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IS 335: Chapter 4
IS 335 Chapter 4 Practice Questions
| Question | Answer |
|---|---|
| What are two ways information is integrated? | 1) Synthesis of new insights from unstructured data residing in the organization's enterprise systems. 2) Creation of new insights via the integration of unstructured organizational data with external data. |
| The decision of whether to use external data or not is related primarily to: | 1) Business needs 2) Data Availability and Organizational Expertise 3) BI Application Sophistication 4) BI Budget |
| What is ORM? | Operational Risk Management, it relates to identifying enterprise-wide risks, controls, and performance reports in a timely manner. |
| What is RTBI? | Real-time data-like. It is real-time data into the supply chain. |
| What is Data Collection? | Defining the data sources for the study, including as we mentioned above the use of external public data and proprietary databases. |
| What is Data Description? | Descriptors may include the number of fields (columns) and a measure of how sparse the database is (percent of records missing). For each data field, the following is described: data type, definition, source, unit of measure, and... |
| What is Data Quality and Verification? | Whether any of the data should be disregarded due to irrelevance or lack of quality. |
| Data understanding includes the following steps: | 1) Data Collection 2) Data Description 3) Data Quality and Verification |
| What percentage of critical data in Fortune 1000 companies is flawed? | 25% |
| What is GIGO? | Garbage-in-garbage-out. Irrelevant or inconsistent data must be excluded from the analysis: otherwise it will negatively affect the results of the application results. |
| Many data mining tools allow... | Specifying which fields are to be ignored by the analysis model. |
| Define Environmental Scanning: | Scanning for information about events and relationships in a company's outside environment, the knowledge of which would assist top management in its task of charting the company's future course of action. |
| Define Environment Scanning (Second Definition): | Acquisition and use of information about events, trends and relationships in an organization's external environment, the knowledge of which would assist management in planning the organization's future course of action. |
| Environmental Scanning includes looking for... | (seeking or searching) information as well as looking at (viewing or using) information. |
| What are the dimensions of Environmental Scanning? | Environmental Analyzability (EA or perceived environmental uncertainty) and Organizational Intrusiveness (OI, extent to which the organization allocates resources for information search). |
| Organizations may be classified into one out of the... | Four modes of environmental scanning. |
| What are the different modes of environmental scanning? | 1) Undirected Viewing- (EA = unanalyzable, OI = passive) 2) Conditioned Viewing - (EA = analyzable, OI = passive) 3) Searching (EA = analyzable, OI = active) 4) Enacting (EA = unanalyzable, OI = active) |
| What does it mean if an organization is in the undirected viewing mode? | Will tend to be satisfied with limited, soft information and does not seek comprehensive, hard data... relying more on irregular contacts and casual information from external, people sources. |
| What does it mean if an organization is in the conditioned viewing mode? | Makes use of the standard procedures, typically employing internal, non-people sources, with a significant amount of data coming from external reports, databases, and sources that are highly respected and widely used in the industry |
| What does it mean if an organization is in the Searching mode? | Systemically analyzes data to produce market forecasts, trend analysis, and intelligence reports. Firms in the searching mode view information seeking as a broad and open activity, based on their willingness to revise or update their existing knowledge. |
| What does it mean if an organization is in the enacting mode? | Firms will construct their own environments. They gather information by trying new behaviors and seeing what happens. They experiment, test, and stimulate, and they ignore precedent, rules, and tradition expectations |
| An organization's environmental scanning mode will... | Largely define its BI strategy, with organizations in increasingly complex environments understanding the need to scan more broadly in order to reduce uncertainty. |
| Firms in the scanning mode will need to provide... | Available information about their customers, competitors, and the industry as a whole to their employees at large, making the case for a wider deployment of BI applications at the organizational level |
| An organization's environment could be perceived as uncertain due to a number of reasons: | 1) Industry or Market 2) Technology 3) Regulatory 4) Economic 5) Social 6) Political |
| The industry or market's of an organization environment will... | Will be under increasing pressure to understand the role of its competitors in the market, and the relationship with its customers and suppliers, as well as be alert to emerging trends and challenges |
| The technology's environment of an organization will... | New technologies can have substantial impacts on business and production processes, impacting efficiencies, changes in production, infrastructure, and communication. |
| The regulatory's environment of an organization will... | Changes in laws and its emphasis on documenting business processes-will have a major impact on the firm. |
| The economic's environment of an organization will... | Fluctuations in international and national economic trends can also impact the environmental uncertainty of the firm, defining, for example, where components are sourced from in the manufacturing supply chain. |
| The social's environment of an organization will... | Market changes may also be the result of more subtle changes, such as demographic shifts in relevant customer segments. |
| The political's environment of an organization will... | Ex) Terrorist act of Sept 11, 2011, resulted in dramatic impacts to businesses, but in particular, it completely redefined business processes for the entire airline industry |
| What are the most important techniques used to identify and extract external business information? | Text mining and web mining |
| Define Text Mining: | Mining the content of unstructured data, in the sense that this data source may not reside in a structured database but is more likely in an unstructured. |
| Define Web Mining: | Web crawling with online text mining. |
| Define Online Analyst: | Example of a system for environmental scanning of competitive intelligence. System consists of an intelligent agent that surfs the web in an intelligent fashion: searching, reading, and analyzing documents that are retrievable online. |
| Text Mining refers to... | Discovering new insights by automatically reading large documents (corpora) of text written in natural language (like, for ex, the English language). |
| Text Mining focuses on... | Information retrieval (IR) information extraction, and information stigmatization. |
| In Text Mining, documents are indexed by... | the words they contain, using information retrieval (IR) techniques. |
