48) Bjorn felt that the focus groups did not give him enough quantitative information to make a
decision, so he directed his managers to conduct surveys online and look for secondary research.
Which characteristic of Big Data is Bjorn trying to achieve?
A) volume
B) velocity
C) variety
D) veracity
E) value
49) Mr. Evans is a fan of using Big Data because of its ability to generate a large amount of data
that can be organized and quantified. Mr. Evans likes the ________ characteristic of Big Data.
A) volume
B) velocity
C) variety
D) veracity
E) value
50) Fred has a sales meeting coming up and he needs to know sales figures by product and by
region as quickly as possible so he can direct his managers on their presentations. Fred needs the
________ characteristic of Big Data.
A) volume
B) velocity
C) variety
D) veracity
E) value
51) The CFO of BakersMark wasn’t sure about using Big Data, and he couldn’t justify the
expense for collecting and storing it. In this case, he was concerned about the ________ of Big
Data.
A) volume
B) velocity
C) variety
D) veracity
E) value
52) ________ data refers to data that is generated in such a way that a logical organization is
imposed on it during its generation, thus enabling it to be more readily analyzable for knowledge
creation.
A) Big
B) Abstract
C) Structured
D) Unstructured
E) Concrete
53) When you complete a form online with your name, address, and credit card information in
order to make a purchase, you are giving the company ________ data that can populate a
relational database or spreadsheet.
A) unsecured
B) abstract
C) structured
D) unstructured
E) soft
54) After staying in a boutique hotel in Chicago, Marissa posted a picture on her Facebook feed
and described how fabulous it was. This kind of information is considered ________ data.
A) unsecured
B) abstract
C) structured
D) unstructured
E) soft
55) Tamra was so upset about how she was treated when she went on the Eiffel Tower tour that
she recorded a video rant and posted it on YouTube. This is an example of ________ data.
A) unsecured
B) abstract
C) structured
D) unstructured
E) soft
56) ________ data contains some elements of structure that make it easier for machines to
understand its organization, but still contains parts that do not possess an appropriate level of
structure to make them readily analyzable by automated means for knowledge creation.
A) Unsecured
B) Semi-structured
C) Unstructured
D) Soft
E) Abstract
57) ________ is a major source of data generation that will continue to grow in importance as
more people rely on the Internet.
A) Face-to-face research
B) Mail surveys
C) Focus groups
D) Web-related activity
E) Observation
58) The use of ________ at an early stage in a customer’s exploration of an e-commerce website
can provide insight into the state of his or her intentions.
A) web logs
B) social media
C) competitive surfing
D) phishing
E) clickstream data
59) Which of the six key sources of Big Data is being used when a company collects Big Data on
customers in order to sell it to other organizations?
A) data from business systems
B) data from Internet-connected devices
C) data from mobile apps
D) data from commercial entities
E) data from government agencies
60) Big Data from ________, such as Cartwheel from Target, can be used to assist customers in
finding in-store deals and provides opportunities for retailers to maximize the value of in-store
shopping experiences.
A) business systems
B) Internet-connected devices
C) mobile apps
D) commercial entities
E) government agencies
61) ________ include a set of methods facilitated by technology that utilize individual-level and
market-level data to identify and communicate meaningful patterns within the data for the
purpose of improving marketing-related decisions.
A) Customer decision systems
B) Computer management systems
C) Marketing databases
D) Structured surveys
E) Marketing analytics
62) Kalea works for a large global corporation. Her job is to conduct market analyses and
manage the computational costs associated with them. Kalea is MOST likely a(n) ________.
A) marketing manager
B) high-level executive
C) marketing analyst
D) financial manager
E) economist
63) Into the Abyss is an outdoor clothing company that is just starting to conduct analyses on
new data. Which approach would be the appropriate first step before employing more complex
analyses?
A) descriptive analytics
B) predictive analytics
C) prescriptive analytics
D) diagnostic analytics
E) determinant analytics
64) An approach using ________ analytics utilizes data to make predictions about future
marketing outcomes of interest.
A) descriptive
B) predictive
C) prescriptive
D) diagnostic
E) determinant
65) An approach using ________ analytics involves determining the optimal level of marketing-
relevant factors for a specific context by considering how adjusting their levels in varying ways
will impact different marketing outcomes.
A) descriptive
B) predictive
C) prescriptive
D) diagnostic
E) determinant
66) What type of marketing analytics is being used when data is used from likes for posts on
Facebook?
A) Web analytics
B) social media analytics
C) retail analytics
D) CRM analytics
E) demographic analytics
67) ________ is an analytic method that identifies which products or services to recommend
based on a determination of how similar a product or service seems to be to those that the
customer has demonstrated a preference for in the past, or is currently considering.
A) Collaborative filtering
B) Attribution
C) Targeting
D) Content filtering
E) Content segmenting
68) ________ is an analytic method that predicts a customer’s preferences for products or
services based on the observed preferences of customers who are perceived to be similar.
A) Collaborative filtering
B) Attribution
C) Targeting
D) Content filtering
E) Content segmenting
69) Personalization can be achieved at three possible levels of granularity: individual, segment,
and ________.
A) group
B) mass
C) customer
D) product
E) geographic