Deck 7: Business Intelligence and Decision Making

Question 1

The market basket analysis examines relationships to reveal customer behavior patterns as they purchase multiple items.

Answer 1

True

Question 2

OLAP systems achieve their speed and their slice-and-dice capabilities by building multidimensional data cubes.

Answer 2

True

Question 3

Decisions made at the operational level involve long-term strategy and are undertaken by the leaders of the organization.

Answer 3

False

Question 4

Companies use intelligent agents to extract useful business intelligence from private, inaccessible websites.

Question 5

Text mining, which monitors web chatter, helps in managing customer relationships and spotting crises early.

Question 6

What-if analysis allows a user to set a target value for a particular metric and tells the program which variable to change to try to reach the goal.

Question 7

External databases that are either purchased or publicly accessible are not considered reliable sources of business intelligence.

Question 8

Data warehouses offer an opportunity to combine the data housed in separate systems into one and then load it to a database optimized for complex queries.

Question 9

At the operational level, decision makers need more aggregated information, sorted and tallied in different ways, to monitor success and plan next steps compared to those at the strategic level.

Question 10

A dashboard is a gateway that provides access to a variety of relevant information from many different sources on one screen.

Question 11

Strategic-level decisions involve direct interactions with customers and have predetermined policies and procedures that spell out how to handle different situations.

Question 12

Optimization is an extension of goal seeking in which a user can change many variables to reach some maximum or minimum target, as long as the changes stay within the constraints the user identifies.

Question 13

What-if analysis is also known as goal seeking because of the similarities between these two tools.

Question 14

Mid-level decisions undertaken by managers by drawing upon business intelligence to implement marketing plans and product development are made at the tactical level.

Question 15

Text mining is a discovery process in which unstructured text information is the source of business intelligence.

Question 16

The online analytical processing system allows users to slice and dice massive amounts of data stored in data warehouses to reveal significant patterns and trends.

Question 17

Clickstream data refers to every single click by every visitor on a website, along with associated data revealing customer behavior patterns.

Question 18

Building data warehouses often slows down operational systems.

Question 19

Mashup is an approach to aggregating content from multiple internal and external sources on customizable web pages.

Question 20

Stickiness refers to how frequently users move from one related site to another.

Question 21

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?

A)operational
B)tactical
C)strategic
D)administrative

Question 22

Which of the following best describes an operational-level decision?

A)decisions undertaken at the highest level by leaders of an organization
B)mid-level decisions undertaken by managers
C)programmed decisions that deal directly with customers
D)decisions that impact the entire organization and beyond

Question 23

Which of the following is a function of bots?

A)They retrieve information from offline sources.
B)They monitor the productivity of employees in an organization.
C)They build teamwork and interpersonal skills of employees.
D)They collect data from web pages on behalf of a user.

Question 24

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?

A)operational decisions
B)tactical decisions
C)strategic decisions
D)directional decisions

Question 25

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?

A)neural nets
B)dashboards
C)bots
D)mashups

Question 26

Which of the following is a difference between operational-level and tactical-level decision making?

A)Operational decisions are undertaken by managers, whereas tactical decisions are made by junior executives.
B)Operational decisions impact the organization and its industry, whereas tactical decisions deal with routine transactions.
C)Operational decisions mostly address issues like product development and marketing plans, whereas tactical decisions address issues such as investment and hiring policies.
D)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.

Question 27

________ are used by infomediaries to retrieve current product prices from different vendors.

A)Neural nets
B)Bots
C)Expert systems
D)Dashboards

Question 28

Which of the following is a characteristic of decisions made at an organization's strategic level?

A)They involve predetermined policies and procedures that spell out how to handle different situations.
B)They are mostly concerned with routine transactions directly involving customers.
C)They make use of business intelligence to address issues such as product development and marketing plans.
D)They have widespread effects which impact suppliers, customers, and the whole industry.

Question 29

Which of the following functions does an intelligent agent perform?

