Business Analytics and Digital Media Answer

Business Analytics and Digital Media Answer Of Coursera Quiz. In this post you will get Correct Answer of Business Analytics and Digital Media

 

Business Analytics and Digital Media Answer

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Week- 1

Summative Assessment

 

1.
Question 1
Suppose you’re Baskin n Robbins (B&R). You’ve access to years of monthly data on your prices set and subsequently the quantities ordered of different Ice-cream flavors by franchisees from all over the country.

Which of the following D.P.s can you address using your secondary sales data alone? Which require demand side data? Check ALL that apply.

1 point

• Which B&R flavors saw the largest and smallest change in sales and share in the last 3 years? Why?
• How are we perceived relative to our top 3 main competitors in the market?
• What is the optimal price for our top 5 largest selling flavors?
• Which is the most preferred size and packaging type at branded Ice-cream parlors nationwide? Has this changed in the last 5 years?
• Which of the following 10 towns should we enter next?

2.
Question 2
Mr Fernando measures favorability of the Airtel brand on a 1-5 scale (higher means more favorable). Jai gives Airtel a 2 whereas Aditi gives it a 4. Which of the following statements hold true.

1 point

• Airtel is twice as much favored by Aditi as Jai.
• The difference between Jai’s and Aditi’s ratings is 2 points.
• Jai is not favorably inclined towards Airtel. Aditi is.
• On a 1-9 scale, Jai would have given 4 & Aditi would have given 6.

3.
Question 3
Mr Fernando measures Airtel usage time in minutes/day. Jai reports an average of 20 minutes whereas Aditi reports an average of 40 minutes. Which of the following statements holds true (select ALL that apply).

1 point

• Airtel is used twice as much by Aditi as by Jai.
• The difference between Jai’s and Aditi’s avg usage is 20 minutes.
• Aditi uses Airtel more than Jai on any given day.
• Aditi’s Airtel bill is higher than Jai’s.

4.
Question 4
What is the most informative measure possible if you are trying to measure Passport Numbers?

1 point

• Nominal
• Ordinal
• Interval
• Ratio

5.
Question 5
What is the most informative measure possible if you are trying to measure Consumer attitudes?

1 point

• Nominal
• Ordinal
• Interval
• Ratio

6.
Question 6
In Which stage of the problem formulation process do we deal mainly with unknown unknowns?

1 point

• Messy reality to D.P.
• D.P. to R.O
• R.O. to toolbox
• None of the above

7.
Question 7
Select all those quantities below that can be measured via metric scales.

1 point

• General Intelligence
• Quality rankings
• Social class categorization (‘lower’, ‘middle’, ‘upper’ class)
• Market share
• Store formats (‘Food stores’, ‘drug stores’, ‘mass merchandisers’, ‘online stores’ etc.)
• The Dow Jones Indices

8.
Question 8
Unlike primary data, secondary data:

1 point

• is collected “at source” from respondent entities
• could be collected directly from individuals, organizations etc
• would exist regardless of your research
• would not have been collected but for your research

9.
Question 9
We typically prefer ______ to ________ scales because ___________.

1 point

• nonmetric, metric, we can go from nonmetric to metric but not vice-versa
• metric, nonmetric, metric scales put less burden on respondents
• nonmetric, metric, nonmetric scales put less burden on respondents
• metric, nonmetric, we can go from metric to nonmetric but not vice-versa

10.
Question 10
Interval and Ratio scales are called Metric scales because:

1 point

• the mode and frequency can be meaningfully computed for them
• Ratios can be meaningfully computed for them
• The mean and variance can be meaningfully computed for them
• the median and percentages can be meaningfully computed for them

 

Week- 2

Summative Assessment

 

1.
Question 1
Suppose for an email campaign, you’re trying to answer “What day of the week gets better open rates?”. Which of the following would you do?

