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Unformatted text preview: Exam
Name___________________________________ TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.
1) A terabyte is larger than a petabyte in terms of computer storage. 1) 2) Data mining tools process data using statistical techniques. 2) 3) Reporting tools are programs that read data from a variety of sources, process that data, format it
into structured reports, and deliver those reports to the users who need them. 3) 4) Data compression involves searching for patterns and relationships among data. 4) 5) In most cases, data-mining tools are used to make assessments. 5) 6) Reporting tools tend to use simpler operations while data-mining tends to use more sophisticated
statistical techniques. 6) 7) Knowledge-management tools differ from reporting and data-mining tools because the source of
their data is recorded facts and figures. 7) 8) Reporting tools produce information from data using five basic operations: sorting, grouping,
calculating, filtering, and formatting. 8) 9) RFM analysis, a technique readily implemented using reporting tools, is used to analyze and rank
customers according to their purchasing patterns. 9) 10) RFM analysis considers how recently (R) a customer ordered, how frequently (F) they ordered, and
how much margin (M) the company made on the orders. 10) 11) An OLAP cube and an OLAP report are the same thing. 11) 12) OLAP stands for Organizational Lead Analysis Program and is used extensively to generate
reports for marketing and sales. 12) 13) OLAP provides the ability to sum, count, average, and perform other simple arithmetic operations
on groups of data. 13) 14) In an OLAP report, a measure is the data item of interest. 14) 15) Total sales, average sales, and average cost are examples of dimensions used in an OLAP report. 15) 16) A drawback associated with OLAP reports is their inability to let users drill down into the data. 16) 17) Normally, for performance and security reasons the OLAP server and the DBMS run on separate
servers. 17) 1 18) Data mining is the application of statistical techniques to find patterns and relationships among
data for classification and prediction. 18) 19) Knowledge discovery in databases (KDD) is used as a synonym for data mining. 19) 20) With unsupervised data mining, analysts do not create a model or hypothesis before running the
analysis. 20) 21) Cluster analysis is used to identify groups of entities that have similar characteristics. 21) 22) In supervised data mining, a model is developed after the analysis. 22) 23) Neural networks are a popular unsupervised data-mining technique. 23) 24) A market-basket analysis is a data-mining technique used for determining sales patterns. 24) 25) In marketing transactions, the fact that customers who buy product X also buy product Y creates a
cross-selling opportunity. 25) 26) In market-basket terminology, a conditional probability estimate is called lift. 26) 27) Decision-tree analyses are an unsupervised data-mining technique because data miners develop a
model prior to the analysis. 27) 28) Market-basket analysis is based on an "If...then..." analysis. 28) 29) CurrentLTV is the current ratio of outstanding balance of a loan to the value of the loan's collateral. 29) 30) Operational data is designed to support fast transaction processing and might need to be
reformatted to be useful for BI applications. 30) 31) Data marts are also referred to as data warehouses. 31) 32) A value of 999–999–9999 for a U.S. phone number is an example of dirty data. 32) 33) Problematic data are termed dirty data. 33) 34) Wrong granularity implies that data is either too fine or too coarse. 34) 35) A file of order totals cannot be used for a market-basket analysis. This is a problem associated with
the data being too fine. 35) 36) It is possible to capture the customers' clicking behavior using a clickstream data. 36) 37) It is better to have data that is too coarse than data that is too fine. 37) 38) A data warehouse is a data collection, smaller than the data mart, that addresses a particular
component or functional area of the business. 38) 2 39) Knowledge management enables employees to leverage organizational knowledge to work more
efficiently. 39) 40) Knowledge management applications are concerned with minimizing content use. 40) 41) Indexing is the single most important content function in KM applications. 41) 42) Real Simple Syndication (RSS) is a special case of a BI application server that serves only reports. 42) 43) Knowledge management streamlines operations and reduces costs by eliminating redundant or
unnecessary processes. 43) 44) Expert systems attempt to capture human expertise and put it into a format that can be used by
non-experts. 44) 45) Expert systems are rule-based systems that use "If . . . then" rules similar to those created by
decision-tree analysis. 45) 46) Expert systems are difficult to develop but are easy to maintain. 46) 47) In a generic business intelligence system, application results are processed by a BI tool to produce a
data source. 47) 48) Portal servers are like Web servers except that they do not have a customizable user interface. 48) 49) Report servers are messages transmitted via email or phone that notify a user that a particular
condition has occurred. 49) 50) The credit card reform law passed by the U.S. Congress in May 2009 requires the Federal Trade
Commission (FTC) to investigate data mining by credit card companies. 50) MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
51) ________ is defined as information containing patterns, relationships, and trends.
