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Business Intelligence A Managerial Perspective On Analytics 3rd Ed By Dursun Delen Test Bank

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Business Intelligence A Managerial Perspective On Analytics 3rd Ed By Dursun Delen Test Bank

Business Intelligence, 3e (Sharda/Delen/Turban)

Chapter 5 Text, Web, and Social Analytics

1) Text analytics is the subset of text mining that handles information retrieval and extraction, plus data mining.

Answer: FALSE

Diff: 2 Page Ref: 206

2) Categorization and clustering of documents during text mining differ only in the preselection of categories.

Answer: TRUE

Diff: 2 Page Ref: 206-207

3) Articles and auxiliary verbs are assigned little value in text mining and are usually filtered out.

Answer: TRUE

Diff: 2 Page Ref: 207

4) In the patent analysis case study, text mining of thousands of patents held by the firm and its competitors helped improve competitive intelligence, but was of little use in identifying complementary products.

Answer: FALSE

Diff: 2 Page Ref: 208-209

5) Regional accents present challenges for natural language processing.

Answer: TRUE

Diff: 2 Page Ref: 210

6) In the Hong Kong government case study, reporting time was the main benefit of using SAS Business Analytics to generate reports.

Answer: TRUE

Diff: 2 Page Ref: 212

7) In the financial services firm case study, text analysis for associate-customer interactions were completely automated and could detect whether they met the companys standards.

Answer: TRUE

Diff: 2 Page Ref: 219

8) In text mining, if an association between two concepts has 7% support, it means that 7% of the documents had both concepts represented in the same document.

Answer: TRUE

Diff: 2 Page Ref: 225

9) In sentiment analysis, sentiment suggests a transient, temporary opinion reflective of ones feelings.

Answer: FALSE

Diff: 2 Page Ref: 229

10) Current use of sentiment analysis in voice of the customer applications allows companies to change their products or services in real time in response to customer sentiment.

Answer: TRUE

Diff: 2 Page Ref: 232

11) In sentiment analysis, it is hard to classify some subjects such as news as good or bad, but easier to classify others, e.g., movie reviews, in the same way.

Answer: TRUE

Diff: 2 Page Ref: 235

12) Generally, making a search engine more efficient makes it less effective.

Answer: TRUE

Diff: 2 Page Ref: 243

13) Search engine optimization (SEO) techniques play a minor role in a Web sites search ranking because only well-written content matters.

Answer: FALSE

Diff: 2 Page Ref: 246

14) Clickstream analysis does not need users to enter their perceptions of the Web site or other feedback directly to be useful in determining their preferences.

Answer: TRUE

Diff: 2 Page Ref: 250

15) Since little can be done about visitor Web site abandonment rates, organizations have to focus their efforts on increasing the number of new visitors.

Answer: FALSE

Diff: 2 Page Ref: 256

16) Decentralization, the need for specialized skills, and immediacy of output are all attributes of Web publishing when compared to industrial publishing.

Answer: FALSE

Diff: 2 Page Ref: 262

17) Consistent high quality, higher publishing frequency, and longer time lag are all attributes of industrial publishing when compared to Web publishing.

Answer: FALSE

Diff: 2 Page Ref: 262

18) Web site visitors who critique and create content are more engaged than those who join networks and spectate.

Answer: TRUE

Diff: 1 Page Ref: 263

19) Descriptive analytics for social media feature such items as your followers as well as the content in online conversations that help you to identify themes and sentiments.

Answer: FALSE

Diff: 2 Page Ref: 264

20) Companies understand that when their product goes viral, the content of the online conversations about their product does not matter, only the volume of conversations.

Answer: FALSE

Diff: 3 Page Ref: 265-266

21) In the opening vignette, the architectural system that supported Watson used all the following elements EXCEPT

A) massive parallelism to enable simultaneous consideration of multiple hypotheses.
B) an underlying confidence subsystem that ranks and integrates answers.
C) a core engine that could operate seamlessly in another domain without changes.
D) integration of shallow and deep knowledge.

Answer: C

Diff: 3 Page Ref: 203

22) In text mining, tokenizing is the process of

A) categorizing a block of text in a sentence.
B) reducing multiple words to their base or root.
C) transforming the term-by-document matrix to a manageable size.
D) creating new branches or stems of recorded paragraphs.

Answer: A

Diff: 2 Page Ref: 207

23) All of the following are challenges associated with natural language processing EXCEPT

A) dividing up a text into individual words in English.
B) understanding the context in which something is said.
C) distinguishing between words that have more than one meaning.
D) recognizing typographical or grammatical errors in texts.

Answer: A

Diff: 3 Page Ref: 210

24) What data discovery process, whereby objects are categorized into predetermined groups, is used in text mining?

