TEST BANK

CHAPTER 4: THE CRM DATA WAREHOUSE

Multiple Choice

1. How does a data warehouse differ from a database?

a. the database is not used to support problem solving.
b. the data warehouse is used mostly for an organization’s day-to-day operations.
c. the data warehouse is used for materials requirement planning.
d. the data warehouse is a separate resource that only has a decision making focus.
(Correct, see page 50)
e. the terms are interchangeable.

2. Which of the following is NOT a component of a data warehouse?

a. business dimensions
b. large reservoir
c. day-to-day support (Correct, see page 50)
d. easy retrieval
e. all of the above are components of a data warehouse.

3. What is the function of a data mart?

a. it is a separate resource that only has a decision-making focus.
b. it is intended to support the organization’s day-to-day transaction processing systems.
c. to meet specialized needs of a particular group of users. (Correct, see page 51)
d. to keep the data current
e. to keep the data secure

4. A subset of the data warehouse used to meet the specialized needs of a particular group of
users is:
a. a database
b. a data mart. (Correct, see page 51)
c. a data reservoir
d. the staging area
e. information delivery

CUSTOMER RELATIONSHIP MANAGEMENT

Zikmund, McLeod, and Gilbert
 TEST BANK • CHAPTER 4  22

5. Which of the following is NOT an objective of the data warehouse?

a. keep the warehouse data current
b. ensure that the warehouse data is accurate
c. allow access to anyone who wants it (Correct, see page 51)
d. keep the warehouse data secure
e. maintain descriptions of the warehouse data

6. What is the MAIN task of the data warehouse?

a. to meet specialized needs of a particular group of users.
b. to store data to be used in decision making. (Correct, see page 51)
c. interacts with all the other components to cause the data to flow as it should.
d. to extract, transform, and load the data.
e. to clean data to remove inaccuracies.

7. What is the function of the staging area of the data warehouse?

a. decision-making
b. to reduce risks that information systems face.
c. to meet specialized needs of a particular group of users.
d. it is intended to support the organization’s day-to-day transaction processing systems.
e. to prepare data to be moved into the data warehouse depository and metadata
depository. (Correct, see page 51)

8. What is metadata?
a. a data element that identifies or describes an occurrence of a data entity.
b. the smallest degree of detail or granularity of data.
c. the smallest possible measure of data.
d. descriptions of data in the data warehouse. (Correct, see page 52)
e. the largest possible measure of data.

9. Descriptions of data in the data warehouse are called:

a. attributes
b. megadata
c. mididata
d. metadata (Correct, see page 52)
e. aspects

10. Which element transforms the warehouse repository data into information?
a. staging area
b. management and control
c. information delivery (Correct, see page 52)
d. data gathering system
e. information system security

CUSTOMER RELATIONSHIP MANAGEMENT

Zikmund, McLeod, and Gilbert
 TEST BANK • CHAPTER 4  23

11. Which component uses metadata?

a. staging area
b. management and control
c. information delivery (Correct, see page 52)
d. data gathering system
e. information system security

12. Which of the components of the data warehouse acts like a traffic officer?
a. staging area
b. information delivery
c. management and control (Correct, see page 52)
d. warehouse data repository
e. information system security

13. Which of the following is the correct flow of the data warehouse system model?
a. data gathering to warehouse data repository to information delivery to staging area.
b. information delivery to data gathering to warehouse data repository to staging area.
c. data gathering to information delivery to staging area to warehouse data repository.
d. data gathering to warehouse data repository to staging area to information delivery.
e. data gathering to staging area to warehouse data repository to information delivery.
(Correct, see page 52)

14. What does the management and control component of the data warehouse do?
a. prepares data to be moved into the warehouse data repository and the metadata
repository.
b. transforms the warehouse repository data into information.
c. reformats the data into the required format if necessary.
d. interacts with all the other components to cause the data to flow as it should. (Correct,
see page 52)
e. cleans the data and metadata to remove inconsistencies and inaccuracies.

