Chapter 5 Quiz (BANK)

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

A) dividing up a text into individual words in English.

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.

C) It examines the content of online conversations.

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.

C) They have different costs to own and operate.

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.

C) Web site visitors download few of your offered PDFs and videos.

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

C) off-site and on-site Web analytics

29) Sentiment analysis projects require a lexicon for use. If a project in English is undertaken, you must generally make sure to A) use only the single, approved English lexicon. B) use any general English lexicon. C) use an English lexicon appropriate to the project at your discretion. D) create an English lexicon for the project.

C) use an English lexicon appropriate to the project at your discretion.

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.

A) They examine customer sentiment at the aggregate level.

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 phrases C) a catalog of letters, words, phrases, and sentences D) a catalog of customers, products, words, and phrases

A) a catalog of words, their synonyms, and their meanings

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.

A) categorizing a block of text in a sentence.

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.

B) The customer service I got for my TV was laughable.

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.

B) Visitors who begin a purchase on most Web sites must complete it.

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.

B) Web site developers can increase Web site search rankings.

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

B) analyzing the unstructured content of Web pages

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

B) small- to medium-sized documents

24) Natural language processing (NLP) is associated with which of the following areas? A) text mining B) artificial intelligence C) computational linguistics D) all of these

D) all of these

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.

D) how well visitors understand your products.

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.

D) parsing the documents.