A) clustering
B) association
C) classification
D) trend analysis

Answer: C

Diff: 2 Page Ref: 224

25) In the research literature case study, the researchers analyzing academic papers extracted information from which source?

A) the paper abstract
B) the paper keywords
C) the main body of the paper
D) the paper references

Answer: A

Diff: 1 Page Ref: 226

26) In sentiment analysis, which of the following is an implicit opinion?

A) The hotel we stayed in was terrible.
B) The customer service I got for my TV was laughable.
C) The cruise we went on last summer was a disaster.
D) Our new mayor is great for the city.

Answer: B

Diff: 3 Page Ref: 230

27) In the Whirlpool case study, the company sought to better understand information coming from which source?

A) customer transaction data
B) delivery information
C) customer e-mails
D) goods moving through the internal supply chain

Answer: C

Diff: 2 Page Ref: 231

28) What do voice of the market (VOM) applications of sentiment analysis do?

A) They examine customer sentiment at the aggregate level.
B) They examine employee sentiment in the organization.
C) They examine the stock market for trends.
D) They examine the market of ideas in politics.

Answer: A

Diff: 3 Page Ref: 232

29) How is objectivity handled in sentiment analysis?

A) It is ignored because it does not appear in customer sentiment.
B) It is incorporated as a type of sentiment.
C) It is clarified with the customer who expressed it.
D) It is identified and removed as facts are not sentiment.

Answer: D

Diff: 3 Page Ref: 234

30) In text analysis, what is a lexicon?

A) a catalog of words, their synonyms, and their meanings
B) a catalog of customers, their words, and phrase
C) a catalog of letters, words, phrases and sentences
D) a catalog of customers, products, words, and phrase

Answer: A

Diff: 3 Page Ref: 236

31) What types of documents are BEST suited to semantic labeling and aggregation to determine sentiment orientation?

A) medium- to large-sized documents
B) small- to medium-sized documents
C) large-sized documents
D) collections of documents

Answer: B

Diff: 3 Page Ref: 237

32) What does Web content mining involve?

A) analyzing the universal resource locator in Web pages
B) analyzing the unstructured content of Web pages
C) analyzing the pattern of visits to a Web site
D) analyzing the PageRank and other metadata of a Web page

Answer: B

Diff: 2 Page Ref: 241

33) Breaking up a Web page into its components to identify worthy words/terms and indexing them using a set of rules is called

A) preprocessing the documents.
B) document analysis.
C) creating the term-by-document matrix.
D) parsing the documents.

Answer: D

Diff: 3 Page Ref: 244

34) Search engine optimization (SEO) is a means by which

A) Web site developers can negotiate better deals for paid ads.
B) Web site developers can increase Web site search rankings.
C) Web site developers index their Web sites for search engines.
D) Web site developers optimize the artistic features of their Web sites.

Answer: B

Diff: 2 Page Ref: 246

35) What are the two main types of Web analytics?

A) old-school and new-school Web analytics
B) Bing and Google Web analytics
C) off-site and on-site Web analytics
D) data-based and subjective Web analytics

Answer: C

Diff: 3 Page Ref: 251

36) Web site usability may be rated poor if

A) the average number of page views on your Web site is large.
B) the time spent on your Web site is long.
C) Web site visitors download few of your offered PDFs and videos.
D) users fail to click on all pages equally.

Answer: C

Diff: 2 Page Ref: 254

37) Understanding which keywords your users enter to reach your Web site through a search engine can help you understand

A) the hardware your Web site is running on.
B) the type of Web browser being used by your Web site visitors.
C) most of your Web site visitors wants and needs.
D) how well visitors understand your products.

Answer: D

Diff: 3 Page Ref: 255

38) Which of the following statements about Web site conversion statistics is FALSE?

A) Web site visitors can be classed as either new or returning.
B) Visitors who begin a purchase on most Web sites must complete it.
C) The conversion rate is the number of people who take action divided by the number of visitors.
D) Analyzing exit rates can tell you why visitors left your Web site.

Answer: B

Diff: 3 Page Ref: 256

39) What is one major way in which Web-based social media differs from traditional publishing media?

A) Most Web-based media are operated by the government and large firms.
B) They use different languages of publication.
C) They have different costs to own and operate.
D) Web-based media have a narrower range of quality.

Answer: C

Diff: 3 Page Ref: 262

40) What does advanced analytics for social media do?

A) It helps identify your followers.
B) It identifies links between groups.
C) It examines the content of online conversations.
D) It identifies the biggest sources of influence online.

