the term-document matrix consists of the x-axis that represents terms and the y-axis that represents the frequency of a particular term occurring.

false

Lemmatization is the process of removing prefixes or suffixes of words, thus reducing words to a simple or root form

false

Structured data represents more than 75 percent of the data emerging from the internet and social media.

false

Term frequency measures the frequency of a term (or word) over all documents, whereas inverse document frequency (IDF) measures the number of times a term (or word) occurs in a document.

false

The k-means clustering method can be inefficient and complex when used with large sample sizes.

false

The support measure in market basket analysis indicates the percentage of times the association rule is correct.

false

To calculate a lift ratio in market basket analysis, we divide the confidence with a benchmark score that is called expected support.

false

The two most common techniques of cluster analysis discussed in the chapter are ________ and ________. a. distribution clustering; connectivity clustering b. k-means clustering; hierarchical clustering c. schema comparisons; DAX functions d. centroid clustering; density clustering

k-means clustering; hierarchical clustering

In the preprocessing step of text analytics, the words "best" and "writing" were reduced to "good" and "write." This is an example of ________. a. stemming b. N-grams c. lemmatization d. stop words removal

lemmatization

A lift value of ________ indicates a negative relationship in which two or more products in an itemset are unlikely to be purchased together. a. less than 1 b. 50 c. more than 1 d. 100

less than 1

The Matching coefficient approach of measuring similarity between observations a. is a path with right turns as if one is walking a grid in a city. b. makes calculations based on how dissimilar two observations are from each other. c. measures the similarity between two observations with values that represent the minimum differences between two points. d. measures the distance as the true straight line distance between two points.

measures the similarity between two observations with values that represent the minimum differences between two points.

In cluster analysis, a market is segmented using ________. distance from company a. headquarters b. outlier values c. shared traits d. dissimilar characteristics

shared traits

In market basket analysis, ________ measures the number of transactions that include the items of interest divided by the total number of transactions. a. apex b. support c. lift d. confidence

support

In which of the four steps of text analytics is a corpus of text data defined? a. text acquisition and aggregation b. text modeling c. text preprocessing d. text exploration

text acquisition and aggregation

A text analytics computer program separated the phrase "I like cake" into three sections: "I," "like," and "cake." This is an example of ________ within the text preprocessing step. a. lemmatization b. stemming c. stop words removal d. tokenization

tokenization

"The store looked fabulous, but not a single shirt fit me well." This sentence is an example of sentiment polarity.

true

Association rules in market basket analysis are based on the concept that an antecedent and consequent share a co-occurrent relationship.

true

Differential market basket analysis is the use of market basket analysis techniques across stores, locations, seasons, days of the week, and so forth.

true

For a specialty coffee company named Starcafe analyzing its online reviews, it is reasonable to categorize the words "Starcafe" and "coffee" as stop words.

true

Large amounts of data is increasingly available - about a quarter of it is structured and directly useable, while three-quarters is unstructured.

true

Market segmentation enables companies to divide business and consumer markets into smaller groups that have shared characteristics.

true

Nagelberke R-Square can be interpreted like R-square in regression analysis

true

Natural language processing (NLP) is a branch of AI used to identify patterns by reading and understanding meaning from human language.

true

Natural language processing is a branch of artificial intelligence used to identify patterns by reading and understanding meaning from human language.

true

Segmenting a market using shared characteristics is called cluster analysis.

true

Social media posts, reviews, emails, customer service call records, sales calls, and chatbots are some common sources of text data

true

Some customer segments do not adapt well to voice-guided technology—they instead prefer traditional person-to-person communications.

true

The Clorox company has applied natural language processing to analyze social media conversations about cold and flu symptoms during the COVID-19 pandemic to optimize inventory in stores.

true

The Hidden Valley company uses natural language processing to identify and seize the opportunity to develop new products.

true

The goal of cluster analysis is to model the underlying structure and distribution of characteristics in the data to separate a dataset into homogenous subgroups.

true

The valid logistic regression model shows that Hosmer and Lemeshow test's significance level should be greater than 0.05 (at 95% confidence level), or 0.01 (at 99% confidence level)

true

To predict the chance (probability), we need a value of constant (which we could obtain from SPSS).

true

Tokenization is the process of taking the entire text data corpus and separating it into smaller, more manageable sections, or tokens.

true

Ward's method measures the average distance between each observation in a cluster and a cluster centroid.

False

In market basket analysis, the measure of confidence is represented as ________. a. Confidence = Support of transactions that includes consequent/Total number of transactions. b. Confidence = Support/Expected support. c. Confidence = Support of transactions that includes both antecedent and consequent/Support of transactions that includes antecedent only. d. Confidence = Number of transactions that includes both antecedent and consequent/Total number of transactions.

Confidence = Support of transactions that includes both antecedent and consequent/Support of transactions that includes antecedent only.

Data groups exhibit dissimilar characteristics (heterogeneity) within cluster (intra-cluster) and homogeneity or similarities between groups (inter-cluster).

False

In the ________ method of linking individual observations both within and between clusters, similarity is defined by the maximum distance between observations in two different clusters. a. parallel motion linkage b. average linkage c. single linkage d. complete linkage

complete linkage

In market basket analysis, ________ measures the conditional probability of the consequent actually occurring given that the antecedent occurs. a. positivity b. confidence c. lift d. support

confidence

All of the four measurement approaches for determining clusters when applying hierarchical clustering can be illustrated using a ________. a. hexagon b. dendrogram c. pie chart d. bar graph

dendrogram