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