Answer: C

Diff: 2 Page Ref: 264

41) IBMs Watson utilizes a massively parallel, text miningfocused, probabilistic evidence-based computational architecture called ________.

Answer: DeepQA

Diff: 2 Page Ref: 203

42) ________, also called homonyms, are syntactically identical words with different meanings.

Answer: Polysemes

Diff: 2 Page Ref: 207

43) When a word has more than one meaning, selecting the meaning that makes the most sense can only be accomplished by taking into account the context within which the word is used. This concept is known as ________.

Answer: word sense disambiguation

Diff: 3 Page Ref: 210

44) ________ is a technique used to detect favorable and unfavorable opinions toward specific products and services using large numbers of textual data sources.

Answer: Sentiment analysis

Diff: 2 Page Ref: 211

45) In the Mining for Lies case study, a text based deception-detection method used by Fuller and others in 2008 was based on a process known as ________, which relies on elements of data and text mining techniques.

Answer: message feature mining

Diff: 2 Page Ref: 215

46) At a very high level, the text mining process can be broken down into three consecutive tasks, the first of which is to establish the ________.

Answer: Corpus

Diff: 2 Page Ref: 221

47) Because the term-document matrix is often very large and rather sparse, an important optimization step is to reduce the ________ of the matrix.

Answer: dimensionality

Diff: 2 Page Ref: 223

48) ________ is mostly driven by sentiment analysis and is a key element of customer experience management initiatives, where the goal is to create an intimate relationship with the customer.

Answer: Voice of the customer (VOC)

Diff: 2 Page Ref: 232

49) When viewed as a binary feature, ________ classification is the binary classification task of labeling an opinionated document as expressing either an overall positive or an overall negative opinion.

Answer: polarity

Diff: 2 Page Ref: 235

50) Web pages contain both unstructured information and ________, which are connections to other Web pages.

Answer: hyperlinks

Diff: 1 Page Ref: 239

51) Web ________ are used to automatically read through the contents of Web sites.

Answer: crawlers/spiders

Diff: 1 Page Ref: 240

52) A(n) ________ is one or more Web pages that provide a collection of links to authoritative Web pages.

Answer: hub

Diff: 1 Page Ref: 242

53) A(n) ________ engine is a software program that searches for Web sites or files based on keywords.

Answer: search

Diff: 1 Page Ref: 243

54) In the Lotte.com retail case, the company deployed SAS for Customer Experience Analytics to better understand the quality of customer traffic on their Web site, classify order rates, and see which ________ had the most visitors.

Answer: channels

Diff: 2 Page Ref: 248

55) ________ Web analytics refers to measurement and analysis of data relating to your company that takes place outside your Web site.

Answer: Off-site

Diff: 1 Page Ref: 251

56) A ________ Web site contains links that send traffic directly to your Web site.

Answer: referral

Diff: 2 Page Ref: 254

57) ________ statistics help you understand whether your specific marketing objective for a Web page is being achieved.

Answer: Conversion

Diff: 1 Page Ref: 256

58) In the Social Network Analysis (SNA) for Telecommunications case, SNA can be used to detect ________, i.e., those visitors who about to leave the website and persuade them to stay with you.

Answer: churners

Diff: 2 Page Ref: 259-260

59) ________ is a connections metric for social networks that measures the ties that actors in a network have with others that are geographically close.

Answer: Propinquity

Diff: 1 Page Ref: 260

60) ________ is a segmentation metric for social networks that measures the strength of the bonds between actors in a social network.

Answer: Cohesion

Diff: 1 Page Ref: 261

61) How would you describe information extraction in text mining?

Answer: Information extraction is the identification of key phrases and relationships within text by looking for predefined objects and sequences in text by way of pattern matching.

Diff: 2 Page Ref: 206

62) Natural language processing (NLP), a subfield of artificial intelligence and computational linguistics, is an important component of text mining. What is the definition of NLP?

Answer: NLP is a discipline that studies the problem of understanding the natural human language, with the view of converting depictions of human language into more formal representations in the form of numeric and symbolic data that are easier for computer programs to manipulate.

Diff: 2 Page Ref: 210

63) In the security domain, one of the largest and most prominent text mining applications is the highly classified ECHELON surveillance system. What is ECHELON assumed to be capable of doing?

Answer: Identifying the content of telephone calls, faxes, e-mails, and other types of data and intercepting information sent via satellites, public switched telephone networks, and microwave links

Diff: 2 Page Ref: 214

64) Describe the query-specific clustering method as it relates to clustering.

Answer: This method employs a hierarchical clustering approach where the most relevant documents to the posed query appear in small tight clusters that are nested in larger clusters containing less similar documents, creating a spectrum of relevance levels among the documents.