1 point

Randomly split the target segment into 7 equal groups & contact on one particular day of the week

Randomly split the target segment into 2 equal groups & mail each on alternate days

Randomly split the target segment into 2 equal groups & contact one on weekdays, the other on weekends

Split the target segment into 6 groups – 5 for 5 weekdays and the sixth for the weekend

2.
Question 2
Brand X makes 2 ad copies – A and B – wants to know which is more impactful. Say, A was humorous and B was a musical. Suppose the experiment is done right and results show that ad-copy A is more impactful. Which of the following can be inferred?

1 point

Humorous ads are the most impactful ads of all.

Humorous ads are generally more impactful than musical ones.

Ad A is in general more impactful than musical ads.

Humorous ads in general are more impactful than Ad B.

None of the above

3.
Question 3
For an email campaign, your research objective (R.O.) is “Are subscribers more likely to click a linked image or linked text?” What would you do?

1 point

Randomly split the target segment into 3 groups receiving linked text, linked image and neither respectively.

Randomly split the target segment into 2 groups receiving linked text and linked image respectively.

Use judgment to split the target segment into 3 groups receiving linked text, linked image and neither respectively.

Use judgment to split the target segment into 2 groups receiving linked text and linked image respectively.

4.
Question 4
In the Evolv-Xerox example, what type of informatrion is NOT required by the machine?

1 point

Individual respondent’s anonymized demographics and psychographics

Xerox’s training costs, productivity & turnover rates

The Individual’s identity information

all the above

5.
Question 5
Experiments are examples of

1 point

descriptive research

prescriptive research

predictive research

causal research

6.
Question 6
In our context, the main point in the self-driving car example is that:

1 point

tech matures only after a period of exponential growth

rate at which tech improves is exponential

technology is exponentially difficult to master

the market potential for this tech will grow at exponential rates

7.
Question 7
In our context, the main take-away from the iCow example is that:

1 point

Analytics can apply in dairy farming to raise yield

Analytics in developing countries requires mobile networks

Analytics operations can be performed without using expensive or fancy equipment

None of the above

8.
Question 8
In the iCow example, if Su Kahumbu had to choose one of (i) the trained algorithm, (ii) the database she has built, what should she choose?

1 point

the trained algorithm, it enables the predictions which imporve yield

the database, because one can always train another algorithm if the data are there

Both are equally important because both are irreplaceble

Neither is important because they can both be rebuilt

9.
Question 9
Gartner’s Tech Hype cycle says that new technologies typically go through a period of ____, followed by _____, then ____ before finally settling onto ___________.

1 point

peak of disillusionment, trough of inflated expectations, productivity plateau, an enlightenment slope

trough of disillusionment, peak of inflated expectations, productivity slope, an enlightenment plateau

peak of inflated expectations, trough of disillusionment, productivity plateau, an enlightenment slope

peak of inflated expectations, trough of disillusionment, an enlightenment slope, productivity plateau

10.
Question 10
Lab and field testing are the same thing when outcomes are based on:

1 point

primarily offline activities

primarily online activities

A mix of online and offline activities

None of these

 

 

 

Week- 3

Summative Assessement

1.
Question 1
Suppose I relate a set of variables in a certain way. I would get a model. Now, if I relate the same set of variables slightly differently, I get:

1 point

A different model

A different database

Both (a) and (b)

Neither (a) nor (b)

2.
Question 2
Suppose I want to ‘explain’ sales in terms of price, product attributes, promotions and channel choices, then which of the following are true?

1 point

Sales is the outcome variable

Sales is a dependent variable

Product attributes, price, promotions and channel choices are independent variables

All the above

3.
Question 3
If I factorize a matrix A into factors B and C (say) then:

1 point

the sum of B and C should yield A again (with some error)

the difference of B and C should yield A again (with some error)

the product of B and C should yield A again (with some error)

None of these is true.

