MAR4613 Module 2 Quiz

MAR4613 Marketing Management Module 2 Quiz 1. Taking multiple, random samples from an existing data set and running thousands of "what if" analysen, each with different assumptions about market conditions and other marketplace dynamics, is an example of which of the following? Simulation analysis 2. A wealth of harcode transaction data is collected by merchants when customers make purchases. Which one of the following scenarios does NOT represent one of the typical Big Data integration challenges in using these transactional data? Linking the transaction data to a decision support system for ease of in-store price changes 3. A major restaurant chain wishes to understand consumer sentiment about its brand, so it analyzes social media comments, receipt survey data, call conter conversation summaries from its CRM system, and even reviews from websites like Urban Spoon. This illustrates which dimension of Big Data? Variety 4. Which of the following represent valid sources of Big Data? Survey responses Transaction details Social media references Location data 5. Big Duta is the process of large and varied data sets Capturing, merging, and analyzing 6. The analysis that Major League Baseball uses to create its schedule each year, to optimize stadium commitments, travel, hotel, sponsorships, and other factors is an example of Prescriptive analysis 7. Which of the following does NOT represent the purpose of Big Data or what it is all about? Generating more data inputs 8. The auto insurance company that uses an app to monitor your driving behavior, collecting thousands of data points in the process, as part of providing you a policy quote that illustrates which dimension of lig Data? Volume 9. Radio-listening statistics gathered by Arbitron are typically collected using diaries placed in a panel of households. 10. The Nieben television ratings are computed from data gathered by means of People meters 11. Although old-fashioned store audits are still used in some markets, the vast majority of consumer products in the United States are now tracked via Scanners MAR4613 Marketing Management Module 2 Quiz 12. Which term describes the service used by researchers in an attempt to provide an overall assessment of the effectiveness of a marketing campaign across multiple media platforms? Cross platform services 13. Which of the following activities can be accomplished using GIS? Tallor products, prices, and promotions to meet local customer needs. Avoid advertising in less promising geographic areas. Evaluate potential new stores sites and choose the best sites based on sales forecast. Reducing cannibalization of sales with existing stores. 14. GfK Group's Starch Ad Readership program could help an advertiser understand if a reader remembered seeing an ad. saw the advertiser's name in an ad. read any or all of the ad. responded to a number of items about the ad, such as taking an action. 15. Starch Readership Service collects data that is useful for assessing changes in which of the following uspects of an ud? Theme Copy Layout Use of color 16. Which of the following represents the greatest challenge when it comes to understanding consumers' online activities? Determining the demographics of visitors to a website 17. Which of the following is NOT one of the modules of a typical Decision Support System (DSS)? Employee information 18. A firm might be expected to initiate a specific research project to supplement the DSS in which of the following situations Information is needed on initial consumer response to introducing a new product. 19. A big disadvantage of the systems approach is that managers are limited to the information that is available in the database. 20. Which of the following components is part of a Decision Support System (DSS)? MAR4613 Marketing Management Module 2 Quiz Data System Model System Dialog System 21. Research that has been collected in such a way that the results will support a particular position is offen referred to as research. Advocacy 22. Sales and cost data are promising internal secondary data for many research problems. In B2B con-texth, the is a gold mine of information. Sales invoice 23. Many firms have the position of CIO on their organization charts. The primary role of the person filling this position is to run the company's information and computer systems like a business. 24. With secondary data, who incurs the expense of collecting it? The original compiler of the information