Diff: 3 Page Ref: 225

65) Identify, with a brief description, each of the four steps in the sentiment analysis process.

Answer:

Sentiment Detection: Here the goal is to differentiate between a fact and an opinion, which may be viewed as classification of text as objective or subjective.
N-P Polarity Classification: Given an opinionated piece of text, the goal is to classify the opinion as falling under one of two opposing sentiment polarities, or locate its position on the continuum between these two polarities.
Target Identification: The goal of this step is to accurately identify the target of the expressed sentiment.
Collection and Aggregation: In this step all text data points in the document are aggregated and converted to a single sentiment measure for the whole document.

Diff: 2 Page Ref: 234-235

66) In what ways does the Web pose great challenges for effective and efficient knowledge discovery through data mining?

Answer:

The Web is too big for effective data mining. The Web is so large and growing so rapidly that it is difficult to even quantify its size. Because of the sheer size of the Web, it is not feasible to set up a data warehouse to replicate, store, and integrate all of the data on the Web, making data collection and integration a challenge.

The Web is too complex. The complexity of a Web page is far greater than a page in a traditional text document collection. Web pages lack a unified structure. They contain far more authoring style and content variation than any set of books, articles, or other traditional text-based document.

The Web is too dynamic. The Web is a highly dynamic information source. Not only does the Web grow rapidly, but its content is constantly being updated. Blogs, news stories, stock market results, weather reports, sports scores, prices, company advertisements, and numerous other types of information are updated regularly on the Web.

The Web is not specific to a domain. The Web serves a broad diversity of communities and connects billions of workstations. Web users have very different backgrounds, interests, and usage purposes. Most users may not have good knowledge of the structure of the information network and may not be aware of the heavy cost of a particular search that they perform.

The Web has everything. Only a small portion of the information on the Web is truly relevant or useful to someone (or some task). Finding the portion of the Web that is truly relevant to a person and the task being performed is a prominent issue in Web-related research.

Diff: 2 Page Ref: 239

67) What is search engine optimization (SEO) and why is it important for organizations that own Web sites?

Answer: Search engine optimization (SEO) is the intentional activity of affecting the visibility of an e-commerce site or a Web site in a search engines natural (unpaid or organic) search results. In general, the higher ranked on the search results page, and more frequently a site appears in the search results list, the more visitors it will receive from the search engines users.

Being indexed by search engines like Google, Bing, and Yahoo! is not good enough for businesses. Getting ranked on the most wide used search engines and getting ranked higher than your competitors are what make the difference.

Diff: 3 Page Ref: 246

68) What is the difference between white hat and black hat SEO activities?

Answer: An SEO technique is considered white hat if it conforms to the search engines guidelines and involves no deception. Because search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note. White-hat SEO is not just about following guidelines, but about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see.

Black-hat SEO attempts to improve rankings in ways that are disapproved by the search engines, or involve deception or trying to trick search engine algorithms from their intended purpose.

Diff: 3 Page Ref: 247-248

69) Why are the users page views and time spent on your Web site important metrics?

Answer: If people come to your Web site and dont view many pages, that is undesirable and your Web site may have issues with its design or structure. Another explanation for low page views is a disconnect in the marketing messages that brought them to the site and the content that is actually available.

Generally, the longer a person spends on your Web site, the better it is. That could mean theyre carefully reviewing your content, utilizing interactive components you have available, and building toward an informed decision to buy, respond, or take the next step youve provided. On the contrary, the time on site also needs to be examined against the number of pages viewed to make sure the visitor isnt spending his or her time trying to locate content that should be more readily accessible.

Diff: 3 Page Ref: 254

70) What are the three categories of social media analytics technologies and what do they do?

Answer:

Descriptive analytics: Uses simple statistics to identify activity characteristics and trends, such as how many followers you have, how many reviews were generated on Facebook, and which channels are being used most often.

Social network analysis: Follows the links between friends, fans, and followers to identify connections of influence as well as the biggest sources of influence.

Advanced analytics: Includes predictive analytics and text analytics that examine the content in online conversations to identify themes, sentiments, and connections that would not be revealed by casual surveillance.

Diff: 2 Page Ref: 264

Business Intelligence, 3e (Sharda/Delen/Turban)

Chapter 7 Business Analytics: Emerging Trends and Future Directions

1) Oklahoma Gas & Electric employs a two-layer information architecture involving data warehouse and improved and expanded integration.

Answer: FALSE

Diff: 2 Page Ref: 328

2) In the classification of location-based analytic applications, examining geographic site locations falls in the consumer-oriented category.

Answer: FALSE

Diff: 2 Page Ref: 330

3) In the Great Clips case study, the company uses geospatial data to analyze, among other things, the types of haircuts most popular in different geographic locations.