A) Business process management
B) Process mining
C) Business intelligence
D) Spatial intelligence 51) 52) 1 petabyte is made up of ________ bytes.
B) 106 52) C) 1015 53) Which of the following can store the maximum amount of data?
A) 1 gigabyte (GB)
B) 1 exabyte (EB)
C) 1 petabyte (PB)
54) How big in 1 gigabyte?
A) 109 bytes B) 106 bytes C) 103 bytes 3 D) 1018 D) 1 terabyte (TB) D) 1012 bytes 53) 54) 55) ________ tools are programs that read data from a variety of sources, process that data, format it
into structured reports, and deliver those reports to the users who need them.
D) Data-mining 55) 56) Which of the following is an example of a question that a reporting tool will help address?
A) What is the probability that a customer is likely to respond positively to a promotion?
B) What is the likelihood of an event happening?
C) Will a given customer default on a loan?
D) How does the current situation compare to the past? 56) 57) What are reporting tools primarily used for?
B) predictions 57) C) data mining 58) In most cases, data-mining tools are used to make ________.
C) predictions D) testing D) transitions 58) 59) Which of the following is an example of a question that data-mining will help address?
A) Will a given customer default on a loan?
B) What has happened in the last two years?
C) How does the current situation compare to the situation one year ago?
D) What is the current situation? 59) 60) Among the following, which is the best way to distinguish between reporting tools and
A) objective of using these tools
B) type of data used
C) difference in input information
D) complexity of techniques used 60) 61) Knowledge-management tools differ from reporting and data-mining tools because the source of
their data is ________.
A) human knowledge
B) recorded facts and figures
C) empirical research
D) government databases 61) 62) Which of the following is a description of a business intelligence (BI) application?
A) It is an information system that employs BI tools to deliver information.
B) It implements the logic of a particular procedure or process.
C) It stores employee knowledge and makes it available to those who need it.
D) It is the use of a tool on a particular type of data for a particular purpose. 62) 63) Which of the following is a basic operation used by reporting tools to produce information from
D) dispersing 63) 64) Which basic operation structures a report so that it is easier to understand?
C) calculating 64) D) transposing 65) ________ analysis is a way of analyzing and ranking customers according to their purchasing
D) TQM 4 65) 66) An RFM score of ________ most likely means that a customer has taken its business elsewhere and
is probably not worth spending too many marketing resources on.
D) 231 66) 67) RFM analysis ranks customers by considering the recency, frequency, and ________ of their orders.
A) dollar amount
D) tangibility 67) 68) Ajax is one of the customers of a well known linen manufacturing company. Ajax has not ordered
linen in some time, but when it did order in the past it ordered frequently, and its orders were of
the highest monetary value. Under the given circumstances, Ajax's RFM score is most likely
D) 151 68) 69) A sales team should attempt to up- sell more expensive products to a customer who has an RFM
score of ________.
D) 311 69) 70) How should a sales team respond to a customer who has an RFM score of 545?
A) The sales team should let go of this customer; the loss will be minimal.
B) Someone from the sales team should spend more time with this customer.
C) Someone from the sales team should contact this customer immediately.
