Every question doesn’t need write too much. Just answer the question correctly and to the point.

1. Your CEO has heard that a one of the advantages of a BigData database platform is that it can handle a lot of work very quickly due to the feature known as M-P-P, but he asks you to explain that feature to him in simple terms. How would you respond?

2. A marketing test had just been completed and you are asked to lead the analysis to differentiate those that responded vs. those that did not respond. You propose to split the results file into a Test set and Validation set. The marketing manager asks you what is the difference? And then points out that if you do that you won’t be analyzing all of the data, and you should just analyze the one file of all results. Good idea or not? How would you respond?

3. Your CMO wants to test the response to a new product that is designed to appeal to a subset of consumers – those that have lived in their current address for less than a year. She asks you to run a test and measure response based on a sample of 500 people. She suggests selecting the 500 consumers from the database in the following way: For each record, flip a coin. If the coin comes up Heads, then the consumer is included in the test. If Tails, then the consumer is not included. Is this a good way to assemble a sample to test response to the product? Why or why not?

4. Using SAS and the EMMA dataset, generate a correlation matrix (table) that outputs the correlations between TENURE, AGE, ORDERS.
From the SAS output, which pair of variables has the lowest correlation? What is the correlation value for this pair of variables? And what is the probability of getting this correlation simply by chance? How many records did SAS use in this calculation?
Hint – you can edit/modify any of the prior code used in the HWs that analyzed the EMMA dataset to generate these correlations. Then examine the SAS results/output output for the answer.

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