Answer: FALSE

Diff: 2 Page Ref: 331-332

4) From massive amounts of high-dimensional location data, algorithms that reduce the dimensionality of the data can be used to uncover trends, meaning, and relationships to eventually produce human-understandable representations.

Answer: TRUE

Diff: 2 Page Ref: 333

5) In the life coach case study, Kaggle recently hosted a competition aimed at identifying muscle motions that may be used to predict the progression of Alzheimers disease.

Answer: TRUE

Diff: 2 Page Ref: 336

6) Content-based filtering approaches are widely used in recommending textual content such as news items and related Web pages.

Answer: TRUE

Diff: 2 Page Ref: 339

7) The basic premise behind social networking is that it gives people the power to share, making the world more open and connected.

Answer: TRUE

Diff: 2 Page Ref: 340

8) Cloud computing originates from a reference to the Internet as a cloud and is a combination of several information technology components as services.

Answer: TRUE

Diff: 2 Page Ref: 342

9) Web-based e-mail such as Googles Gmail are not examples of cloud computing.

Answer: FALSE

Diff: 2 Page Ref: 342

10) Service-oriented DSS solutions generally offer individual or bundled services to the user as a service.

Answer: TRUE

Diff: 2 Page Ref: 343

11) In service-oriented DSS, an application programming interface (API) serves to populate source systems with raw data and to pull operational reports.

Answer: TRUE

Diff: 2 Page Ref: 344

12) Data-as-a-service began with the notion that data quality could happen in a centralized place, cleansing and enriching data and offering it to different systems, applications, or users, irrespective of where they were in the organization, computers, or on the network.

Answer: TRUE

Diff: 2 Page Ref: 346

13) IaaS helps provide faster information, but provides information only to managers in an organization.

Answer: FALSE

Diff: 2 Page Ref: 346

14) The trend in the consumption of data analytics is away from in-memory solution and towards mobile devices.

Answer: FALSE

Diff: 2 Page Ref: 347

15) While cloud services are useful for small and midsize analytic applications, they are still limited in their ability to handle Big Data applications.

Answer: FALSE

Diff: 2 Page Ref: 348

16) Analytics integration with other organizational systems makes it harder to identify its impact on the organization.

Answer: TRUE

Diff: 2 Page Ref: 348

17) One way in which computerization has benefitted organizations is by reducing information anxiety.

Answer: FALSE

Diff: 2 Page Ref: 350

18) ES/DSS were found to improve the performance of new managers but not existing managers.

Answer: FALSE

Diff: 2 Page Ref: 350

19) Use of automated decision systems (ADSs) is likely to result in a reduction of middle management.

Answer: TRUE

Diff: 1 Page Ref: 351

20) In designing analytic systems, it must be kept in mind that the right to an individuals privacy is not absolute.

Answer: TRUE

Diff: 2 Page Ref: 352

21) What kind of location based analytics is real-time marketing promotion?

A) organization-oriented geospatial static approach
B) organization-oriented location-based dynamic approach
C) consumer-oriented geospatial static approach
D) consumer-oriented location-based dynamic approach

Answer: B

Diff: 2 Page Ref: 330

22) GPS Navigation is an example of which kind of location based analytics?

A) organization-oriented geospatial static approach
B) organization-oriented location-based dynamic approach
C) consumer-oriented geospatial static approach
D) consumer-oriented location-based dynamic approach

Answer: C

Diff: 2 Page Ref: 330

23) What new geometric data type in Teradatas data warehouse captures geospatial features?

A) NAVTEQ
B) ST_GEOMETRY
C) GIS
D) SQL/MM

Answer: B

Diff: 2 Page Ref: 331

24) A British company called Path Intelligence has developed a system that ascertains how people move within a city or even within a store. What is this system called?

A) Pathfinder
B) PathMiner
C) Footpath
D) Pathdata

Answer: C

Diff: 2 Page Ref: 333

25) Today, most smartphones are equipped with various instruments to measure jerk, orientation, and sense motion. One of these instruments is an accelerometer, and the other is a(n)

A) potentiometer.
B) gyroscope.
C) microscope.
D) oscilloscope.

Answer: B

Diff: 2 Page Ref: 336

26) Content-based filtering obtains detailed information about item characteristics and restricts this process to a single user using information tags or

A) keywords.
B) passphrases.
C) key-pairs.
D) reality mining.

Answer: A

Diff: 2 Page Ref: 339

27) Service-oriented thinking is one of the fastest growing paradigms in todays economy. Which of the following is NOT a characteristic of service-oriented DSS?