A)classifying and indexing web pages for search engines
B)collecting and sorting a company's sales data
C)tracking Internet usage patterns of a company's employees
D)monitoring the Internet to screen out malicious software and viruses

Question 30

Which of the following best describes tactical-level decisions?

A)decisions undertaken at the highest level by the leaders of an organization
B)programmed decisions that involve routine transactions and deal directly with customers
C)decisions that impact the entire organization and sometimes, even the industry
D)mid-level decisions undertaken by managers on issues like product development and membership drives

Question 31

Intelligent agents that extract business intelligence from publicly accessible websites are also known as ________.

A)mashups
B)bots
C)servers
D)androids

Question 32

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?

A)strategic-level decisions
B)tactical-level decisions
C)operational-level decisions
D)mid-level decisions

Question 33

Business intelligence is said to be used at the ________ if companies use it to bring meaningful, performance-related information to all employees.

A)operational level
B)directional level
C)strategic level
D)tactical level

Question 34

________ decisions affect the organization and beyond and are guided by the leadership of the organization toward a long-term strategy.

A)Strategic
B)Tactical
C)Operational
D)Specific

Question 35

Which of the following functions do intelligent agents perform in the context of search engines?

A)retrieving downloadable files from online sources
B)screening out malicious codes and viruses
C)distributing third-party cookies
D)monitoring information overload

Question 36

Which of the following is a difference between strategic-level and operational-level decision making?

A)Strategic-level decisions involve regular interactions with customers, unlike operational-level decision making.
B)Unlike operational-level decision making, strategic-level decision making mostly deals with routine transactions.
C)Unlike operational-level decisions, strategic-level decisions follow predetermined policies and procedures and are programmed in nature.
D)The business intelligence needed to make decisions is less structured at the strategic level than at the operational level.

Question 37

Employees working primarily at the ________ decision level deal 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.

A)strategic
B)tactical
C)operational
D)directional

Question 38

Which of the following functions do intelligent agents undertake in business intelligence?

A)extracting useful business information from publicly accessible websites
B)tracking the performance of employees in an organization
C)retrieving information from data warehouses whenever required and reducing information overload
D)tracking fraudulent transactions conducted by the employees of an organization

Question 39

Data mining approaches and statistical techniques used to predict future behavior, especially to unlock the value of business intelligence for strategy, are known as ________.

A)optimization
B)predictive analytics
C)content management systems
D)mashups

Question 40

People at ________ levels in an organization draw on business intelligence to make decisions related to marketing plans, product development, and departmental budgets.

A)operational
B)tactical
C)strategic
D)top

Question 41

Danielle, searching online for a hair fall 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?

A)market basket analysis
B)predictive analysis
C)what-if analysis
D)goal-seeking analysis

Question 42

________ is a statistical technique that reveals customer behavior patterns as they purchase multiple items.

A)What-if analysis
B)Competitor analysis
C)Market basket analysis
D)Goal-seeking analysis

Question 43

Which of the following is an accurate definition of text mining?

A)a discovery process which derives low-quality data from text
B)a discovery process in which unstructured text information is the source of business intelligence
C)a discovery process in which users can change many variables to reach a maximum or minimum target
D)a discovery process which relies heavily on sociograms, pie charts, and spin networks

Question 44

Which of the following is a function of what-if analysis?

A)establishing relationships between many variables and changing some of the variables to see how others are affected
B)establishing relationships between different variables by keeping them constant
C)collecting data from web pages on behalf of a user
D)establishing a target value for a particular metric and telling the program which variable to change to try to reach the goal

Question 45

Which of the following is a tool that supports decision making in organizations?

A)goal-seeking analysis
B)uniform resource locator
C)AJAX
D)bot

Question 46

Which among the following software tools is commonly used as the front end for data retrieval and analysis in most business intelligence tools?

A)MS Outlook
B)MS Excel
C)MS Word
D)MS PowerPoint

Question 47

Which of the following analyses is used by Amazon to show sections titled "Frequently Bought Together" in their product screens?