4.
Question 4
Two segments or clusters A and B would ideally:

1 point

be similar to one another

be different from one another

be neither similar nor different from one another

None of the above

5.
Question 5
In 3 x 4 = 12, 4 is a _____ of 12 and 12 is a ____ of 4.

1 point

multiple, factor

relation, parameter

factor, multiple

part, product

6.
Question 6
When we visualize a dataset (with columns as variables) as a perceptual map, we:

1 point

reduce the dataset’s columns to 2-dimensions for mapping

reduce the dataset’s rows to 2-dimensions for mapping

reduce both columns and rows to 2-dimensions for mapping

None of the above

7.
Question 7
Suppose you’re given a dataset with units of analysis as rows and variables as columns. After Module 3, which of the following can we do now?

1 point

Run Factor-Analysis on the rows and reduce them to a smaller number of correlated rows

Run Cluster-Analysis on the Columns and reduce them to a smaller number of similar columns

Both (a) and (b)

None of the above

8.
Question 8
What are ‘basis’ variables?

1 point

variables on the basis of which we do factor analysis

variables on the basis of which we do cluster analysis

variables on the basis of which we do perceptual mapping

none of these

9.
Question 9
Suppose I collect brand perceptions on some attributes and build a perceptual map. Perceptual maps allow us to:

1 point

project attribute locations in brand space

project brand locations in attribute space

project brand and attribute locations in preference space

project brand locations in preference space

10.
Question 10
If there are 7 brands and 4 brand attributes to evaluate, then how many questions are needed before we can build a perceptual map?

1 point

7 + 4 = 11

7 – 4 = 3

7 * 4 = 28

None of these

 

 

 

Week- 4

Summative Assessment

 

1.
Question 1
The primary usage of mobile internet, on the average, is:

1 point

For shopping online

For chat and texting

for consuming video content

None of the options

2.
Question 2
Which of the following might NOT qualify to be a ‘social’ medium? Select ALL that apply

1 point

email

digital news paper

bulletin board

an online bulletin board

IM services such as Whatsapp or Snapchat

3.
Question 3
What might it mean that you have a lot of ‘social capital’?

1 point

You are very active on social media

You follow individuals who are active on social media

Your social media activities are actively followed by many people

None of these

4.
Question 4
The Reach versus Relevance tradeoff in advertising implies that:

1 point

Increasing Reach (making appeals to more people) necessarily increases Relevance (alignment with target’s preferences)

Increasing an advertisement’s Relevance necessarily increases it’s Reach

Increasing an advertisement’s Reach necessarily decreases Relevance

none of these

5.
Question 5
In the farm analytics example, we saw that analytics can help us model the relation between:

1 point

training sample and test sample

estimation and prediction

both (a) and (b)

a set of inputs and a set of outcomes

6.
Question 6
A hypersegment would be:

1 point

a traditional segment with a lot (‘hyper’) of activity

a very large (hence, ‘hyper’) segment

a very small or narrow segment but very intensely (hence, ‘hyper’) targeted

none of these

7.
Question 7
Say I’m trying to reach CXOs in the mining industry to pitch my product, which social platform is most likely to be of help?

1 point

Twitter

Facebook

LinkedIN

Google Plus

8.
Question 8
In digital advertising, marketers, publishers and the audience bring _____, _____ and _____ respectively, to the table?

1 point

inventory, advertising, attention

content, inventory, consumption

advertisements, inventory, attention

attention, advertisements, inventory

9.
Question 9
In dynamic advertising, we _____ ad-copy into a set of discrete _____ such that we can _______ them in response to certain ____.

1 point

mix-and-match, elements, modularize, events

modularize, elements, mix-and-match, events

trigger events, elements, mix-and-match, modularization

none of these

10.
Question 10
The web from the first website in 1991 to 17 million in 2000 implying _________ and ________ about media consumption.

1 point

media consumption rose both per capita (i.e., per individual) and per medium (i.e., per site)

media consumption fell both per capita and per medium

per capita media consumption rose but that per medium fell

per capita media consumption fell but that per medium rose