A) reusability
B) substitutability
C) extensibility
D) originality

Answer: D

Diff: 2 Page Ref: 343

28) All of the following are components in a service-oriented DSS environment EXCEPT

A) information technology as enabler.
B) data as infrastructure.
C) process as beneficiary.
D) people as user.

Answer: B

Diff: 2 Page Ref: 343

29) Which component of service-oriented DSS can be defined as data that describes the meaning and structure of business data, as well as how it is created, accessed, and used?

A) application programming interface
B) analytics
C) operations and administration
D) metadata management

Answer: D

Diff: 2 Page Ref: 344

30) Which component of service-oriented DSS can be described as a subset of a data warehouse that supports specific decision and analytical needs and provides business units more flexibility, control, and responsibility?

A) information delivery portals
B) information services with library and administrator
C) extract, transform, load
D) data marts

Answer: D

Diff: 2 Page Ref: 345

31) Which component of service-oriented DSS can be described as optimizing the DSS environment use by organizing its capabilities and knowledge, and assimilating them into the business processes?

A) information delivery portals
B) information services with library and administrator
C) extract, transform, load
D) data marts

Answer: B

Diff: 2 Page Ref: 345

32) Which component of service-oriented DSS includes such examples as optimization, data mining, text mining, simulation, automated decision systems?

A) application programming interface
B) analytics
C) operations and administration
D) metadata management

Answer: B

Diff: 2 Page Ref: 345

33) Which of the following is true of data-as-a-Service (DaaS) platforms?

A) Knowing where the data resides is critical to the functioning of the platform.
B) There are standardized processes for accessing data wherever it is located.
C) Business processes can access local data only.
D) Data quality happens on each individual platform.

Answer: B

Diff: 2 Page Ref: 345-346

34) Which of the following offers a flexible data integration platform based on a newer generation of service-oriented standards that enables ubiquitous access to any type of data?

A) EAI
B) EII
C) IaaS
D) ETL

Answer: C

Diff: 2 Page Ref: 346-347

35) When new analytics applications are introduced and affect multiple related processes and departments, the organization is best served by utilizing

A) business flow management.
B) multi-department analysis.
C) process flow analysis.
D) business process reengineering.

Answer: D

Diff: 2 Page Ref: 349

36) Research into managerial use of DSS and expert systems found all the following EXCEPT

A) managers spent more of their time planning.
B) managers saw their decision making quality enhanced.
C) managers spent more time in the office and less in the field.
D) managers were able to devote less of their time fighting fires.

Answer: C

Diff: 2 Page Ref: 350-351

37) Why do analytics applications have the effect of redistributing power among managers?

A) The more information and analysis managers have, the more power they possess.
B) Sponsoring an analytics system automatically confers power to a manager.
C) New analytics applications change managers job expectations.
D) New analytics systems lead to new budget allocations, resulting in increased power.

Answer: A

Diff: 2 Page Ref: 351

38) Services that let consumers permanently enter a profile of information along with a password and use this information repeatedly to access services at multiple sites are called

A) consumer access applications.
B) information collection portals.
C) single-sign-on facilities.
D) consumer information sign on facilities.

Answer: C

Diff: 2 Page Ref: 353

39) Which of the following is true about the furtherance of homeland security?

A) There is a lessening of privacy issues.
B) There is a greater need for oversight.
C) The impetus was the need to harvest information related to financial fraud after 2001.
D) Most people regard analytic tools as mostly ineffective in increasing security.

Answer: B

Diff: 2 Page Ref: 353

40) Which of the following is considered the economic engine of the whole analytics industry?

A) application developers and system integrators
B) analytics user organizations
C) analytics industry analysts and influencers
D) academic providers and certification industries

Answer: B

Diff: 2 Page Ref: 361

41) In the opening vignette, the combination of filed infrastructure, geospatial data, enterprise data warehouse, and analytics has enabled OG&E to manage its customer demand in such a way that it can optimize its ________ investments.

Answer: long-term

Diff: 2 Page Ref: 328

42) A critical emerging trend in analytics is the incorporation of location data. ________ data is the static location data used by these location-based analytic applications.

Answer: Geospatial

Diff: 2 Page Ref: 329

43) The surge in location-enabled services has resulted in ________ mining, the analytics of massive databases of historical and real-time streaming location information.

Answer: reality

Diff: 2 Page Ref: 333

44) The Radii mobile app collects information about the users habits, interests, spending patterns, and favorite locations to understand the users ________.

Answer: personality

Diff: 2 Page Ref: 334

45) Predictive analytics is beginning to enable development of software that is directly used by a consumer. One key concern in employing these technologies is the loss of ________.

