Question 1 : A complete marketing knowledge database includes all the data about ________.

a. customers

b. prospects

c. competitors

d. all of the above

Question 2 : Which of the following is a ubiquitous application, meaning it is able to function without a user's knowledge or control?

a. Java applet

b. Windows

c. E-mail

d. XML

Question 3 : 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 : 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 : The concept of privacy encompasses ________.

a. ethical aspects

b. legal aspects

c. both of the above

d. neither of the above

Question 6 : Metatags can be used to protect against one's own or cyber squat against another's intellectual property, product, or trade name.

a. True

b. False

Question 7 : There is currently no law regulating consumers' right to opt-out of unwanted data collection.

a. True

b. False

Question 8 : 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 : Data mining involves the extraction of hidden predictive information in large databases through statistical analysis.

a. True

b. False

Question 10 : ________ 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 : 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 : Information overload is a reality for consumers and marketers alike.

a. True

b. False

Question 13 : 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 : 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 : 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 : 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