Question 1 6.25 out of 6.25 points A complete marketing knowledge database includes all the data about ________. a. customers b. prospects c. competitors d. all of the above Question 2 6.25 out of 6.25 points Which of the following is a ubiquitous application, meaning it is able to function without a userâ€™s knowledge or control? a. Java applet b. Windows c. E-mail d. XML Question 3 6.25 out of 6.25 points Response rates for e-mail surveys are best when respondents ________. a. are called by a third-party research organization b. use spam filters c. are members of special interest lists d. none of the above Question 4 6.25 out of 6.25 points The central focus of ________ is the analysis and description of what is right and wrong and how we judge the difference. a. law b. ethics c. self-regulation d. privacy Question 5 6.25 out of 6.25 points The concept of privacy encompasses ________. a. ethical aspects b. legal aspects c. both of the above d. neither of the above Question 6 0 out of 6.25 points Metatags can be used to protect against oneâ€™s own or cyber squat against anotherâ€™s intellectual property, product, or trade name. a. True b. False Question 7 0 out of 6.25 points There is currently no law regulating consumersâ€™ right to opt-out of unwanted data collection. a. True b. False Question 8 6.25 out of 6.25 points If individuals copy, share, or distribute computer software without having purchased it under a licensed, then they may be supporting software piracy. a. True b. False Question 9 6.25 out of 6.25 points Data mining involves the extraction of hidden predictive information in large databases through statistical analysis. a. True b. False Question 10 6.25 out of 6.25 points ________ are two metrics currently in widespread use for knowledge management? a. Return on Investment (ROI) and Total Quality Management (TQM) b. Return on Assets (ROA) and Total Cost of Ownership (TCO) c. Return on Investment (ROI) and Total Cost of Ownership (TCO) d. Return on Assets (ROA) and Total Quality Management (TQM) Question 11 6.25 out of 6.25 points Secondary data ________. a. are generally more costly to acquire or generate than primary data b. are always publicly generated and available c. are almost always derived from surveys and focus groups d. can be collected more quickly and less expensively than primary data Question 12 6.25 out of 6.25 points Information overload is a reality for consumers and marketers alike. a. True b. False Question 13 6.25 out of 6.25 points Traditionally, the law has used _______ to define ownership and protect intellectual property rights? a. copyrights b. patents c. trademarks d. all of the above Question 14 6.25 out of 6.25 points Data mining allows marketers to uncover data patterns that can help them ________. a. refine marketing mix strategies b. identify new product opportunities c. predict consumer behavior d. all of these Question 15 0 out of 6.25 points All of the following are true of data mining except ________. a. understanding the business goal is critical. b. understanding the data, e.g., the relevant variables, is critical to success. c. building the model takes the most time and effort. d. data is typically preprocessed and/or cleaned before use. Question 16 6.25 out of 6.25 points What purpose(s) do digital cookies serve? a. recalling stored sales information b. collecting user data, such as name, addresses and phone numbers c. creating/updating features such as virtual shopping baskets d. all of the above
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