Answer: privacy

Diff: 2 Page Ref: 337

46) Collaborative filtering is usually done by building a user-item ratings matrix where each row represents a unique user and each column gives the individual item rating made by the user. The resultant matrix is a dynamic, sparse matrix with a huge ________.

Answer: dimensionality

Diff: 2 Page Ref: 338

47) ________, which stands for Asynchronous JavaScript and XML, is an effective and efficient Web development technique for creating interactive Web applications.

Answer: Ajax

Diff: 2 Page Ref: 340

48) ________ (IaaS) promises to eliminate independent silos of data that exist in systems and infrastructure and enable sharing real-time information for emerging apps, to hide complexity, and to increase availability with virtualization.

Answer: Information-as-a-service

Diff: 3 Page Ref: 346

49) IaaS, AaaS and other ________-based offerings allow the rapid diffusion of advanced analysis tools among users, without significant investment in technology acquisition.

Answer: cloud

Diff: 2 Page Ref: 348

50) A major structural change that can occur when analytics are introduced into an organization is the creation of new organizational ________.

Answer: units

Diff: 2 Page Ref: 349

51) When an organization-wide, major restructuring is needed, the process is referred to as ________.

Answer: reengineering

Diff: 2 Page Ref: 349

52) A research study found that employees using ADS systems were more ________ with their jobs.

Answer: satisfied

Diff: 2 Page Ref: 350

53) Analytics can change the way in which many ________ are made by managers and can consequently change their jobs.

Answer: decisions

Diff: 2 Page Ref: 350

54) As face-to-face communication is often replaced by e-mail, wikis, and computerized conferencing, leadership qualities attributed to physical ________ could become less important.

Answer: appearance

Diff: 2 Page Ref: 351

55) Location information from ________ phones can be used to create profiles of user behavior and movement.

Answer: mobile/cell

Diff: 2 Page Ref: 353

56) For individual decision makers, ________ values constitute a major factor in the issue of ethical decision making.

Answer: personal

Diff: 2 Page Ref: 355

57) Firms such as Nielsen provide ________ data collection, aggregation, and distribution mechanisms and typically focus on one industry sector.

Answer: specialized

Diff: 2 Page Ref: 358

58) Possibly the biggest recent growth in analytics has been in ________ analytics, as many statistical software companies such as SAS and SPSS embraced it early on.

Answer: predictive

Diff: 2 Page Ref: 358

59) Analytics industry analysts and ________ include professional organizations that provide advice to analytics industry providers and users.

Answer: influencers

Diff: 2 Page Ref: 361

60) Southern States Cooperative used analytics to prepare the customized catalogs to suit the targeted ________ needs, resulting in better revenue generation.

Answer: customer

Diff: 2 Page Ref: 366-367

61) How does Oklahoma Gas and Electric use the Teradata platform to manage the electric grid?

Answer: Oklahoma Gas and Electric uses the Teradata platform to organize the large amounts of data that it gathers from installation of smart meters and other devices on the electronic grid at the consumer end? With Teradatas platform, OG&E has combined its smart meter data, outage data, call center data, rate data, asset data, price signals, billing, and collections into one integrated data platform. The platform also incorporates geospatial mapping of the integrated data using the in-database geospatial analytics that add onto the OG&Es dynamic segmentation capabilities.

Diff: 2 Page Ref: 328

62) How do the traditional location-based analytic techniques using geocoding of organizational locations and consumers hamper the organizations in understanding true location-based impacts?

Answer: Locations based on postal codes offer an aggregate view of a large geographic area. This poor granularity may not be able to pinpoint the growth opportunities within a region. The location of the target customers can change rapidly. An organizations promotional campaigns might not target the right customers.

Diff: 2 Page Ref: 330

63) In what ways can communications companies use geospatial analysis to harness their data effectively?

Answer: Communication companies often generate massive amounts of data every day. The ability to analyze the data quickly with a high level of location-specific granularity can better identify the customer churn and help in formulating strategies specific to locations for increasing operational efficiency, quality of service, and revenue.

Diff: 2 Page Ref: 332

64) Describe the CabSense application used by the New York City Taxi and Limousine Commission.

Answer: Sense Networks has built a mobile application called CabSense that analyzes large amounts of data from the New York City Taxi and Limousine Commission. CabSense helps New Yorkers and visitors in finding the best corners for hailing a taxi based on the persons location, day of the week, and time. CabSense rates the street corners on a 5-point scale by making use of machine-learning algorithms applied to the vast amounts of historical location points obtained from the pickups and drop-offs of all New York City cabs. Although the app does not give the exact location of cabs in real time, its data-crunching predictions enable people to get to a street corner that has the highest probability of finding a cab.

