Business Intelligence, 4e(sharda/Delen/Turban) Chapter 5 Predictive Analytics I: Text, Web, and social Media 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: 251 2)Categorization and clustering of documents during text mining differ only in the preselection of categories Answer: TRUE Diff: 2 Page Ref: 252 3)Articles and auxiliary verbs are assigned little value in text mining and are usually filtered out Answer: TRUE Diff: 2 Page Ref: 253 4)In the car insurance case study, text mining was used to identify auto features that caused inJuries Answer: FAL Diff: 2 Page Ref: 254-255 5)Regional accents present challenges for natural language processing Answer: TRUE Diff: 2 Page Ref: 256 6)In the Tito's Vodka case study, trends in cocktails were studied to create a quarterly recipe for Answer: TRUE Diff: 2 Page Ref: 306 7)In the Wimbledon case study, designers balanced the needs of mobile and desktop computer users Answer: TRUE Diff: 2 Page Ref: 278 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: 272 9)In sentiment analysis, sentiment suggests a transient, temporary opinion reflective of one's feelings Answer: FALSE Diff: 2 Page Ref: 276 Copyright C 2018 Pearson Education, Inc
1 Copyright © 2018 Pearson Education, Inc. Business Intelligence, 4e (Sharda/Delen/Turban) Chapter 5 Predictive Analytics II: Text, Web, and Social Media 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: 251 2) Categorization and clustering of documents during text mining differ only in the preselection of categories. Answer: TRUE Diff: 2 Page Ref: 252 3) Articles and auxiliary verbs are assigned little value in text mining and are usually filtered out. Answer: TRUE Diff: 2 Page Ref: 253 4) In the car insurance case study, text mining was used to identify auto features that caused injuries. Answer: FALSE Diff: 2 Page Ref: 254-255 5) Regional accents present challenges for natural language processing. Answer: TRUE Diff: 2 Page Ref: 256 6) In the Tito's Vodka case study, trends in cocktails were studied to create a quarterly recipe for customers. Answer: TRUE Diff: 2 Page Ref: 306 7) In the Wimbledon case study, designers balanced the needs of mobile and desktop computer users. Answer: TRUE Diff: 2 Page Ref: 278 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: 272 9) In sentiment analysis, sentiment suggests a transient, temporary opinion reflective of one's feelings. Answer: FALSE Diff: 2 Page Ref: 276
0) 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: 276 I 1) 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: 276 12)Search engines are only used in the context of the World wide Web(www) Answer: FALSE Diff: 2 Page Ref: 291 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: 294-295 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 Ansy Diff: 2 Page Ref: 299 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: 303 16 Web-based media has nearly identical cost and scale structures as traditional media Answer: FALSE Diff: 2 Page Ref: 309 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: 309-310 18) In the evolution of social media user engagement, the largest recent change is the growth of creators Answer: FAL Diff: 2 Page Ref: 310-31 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 sentiment Answer: FALSE Diff: 2 Page Ref: 311 Copyright C 2018 Pearson Education, Inc
2 Copyright © 2018 Pearson Education, Inc. 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: 276 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: 276 12) Search engines are only used in the context of the World Wide Web (WWW). Answer: FALSE Diff: 2 Page Ref: 291 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: 294-295 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: 299 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: 303 16) Web-based media has nearly identical cost and scale structures as traditional media. Answer: FALSE Diff: 2 Page Ref: 309 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: 309-310 18) In the evolution of social media user engagement, the largest recent change is the growth of creators. Answer: FALSE Diff: 2 Page Ref: 310-311 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: 311
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: 312 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: 248-250 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: 253 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: 256 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 Answer: D Diff: 2 Page Ref: 256 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: 273-274 Copyright C 2018 Pearson Education, Inc
3 Copyright © 2018 Pearson Education, Inc. 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: 312 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: 248-250 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: 253 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: 256 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 Answer: D Diff: 2 Page Ref: 256 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: 273-274
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: 277 27) In the wimbledon case study the tournament used data for each match in real time to highlight A)winners and losers B)player histories C)significant events D)advertiser content Answer: C Diff: 2 Page Ref: 278-280 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: 281 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 Answer: C Diff: 3 Page Ref: 284-285 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 Answer:A Diff: 3 Page Ref: 284 Copyright C 2018 Pearson Education, Inc
4 Copyright © 2018 Pearson Education, Inc. 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: 277 27) In the Wimbledon case study, the tournament used data for each match in real time to highlight A) winners and losers. B) player histories. C) significant events. D) advertiser content. Answer: C Diff: 2 Page Ref: 278-280 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: 281 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. Answer: C Diff: 3 Page Ref: 284-285 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 Answer: A Diff: 3 Page Ref: 284
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 D)collections of documents Answer: B Diff: 3 Page Ref: 286 32)What does Web content mining involve? B)analyzing the unstructured content of Web pager sq A)analyzing the universal resource locator in Web page C)analyzing the pattern of visits to a Web site D)analyzing the Page Rank and other metadata of a Web page Answer: B Diff: 2 Page Ref: 289 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: 293 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: 294-295 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 anal Answer: C Diff:3 Page Ref: 299 Copyright C 2018 Pearson Education, Inc
5 Copyright © 2018 Pearson Education, Inc. 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: 286 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: 289 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: 293 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: 294-295 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: 299