Business Intelligence A Managerial Perspective on Analytics 3E TB

Business Intelligence A Managerial Perspective on Analytics 3E TB

Business Intelligence, 3e (Sharda/Delen/Turban)
Chapter 5 Text, Web, and Social Analytics

1) Text analytics is the subset of text mining that handles information retrieval and extraction, plus data mining.
Answer: FALSE
Diff: 2 Page Ref: 206

2) Categorization and clustering of documents during text mining differ only in the preselection of categories.
Answer: TRUE
Diff: 2 Page Ref: 206-207

3) Articles and auxiliary verbs are assigned little value in text mining and are usually filtered out.
Answer: TRUE
Diff: 2 Page Ref: 207

4) In the patent analysis case study, text mining of thousands of patents held by the firm and its competitors helped improve competitive intelligence, but was of little use in identifying complementary products.
Answer: FALSE
Diff: 2 Page Ref: 208-209

5) Regional accents present challenges for natural language processing.
Answer: TRUE
Diff: 2 Page Ref: 210

6) In the Hong Kong government case study, reporting time was the main benefit of using SAS Business Analytics to generate reports.
Answer: TRUE
Diff: 2 Page Ref: 212

7) In the financial services firm case study, text analysis for associate-customer interactions were completely automated and could detect whether they met the company’s standards.
Answer: TRUE
Diff: 2 Page Ref: 219

8) 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.
Answer: TRUE
Diff: 2 Page Ref: 225

9) In sentiment analysis, sentiment suggests a transient, temporary opinion reflective of one’s feelings.
Answer: FALSE
Diff: 2 Page Ref: 229

10) 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.
Answer: TRUE
Diff: 2 Page Ref: 232
11) 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.
Answer: TRUE
Diff: 2 Page Ref: 235

12) Generally, making a search engine more efficient makes it less effective.
Answer: TRUE
Diff: 2 Page Ref: 243

13) Search engine optimization (SEO) techniques play a minor role in a Web site’s search ranking because only well-written content matters.
Answer: FALSE
Diff: 2 Page Ref: 246

14) 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.
Answer: TRUE
Diff: 2 Page Ref: 250

15) Since little can be done about visitor Web site abandonment rates, organizations have to focus their efforts on increasing the number of new visitors.
Answer: FALSE
Diff: 2 Page Ref: 256

16) Decentralization, the need for specialized skills, and immediacy of output are all attributes of Web publishing when compared to industrial publishing.
Answer: FALSE
Diff: 2 Page Ref: 262

17) Consistent high quality, higher publishing frequency, and longer time lag are all attributes of industrial publishing when compared to Web publishing.
Answer: FALSE
Diff: 2 Page Ref: 262

18) Web site visitors who critique and create content are more engaged than those who join networks and spectate.
Answer: TRUE
Diff: 1 Page Ref: 263

19) 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.
Answer: FALSE
Diff: 2 Page Ref: 264

20) 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.
Answer: FALSE
Diff: 3 Page Ref: 265-266
21) In the opening vignette, the architectural system that supported Watson used all the following elements EXCEPT
A) massive parallelism to enable simultaneous consideration of multiple hypotheses.
B) an underlying confidence subsystem that ranks and integrates answers.
C) a core engine that could operate seamlessly in another domain without changes.
D) integration of shallow and deep knowledge.
Answer: C
Diff: 3 Page Ref: 203

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.
Answer: A
Diff: 2 Page Ref: 207

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.
Answer: A
Diff: 3 Page Ref: 210

24) What data discovery process, whereby objects are categorized into predetermined groups, is used in text mining?
A) clustering
B) association
C) classification
D) trend analysis
Answer: C
Diff: 2 Page Ref: 224

25) In the research literature case study, the researchers analyzing academic papers extracted information from which source?
A) the paper abstract
B) the paper keywords
C) the main body of the paper
D) the paper references
Answer: A
Diff: 1 Page Ref: 226

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.
Answer: B
Diff: 3 Page Ref: 230
27) In the Whirlpool case study, the company sought to better understand information coming from which source?
A) customer transaction data
B) delivery information
C) customer e-mails
D) goods moving through the internal supply chain
Answer: C
Diff: 2 Page Ref: 231