Diff: 3 Page Ref: 335

65) What are recommender systems, how are they developed, and how is the data used to build a recommendation system obtained?

Answer:

The term recommender systems refers to a Web-based information filtering system that takes the inputs from users and then aggregates the inputs to provide recommendations for other users in their product or service selection choices.

Two basic approaches that are employed in the development of recommendation systems are collaborative filtering and content filtering.

o In collaborative filtering, the recommendation system is built based on the individual users past behavior by keeping track of the previous history of all purchased items. This includes products, items that are viewed most often, and ratings that are given by the users to the items they purchased.

o In the content-based filtering approach, the characteristics of an item are profiled first and then content-based individual user profiles are built to store the information about the characteristics of specific items that the user has rated in the past. In the recommendation process, a comparison is made by filtering the item information from the user profile for which the user has rated positively and compares these characteristics with any new products that the user has not rated yet. Recommendations are made if there are similarities found in the item characteristics.

The data necessary to build a recommendation system are collected by Web-based systems where each user is specifically asked to rate an item on a rating scale, rank the items from most favorite to least favorite, and/or ask the user to list the attributes of the items that the user likes.

Diff: 3 Page Ref: 338

66) Web 2.0 is the popular term for describing advanced Web technologies and applications. Describe four main representative characteristics of the Web 2.0 environment.

Answer:

Web 2.0 has the ability to tap into the collective intelligence of users. The more users contribute, the more popular and valuable a Web 2.0 site becomes.

Data is made available in new or never-intended ways. Web 2.0 data can be remixed or mashed up, often through Web service interfaces, much the way a dance-club DJ mixes music.

Web 2.0 relies on user-generated and user-controlled content and data.

Lightweight programming techniques and tools let nearly anyone act as a Web site developer.

The virtual elimination of software-upgrade cycles makes everything a perpetual beta or work-in-progress and allows rapid prototyping, using the Web as an application development platform.

Users can access applications entirely through a browser.

An architecture of participation and digital democracy encourages users to add value to the application as they use it.

A major emphasis is on social networks and computing.

There is strong support for information sharing and collaboration.

Web 2.0 fosters rapid and continuous creation of new business models.

Diff: 3 Page Ref: 340

67) What is mobile social network and how does it extend the reach of popular social networks?

Answer: Mobile social networking refers to social networking where members converse and connect with one another using cell phones or other mobile devices. Virtually all major social networking sites offer mobile services or apps on smartphones to access their services. The explosion of mobile Web 2.0 services and companies means that many social networks can be based from cell phones and other portable devices, extending the reach of such networks to the millions of people who lack regular or easy access to computers.

Diff: 2 Page Ref: 341

68) What is cloud computing? What is Amazons general approach to the cloud computing services it provides?

Answer:

Wikipedia defines cloud computing as a style of computing in which dynamically scalable and often virtualized resources are provided over the Internet. Users need not have knowledge of, experience in, or control over the technology infrastructures in the cloud that supports them.

Amazon.com has developed an impressive technology infrastructure for e- commerce as well as for business intelligence, customer relationship management, and supply chain management. It has built major data centers to manage its own operations. However, through Amazon.coms cloud services, many other companies can employ these very same facilities to gain advantages of these technologies without having to make a similar investment. Like other cloud-computing services, a user can subscribe to any of the facilities on a pay-as-you-go basis. This model of letting someone else own the hardware and software but making use of the facilities on a pay-per-use basis is the cornerstone of cloud computing.

Diff: 2 Page Ref: 342

69) Data and text mining is a promising application of AaaS. What additional capabilities can AaaS bring to the analytic world?

Answer: It can also be used for large-scale optimization, highly-complex multi-criteria decision problems, and distributed simulation models. These prescriptive analytics require highly capable systems that can only be realized using service-based collaborative systems that can utilize large-scale computational resources.

Diff: 3 Page Ref: 348

70) Describe your understanding of the emerging term people analytics. Are there any privacy issues associated with the application?

Answer:

Applications such as using sensor-embedded badges that employees wear to track their movement and predict behavior has resulted in the term people analytics. This application area combines organizational IT impact, Big Data, sensors, and has privacy concerns. One company, Sociometric Solutions, has reported several such applications of their sensor-embedded badges.

People analytics creates major privacy issues. Should the companies be able to monitor their employees this intrusively? Sociometric has reported that its analytics are only reported on an aggregate basis to their clients. No individual user data is shared. They have noted that some employers want to get individual employee data, but their contract explicitly prohibits this type of sharing. In any case, sensors are leading to another level of surveillance and analytics, which poses interesting privacy, legal, and ethical questions.

Diff: 2 Page Ref: 354-355