MIS Exam 2: Ch 7
________ is a decision support tool, often based on an Excel model, in which the user sets a target value for a particular variable, such as profit/ loss, and tells the program which variable to change to try to reach the objective.
Goal-seeking analysis
Which of the following is a distinctive feature of optimization?
It allows a user to change many variables to reach its maximum or minimum target
Which of the following statements is true of clickstream data?
It indicates clicks made by every visitor in a site.
Which of the following statements is true of goal-seeking analysis?
It is a process of setting a target value for a particular variable and telling the program which variable to change to reach the goal.
Which of the following is a drawback of the growing power of artificial intelligence?
Its techniques are used by scammers to gain access to sites.
________ is an extension of goal-seeking analysis in which the user can change many variables to reach some maximum or minimum target, as long as the changes stay within the constraints the user identifies.
Optimization
________ refer to each bit of content or functionality that a user can customize and add to the display.
Portlets
________ refers to how long visitors remain at a particular website.
Stickiness
________ decisions affect the organization and beyond and are guided by the leadership of the organization toward a long-term strategy.
Strategic
________ refers to analyzing historical and seasonal trends and then taking into account existing and predicted business conditions to estimate a particular variable of interest.
Forecasting
Which of the following is an accurate definition of text mining?
a discovery process in which unstructured text information is the source of business intelligence
Which of the following best describes an IT dashboard?
a graphical user interface that organizes information vital to a user's role and decisions that user makes
The term "artificial intelligence" describes the ________
capability of some machines to mimic human intelligence
Which of the following functions does an intelligent agent perform?
classifying and indexing web pages for search engines
Which of the following best describes tactical-level decisions?
mid-level decisions undertaken by managers on issues like product development and membership drives
Data mining approaches and statistical techniques used to predict future behavior, especially to unlock the value of business intelligence for strategy, are known as _______
predictive analytics
Which of the following best describes an operational-level decision?
programmed decisions that deal directly with customers
Which of the following best describes keyword advertising?
text ads that appear as sponsored links along with the results of a particular word search in a search engine
Which of the following is an accurate definition of a top landing page?
the number of entrances to a site for each page
Which of the following is an accurate definition of the web metric "unique visitors"?
the number of first time visitors to a site
In web metrics, which of the following best describes depth of visit?
the number of page views per visit
Which of the following is a function of online analytical processing?
) helping organizations spot suspicious activity
________ are used by infomediaries to retrieve current product prices from different vendors.
Bots
________ is a web metric that refers to the percentage of visits in which the user left the site from the same page he or she entered it.
Bounce rate
________ is a test created by software developers to thwart software bots that the visitor must pass before continuing to register or enter the site.
CAPTCHA
Which among the following software tools is commonly used as the front end for data retrieval and analysis in most business intelligence tools?
MS Excel
________ is a statistical technique that reveals customer behavior patterns as they purchase multiple items.
Market basket analysis
________ systems allow users to interactively retrieve meaningful information from data, examining it from many different perspectives, and drilling it down into specific groupings.
Online analytical processing
Which of the following is a difference between operational-level and tactical-level decision making?
Operational decisions require detailed, structured information about actual transactions by customers, whereas tactical decisions need more aggregated information to monitor success and plan next steps.
________ is a discovery process which relies on semantic structures, linguistic relationships, and common phrases to extract meaningful information.
Text mining
Which of the following is a difference between strategic-level and operational-level decision making?
The business intelligence needed to make decisions is less structured at the strategic level than at the operational level
Which of the following is true about neural networks?
They are far simpler than the human brain.
Which of the following statements is true of portals?
They are gateways that provide access to a variety of relevant information from many different sources on one screen.
Which of the following holds true of neural nets?
They borrow the brain's approach, using digital signals in place of neural ones.
Which of the following is a function of bots?
They collect data from web pages on behalf of a user
Which of the following is a characteristic of decisions made at an organization's strategic level?
They have widespread effects which impact suppliers, customers, and the whole industry.
Which of the following statements is true of expert systems?
They mimic the reasoning of human professionals.
Which of the following is a characteristic of neural nets?
They mimic the way a human brain works
Which of the following is true of neural networks?
They work the same way as the human brain by reinforcing memory.
________ is a simulation model, often constructed using Excel, which calculates the relationships between many variables; users can change some variables to see how others are affected.
What-if analysis
Which of the following is an accurate definition of CAPTCHA?
a test that a visitor must pass before registering into a site
Which of the following is an accurate definition of a mashup?
an approach to aggregating content from multiple sources on customizable web pages
Which of the following is a function of forecasting?
analyzing seasonal trends, using statistical decision support tools, to predict the future
Intelligent agents that extract business intelligence from publicly accessible websites are also known as ________.
bots
iTicket, an online event-ticketing site, recently discovered that most of its good seats for a widely anticipated concert were preemptively booked in bulk by brokers. This resulted in a shortage of tickets that the public could have bought themselves. Which of the following would have best helped the brokers to book tickets in such large numbers?
bots
Escapade Holidays is a travel house in New Jersey that recently created a website to attract travel clientele for the company. It is vital that the company is able to track time spent on each page by visitors, which helps Escapade understand the destinations and offers that customers seek. Which of the following will best help the company understand customer behavior patterns as well as reveal the URLs left by visitors?
clickstream data
The term ________ refers to data associated with revealing customer behavior patterns, such as time spent on the page, the URL the visitor just left, and the visitor's IP address.
clickstream data
The ratio of visitors who buy a product from a website divided by the total number of visitors can be referred to as the ________.
