8. Which of the following would most likely be the dependent variable in a multiple regression model developed for a direct marketer? a. Age b . Response to offer C. Interest in motorcycles d. Income 9. Which of the following represents a multiple regression equation? . Y= a + b1x1 + b2x2 + b3x3 +... b. X= a + b1x1 + b2x2 + b3x3 +... c. X= a + bly1 + b2y2 + b3y3 +... d. All of the above (a-c) are standard linear multiple regression equations 10. If a marketer has a number of variables to enter into a regression model, a regression method would eliminate the variables that are statistically insignificant in predicting some response. a. Stepwise regression model b. Clone model C . CHAID d. . Simple regression 11. A gains chart allows a marketer to: a. Predict the response rate (or profitability) based on the regression model as applied to the house file b. Determine multicollinearity C. Predict the analysis sample based on the results of the validation sample d. All of the above (a-c) 12. A table indicates to the marketer the degree to which the expected gain in response rate predicted by the model actually occurred in roll-out.13. 14. 15. 16. 17. 18. a Incremental gains b. Cumulative gains c. Validation d. Reconciliation Which of the following situations could occur if a marketer did n_ot have an integrated database? a. A customer might get a mail offer for a product already ordered online b. A customer buying a product online would not be able to return it to the company's store c. LTV computations may be inaccurate because customer data may be on several unrelated databases d. All of the above (a-c) could occur without an integrated database Which of the following is n_ot an advantage of the lntemet versus other database marketing media? a. Lower cost b. Rapid updating of information c. Easy access to technical information d. Control of graphics quality and download speed Which of the following has the greatest potential with Internet communications versus other media? a. Mass personalization b. Wireless communication c. Person to person contact (I. Ability to order anywhere, anytime Which of the following is an e-mail tactic used to strengthen relationships with customers or acquire new customer? a. Informing customers of new products b. Offering incentives c. Providing periodic information to customers in the form of newsletters and other formats d. All of the above (a-c) are used In order to get the highest level of personalization in an e-mail message the marketer must have: a. An active email address b. A database with information about the targeted customer c. Analytical programs that can use customer data to develop offers appropriate to a particular customer d. All of the above (ac) are necessary In the vignette in Chapter 16 Keri attended a basic online workshop. She wanted to understand more about: a. The similarities and differences between online and ofine database marketing b. Developing creative e-mail messages c. Methods for developing a commercial site d. All of the above (a-c)