当代市场调研 （原第12版）测试题及答案 ch10.docx

Chapter10 Testbank

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Chapter10:MarketingAnalytics

MultipleChoice

Datathatarehighlyorganizedandcanberepresentedastablesmadeupofrows(observationsforasingleunitofthepopulation)andcolumnsissaidtobe_____.

a. orderly

b. normal

c. demographic

d. structured

e. Noneofthese

Answer:d

Thediscovery,interpretation,andcommunicationofmeaningfulpatternsindataiscalledmarketing_____.

a. research

b. analysis

c. patterns

d. database

e. analytics

Answer:e

Therearefour“act”mightbeconsideredpartofthemarketinganalyticsprocess.Whichofthefollowingisnotoneofthem?

a. Getthedata

b. Cleanthedata

c. organizeandmergethedata

d. Analyze

e. Act

Answer:b

Big____istheaccumulationandanalysisofmassivequantitiesofinformationthatforourpurposesinmarketingisgenerallyrelatedtohumanbehaviorandinteractions.

a. research

b. information

c. plans

d. data

Answer:d

BigdatahasthethreeVs.Whichofthefollowingisnotoneofthese?

a. Verification

b. Volume

c. Variety

d. Velocity

Answer:a

In2005anopen-source(availableforfreetoeveryone)frameworkcalled_____wasdevelopedtoanalyzebiddatabyanonprofitcalledApacheSoftwareFoundation.

a. Cloud

b. Hadoop

c. ArtificialIntelligence

d. IBMWatson

e. DeepVision

Answer:b

Dataanalyticsisclassifiedintothreetypes.Whichofthefollowingisnotoneofthosetypes?

a. Descriptive

b. Analytical

c. Predictive

d. Prescriptive

Answer:b

Inthistypeofanalytics,wesummarizedatainrudimentaryformstodiscernpatterns.

a. Descriptive

b. Analytical

c. Predictive

d. Prescriptive

Answer:a

Crosstabulationiswhichtypeofanalytics?

a. Descriptive

b. Analytical

c. Predictive

d. Prescriptive

Answer:a

Thisformofanalyticsusesmorepowerfultoolstoprovidemoreinsightandmorerobustdecision-makingtools.

a. Descriptive

b. Analytical

c. Predictive

d. Prescriptive

Answer:c

Amoreadvancedformofanalyticsthatpredictswhatcustome