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1)Northwest Airlines applied mathematical models to determine which customers in its database
were currently responsible for most of its profitability and which customers were not currently
profitable but had similar characteristics to the most profitable customers. Northwest Airlines
utilized _____ to identify these customers.
A. computer programming
B. data warehousing
C. customer relationships management
D. data mining
2) Minute Maid sees research as the fundamental first step in any business decision, and it
created proprietary methods for conducting research. At what level of the hierarchy of business
decision makers does Minute Maid operate?
A. Top tier
B. Middle tier
C. Base tier
D. Foundation tier
3) Which of the following questions is considered first when discussing a management dilemma?
A. How can management eliminate negative symptoms?
B. What does the manager need to know to choose the best alternative from the available sources
of action?
C. What is the recommended course of action?
D. What symptoms cause management concern?
4) The goal of ethics in research is to _____.