A)risk analysis
B)competitor analysis
C)predictive analysis
D)market basket analysis

Question 48

Which of the following statements is true of goal-seeking analysis?

A)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.
B)It is a process that analyzes historical and seasonal trends and then takes into account existing and predicted business conditions to estimate goals.
C)It is a process that involves software tools that rely on keywords, semantic structures, linguistic relationships, and common phrases to extract meaningful information.
D)It is a process that involves revealing customer behavior patterns by analyzing their purchase of multiple items.

Question 49

Which of the following is a function of online analytical processing?

A)mimicking the reasoning of a human expert to arrive at a decision
B)organizing and summarizing information vital to an individual's role in an organization
C)feeding vast amounts of information into data warehouses
D)helping organizations spot suspicious activity

Question 50

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.?

A)online analytical processing
B)goal-seeking analysis
C)forecasting analysis
D)what-if analysis

Question 51

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?

A)online analytical processing
B)market basket analysis
C)what-if analysis
D)goal-seeking analysis

Question 52

Which of the following is an accurate definition of online analytical processing?

A)creating and using offline data by multiple users
B)mimicking the reasoning of a human expert to arrive at a decision
C)retrieving, examining, and drilling data into specific groups
D)examining data from a single, consistent perspective

Question 53

________ 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.

A)Goal-seeking analysis
B)What-if analysis
C)Market basket analysis
D)Data aggregation

Question 54

Which of the following statements accurately defines the term predictive analytics?

A)data mining approaches and statistical techniques used to predict future behavior, especially to unlock the value of business intelligence for strategy
B)software programs or "bots" that are sent out to conduct a mission and collect data from web pages on behalf of a user
C)a gateway that provides access to a variety of relevant information from many different sources on one screen
D)a technique that analyzes features in order to predict people present in photos and tag them to other photos on its own

Question 55

________ systems allow users to interactively retrieve meaningful information from data, examining it from many different perspectives, and drilling it down into specific groupings.

A)Forecasting
B)Online analytical processing
C)What-if analysis
D)Goal-seeking

Question 56

Which of the following methods categorizes massive amounts of data stored in data warehouses to reveal significant patterns and trends in the data?

A)online analytical processing
B)what-if analysis
C)multiprocessing
D)goal-seeking analysis

Question 57

Which of the following is a function of market basket analysis?

A)understanding behavior patterns of customers as they buy multiple items
B)helping retailers group customers from a certain geographical area
C)understanding strengths and weaknesses of competitors in the market
D)improving quality of a product after analyzing a competitor's high-in-demand product

Question 58

________ is a discovery process which relies on semantic structures, linguistic relationships, and common phrases to extract meaningful information.

A)Forecasting
B)What-if analysis
C)Text mining
D)CAPTCHA

Question 59

________ 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.

A)Goal-seeking analysis
B)Goal harvesting
C)Market basket analysis
D)Data aggregation

Question 60

Which of the following is a function of predictive analytics?

A)to analyze people present in photos and tag them to other photos on its own
B)to deal directly with customers and handle all routine transactions
C)to unlock the value of business intelligence for strategy
D)to follow predetermined policies and procedures

Question 61

Which of the following is a characteristic of neural nets?

A)They imitate service robots on rescue missions.
B)They imitate the reasoning of a robot in decision-making processes.
C)They come to a decision by drawing from the knowledge base of the particular subject area.
D)They mimic the way a human brain works.

Question 62

Which of the following statements is true of clickstream data?

A)It indicates clicks made by visitors who could not access the site.
B)It indicates clicks made by every visitor in a site.
C)It indicates the total number of links to a site shown in search engine results.
D)It indicates the transfer of data from one website to another.

Question 63

Which of the following is a drawback of the growing power of artificial intelligence?

A)It does not facilitate interaction with humans, and learning exchanges are not possible.
B)Its contributions in areas of financial monitoring and customer behavior are inconsequential.
C)Its techniques are used by scammers to gain access to sites.
D)It does not operate with a built-in operating system but with automatic override options.

