Big Data Exam 2
A data mining study is specific to addressing a well-defined business task, and different business tasks require
different sets of data.
Understanding which keywords your users enter to reach your Web site through a search engine can help you understand
how well visitors understand your products.
Identifying and preventing incorrect claim payments and fraudulent activities falls under which type of data mining applications?
insurance
What does the scalability of a data mining method refer to?
its ability to construct a prediction model efficiently given a large amount of data
The data field "ethnic group" can be best described as
nominal data.
In the Twitter case study, how did influential users support their tweets?
objective data
What are the two main types of Web analytics?
off-site and on-site Web analytics
Breaking up a Web page into its components to identify worthy words/terms and indexing them using a set of rules is called
parsing the documents.
Third party providers of publicly available data sets protect the anonymity of the individuals in the data set primarily by
removing identifiers such as names and social security numbers.
In the Wimbledon case study, the tournament used data for each match in real time to highlight
significant events.
Clustering partitions a collection of things into segments whose members share
similar characteristics.
In the research literature case study, the researchers analyzing academic papers extracted information from which source?
the paper abstract
All of the following statements about data mining are true EXCEPT
the process aspect means that data mining should be a one-step process to results.
What is the Hadoop Distributed File System (HDFS) designed to handle?
unstructured and semistructured non-relational data
Data flows can be highly inconsistent, with periodic peaks, making data loads hard to manage. What is this feature of Big Data called?
variability
You are tasked with accumulating survey data on a web page and are responsible for it being free from dirty data once you close the survey and get the data to the researching team. Which is the best way to handle the possibility of dirty data?
Build a website that validates data as the survey participant takes the survey.
In a dataset where all values on an observation are supposed to be populated you encounter several which are empty (NULL). It is always best to replace these NULL values with the average of that column of data.
False
In most cases, Hadoop is used to replace data warehouses.
False
In sentiment analysis, sentiment suggests a transient, temporary opinion reflective of one's feelings.
False
In the Dell case study, the largest issue was how to properly spend the online marketing budget.
False
In the Miami-Dade Police Department case study, predictive analytics helped to identify the best schedule for officers in order to pay the least overtime.
False
In the Salesforce case study, streaming data is used to identify services that customers use most.
False
In the car insurance case study, text mining was used to identify auto features that caused injuries.
False
In the evolution of social media user engagement, the largest recent change is the growth of creators.
False
In the opening case, police detectives used data mining to identify possible new areas of inquiry.
False
K-fold cross-validation is also called sliding estimation.
False
Market basket analysis is a useful and entertaining way to explain data mining to a technologically less savvy audience, but it has little business significance.
False
Open-source data mining tools include applications such as IBM SPSS Modeler and Dell Statistica.
False
Ratio data is a type of categorical data.
False
Search engine optimization (SEO) techniques play a minor role in a Web site's search ranking because only well-written content matters.
False
Search engines are only used in the context of the World Wide Web (WWW).
False
Since little can be done about visitor Web site abandonment rates, organizations have to focus their efforts on increasing the number of new visitors.
False
Statistics and data mining both look for data sets that are as large as possible.
False
Text analytics is the subset of text mining that handles information retrieval and extraction, plus data mining.
False
The entire focus of the predictive analytics system in the Infinity P&C case was on detecting and handling fraudulent claims for the company's benefit.
False
Web-based media has nearly identical cost and scale structures as traditional media.
False
How does Hadoop work?
It breaks up Big Data into multiple parts so each part can be processed and analyzed at the same time on multiple computers.
In the Target case study, why did Target send a teen maternity ads?
Target's analytic model suggested she was pregnant based on her buying habits.
In sentiment analysis, which of the following is an implicit opinion?
The customer service I got for my TV was laughable.
All of the following statements about data mining are true EXCEPT:
The ideas behind it are relatively new.
What do voice of the market (VOM) applications of sentiment analysis do?
They examine customer sentiment at the aggregate level.
