Quiz Questions
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) 0-100 indexed from low to high, respectively
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) A and B should have identical content except for the hypothesized elements
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 = real marketing firm's brick and mortar store experiments
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 will optimize the company's local concerns C) A/B Tests fail to maximize the exploitation stage D) A/B Tests fail to attract local participants
A) A/B Tests fail to test conditions that may have better outcomes
What is the name of an AI application for marketing in use today? A) Albert B) Francis C) Alice D) Fred
A) Albert
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) Comprehensive marketing measurement and optimization platform
Which of the following is not measured by innovation metrics? A) Development speed B) Next generation products C) Major and minor enhancements D) Corrections
A) Development speed
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) Exploitation stage
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) It has an adaptive exploitation stage
Which is FALSE about marketing analytics metrics? A) It is easy to track the important metrics B) They are used to track the status of a marketing process C) hey help bring meaning to data D) Metrics are quantifiable measures
A) It is easy to track the important metrics
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) People often use A/B tests to test competing marketing ideas in a department
Which of the following is not a web scraping application? A) ScrapeR B) Dex.io C) Octoparse D) Spinn3r
A) ScrapeR
Brands use which type of metrics for campaign performance? A) Support metrics B) STP metric C) Strategic metrics D) Development metrics
A) Support metrics
Which is not a commercial data visualization tool? A) Tablet B) Power BI C) Tableau D) excel
A) Tablet
Tweetreach focuses on which kind of post? A) Text B) Photo C) Video D) Sound
A) Text
Which is the most likely to be secondary data? A) Twitter comments B) Survey data C) Interviews D) Field experiments
A) Twitter comments
Radar charts are graphs that display information as a ____ or ____, with many axes representing more than 2 variables in the data A) line chart or area chart B) pie chart or line chart C) area chart or pie chart D) column chart or line chart
A) line chart or area chart
Consider results from the following regression models where M1 is (1=west; 0-nonWest) and M2 is (1=nonWest; 0=West). How do you interpret results if b3 and b7 are not significant and all other coefficients are significant? sales=b0+b1(magazine)+b2(M1)+b3(magazine*M1) sales=b4+b5(magazine)+b6(M2)+b7(magazine*M2) A) magazine's association with sales is independent of the West variable B) magazine is associated with sales only in the West C) magazine's association with sales is inside and outside the west D) magazine is associated with sales only outside the West
A) magazine's association with sales is independent of the West variable
A model including the interaction of 2 independent variables yields how many beta coefficients including the intercept b0? A) 4 B) 5 C) 6 D) 3
A)4
What is a programming language? A. A formal set of instructions that can be used to produce various kinds of output B. a syntax for speaking to a computer using R C. a series of words for executing functions in RStudio D. A software package that allows the execution of programming code
A. A formal set of instructions that can be used to produce various kinds of output
What is a programming tool? A. A software package that allows the execution of programming code B. A syntax for speaking to a computer using R C. A series of words for executing functions in RStudio D. A formal set of instructions that can be used to produce variious kinds of output
A. A software package that allows the execution of programming code
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. Data, analytics, and visualization
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. The use of data to gain insights from data to maximize marketing outcomes
What is an integer? A. Variable that contains numbers without decimal points B. variable that contain numbers with or without decimal points C. variable that contains no numbers D. variable that contains numbers with decimal points
A. Variable that contains numbers without decimal points
Which is least likely to be an example of unstructured data? A. spreadsheet B. Tweets C. Chat D. email
A. spreadsheet
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) 2
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) A disadvantage of this design is that there is pre-test bias
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) A technique for grouping people so that those in the same group are more like one another compared with those in other groups
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) An advantage of this design is that there is no pre-test bias
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) Computer programmed extraction of information from websites or reports
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) Conducted in a natural setting
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) Controlled experiments
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) Data owned by another organization and shared with one's own organization
According to the book, what is the most used tool for creating, analyzing and presenting data visually? A) R B) Excel C) Power BI D) Tableau
B) Excel
Which is least likely to be an advantage of secondary data? A) Cost B) Fit C) Time D) Realism
B) Fit
