Chapter 9

Which of the following statements is true about business intelligence (BI) publishing alternatives? A) Dynamic reports are published as PDF documents. B) The push option is manual for Web servers and SharePoint. C) BI servers extend alert/RSS functionality to support user subscriptions. D) Publishing static BI content requires more skill, compared to publishing dynamic BI content

BI servers extend alert/RSS functionality to support user subscriptions.

Which of the following is a basic operation used by reporting applications to produce business intelligence? A) coalescing B) transposing C) dispersing D) calculating

Calculating

________ is the application of statistical techniques to find patterns and relationships among data for classification and prediction. A) Data optimization B) Database normalization C) Data mining D) Data warehousing

Data Mining

________ is a term that refers to the level of detail represented by the data. A) Granularity B) Intricacy C) Interoperability D) Complexity

Granularity

Which of the following statements is true about operational data? A) It is always better to have data with too coarse a granularity than with too fine a granularity. B) If the data granularity is too coarse, the data can be made finer by summing and combining. C) Purchased operational data often contains missing elements. D) Problematic operational data is termed rough data.

Purchased operational data often contains missing elements.

________ analysis is a way of analyzing and ranking customers according to their purchasing patterns. A) Regression B) CRM C) Market-basket D) RFM

RFM

Push publishing delivers business intelligence ________. A) according to a schedule or as a result of an event or particular data condition B) through reporting, data mining, and knowledge management C) by obtaining, cleaning, organizing, relating, and cataloging source data D) in response to requests from users

according to a schedule or as a result of an event or particular data condition

Samuel, a researcher, deduces that single women between the ages of 25 and 30, who usually live in the suburbs and make thrifty purchases, prefer a particular brand of washing machines. In this case, Samuel uses ________ to understand customer behavior. A) supervised data mining B) cluster analysis C) neural networks D) market-basket analysis

cluster analysis

Which of the following is a fundamental category of business intelligence (BI) analysis? A) automation B) encapsulation C) data hiding D) data mining

data mining

In large organizations, a group of people manage and run a(n) ________, which is a facility for managing an organization's BI data. A) OLAP cube B) neural network C) data warehouse D) Web Server

data warehouse

The remarkable characteristic of OLAP reports is that they are ________, as they are online and the viewer of the report can change their format. A) accurate B) informal C) specific D) dynamic

dynamic

In market-basket terminology, the ratio of confidence to the base probability of buying an item is called ________. A) confidence B) support C) granularity D) lift

lift

BI servers use ________ to determine what results to send to which users and on which schedule. A) expert systems B) metadata C) RSS feeds D) neural networks

metadata

The viewer of an OLAP report can change its format. Which term implies this capability? A) processing B) analytical C) dimension D) online

online

OLAP stands for ________. A) online analytical processing B) object-based lead analysis procedure C) object-oriented analytical protocol D) organizational lead analysis process

online analytical processing

Which of the following is an example of a supervised data mining technique? A) cluster analysis B) market-basket analysis C) regression analysis D) click streaming

regression analysis

In market-basket terminology, ________ describes the probability that two items will be purchased together. A) support B) confidence C) lift D) dimension

support

A ________ takes data from the data manufacturers, cleans and processes the data, and locates the data on the shelves. A) data link layer B) data mine C) data warehouse D) data model

Data Warehouse

________ is the process of obtaining, cleaning, organizing, relating, and cataloging source data. A) Data entry B) Data acquisition C) Data mining D) Data encryption

Data acquisition

Ajax Inc. 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 is most likely to have an RFM score of ________. A) 155 B) 511 C) 555 D) 151

155

Which of the following statements is true about unsupervised data mining? A) Analysts do not create a model or hypothesis before running the analysis. B) Neural networks are a popular unsupervised data mining application. C) Unsupervised data mining requires tools such as regression analysis. D) Data miners develop a model prior to the analysis and apply statistical techniques to data.

Analysts do not create a model or hypothesis before running the analysis.

Which of the following is an example of a measure in an OLAP report? A) customer type B) purchase date C) sales region D) average cost

Average Cost

________ is defined as information containing patterns, relationships, and trends of various forms of data. A) Process mining B) Business process management C) Business intelligence D) Spatial intelligence

Business intelligence

Which of the following statements is true about reporting applications? A) Reporting applications deliver business intelligence to users as a result of an event or particular data condition. B) Reporting applications consist of five standard components: hardware, software, data, procedures, and people. C) Reporting applications refer to business applications that input data from one or more sources and applies reporting operations to that data to produce business intelligence. D) Reporting applications produce business intelligence using highly sophisticated operations.

