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Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Marketing Research and Database Development

Multiple Choice Quiz


1	A collection of information indicating what customers are purchasing, how often they purchase, and the amount they purchase is termed a _________________________.
		A)	databank
		B)	database
		C)	computer base
		D)	infobase
		E)	computer bank


2	An effective database assists the firm in its efforts to:
		A)	exchange information with customers.
		B)	identify heavy users.
		C)	determine lifetime customer value.
		D)	build segment profiles.
		E)	all of the above


3	Through the process of _____________________, a firm utilizes information overlays and/or partitioning to better understand the responsiveness of new or existing customers to marketing programs.
		A)	data enhancement
		B)	benchmarking
		C)	data mining
		D)	visioning
		E)	data magnification


4	Most databases are “driven” by its:
		A)	source data unit.
		B)	target market unit.
		C)	geodemographic unit.
		D)	command unit.
		E)	attribute unit.


5	Information generated for a database must possess the characteristics of:
		A)	affinity, or prior usage.
		B)	frequency of purchase.
		C)	recency, or length of time between purchases.
		D)	amount of usage.
		E)	all of the above.


6	The X-Cel Corporation is intent upon creating an effective cross-functional database that will maximize the information available to each functional area while minimizing costs through data-sharing the first step in this process would probably be the creation of a:
		A)	data interaction matrix.
		B)	market research matrix.
		C)	data generation matrix.
		D)	data mining matrix.
		E)	data production matrix.


7	Once shared data requirements have been identified, the next step in the development of an integrated database is the
		A)	development of a data interaction matrix.
		B)	evaluation of existing internal data sources.
		C)	identification of the target market.
		D)	creation of a database processing system.
		E)	development of a general predictive mode.


8	The _________________ of a database refers to the overall number of key data fields or key variables that will comprise the data record.
		A)	width
		B)	sample size
		C)	extent
		D)	depth
		E)	expanse


9	The X-Cel Corporation desires to create a database that will offer maximum flexibility and allow the firm to expand its database most easily in a dynamic environment. The firm is most likely to prefer a:
		A)	sequential database.
		B)	data field database.
		C)	relational database.
		D)	silo database.


10	Database information that is available for analytical purposes is called:
		A)	informational data.
		B)	warehoused data.
		C)	operational data.
		D)	field data.
		E)	a data mine.


11	In order to be useful and efficient, a data warehouse should be:
		A)	composed of subject-oriented information.
		B)	integrated information.
		C)	time-variant information.
		D)	nonvolatile information.
		E)	all of the above.


12	The X-Cel Corporation routinely collects data at the point of sale. The firm is collecting:
		A)	secondary data.
		B)	real-time transactional data.
		C)	historical data.
		D)	silo data.
		E)	stable data.


13	The X-Cel Corporation has launched a program designed to identify demographic and/or behavioral patterns than distinguish its “best” customers from all of the customers served by the firm. The firm's effort is an example of:
		A)	data matrix documentation.
		B)	customer-volunteered information.
		C)	data mining.
		D)	point-of-sale collection.
		E)	real-time information storage.


14	Data mining frequency involves the attempt to establish historical relationships between classification groups in order to forecast future patronage behavior. This effort is an example of:
		A)	description.
		B)	classification.
		C)	clustering.
		D)	regression.
		E)	association.


15	Which of the following treats customers as “assets” of the firm?
		A)	visual mining models
		B)	neural networks
		C)	lifetime value models
		D)	scoring models
		E)	decision trees

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