Characteristics to the most profitable customers

Reference no: EM13721187

Question 1: Northwest Airlines applied mathematical models to determine which customers in its database were currently responsible for most of its profitability and which customers were not currently profitable but had similar characteristics to the most profitable customers. Northwest Airlines utilized _____ to identify these customers.

Computer programming
Data warehousing
Customer relationships management
Data mining
Intervention

Question 2: Minute Maid sees research as the fundamental first step in any business decision, and it created proprietary methods for conducting research. At what level of the hierarchy of business decision makers does Minute Maid operate?

Top tier
Middle tier
Base tier
Foundation tier

Question 3: Which of the following questions is considered first when discussing a management dilemma?

How can management eliminate negative symptoms?
What does the manager need to know to choose the best alternative from the available sources of action?
What is the recommended course of action?
What symptoms cause management concern?

Question 4: The goal of ethics in research is to _____.

To ensure that no one is harmed
To protect researchers from legal liability
Identify what behavior is appropriate
Ensure research sponsors fulfill their legal obligations

Question 5: _____ occurs when the participants are told only part of the truth or when the truth is fully compromised.

Coercion
Deception
Informed consent
Debriefing

Question 6: The process of stating the basic dilemma and then developing other questions by progressively breaking down the original question into more specific ones is called the _____.

Research question
Management-research-question hierarchy
Management dilemma
Management question

Question 7: The fundamental weakness in the research process is _____.

Incorrectly defining the research question
Identifying a flawed sampling frame
Mis-defining the target population
Failing to identify all relevant secondary information

Question 8: Which type of management question asks what do we want to achieve?

Choice of purpose
Evaluation of solutions
Troubleshooting
Control

Question 9: In the Southeast, the potato chip market share held by the Lays brand is 46%. This is an example of _____.

A research question
A descriptive hypothesis
A relational hypothesis
An explanatory hypothesis

Question 10: An increase in hours of television viewing leads to increases in the sales of snack foods; this is an example of a _____.

Research question
Descriptive hypothesis
Correlation hypothesis
Causal hypothesis

Question 11: To be categorized as a customer, an individual must have a history of shopping at the establishment at least twice before the start of the study with expenditures of more than $10. This is an example of _____.

Hypothetical construct
Conceptual scheme
Operational definition
Dictionary definition
Mediating variable

Question 12: James is entering data on client gender. Because the values entered reflect male or female, this variable is _____.

Discrete
Dichotomous
Continuous
Ratio-scaled

Question 13: Which variable in an experiment is the variable expected to be affected by the manipulation?

Dependent variable
Extraneous variable
Moderating variable
Independent variable

Question 14: Qualitative research seeks to _____ theory while quantitative research _____ it.

Examine, interprets
Build, tests,
Test, understands
Apply, builds
Justify, applies

Question 15: Which of the following is true of quantitative research?

It uses a non-probability sampling method
Results are generalizable
Data analysis is ongoing during the project
Sample sizes are generally small
It uses multiple data collection methods

Question 16: The use of a control group in experimentation _____.

Provides for the manipulation of the independent variable
Serves as a comparison to assess the manipulation
Minimizes the cost of experimentation
Allows for discovery of the average effect of the independent variable in different situations

Question 17: What is the first step in conducting an experiment?

Specify the level(s) of the treatment
Choose the experimental design
Control the experimental environment
Select relevant variables

Question 18: Data originating from studies that are conducted by others and created for a purpose different from the purpose of the study for which the data are being reviewed are called _____ data

Primary
Secondary
Quantitative
Statistical

Question 19: The goal of a formal study is to _____.

Discover future research tasks
Expand understanding of a topic
Test hypotheses
Provide insight
Develop hypotheses

Question 20: A _____ scale is a scale that scores an object or property without making a direct comparison to another object or property.

Ranking
Rating
Categorization
Sorting

Question 21: What type of data is produced by simple category scales?

Nominal
Ordinal
Interval
Ratio

Question 22: _____ is the extent to which a measurement tool actually measures what we wish to measure.

Reliability
Validity
Practicality
Significance

Question 23: The list of elements in a population from which the sample is drawn is known as the _____.

Sampling frame
Population extent
Database
Sampling base

Question 24: The process of ensuring the accuracy of data and their conversion from raw form into classified forms appropriate for analysis is called _____.

Coding

Data entry

Data preparation

Data measurement

Question 25: _____ involves assigning numbers or other symbols to answers so that the responses can be grouped into a limited number of categories

Editing
Data entry
Coding
Measurement

Question 26: The standard error of the estimate is a type of measure of _____.

Central tendency
Accuracy
Significance
Standard deviation

Question 27: _____ are summary descriptors of variables of interest in the population

Sample statistics
Population parameters
Systematic estimates
Standard errors

Question 28: The measure of deviation from the mean such that cases stretch toward one tail or the other is called _____.

Kurtosis

Platykurtic

Skewness

Question 29: Which of the research questions/hypotheses below is best answered using cross-tabulations?

What percentage of men and women prefer Brand A over Brand B?
What percentage of residents shop at the local grocery store?
Is brand loyalty related to brand image?
What happens to sales when prices drop?

Question 30: If a difference is not caused only by random sampling fluctuations, it is said to have _____.

Resistance
Statistical significance
Substantive significance
Reasonable doubt

Reference no: EM13721187

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