MKTG 379 - CHAPTER 6 EXAM QUESTIONS ANSWERED CORRECTLY LATEST UPDATE 2026

MKTG 379 - CHAPTER 6 EXAM QUESTIONS ANSWERED CORRECTLY LATEST UPDATE 2026 _____ refers to the pace of data flow into and out of a firm. a. Volume b. Variety c. Velocity d. Veracity - Answers c. Velocity Which of the four Vs refers to the accuracy and trustworthiness of data collected in "big data" systems? a. Volume b. Variety c. Velocity d. Veracity - Answers d. Veracity While not one of the four Vs, _____ refers to the importance of big data for companies. a. value b. veracity c. velocity d. volatility - Answers a. value Social media comments, blog posts, audio, and photos are ______. a. secondary data b. structured data c. social data d. unstructured data - Answers d. unstructured data _____ is data that can be written into rows on a spreadsheet or database based on standard column headings. a. Secondary data b. Structured data c. Social data d. Unstructured data - Answers b. Structured data _____ is the collective term for all the different purchasing options a consumer has available, including store-based retailers, e-commerce sites, mobile purchasing, in-store pickup, home delivery, and so on. a. Omni-channel transactional data b. Mobile data c. Multi-channel structured data d. Big data - Answers a. Omni-channel transactional data _____ is designed to aid both explanatory and forecasting abilities for the betterment of the firm. a. Descriptive analysis b. Prescriptive analysis c. Predictive analysis d. Extrapolative analysis - Answers c. Predictive analysis Which of the following is not a descriptive analysis technique? a. Regression analysis b. Data mining c. Visualization d. Data fusion - Answers a. Regression analysis A firm using the technique of _____ would take multiple random samples from the existing big data set to run thousands of "what if" analyses, each with different assumptions about market conditions and other marketplace dynamics. a. regression analysis b. visualization c. data fusion d. simulation - Answers d. simulation Which of the following is not one of the key challenges of "big data" integration? a. Access and retrieval of data b. Lack of sufficient analytic skills within the firm c. Issues related to firm integration within and between firms d. Firms not recognizing the value of "big data" - Answers d. Firms not recognizing the value of "big data" Julian's company collects data that is both structured and unstructured. In thinking about the four Vs, Julian knows that this refers to ____. a. volume b. variety c. velocity d. veracity - Answers b. variety A new data analyst for a large regional bank is a little overwhelmed on their first day. "I have never worked for a company collecting more than 500 gigabytes of data each day! It comes in so fast!" The data analyst is referring to the ____ of data. a. value b. variety c. velocity d. veracity - Answers c. velocity Netflix utilizes a recommendation engine to suggest shows for viewers to watch. These recommendations are central to Netflix's business model because the more content a subscriber views, the more likely that are to remain with the service. The more data that Netflix collects, the more effective its recommendation engine becomes. Netflix found that the viewing rate from showing personalized recommendations is three to four times higher than showing a list of the "most popular" videos. This increased level of customer engagement saves Netflix an estimated $1 billion per year from service cancellations. This example illustrates the ____ of data. a. value b. veracity c. velocity d. volatility - Answers a. value