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) Hierarchical clustering is a type of K-means cluster analysis
What is a contrast? A) Linear combination of variables whose coefficients add up to one, allowing comparison of different means among experimental conditions B) Linear combination of variables whose coefficients add up to zero, allowing comparison of different means among experimental conditions C) Linear combination of variables whose coefficients add up to zero, allowing comparison of different analyses of variance among experimental conditions D) Linear combination of variables whose coefficients add up to one, allowing comparison of different analyses of variance among experimental conditions
B) Linear combination of variables whose coefficients add up to zero, allowing comparison of different means among experimental conditions
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) Natural field experiment
What is standard deviation? A) Theoretical distribution of large population B) Number indicating the extent to which individual results deviate from the group C) A measure of the statistical accuracy of an estimate D) Number indicating the extent to which distinct outliers deviate from the group
B) Number indicating the extent to which individual results deviate from the group
Data provided by from the country is of which type? A) Property B) Public C) Academic D) Commercial
B) Public
The purchase funnel describes the consumer journey towards A) Awareness B) Purchase C) Preference D) Consideration
B) Purchase
Which is considered the gold standard for determining causal inference? A) Field experiments B) Randomized experiments C) Natural experiments D) Interactive designs
B) Randomized experiments
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. Fits a relational data model
What is a false positive for A/B testing? A) Results of the exploration stage lead to the belief that options A or B differ in their success B) Results of the exploration stage lead to the belief that one of the options A or B is more successful than the other, when in reality they are likely to perform the same in the exploitation stage C) 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 D) 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 in the exploitation stage
B) Results of the exploration stage lead to the belief that one of the options A or B is more successful than the other, when in reality they are likely to perform the same in the exploitation stage
Which is not necessarily a part of analyzing metrics? A) Analyzing performance B) Running statistical analyses C) Benchmarking D) Tracking data
B) Running statistical analyses
Which type of metrics are used to fulfill important operational and financial functions in an organization? A) Quality metrics B) Strategic metrics C) Responsive metrics D) Innovation metrics
B) Strategic metrics
What is statistical significance? A) The probability that a statistical test will support the null hypothesis given that it is true B) The measure of whether a research finding is meaningful because it is unlikely the fining has occurred by chance or error C) The probability that a statistical test will support the null hypothesis given that it is false D) The importance of a statistical problem
B) The measure of whether a research finding is meaningful because it is unlikely the fining has occurred by chance or error
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) The science of assigning credit to unique marketing events that lead to marketing conversions
What is the most used form of AI? A) general AI B) applied AI C) neurological AI D) prototypical AI
B) applied AI
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) applied intelligence
Which algorithm does not use supervised learning? A) classification B) cluster analysis C) regression D) decision tree
B) cluster analysis
which is NOT true? A) Albert is an AI marketing platform that provides an autonomous media buying service B) frank is an AI marketing platform that requires little human input C) frank uses machine learning to find the best paid advertising channels for a specified target audience D) tools like Hunch check analytics to know what's happening every second and detect when unexpected traffic is visiting a site
B) frank is an AI marketing platform that requires little human input
When preparing for data visualization, one should start by A) accessing the data B) getting to know the audience C) deciding between visualization tools D) creating some simple graphs
B) getting to know the audience
What is a Type I Error? A) correctly rejecting the null hypothesis B) incorrectly rejecting the null hypothesis C) correctly failing to reject the null hypothesis D) incorrectly failing to reject the null hypothesis
B) incorrectly rejecting the null hypothesis
Which of the following means estimating outcomes for values that fall inside the range of actual data points? A) interpretation B) interpolation C) exterpretation D) extrapolation
B) interpolation
Which chart is best used for time series data? A) bar chart B) line graph C) heat map D) area map
B) line graph
Consider results from the following regression models where M1 is (1=west; 0-nonWest) and M2 is (1=nonWest; 0=West). How do you interpret results if b1 is not significant and all other coefficients are significant? sales=b0+b1(magazine)+b2(M1)+b3(magazine*M1) sales=b4+b5(magazine)+b6(M2)+b7(magazine*M2) A) magazine's association with sales is inside and outside the west B) magazine is associated with sales only in the West C) magazine's association with sales is dependent on the West, but it is unclear how D) magazine is associated with sales only outside the west
