1. Data-mining software searches through large amounts of data for meaningful patterns of information.
a. True
b. False
ANSWER: True
2. One objective of data mining is classification: Finding whether certain facts fall into predefined groups.
a. True
b. False
ANSWER: True
3. Consumer clustering refers to the prediction of what each individual accessing a website is most likely to be interested in seeing.
a. True
b. False
ANSWER: False
4. Direct marketing is a data-mining application that identifies the reasons customers switch to competitors and predicts which customers are likely to do so.
a. True
b. False
ANSWER: False
5. Trend analysis refers to the identification of characteristics of transactions that are most likely to be fraudulent.
a. True
b. False
ANSWER: False
6. Loyalty programs, such as frequent flier and consumer clubs, help organizations amass a steady flow of data about their customers.
a. True
b. False
ANSWER: True
7. Online analytical processing (OLAP) applications are powerful tools created specifically for shift employees.
a. True
b. False
ANSWER: False
8. Online analytical processing (OLAP) is increasingly used by corporations to gain efficiencies.
a. True
b. False
ANSWER: True
9. Companies find that the data that they collect directly from consumers provides a full picture of customer needs.
a. True
b. False
ANSWER: False
10. By compiling billions of consumer clickstreams and creating behavioral models, companies can determine individual consumers’ interests from the sites they visited.
a. True
b. False
ANSWER: True
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