C) Reporting applications refer to business applications that input data from one or more sources and applies reporting operations to that data to produce business intelligence.

Jackson Steel Inc. has four major customers. Based on the following RFM scores of these customers, the sales team at Jackson's should attempt to up-sell more expensive steel to ________. A) SM Constructions with an RFM score of 311 B) Shanghai Heavy Industries with an RFM score of 551 C) Castellano Automobiles with an RFM score of 113 D) Heavy Duty Cables Inc. with an RFM score of 542

Castellano Automobiles with an RFM score of 113

In ________, statistical techniques can identify groups of entities that have similar characteristics. A) regression analysis B) cluster analysis C) supervised data mining D) neural networks

Cluster Analysis

________ are information systems that support the management and delivery of documents including reports, Web pages, and other expressions of employee knowledge. A) Decision Support Systems (DSS) B) Online Analytical Processing (OLAP) systems C) Content Management Systems (CMS) D) Data Transfer Protocols (DTP)

Content Management Systems (CMS)

In marketing transactions, the fact that customers who buy product X also buy product Y creates a ________ opportunity. That is, "If they're buying X, sell them Y" or "If they're buying Y, sell them X." A) cross-selling B) value added selling C) break-even D) double-sales

Cross-Selling

Which of the following phenomena states that the more attributes there are, the easier it is to build a model that fits the sample data? A) attribute paradox B) curse of dimensionality C) uncertainty principle D) economies of scale

Curse of dimensionality

Judy is analyzing weekly sales transactions at a supermarket. She finds that the support value for bed sheets and pillow covers is 0.9. Given this information, which of the following statements is true? A) The sale of bedsheets and pillow covers is lower than other items. B) Customers who buy bedsheets usually also buy pillow covers. C) The supermarket carries a large stock of bedsheets and pillow covers. D) Customers who buy bedsheets rarely also buy pillow covers.

Customers who buy bedsheets usually also buy pillow covers.

Which of the following statements is true about data marts? A) A data mart is like a distributor in a supply chain, while a data warehouse can be compared to a retail store. B) Data mart users possess the data management expertise that data warehouse employees have. C) Data marts address the needs of a particular department or functional area of a business. D) Data marts are larger than data warehouses.

Data marts address the needs of a particular department or functional area of a business

A ________ is a hierarchical arrangement of criteria that predict a classification or a value. A) value chain B) cluster analysis C) decision tree D) neural network

Decision Tree

Problematic operational data is termed as ________. A) metadata B) rough data C) dirty data D) granular data

Dirty Data

A sales report that is current at the time the user accessed it on a Web server is an example of a(n) ________. A) static report B) dynamic report C) expert system D) hybrid market report

Dynamic Report

In the context of knowledge management systems, ________ are rule-based systems that encode human knowledge in the form of If/Then rules. A) expert networks B) expert systems C) intelligent systems D) decision-making systems

Expert Systems

________ includes a query language titled Pig. A) MapReduce B) Hadoop C) RFM Analysis D) Online analytical processing (OLAP)

Hadoop

________ is the application of social media and related applications for the management and delivery of organizational knowledge resources. A) Business intelligence server management B) Hyper-social knowledge management C) Knowledge management protocol D) Online analytical processing

Hyper-social knowledge management

Knowledge management (KM) benefits organizations because it ________. A) allows distributors to work within the company premises B) allows suppliers to work according to the organizational policies C) enables employees to solve problems and rectify mistakes later D) improves process quality and increases team strength

Improves process quality and increases team strength

Which of the following accurately defines a dimension in an OLAP report? A) It is a characteristic of a measure. B) It is an item that is processed in the OLAP report. C) It is a data item of interest. D) It is referred to a decision tree.

It is a characteristic of a measure

Which of the following is a characteristic of BigData? A) It is usually around 100 gigabytes in size. B) It is generated rapidly. C) It is processed using traditional techniques. D) It is unstructured.

It is generated rapidly

Which of the following statements is true of source data for a business intelligence (BI) system? A) It refers to the organization's metadata. B) It refers to data that the organization purchases from data vendors. C) It refers to the detailed level of data. D) It refers to the hierarchical arrangement of criteria that predict a classification or a value.

It refers to data that the organization purchases from data vendors.