B) magazine is associated with sales only in the West
What is the difference between machine learning and deep learning? A) deep learning is the same as machine learning B) none of these options C) machine learning uses neural networks and deep learning does not D) deep learning utilizes statistical data and machine learning does not
B) none of these options
Which of these does swarm intelligence do? A) all of these options B) none of these options C) surveys D) polls
B) none of these options
When using the region of the country (4 regions) to predict sales in a regression model, how many dichotomous variables will be included? A) two B) three C) four D) one
B) three
Consider the results from the following regression models where Twitter is a continuous variable, and cTwitterHi is spotlighted 1 SD above the mean and cTwitterLo is spotlighted 1 SD below the mean: How do you interpret results if b1 is not significant and all other coefficients are significant? sales=b0+b1(magazine)+b2(cTwitterHi)+b3(magazine*cTwitterHi) sales=b4+b5(magazine)+b6(cTwitterLo)+b7(magazine*cTwitterLo) A) magazine is associated with sales only when Twitter ad spending is high B)magazine is associated with sales only when Twitter ad spending is low C) magazine's association with sales occurs at all levels of Twitter ad spending but especially when Twitter ad spending is high D) magazine's association with sales occurs at all levels of Twitter ad spending but especially when Twitter ad spending is low
B)magazine is associated with sales only when Twitter ad spending is low
Cleaning data includes dealing with data that are: A. outliers, invaluable or inconsistent B. Incomplete, outliers or inconsistent C. Incomplete, invaluable or inconsistent D. Incomplete, outliers or invaluable
B. Incomplete, outliers or inconsistent
Which is an advantage of Python? A. Supported by a well established programming tool, RStudio B. Integrates well with developing website and mobile apps C. designed for data exploration D. over 10,000 existing packages
B. Integrates well with developing website and mobile apps
Which is not a tab in the RStudio environment? A. Viewer B. Output C. Terminal D. Plots
B. Output
Which of the following is not a programming language important for marketing analytics?- A. Python B. RStudio C. SQL D. R
B. RStudio
which application of AI allows systems to automatically learn and improve without being programmed to do? A) deep learning B) adaptive learning C) machine learning D) programmed learning
C) machine learning
What is a dendrogram? A) A diagram of dendrogenous segmentation B) A diagram of Euclidean distances C) A diagram illustrating a hierarchy of clusters D) A diagram of K-means clusters
C) A diagram illustrating a hierarchy of clusters
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) A/B Testing is only done in a digital environment
which is NOT true? A) AI algorithms can improve marketing performance by testing and platforms B) AI algorithms can optimize the targeting of key audiences C) AI can build new websites from the ground up D) AI can help companies to find new channels that competitors may not have yet discovered
C) AI can build new websites from the ground up
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) Center of mass of a geometric object of uniform density
Which is NOT a key analytics tool for A/B testing? A) ANOVA B) T-test C) Cluster analysis D) Bayesian statistical test
C) Cluster analysis
Which step requires marketers to analyze web traffic patterns and to study ways to optimize websites to drive more conversions? A) Evaluation B) Implementation C) Design D) Analysis
C) Design
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) Emphasizes serving a specific market segment by achieving a certain position in buyer's minds
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) Euclidean distance is an integral part of hierarchical clustering
Power map is which of the following? A) R's heat mapping tool B) Tableau's tree mapping tool C) Excel's geographic mapping tool D) GIS in Power BI
C) Excel's geographic mapping tool
Food4Less is a known brand, but many people do not visit its stores because they don't see it as a viable option for some types of food items that are readily available at Trader Joes. What does this infer about the brand metrics for Food4Less? A) Good recall but less depth B) Good breadth, recall and depth C) Good depth but less breadth D) Good breadth but less depth
C) Good depth but less breadth
Which of the following is not a social listening tool? A) Facebook Insights B) Hootsuite C) Instagram Stories Insights (ISI) D) Tweetreach
C) Instagram Stories Insights (ISI)
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) It only looks at relationships with existing media
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) It satisfies some conditions for causality
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) Marketing Mix
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) Optimize Test
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) Public websites
Which visualization tool is open source? A) Excel B) Power BI C) R D) ArcGIS
C) R
What is return on marketing investment? A) Revenue from marketing multiplied by marketing spending divided by contribution margin B) Difference of revenue from marketing and marketing spending C) Revenue from marketing multiplied by the contribution margin divided by marketing spending D) Difference of revenue from marketing and marketing spending divided by marketing spending
C) Revenue from marketing multiplied by the contribution margin divided by marketing spending
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) Stemming
