Deck 11: Data-Based Consumer Behaviour

Question 1

An online community can be an example of which of the following types of e-commerce models?

A) B2B
B) C2B
C) G2C
D) C2C

Answer 1

C2C

Question 2

Which of the following is generally true of internet interaction?

A) Control can shift towards consumers
B) Control can never shift towards consumers
C) Internet marketing can not lead to disintermediation
D) Nearly every internet marketer provides post sale support and other tracking

Answer 2

Control can shift towards consumers

Question 3

Physical privacy refers to:

A) receiving too much direct marketing
B) the relevance of direct marketing
C) what happens to personal details
D) accuracy of personal details

Answer 3

receiving too much direct marketing

Question 4

The 'paradox' which is described as consumers being, on the one hand, comfortable with DM and engaging with it and on the other hand cynical about its intentions is the:

A) knowledge
B) comfort
C) targeting
D) control

Question 5

The type of viral communication that might explain copy cat murders or suicides is:

A) genetics
B) neurolinguistics
C) memes
D) biographics

Question 6

Asking consumers to indicate their involvement with certain buying activities in a survey intended to produce lists of such consumers by their name and address is an example of:

A) contemporary life style
B) traditional life style
C) personalized surveillance data
D) biographics

Question 7

Cookies are examples of:

A) contemporary life style
B) traditional life style
C) personalised surveillance data
D) biographics

Question 8

The main initial source of data for geodemographics is:

A) life style data
B) demographics
C) census
D) biographics

Question 9

The Henley Centre's 1978 prediction regarding household was that the trend towards which of the following would rise:

A) nuclear households
B) cellular households
C) interdependency within households
D) outer directedness

Question 10

Which of the following announced the scrapping of attitudinal data?

A) ACORN
B) MOSAIC
C) JIGSAW
D) VIPER

Question 11

The traditional lifestyle segmentation aims to build:

A) psychographic profiles from segments from relatively small data set and expands these to generalise patterns within the larger population
B) database including names and addresses of those who claim to be interested in specific products, brands and services
C) database of existing and new customers with a listing of their features
D) likelihood of engaging in a consumption related activity

Question 12

Information privacy refers to:

A) the amount of information overload consumers suffer
B) junk mail efforts used by marketers
C) the extent to which consumers are willing to share their personal details with others
D) the extent to which individuals can control who holds their data and what is done with that data

Question 13

By definition transactional data provides:

A) A historical perspective on customer buying patterns
B) A list of lifestyle statements relevant to marketers
C) Names and addresses of consumers who go to supermarkets
D) An explanation of why consumers buy a particular brand

Question 14

RFM is 'Retain, Fragment and Metrics'.

Question 15

RFID tags might replace bar codes.

Question 16

The first geodemographic system was MOSAIC.

Question 17

Census data can be sold at individual level.

Question 18

Individuals can now opt-out of being on the Census database.

Question 19

A data consortium is JIGSAW.

Question 20

Western described consensual databases as what we know as permission marketing.

Question 21

Genetic data is an example of profile data.

Question 22

Businesses have been able to influence some of the questions on the national census.

Question 23

Transactional data is 'refreshed daily and weekly, thereby providing a dynamic insight, not only into how and what consumers are buying but describing individual behaviour across different channels….payment methods and their typical conversion performance, all in near real time (Morris, 2006).

Question 24

Data mining software is often used to find out why consumer behaviour is some complicated.

Question 25

The Pareto's theory proposes that 75% of sales come from just 25% of customers.

Question 26

Competitions can be used not only as a form of sales promotion but also to gather personalised data.

Question 27

The clustering of lifestyle data and then inferring similar profiles for others in similar postcodes is called transactional data

Question 28

What is ACORN?

Question 29

What is behavioural data?

Question 30

What is biographics?

Question 31

A diver of data is informed that there is too much 'clutter' in marketing communications, what does this mean?

Question 32

The data informed model can facilitate disintermediation. What is this?

Question 33

What is DRTV?

Question 34

What is GPS?

Question 35

What do informediaries do?

Question 36

Memetics could be yet another 'layer' of the data informed model, what are memetics?

Question 37

NLP is being used marketers to provide another layer of data, what is NLP?

Question 38

What is an opt-in?

Question 39

What is RFM?

Question 40

What is transactional data?

Question 41

What is biometrics?

Question 42

Explain the difference between traditional and contemporary lifestyle research.

Question 43

Identify some of the major concerns related to targeting of consumers utilising personalised database marketing efforts?