D) The sales team should attempt to up-sell more expensive goods to this customer. 70) 71) Rubber trees is a well known rubber manufacturing company. Bloominghams, one of the
customers of Rubber trees holds an RFM score of 111. Which of the following characteristics relates
Bloominghams with its RFM score?
A) Bloominghams has ordered recently and orders frequently, and it orders the most expensive
B) Bloominghams has not ordered for some time, it did not order frequently, and, when it
did order, it bought the least-expensive items.
C) Bloominghams has not ordered in some time, but when it did order in the past it ordered
frequently, and its orders were of the highest monetary value.
D) Bloominghams has ordered recently and orders frequently, but it orders the least expensive
goods. 71) 72) OLAP stands for ________.
A) organizational lead analysis process
C) object-oriented analytical protocol 72) B) object-based lead analysis procedure
D) online analytical processing 73) The viewer of an OLAP report can change its format. Which term implies this capability?
D) dimension 73) 74) An OLAP report has measures and dimensions. Which of the following is an example of a
A) sales region
B) average cost
C) total sales
D) average sales 74) 5 75) Which of the following describes a dimension in an OLAP report?
A) It is the item that is processed in the OLAP report.
B) It is a characteristic of a measure.
C) It is referred to as a decision tree.
D) It is the data item of interest. 75) 76) An OLAP report has measures and dimensions. Which of the following is an example of a
A) customer location
B) customer type
C) average cost
D) sales region 76) 77) Because they are online, OLAP reports are ________ reports.
C) pull 77) D) push 78) An ________ and an OLAP report are the same thing.
A) OLAP array
B) OLAP cube
C) OLAP dimension
D) OLAP measure 78) 79) Which of the following observations is true?
A) RFM reports have measures and dimensions.
B) RFM is more generic than OLAP.
C) OLAP reports are more dynamic than RFM reports.
D) RFM reports can drill down into the data. 79) 80) ________ reports allow users to drill down into the data and divide it into more detail.
D) RFM 80) 81) ________ is the application of statistical techniques to find patterns and relationships among data
for classification and prediction.
A) Database normalization
B) Data warehousing
C) Data optimization
D) Data mining 81) 82) Which term is used as a synonym for data mining?
A) regression analysis
C) knowledge discovery in databases 82) B) parallel processing
D) data warehousing and sorting 83) Which of the following is true of unsupervised data mining?
A) Analysts use tools such as regression analysis.
B) Analysts apply statistical techniques to data to estimate parameters of a model.
C) Analysts fit data to suggested hypotheses.
D) Analysts do not create a model or hypothesis before running the analysis. 83) 84) In ________, statistical techniques identify groups of entities that have similar characteristics.
A) regression analysis
B) expert systems
C) cluster analysis
D) neural networks 84) 85) Which of the following is an example of an unsupervised data-mining technique?
A) regression analysis
B) data streaming
C) cluster analysis
D) neural networks 85) 6 86) Which of the following is an example of a supervised data-mining technique?
A) regression analysis
B) a decision tree
C) cluster analysis
D) data sorting 86) 87) Which of the following is used to show the products that customers tend to buy together?
A) regression analysis
B) neural networks
C) market-basket analysis
D) cluster analysis 87) 88) In marketing transactions, the fact that customers who buy product X also buy product Y creates
a(n) ________ opportunity. That is, "If they're buying X, sell them Y," or "If they're buying Y, sell
D) break-even 88) 89) In market-basket terminology, ________ is the term that describes the probability that two items
will be purchased together.
D) confidence 89) 90) In market-basket terminology, the ratio of confidence to the base probability of buying an item is
D) drill down 90) 91) Which of the following is a hierarchical arrangement of criteria that predict a classification or a
A) cluster analysis
B) a value chain
C) a neural network
D) a decision tree 91) 92) Because of problems with operational data, many organizations choose to extract operational data
into a(n) ________.