Return on marketing investment is what type of marketing analytics metric? A) Development B) Quality C) Strategic D) Support
C) Strategic
A linear model A) sometimes predicts a straight line and sometimes a curved line B) usually predicts a straight line C) always predicts a straight line D) always predicts a curved line
C) always predicts a straight line
Consider the results from the following regression models where Twitter is a continuous variable, and cTwitterHi is spotlighted 1 SD above the mean and cTwitterLo is spotlighted 1 SD below the mean: How do you interpret results if all coefficients are significant and b1>b5? sales=b0+b1(magazine)+b2(cTwitterHi)+b3(magazine*cTwitterHi) sales=b4+b5(magazine)+b6(cTwitterLo)+b7(magazine*cTwitterLo) A) magazine's association with sales occurs at all levels of Twitter ad spending but especially when Twitter ad spending is low B) magazine is associated with sales only when Twitter ad spending is high C) magazine's association with sales occurs at all levels of Twitter ad spending but especially when Twitter ad spending is high D) magazine is associated with sales only when Twitter ad spending is low
C) magazine's association with sales occurs at all levels of Twitter ad spending but especially when Twitter ad spending is high
What is the objective of least square regression? A) minimize the square of the regression B) maximize the sum of squared residuals C) minimize the sum of squared residuals D) maximize the square of the regression
C) minimize the sum of squared residuals
What is NOT included in an infographic? A) word charts B) stats C) video D) pictures
C) video
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. Clean, structure, and integrate
Which of the following is an example of a non-programming tool for data analysis? A. Rodeo B. RStudio C. JMP D. R
C. JMP
Which is most valuable and most difficult? A. Descriptive analytics B. Diagnostic analytics C. Prescriptive analytics D. Predictive analytics
C. Prescriptive analytics
In a recent IBM global survey, over 700 chief marketing officers revealed their top priorities for marketing. What is one of those priorities? A. Embrace creative construction B. enrich the arch of augmented reality C. increase digital acumen D. decrease creative destruction
C. increase digital acumen
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) A laboratory experiment in the non-digital world
Which of the following is NOT an A/B Testing tool? A) Qubit B) Google Experiments C) AB Tasty D) AB Lab
D) AB Lab
Data come in what form? A) Pictures B) Words C) Numbers D) All of the above
D) All of the above
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) All of the above
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) All of the above
What is a fixed horizon in A/B testing? A) A final goal of the A/B test B) A concrete explanation of the results of an A/B test C) An end-point time to analyzing the data D) An end-point time to collect the data
D) An end-point time to collect the data
Which segmentation type is the best predictor of future outcomes? A) Demographic segmentation B) Psychographic segmentation C) Cluster segmentation D) Behavioral segmentation
D) Behavioral segmentation
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) Develop measures of segment attractiveness
Which measures the company's ability to leverage competitive advantage and product for service progress? A) Digital marketing metrics B) Support metrics C) Strategic metrics support metrics development metrics digital marketing metrics D) Development metrics
D) Development metrics
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) Digital content management
Which of the following is a graph that displays information as a bar chart illustrating a project schedule? A) Gauntt chart B) Gentt chart C) Gintt chart D) Gantt Chart
D) Gantt Chart
Which of the following is a search-volume data tool? A) Quanteda B) Search.io C) New York Times search D) Google Trends
D) Google Trends
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) Inbound marketing pushes products to find customers who would buy
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) None of these options
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) Optimizes media for planned and optimized scenarios
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) Psychographic segmentation
Which is FALSE about Bayesian statistics? A) Invented by a minister B) Apply past evidence to statistical models C) Use prior beliefs to influence statistical models D) Require fixed horizons
D) Require fixed horizons
What is a false negative of A/B testing? A) 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 in the exploitation stage B) Results of the exploration stage lead to the belief that options A or B differ in their success, and in reality one is likely to outperform the other in the exploitation stage C) Results of the exploration stage lead to the belief that one of the options A or b is more successful than the other, when in reality they are likely to perform the same in the exploitation stage D) 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
D) 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
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) The firm targets each of the potential segments it discovers with a different marketing mix
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) We find that there are other external factors that affect sales but not the marketing campaign
What are the 2 categories of AI? A) assisted and general B) assisted and narrow C) applied and narrow D) applied and general
D) applied and general
Sales= 37.69 + 1.23*TVads. If you spend $2387 on TV advertising, your best guess at sales is A) closer to $2000 B) over $4000 C) closer to $1000 D) closer to $3000