Articles and auxiliary verbs are assigned little value in text mining and are usually filtered out.
True
Big Data is being driven by the exponential growth, availability, and use of information.
True
Categorization and clustering of documents during text mining differ only in the preselection of categories.
True
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.
True
Converting continuous valued numerical variables to ranges and categories is referred to as discretization.
True
Current total storage capacity lags behind the digital information being generated in the world.
True
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.
True
Despite their potential, many current NoSQL tools lack mature management and monitoring tools.
True
For low latency, interactive reports, a data warehouse is preferable to Hadoop.
True
Hadoop was designed to handle petabytes and exabytes of data distributed over multiple nodes in parallel.
True
If using a mining analogy, "knowledge mining" would be a more appropriate term than "data mining."
True
In data mining, classification models help in prediction.
True
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.
True
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.
True
In the Tito's Vodka case study, trends in cocktails were studied to create a quarterly recipe for customers.
True
In the Wimbledon case study, designers balanced the needs of mobile and desktop computer users.
True
It is important for Big Data and self-service business intelligence to go hand in hand to get maximum value from analytics.
True
MapReduce can be easily understood by skilled programmers due to its procedural nature.
True
Regional accents present challenges for natural language processing.
True
Satellite data can be used to evaluate the activity at retail locations as a source of alternative data.
True
Social media mentions can be used to chart and predict flu outbreaks.
True
The cost of data storage has plummeted recently, making data mining feasible for more firms.
True
The quality and objectivity of information disseminated by influential users of Twitter is higher than that disseminated by noninfluential users.
True
The term "Big Data" is relative as it depends on the size of the using organization.
True
Using data mining on data about imports and exports can help to detect tax avoidance and money laundering.
True
When a problem has many attributes that impact the classification of different patterns, decision trees may be a useful approach.
True
Which of the following statements about Web site conversion statistics is FALSE?
Visitors who begin a purchase on most Web sites must complete it.
Web site usability may be rated poor if
Web site visitors download few of your offered PDFs and videos.
In text analysis, what is a lexicon?
a catalog of words, their synonyms, and their meanings
In the opening vignette, the architectural system that supported Watson used all the following elements EXCEPT
a core engine that could operate seamlessly in another domain without changes.
In a Hadoop "stack," what is a slave node?
a node where data is stored and processed
What does Web content mining involve?
analyzing the unstructured content of Web pages
Understanding customers better has helped Amazon and others become more successful. The understanding comes primarily from
analyzing the vast data amounts routinely collected.
In data mining, finding an affinity of two products to be commonly together in a shopping cart is known as
association rule mining.
What is the main reason parallel processing is sometimes used for data mining?
because of the massive data amounts and search efforts involved
In text mining, tokenizing is the process of
categorizing a block of text in a sentence.
Which broad area of data mining applications partitions a collection of objects into natural groupings with similar features?
clustering
Data mining requires specialized data analysts to ask ad hoc questions and obtain answers quickly from the system.
False
Data that is collected, stored, and analyzed in data mining is often private and personal. There is no way to maintain individuals' privacy other than being very careful about physical data security.
False
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.
False
Hadoop and MapReduce require each other to work.
False
The Eckerson survey of 2002 estimated the total cost (to the US yearly economy) of dirty data to be approximately:
$600 Billion USD
A newly popular unit of data in the Big Data era is the petabyte (PB), which is
10¹⁵ bytes.
A company/organization can encounter dirty data in the form of
All of these (invalid mailing address, invalid email address, duplicated data)
Which of the following is a data mining myth?
Data mining requires a separate, dedicated database.
Which data mining process/methodology is thought to be the most comprehensive, according to kdnuggets.com rankings?
CRISP-DM
Big Data simplifies data governance issues (like who owns the data or who is in charge of it), especially for global firms.
False
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.
False
Consistent high quality, higher publishing frequency, and longer time lag are all attributes of industrial publishing when compared to Web publishing.
False