Question 64

Which of the following is an accurate definition of CAPTCHA?

A)a tool that helps social bots mine user data
B)a test that a visitor must pass before registering into a site
C)a type of software that tracks user activity on the Internet
D)a tool to assign Internet addresses to various users

Question 65

Which of the following statements is true of expert systems?

A)They are built with OLAP as the foundational base.
B)They mimic the reasoning of human professionals.
C)They learn from training data selected by humans that contain cases defining the paths from input to output.
D)They are widely used to detect patterns in data from massive data sets and report such patterns.

Question 66

Software that mimic the reasoning and decision making of human professionals, drawing from a base of knowledge about a particular subject area developed with the assistance of the skillful, are known as ________.

A)neural networks
B)emulator experts
C)expert systems
D)intelligent agents

Question 67

Which of the following is a function of forecasting?

A)setting a target value and telling the program which variable to change to reach the goal
B)using semantic structures and linguistic relationships to extract meaningful business intelligence
C)calculating relationships between variables and allowing users to change some variables to see how others are impacted by it
D)analyzing seasonal trends, using statistical decision support tools, to predict the future

Question 68

Which of the following holds true of neural nets?

A)They borrow a human's approach by using neural signals instead of digital ones.
B)They imitate service robots using neural networks.
C)They borrow the brain's approach, using digital signals in place of neural ones.
D)They aim to achieve higher productivity by imitating robots in domestic operations.

Question 69

Which of the following is true of neural networks?

A)They imitate service robots using neural networks.
B)They aim to achieve higher productivity by imitating robots in domestic operations.
C)They borrow a human's approach by using neural signals instead of digital ones.
D)They work the same way as the human brain by reinforcing memory.

Question 70

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?

A)goal-seeking analysis
B)forecasting
C)market basket analysis
D)what-if analysis

Question 71

The term "artificial intelligence" describes the ________.

A)capability of some machines that can mimic human intelligence
B)intellectual development synthetically induced in human infants
C)ability of some humans to imitate machine-like actions
D)level of pervasion of technologies in everyday human life

Question 72

________ is a test created by software developers to thwart software bots that the visitor must pass before continuing to register or enter the site.

A)HTML
B)CAPTCHA
C)OLAP
D)SMTP

Question 73

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.

A)packet data
B)Internet traffic
C)keystroke log
D)clickstream data

Question 74

Which of the following is true about neural networks?

A)They mimic the way a robot thinks.
B)They are far simpler than the human brain.
C)They borrow a human's approach by using neural signals instead of digital ones.
D)Their success is inversely related to the number and quality of the cases they can learn from.

Question 75

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?

A)real-time data
B)keystroke logging
C)clickstream data
D)mangled packets

Question 76

________ 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.

A)What-if analysis
B)Predictive analysis
C)Forecasting
D)Optimization

Question 77

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?

A)enter a sequence of letters and numbers from an image
B)provide her contact details and Social Security Number
C)upload her photo and provide visible identification marks
D)provide an alternative email address

Question 78

________ refers to analyzing historical and seasonal trends and then taking into account existing and predicted business conditions to estimate some variable of interest.

A)Optimization
B)What-if analysis
C)Forecasting
D)Goal-seeking analysis

Question 79

Which of the following is a reason why CAPTCHA may no longer be widespread?

A)technological developments leading to expert systems mimicking the reasoning of human experts
B)technology that makes images fuzzy and fonts irregular so that bots and humans have equal difficulty deciphering them
C)technology that can discriminate between the mouse movements and keystrokes of bots and humans
D)the taking over of artificial intelligence by intelligent agents

Question 80

Which of the following is a distinctive feature of optimization?

A)It enables a user to control the output of a process by changing only a single variable.
B)It analyzes historical and seasonal trends to optimize productivity.
C)It allows a user to change many variables to reach its maximum or minimum target.
D)It allows a user to "slice and dice" or drill down massive amounts of data stored in data warehouses.