Direct marketers often develop several predictive models because: a. They have so many variables that they cannot t them into one model b. They need to predict several types of response behavior 6. 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 9. Which of the following represents a multiple regression equation? a. Y= a + b1x1 + b2x2 + b3x3 +... b. X= a + b1x1+ b2x2 + b3x3 +... c. X= a + bly1 + b2y2 + b3y3 +... d. All of the above (a-c) are standard linear multiple regression equationsA table indicates to the marketer the degree to which the expected gain in response rate predicted by the model actually occurred in roll-out. \fWhich of the following situations could occur if a marketer did n_ot have an integrated database? a. A customer might get a mail offer for a product already ordered online b. A customer buying a product online would not be able to return it to the company's store c. LTV computations may be inaccurate because customer data may be on several unrelated databases d. All of the above (a-c) could occur without an integrated database Which of the following is n_ot an advantage of the Internet versus other database marketing media? a. Lower cost b. Rapid updating of information c. Easy access to technical information d. Control of graphics quality and download speed Which of the following has the greatest potential with Internet communications versus other media? a. Mass personalization b. Wireless communication c. Person to person contact cl Ability to order anywhere, anytime In order to get the highest level of personalization in an email message the marketer must have: An active e-mail address A database with information about the targeted customer Analytical programs that can use customer data to develop offers appropriate to a particular customer All of the above (a-c) are necessary steps Marketers can predict which customers are likely to click through and order by using: 3. Regression modeling b. Cross-tabulations 0. E-mail d. Newsletters