Multiple Choice
1. 3. 5. In which of the following situations can simple linear regression be applied: a. Predicting response rates based upon RFM measures b. Predicting response rates based upon age of customer c. Segmenting customers based on income and transaction history d. In all of the above (a-c) situations simple linear regression can be applied The P-value in a regression output is very useful to a marketer because it: a. Is used in the regression equation b. It gives an indication of the statistical condence in the regression results c. It tells how much of the variance is account for by the independent variable d. All of the above (a-c) With regard to the coefcient of determination (R2), which of the following indicates the best \"fit.\" a. .05 b. .35 c. .02 d. .75 An X-Y plot of an R2 of \"0" would: a. Be a line starting at the top left corner b. Be a line starting at the bottom left corner at coordinates 0,0 c. Have no discernable pattern (scattered points) d. Start a \"0" origin peak midway in the plot and then decrease to \"."0 Multiple regression can be used to predict: a. An order b. Bad debt c. Paid order d. All of the above (a-c) Direct marketers often develop several predictive models because: a. They have so many variables that they cannot fit them into one model b. They need to predict several types of response behavior c. They are not condent in only one model d. All of the above (a-c) Which of the following predictive variables would need to be re-coded prior to regression analysis? a. Age entered in years b. Income in dollars c. Subscriberto a car magazine (code of 1 indicating a subscriber) d. Hobbies where 1 is gardening, 2 is bowling, 3 is golfing and 4 is collecting car replicas .._ -- \\u 'l 19. Which of the following is least likely to be registration data? e. Name f. Business address 9. E-mail address h. Total web pages viewed 20. Cookies can be used to: a. Personalize website with individual preferences b. Track parts of the website that are visited 0. Store log-in data d. All of the above (a-c) 21. Behavior data can include: a. The number of website visits b. Specic pages viewed 0. Products purchased d. All of the above (a-c) 22. Loyal direct mail customers may resist doing business on the Internet because of: 3. Lack of technology or technology skills b. Preference or comfort with other media 0. Convenience d. All of the above (a-c) may cause customers to resist 23. Segmenting online customers and prospects can be facilitated by: a. Appending enhancement data onto the file b. Keeping separate databases for online and ofine customers c. Using online lists for prospecting d. All of the above (a-c) 24. Marketers can predict which customers are likely to click through and order by using: a. Regression modeling b. Cross-tabulations c. E-mail d. Newsletters 25. Why is database maintenance less critical for e-mail marketing compared to mail marketing? Costs for duplicates or bad addresses are minimal Customers are different Analysis methods are more complex All of the above (a-c) esp
