1. Q: In the context of marketing analytics, what does the term 'Big Data' refer to? A: (a) Large volumes of data that are too complex to be handled by traditional data-processing software. (b) The amount of data that a company generates in a day. (c) The data available on the internet. (d) Small, structured datasets. Answer: A Rationale: 'Big Data' encompasses vast datasets that traditional data processing software cannot manage effectively due to their size, complexity, and speed of growth. 2. Q: Which of the following best describes 'predictive analytics' in marketing? A: (a) Analyzing past marketing trends to predict future sales. (b) The use of historical data to predict customer behavior. (c) Estimating the ROI for future marketing campaigns.