Let's assume there are sophomores, juniors, and seniors in your marketing research class and we want to know if their average GPAs differ. What is the proper statistical test?
a. t-test
b. z-test
c. Chi-square test
d. Analysis of variance (ANOVA)
e. None of these are correct.
Question 2What functions do cookies perform in the targeting and personalization process?
a. Identify the visitor's email address.
b. Collect data about the visitor's activities on all websites.
c. Store data that enables the site to deliver relevant content.
d. All of these are correct.
Question 3When a computed z-value (for a test for differences between two percentages), say 4.51, is larger than the standard z-value, say 1.96, then this amounts to
a. support for the null hypothesis; the two percentages are different.
b. no support for the null hypothesis; the two percentages are not different.
c. support for the null hypothesis; the two percentages is not different.
d. no support for the null hypothesis; the two percentages are different.
e. None of these are correct.
Question 4Mei is considering a CRM project for her small fruit snack company. As she and her top managers debate the issue, what is likely to be biggest financial obstacle to the implementation of a CRM system
a. The cost of hiring a sales force to gather customer data.
b. The cost of licensing the needed software.
c. The cost of hiring a marketing agency to place ads around the web.
d. The cost of training middle management on the proper use of CRM.
Question 5In which of the following situations would it be useful to test for differences between two groups?
a. A retailer wishes to know if customer satisfaction is different between in-store vs. online shoppers.
b. A beverage company wants to know if a new beverage concept differs between users vs. nonusers of the current brand.
c. A department store wishes to know the differences between online catalogs vs. mail order catalog shoppers.
d. A state university wants to know is there is a significant difference in GPA between undergradu-ate and graduate students.
e. All of these situations would benefit from tests for differences between two groups.
Question 6Registration on a site can:
a. furnish data for personalization of communications.
b. provide an email address for CRM contacts.
c. provide information the customer wants.
d. All of these are correct.
Question 7Multiple regression analysis is useful when there are ____ independent variable(s) and ____ dependent variable(s).
a. more than one, one
b. one, more than one
c. more than one, more than one
d. one, one
e. None of these are correct.
Question 8A CRM vision includes using ________ to create a seamless customer experience.
a. customer touchpoints and technology
b. CRM failure rates
c. the promise of CRM
d. All of these are correct.
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