D) closer to $3000
What is a Type II Error? A) correctly rejecting the null hypothesis B) incorrectly rejecting the null hypothesis C) correctly failing to reject the null hypothesis D) incorrectly failing to reject the null hypothesis
D) incorrectly failing to reject the null hypothesis
The residual is A) the response value that would be predicted for a given x value, based on the model B) the sum of the response value observed for a particular data point and the response value that would be predicted for a given x value based on the model C) the response value observed for a particular data point D) 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 on the model
D) 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 on the model
Which of the following is RStudio? A. a non-programming tool for data analysis B. a programming code C. a programming language D. a programming tool
D. a programming tool
The predicted response value is A) 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 on the model B) the sum of the response value observed for a particular data point and the response value that would be predicted for a given x value based on the model C) the response value observed for a particular data point D) the response value that would be predicted for a given x value, based on the model
D) the response value that would be predicted for a given x value, based on the model
Consider results from the following regression models where M1 is (1=west; 0-nonWest) and M2 is (1=nonWest; 0=West). How do you interpret results if all coefficients are significant and b5>b1? sales=b0+b1(magazine)+b2(M1)+b3(magazine*M1) sales=b4+b5(magazine)+b6(M2)+b7(magazine*M2) A) magazine is associated with sales only outside the west B) magazine is associated with sales only in the west C) magazine's association with sales is inside and outside the west but especially in the nonwest D)magazine's association with sales is inside and outside the west but especially in the west
D)magazine's association with sales is inside and outside the west but especially in the west
Which is least likely to be an objective for analytics? A. Demand estimation B. Market effectiveness C. Segmentation D. Qualitative reasoning
D. Qualitative reasoning
Marketing Analytics is A. The use of marketing inputs to maximize marketing outcomes B. The use of statistics to gain marketing insights C. The study of the nature of marketing topic by examining its details D. The use of data to gain insights from data to maximize marketing outcomes
D. The use of data to gain insights from data to maximize marketing outcomes
Which is an advantage of R? A. designed for general programming B. prepares people for programming tasks besides data analysis C. integrate with website and mobile apps or a production database D. designed for data analytics
D. designed for data analytics
What does open source mean? A. Downloadable in the open internet universe B. developed by a single [platform like the CRAN C. Developed by a proprietary firm D. developed by and for the community and available for free
D. developed by and for the community and available for free
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. None of the above
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 ordered b. 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 c. only the records from table A where tables A and B have the same orderid d. only the records from table B where tables A and B have the same 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 ordered
Which of the following includes matched records from the right table and all records from the left table? a. FULL JOIN b. LEFT JOIN c. INNER JOIN d. RIGHT JOIN
b. LEFT JOIN
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. only the records from table A where tables A and B have the same orderid b. 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 c. only the records from table B where tables A and B have the same orderid d. 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 ordered a. only the records from table A where tables A and B have the same orderid
b. 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
What is the function COUNT() used for? a. to return the number of columns that match a specified criteria b. to return the number of rows that match a specified criteria c. to return the number of SQL statements in query d. to return the number of tables in a database
b. to return the number of rows that match a specified criteria
Which of the following does a relational database not contain? a. tables b. queries c. ID graphs d. Indices
c. ID graphs
Which of the is used to restrict rows is SQL? a. GROUP BY b. FROM c. WHERE d. SELECT
c. WHERE
Which join uses records that have matching values in both tables? a. right join b. left join c. inner join d. full join
c. inner join
Which of the following is not a type of join? a. LEFT JOIN b. FULL OUTER JOIN c. INNER JOIN d. FULLER INNER JOIN
d. FULLER INNER JOIN
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 A, along with the matching records (depending on the availability) from table B where tables A and B have the same orderid b. only the records from table A where tables A and B have the same orderid c. 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 ordered d. only the records from both tables A and B where tables A and B have the same orderid
d. only the records from both tables A and B where tables A and B have the same orderid
Which of the following are non-commercial open-source database management systems? I. MS SQL SERVER II. MongoDB III. Oracle a. I and II b. I only c. II and III d. III only e. I and II f. II only g. None of these options
f. II only