________ is the process of creating value from intellectual capital and sharing that knowledge with employees, managers, suppliers, customers, and others who need it. A) Intellectual property protection B) Knowledge management C) Business process reengineering D) Repository management

Knowledge Management

Which of the following terms is used as a synonym for data mining? A) regression analysis B) data warehousing C) knowledge discovery in databases (KDD) D) parallel processing in databases (PPD)

Knowledge discovery in databases (KDD)

_______ is a technique for harnessing the power of thousands of computers working in parallel. A) RFM analysis B) Map Reduce C) Granularity D) Reposition

Map Reduce

Which of the following techniques determine sales patterns? A) regression analysis B) market-basket analysis C) neural networks D) cluster analysis

Market-basket analysis

A data ________ is a data collection, smaller than the data warehouse that addresses the needs of a particular department or functional area of the business. A) mart B) mine C) cube D) model

Mart

________ refers to the source, format, assumptions and constraints, and other facts about the data. A) Clickstream data B) Dimensional data C) Outsourced data D) Metadata

Metadata

A(n) ________ is a complicated set of possibly nonlinear equations. A) data warehouse B) neural network C) expert system D) online analytical processing (OLAP) cube

Neural network

An ________ and an OLAP report are the same thing. A) OLAP measure B) OLAP cube C) OLAP dimension D) OLAP array

OLAP cube

Which of the following observations about RFM and OLAP reports is true? A) RFM reports are more generic than OLAP reports. B) OLAP reports are more dynamic than RFM reports. C) RFM reports have measures and dimensions. D) RFM reports can drill down into the data to a greater extent than OLAP reports.

OLAP reports are more dynamic than RFM reports.

________ requires the user to request business intelligence (BI) results. A) Push publishing B) Pull publishing C) Desktop publishing D) Accessible publishing

Pull Publishing

RFM analysis is used to analyze and rank customers according to their ________. A) purchasing patterns B) propensity to respond to marketing stimulus C) socio-economic status D) motivation and needs

Purchasing Patterns

Matt, a sales analyst, predicts the sale of luxury cars by formulating an equation that uses variables such as the customer's age and monthly salary. Which of the following methods does Matt use in this case? A) BigData analysis B) regression analysis C) market-basket analysis D) cluster analysis

Regression Analysis

U.S. Steel Corp. is a well-known steel manufacturing company. SAMCROW, one of the customers of U.S. Steel Corp. holds an RFM score of 111. Which of the following characteristics relates SAMCROW with its RFM score? A) SAMCROW has ordered recently and orders frequently, but it orders the least expensive goods. B) SAMCROW has not ordered anything for a while, but when it did order in the past, it ordered frequently, and its orders were of the highest monetary value. C) SAMCROW has not ordered anything for a while and it did not order frequently, but when it did order, it bought the least-expensive items. D) SAMCROW has ordered recently and orders frequently, and it orders the most expensive goods.

SAMCROW has not ordered anything for a while and it did not order frequently, but when it did order, it bought the least-expensive items.

________ is a concept that computer systems will become sophisticated enough that they can adapt and create their own software and hence adapt their behavior without human assistance. A) Expert systems B) The Singularity C) Knowledge management D) Business intelligence systems

The Singularity

Opezim Plastics has been supplying raw materials to JM Toys for five years. JM Toys has an RFM score of 545. With reference to the score, how should the sales team at Opezim respond to JM Toys? A) The sales team should contact JM Toys immediately. B) The sales team should let go of JM Toys, for the loss will be minimal. C) The sales team should attempt to up-sell more expensive goods to JM Toys. D) The sales team should spend more time with JM Toys.

The sales team should attempt to up-sell more expensive goods to JM Toys.

Which of the following observations concerning expert systems is true? A) These systems are not affected by any changes made to it. B) These systems have lived up to the high expectations set by their name. C) These systems are easy to develop and maintain. D) These systems encode human knowledge in the form of If/Then rules.

These systems encode human knowledge in the form of If/Then rules.

Which of the following is a characteristic of decision trees? A) They are a supervised data mining technique. B) They are used to select variables that are then used by other types of data mining tools. C) Special training is required to understand and implement them. D) Partial data or multiple variables cannot be used while using decision trees.

They are used to select variables that are then used by other types of data mining tools.

An OLAP report has measures and dimensions. Which of the following is an example of a dimension? A) total sales B) average sales C) sales region D) average cost

sales region

In ________, data miners develop a model prior to the analysis and apply statistical techniques to data to estimate parameters of the model. A) cluster analysis B) unsupervised data mining C) supervised data mining D) click streaming

supervised data mining