conversion rate
In e-commerce metrics, ________ refers to the amount an advertiser pays each time a visitor clicks on the ad to navigate to the advertiser's site.
cost per clickthrough
A ________ is a graphical user interface that organizes and summarizes information vital to the user's role and the decisions that user makes.
dashboard
Which of the following statements accurately defines the term predictive analytics?
data mining approaches and statistical techniques used to predict future behavior, especially to unlock the value of business intelligence for strategy
Johanna wishes to enroll for TryMail's email service. Which of the following actions should TryMail ask Johanna to take in order to establish that she is not a software bot?
enter a sequence of letters and numbers from an image
Which of the following is a function of what-if analysis?
establishing relationships between many variables and changing some of the variables to see how others are affected
Software applications that mimic the reasoning and decision making of human professionals, drawing from a base of knowledge about a particular subject area, are known as ______
expert systems
Which of the following functions do intelligent agents undertake in business intelligence?
extracting useful business information from publicly accessible websites
The analysts at Swirlees, a brand of ice-cream, are asked to assess revenue generated over the past five years to observe seasonal and historical trends so that they can make a business estimate for the next year. After extensive analysis, they arrive at the conclusion that the sales were highest during the months of July and August, the summer months in the country, and an all-time low during January, the peak of winter. Which of the following tools would best help them in making an estimate for the upcoming year?
forecasting
Which of the following is a tool that supports decision making in organizations?
goal-seeking analysis
Which of the following is stickiness a measure of?
how long visitors linger at a website
The term ________ refers to quantifiable metrics used to evaluate an organization or an individual's success in a particular activity.
key performance indicators
Just Cazuals, a brand of street wear in California, recently advertised its newly launched line of clothing. The firm pays Spydrware, a search engine, for delivering the link to its website as the top search result to Internet users when they search for words such as "jeans" and "fashion." This is an example of ________.
keyword advertising
Danielle, searching online for a hair loss control shampoo, entered the HairCare website. She noticed that the HairCare web page for shampoos also showed conditioners, hair gels, and hair dryers in the "Customers Who Bought This Item Also Bought" section in its product screens. Which of the following techniques does HairCare use in order to cross-sell its products?
market basket analysis
Shirley Yearwood is an analyst at a retail outlet and is required to assess customer data to understand which items are more likely to be bought together. What analysis process will best help her to analyze purchasing habits of customers who bought gum boots along with umbrellas, ties along with shirts, and hair clips along with headbands among other related products?
market basket analysis
Which of the following analyses is used by Amazon to show sections titled "Frequently Bought Together" in their product screens?
market basket analysis
Sam Reid is a web designer at a publishing firm in Minnesota. He wants to use a process to aggregate a wide array of information like book reviews, customer feedback, awards won, and company details on the firm's public website. Which of the following should he use in order to bring together all this information from multiple internal and external sources onto the firm's customizable web pages?
mashup
The term ________ refers to an approach to aggregating content from internal and external sources on customizable web pages that relies on Web 2.0 technologies.
mashup
James, who works in the marketing department of the Whistlewoods Hotel, has been given the responsibility of identifying patterns in the preferences of guests who have repeatedly visited the hotel in the past ten years. Which of the following would best help him categorize the massive amounts of data to reveal preferences of guests, such as type of suite, room service, etc.?
online analytical processing
Which of the following methods categorizes massive amounts of data stored in data warehouses to reveal significant patterns and trends in the data?
online analytical processing
Employees working primarily at the ________ decision level interact directly with customers and handle all the routine transactions where their decisions follow predetermined policies and procedures that spell out how to handle different situations.
operational
Clara Thomas is an employee at the Citizens Trade Bank. What type of decisions will she undertake if her responsibilities include receiving customer queries, fixing appointments for sales representatives of the bank, and tracking potential clients through call records?
operational decisions
Business intelligence is said to be used at the ________ if companies use it to bring meaningful, performance-related information to all employees.
operational level
What does bounce rate mean in the context of web metrics?
percentage of visits in which the user leaves the site from the same page he or she entered it
The term ________ refers to gateways that provide access to a variety of relevant information from many different sources on one screen.
portal
Which of the following best describes the term key performance indicator?
quantifiable metrics most important to an individual's role and an organization's success
Which of the following functions do intelligent agents perform in the context of search engines?
retrieving downloadable files from online sources
Which of the following is an accurate definition of online analytical processing?
retrieving, examining, and drilling data into specific groupings
Jane Adams is a director at Wilderness, a travel house in Manhattan. What type of decisions would she have to make if Wilderness decides to open a new branch of the company in Chicago?
strategic-level decisions
Josh Lucas is a marketing manager at Grey Thompson, the largest advertising firm in Washington. What level of decision making would Josh be involved in if he undertakes decisions on promotional campaigns, guerilla marketing, and brand awareness?
tactical
People at ________ levels in an organization draw on business intelligence to make decisions related to marketing plans, product development, and departmental budgets.
tactical
Which of the following is a reason why CAPTCHA may no longer be so widespread?
technology that can discriminate between the mouse movements and keystrokes of bots and humans
Which of the following is an accurate definition of conversion rate?
the ratio of visitors who complete some activity divided by the total number of visitors
Which of the following is a function of predictive analytics?
to unlock the value of business intelligence for strategy
Which of the following is a function of market basket analysis?
understanding behavior patterns of customers as they buy multiple items
Which of the following steps should be undertaken while designing a dashboard?
using seven or fewer graphs, charts, maps, or tables on one dashboard
A standardized and regularly updated output from a publisher that can be embedded in a customized mashup is known as a ________.
web feed