15. What is ETL or the activities of the staging area?

a. extraction, transformation, and loading (Correct, see page 53)
b. emulation, transformation, and logistics
c. extraction, tracking, and loading
d. emulation, tracking, and logistics
e. extraction, transformation, and logging

16. Which of the following is not part of the process of transforming?

a. cleaning
b. standardizing
c. reformation
d. summarizing
e. all of the above are part of the process of transforming. (Correct, see page 53)

CUSTOMER RELATIONSHIP MANAGEMENT

Zikmund, McLeod, and Gilbert
 TEST BANK • CHAPTER 4  24

17. What does standardizing involve?

a. removing inaccuracies and inconsistencies
b. creating a uniform format for data element names, codes, and units of measure.
(Correct, see page 53)
c. cleaning the data
d. summarizes information in a consistent manner.
e. writing data into the data warehouse

18. What is the error rate for data entry operators?

a. 2% (Correct, see page 53)
b. 5%
c. 7%
d. 12%
e. 20%

19. When data is written into the data warehouse it is known as:
a. standardizing
b. formatting
c. loading (Correct, see page 54)
d. extracting
e. composing

20. Where is data stored within the computer system?

a. warehouse data repository (Correct, see page 54)
b. management and control
c. storing area
d. staging area
e. information delivery

21. Gender, birth date, education level, and income would be examples of which type of
data?
a. geographic
b. psychographic
c. activity
d. behavioral
e. demographic (Correct, see page 54)

22. Which of the following BEST describes activity data?

a. consists of psychological characteristics that influence customer behavior.
b. explains why behaviors have occurred.
c. consists of customer characteristics that are permanent or slow to change.
d. traces what customers do as they interact with the organization. (Correct, see page 55)
e. consists of sociological characteristics that influence customer behavior.

CUSTOMER RELATIONSHIP MANAGEMENT

Zikmund, McLeod, and Gilbert
 TEST BANK • CHAPTER 4  25

23. Which of the following addresses the degree of detail that is represented by data?
a. data hierarchy
b. an attribute
c. schema
d. data granularity (Correct, see page 56)
e. loaded

24. What does data hierarchy recognize?

a. that multiple attributes can describe a single entity. (Correct, see page 56)
b. the degree of detail that is represented by data.
c. the time when the data was entered into the warehouse.
d. the format of the data.
e. the size of the data.

25. When a particular customer that is identified as a customer number, the customer number
would be a:
a. schema
b. dimension
c. attribute (Correct, see page 56)
d. metadata
e. fact

26. A list of all facts that relate to some type of the organization’s activity is a:
a. fact table (Correct, see page 59)
b. star schema
c. dimension table
d. attribute table
e. information package

27. A list of all of the attributes such as customer number and customer state that identify and
describe a particular entity customer would be an example of a?
a. dimension table (Correct, see page 59)
b. star schema
c. information package
d. fact table
e. attribute table

28. What does an information package do?

a. numbers a particular occurrence of a dimension.
b. it is a listing of all attributes .
c. reduces or eliminates the risks that information systems face.
d. identifies both the dimensions and the facts that relate to a business activity. (Correct,
see page 59)
e. describes the data in the data repository.

CUSTOMER RELATIONSHIP MANAGEMENT

Zikmund, McLeod, and Gilbert
 TEST BANK • CHAPTER 4  26

29. A number that identifies a particular occurrence of the dimension is:

a. a schema
b. a tier
c. an attribute
d. a key (Correct, see page 60)
e. a variable

30. The arrangement that identifies multiple dimension tables for a single fact table has the
appearance of a:
a. hexagon
b. square
c. rectangle
d. star (Correct, see page 60)
e. circle

31. When a user of a data warehouse wants to see the larger picture or summary of data it
would be called:
a. drill down
b. drill through
c. roll up (Correct, see page 62)
d. drill across
e. roll down

32. When a user of a data warehouse looking at summary information wants to see more
detailed information it would be called:
a. drill down (Correct, see page 62)
b. drill through
c. roll up
d. drill across
e. roll down

33. If a sales manager wanted to find detailed information such as net sales for a salesperson
and then detailed data such as sales units for that salesperson he would:
a. drill down
b. drill across
c. roll up
d. roll down
e. drill through (Correct, see page 62)

CUSTOMER RELATIONSHIP MANAGEMENT

Zikmund, McLeod, and Gilbert
 TEST BANK • CHAPTER 4  27

34. If a sales manager wanted to request information on customer sales then request
information on salesperson sales and then information on product sales he would:
a. drill down
b. drill across (Correct, see page 62)
c. roll up
d. roll down
e. drill through

35. Which of the following risks are information systems security designed to protect?
a. damage
b. destruction
c. theft
d. misuse
e. all of the above (Correct, see page 63)

36. Which of the following is NOT part of the security action cycle?
a. deterrence
b. prevention
c. detection
d. remedies
e. all of the above are part of the security action cycle. (Correct, see page 64)

CUSTOMER RELATIONSHIP MANAGEMENT

Zikmund, McLeod, and Gilbert