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.
Answer: A
Diff: 3 Page Ref: 232

29) How is objectivity handled in sentiment analysis?
A) It is ignored because it does not appear in customer sentiment.
B) It is incorporated as a type of sentiment.
C) It is clarified with the customer who expressed it.
D) It is identified and removed as facts are not sentiment.
Answer: D
Diff: 3 Page Ref: 234

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 phrase
C) a catalog of letters, words, phrases and sentences
D) a catalog of customers, products, words, and phrase
Answer: A
Diff: 3 Page Ref: 236

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
Answer: B
Diff: 3 Page Ref: 237

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
Answer: B
Diff: 2 Page Ref: 241
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.
Answer: D
Diff: 3 Page Ref: 244

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.
Answer: B
Diff: 2 Page Ref: 246

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
Answer: C
Diff: 3 Page Ref: 251

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.
Answer: C
Diff: 2 Page Ref: 254

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.
Answer: D
Diff: 3 Page Ref: 255

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.
Answer: B
Diff: 3 Page Ref: 256
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.
Answer: C
Diff: 3 Page Ref: 262

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.
Answer: C
Diff: 2 Page Ref: 264

41) IBM’s Watson utilizes a massively parallel, text mining—focused, probabilistic evidence-based computational architecture called ________.
Answer: DeepQA
Diff: 2 Page Ref: 203

42) ________, also called homonyms, are syntactically identical words with different meanings.
Answer: Polysemes
Diff: 2 Page Ref: 207

43) When a word has more than one meaning, selecting the meaning that makes the most sense can only be accomplished by taking into account the context within which the word is used. This concept is known as ________.
Answer: word sense disambiguation
Diff: 3 Page Ref: 210

44) ________ is a technique used to detect favorable and unfavorable opinions toward specific products and services using large numbers of textual data sources.
Answer: Sentiment analysis
Diff: 2 Page Ref: 211

45) In the Mining for Lies case study, a text based deception-detection method used by Fuller and others in 2008 was based on a process known as ________, which relies on elements of data and text mining techniques.
Answer: message feature mining
Diff: 2 Page Ref: 215

46) At a very high level, the text mining process can be broken down into three consecutive tasks, the first of which is to establish the ________.
Answer: Corpus
Diff: 2 Page Ref: 221
47) Because the term-document matrix is often very large and rather sparse, an important optimization step is to reduce the ________ of the matrix.
Answer: dimensionality
Diff: 2 Page Ref: 223

48) ________ is mostly driven by sentiment analysis and is a key element of customer experience management initiatives, where the goal is to create an intimate relationship with the customer.
Answer: Voice of the customer (VOC)
Diff: 2 Page Ref: 232

49) When viewed as a binary feature, ________ classification is the binary classification task of labeling an opinionated document as expressing either an overall positive or an overall negative opinion.
Answer: polarity
Diff: 2 Page Ref: 235

50) Web pages contain both unstructured information and ________, which are connections to other Web pages.
Answer: hyperlinks
Diff: 1 Page Ref: 239

51) Web ________ are used to automatically read through the contents of Web sites.
Answer: crawlers/spiders
Diff: 1 Page Ref: 240

52) A(n) ________ is one or more Web pages that provide a collection of links to authoritative Web pages.
Answer: hub
Diff: 1 Page Ref: 242

53) A(n) ________ engine is a software program that searches for Web sites or files based on keywords.
Answer: search
Diff: 1 Page Ref: 243

54) In the Lotte.com retail case, the company deployed SAS for Customer Experience Analytics to better understand the quality of customer traffic on their Web site, classify order rates, and see which ________ had the most visitors.
Answer: channels
Diff: 2 Page Ref: 248

55) ________ Web analytics refers to measurement and analysis of data relating to your company that takes place outside your Web site.
Answer: Off-site
Diff: 1 Page Ref: 251

56) A ________ Web site contains links that send traffic directly to your Web site.
Answer: referral
Diff: 2 Page Ref: 254