A) EDI application
B) OLAP server
C) data warehouse
D) neural network 92) 93) A data warehouse contains a special database that stores the ________, which records the source,
format, assumptions and constraints, and other facts about the data.
A) clickstream data
B) media format
D) dimensional data 93) 94) Problematic operational data are termed ________.
A) bad data
B) rough data 94) C) granular data D) dirty data 95) Which of the following statements is true about operational data?
A) Problematic operational data are termed rough data.
B) If the data granularity is too fine, there is no way to separate the data into constituent parts.
C) It is always better to have data with too coarse a granularity than a data with too fine a
D) Purchased operational data often contains missing elements. 95) 96) Because of a phenomenon called the ________, the more attributes there are, the easier it is to build
a model that fits the sample data but that is worthless as a predictor.
A) curse of dimensionality
B) diseconomies of scale
C) attribute paradox
D) uncertainty principle 96) 7 97) A ________ takes data from data manufacturers, cleans and processes the data, and then stores it.
A) data mine
B) data mart
C) data mint
D) data warehouse 97) 98) Which of the following statements of data mart is true?
A) It addresses a particular component or functional area of a business.
B) Its users possess the data management expertise that data warehouse employees have.
C) It is larger than the data warehouse.
D) It is like a distributor in supply chain. 98) 99) A ________ is a data collection, smaller than the datawarehouse, that addresses a particular
component or functional area of the business.
A) data mint
B) data mart
C) data mine
D) data model 99) 100) ________ is the process of creating value from intellectual capital and sharing that knowledge with
employees, managers, suppliers, customers, and others who need it.
A) Competitive intelligence
B) Repository management
C) Knowledge management
D) Intellectual property protection 100) 101) Which of the following is a major category of knowledge assets?
C) customers 101) D) distributors 102) ________ is the single most important content function in knowledge management applications.
D) Retrieving 102) 103) The world's best-known indexing engine is operated by ________.
C) Google 103) D) Yahoo 104) Which of the following is a standard for subscribing to content sources?
A) Knowledge Discovery in Databases
B) Real Simple Syndication
C) Online Analytical Processing
D) Data Transfer Protocol 104) 105) With a(n) ________ you can subscribe to content sources and be notified when they have been
A) KM feed
B) BI feed
C) index reader
D) RSS reader 105) 106) ________ attempt to capture human expertise and put it into a format that can be used by
A) CNC systems
B) Fuzzy logic systems
C) Expert systems
D) Neural networks 106) 107) Which of the following observations concerning expert systems is true?
A) The "If...then" rules used in these systems are created by mining data.
B) They are easy to maintain.
C) They are difficult and expensive to develop.
D) They have lived up to the high expectations set by their name. 107) 108) Portal servers are like Web servers except that they ________.
A) have no load limit
B) use Hypertext Transfer Protocol
C) deliver content, such as Web pages
D) have a customizable user interface 108) 8 109) An alert sent to you is an example of ________ technology.
C) static D) push 110) A(n) ________ notifies the user of an exceptional event, such as a dramatic fall in a stock price.
A) exception alert
B) expert system
C) scheduled update
D) pull message 109) 110) ESSAY. Write your answer in the space provided or on a separate sheet of paper.
111) How are BI tools categorized?
112) What is an RFM analysis?
113) What is OLAP? What are some of its features?
114) Differentiate between unsupervised and supervised data-mining.
115) What is the objective of performing a market-basket analysis?
116) What are the problems with using operational data for data-mining applications? How do organizations
overcome such issues?
117) What is knowledge management? What are its primary benefits?
118) What are some of the technologies that are used for sharing content?
119) What are expert systems? What are their primary disadvantages?
120) Describe the management functions of a business intelligence server. 9 ...
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This note was uploaded on 01/13/2012 for the course BCIS 3610 taught by Professor Sherry during the Spring '11 term at University of Texas at Austin.
- Spring '11