| Document Text Mining relies on... | Text categorization (TC) techniques to uncover new knowledge from it. |
| Define Text Categorization: | Task of assigning predefined categories to free-text documents |
| Text Categorization relies on... | IR indexing techniques, which are used in the construction of document classifiers. |
| IR Indexing Techniques consist of... | Calculating a function-such as, for example, multivariate regression, nearest neighbor classifiers, probabilistic Bayesian models, decision trees, neural networks, symbolic rule learning, and support vector machines. |
| IR indexing techniques consist of calculating the... | Functions of Term Frequency (TF) and Term Frequency Inverse Document Frequency (TFIDF). |
| Define TFIDF: | Term Frequency Inverse Document Frequency, Consists of the product of a term frequency and its inverse document frequency, which depends on the frequency of occurrence of a specific keyword term in the text & the # of documents appear in |
| Define Term Frequency: | Refers to how frequently a term occurs in the text, which represents the importance of the term |
| Define Inverse Document Frequency (IDF): | Increases the significance of terms that appear in fewer documents, while downplaying terms that appear in fewer documents, while downplaying terms that occur in many documents. |
| The text mining techniques can be classified in the main layers... | 1) Natural Language Processing (NLP) or Linguistic Analysis 2) Statistical and Co-Occurrence Analysis 3) Statistical and neural networks clustering and categorization 4) Visualization and human computer interfaces (HCI) |
| Natural Language Processing (NLP) or Linguistic Analysis is used... | Identify key concept descriptors (the who, what, when, or where) which are embedded in the textual documents. |
| Statistical and co-occurrence analysis is used like... | TFIDF function. |
| Statistical and Neural networks clustering categorizations are used to... | Group similar documents together, as well as communities into domain categories. |
| Visualization and human computer interfaces (HCI) can reveal... | Conceptual associations, which can be represted in various dimensions, such as one-, two-, and three-dimensional views. |
| Define Text Analytics: | Viewed as the voice of customer technology, it is designed to discover the customer sentiments from the communications instead of nugget of information. It is the technology choice to analyze the content of social networking sites. |
| It is estimated that (blank percentage) of the world's online content is based on text. | 80% |
| Much of the data that exists on the web is... | Text data |
| Web pages are indexed by... | The words they contain, using information retrieval (IR) techniques to uncover new knowledge from it. |
| What are the diferent types of uses of web mining? | 1) Web structure mining 2) Web usage mining 3) Web content mining |
| Web usage mining includes how many different types of tasks? | Three 1) Preprocessing 2) Pattern Discovvery 3) Pattern Analysis |
| What is web structure mining? | Consists of examining how documents on the web are structured, seeking to discover the underlying the web link structures. Used to categorize web pages and uncover the relationship between web sites and their similarities |
| What is Intra-page structure mining? | Used to evaluate the arrangement of the various HTML and XML tags within a web page. |
| What is Inter-page structure mining? | Refers to hyperlinks connecting one web page to another |
| What is web usage mining? | Known as clickstream analysis, consist of identifying the user navigation patterns through the web pages in a domain. Used to uncover web surfers behaviors by examining their interactions with the web site, mouse clicks, queries, and transactions |
| What is preprocessing? | Consist of converting data about the web page's use, content, and structure, preparing datasets for pattern discover that may originate from different data sources. |
| What step is the most challenging in web usage mining and why? | Preprocessing. Involves data collection from multiple servers (including proxy servers), cleansing extraneous information, and using data collected by cookies for identification purposes |
| What is pattern analysis? | Takes advantage of visualization and online analytical processing (OLAP) techniques to aid the understanding of the data, notice unusual values, and identify possible relationships between the variables. |
| What is pattern discovery? | Use of DM techniques. |
| What is web content mining? | Discover what a web page is about and how to uncover new knowledge from it. Includes analysis of the semistructured and unstructured content used to create the web page, including audio, text, images, video, hyperlinks, and metadata. |
| What is Customers Relationship Management (CRM)? | Consist of mechanisms and technologies used to manage the interactions between a company and its customers. |
| Define Operational CRM: | Includes the support of call centers and sales force automation. Most companies have implemented such systems. Firms are able to establish a single view and point of contact for each customer. |
| Define Analytical CRM: | Employ data mining techniques to create new insights about their customers in order to better understand and serve their clients |
| Why did early adopters of CRM initially invest in analytical CRM applications? | 1) Integrate customer viewpoint across all touchpoints 2) Respond to customer demands in "internet time" 3) Gain more value from BI investments |
| What is the goal of CRM? | Construct an integrated view of the customer, to understand the customer touchpoints and therefore create new insights about the client that will enable organizations to better recognize and service the client's needs. |
| Analysis of web data can provide... | Important insight into customer behaviors and preferences, which can be used to improve online content and design |
| In CRM applications, data mining prediction models are used to... | Calculate a customer score, which is a numeric value assigned to each customer databased record that specifies the probability that the customer in question will behave in a specific manner. |
| Define Customer Churn: | Measure of customer attrition, it is defined as the number of customers who discontinue a service during a specified time period. |
| How did RFID emerge? | Domain of radio and radar applications, and was originally described by Harry Stockman as a technology for "point-to-point communication. Radio, light, or sound waves may be used for the transmission under approximate conditions of specular reflection |
| Today, RFID is involved in... | Improving the management of supply chains and inventory tracking. |
| RFID is expected to continue... | Creating a sizeable profit return in health care, manufacturing, and retail. Increasingly important role in increasing the intelligence of supply chains, health care applications, and intelligent devices. |
| Define User Specified Data: | Information is optionally user-supplied. A database table to hod this information was created and linked to the system, initially populated from the NPPS human resources databases |
| Define ASTAR: | Human resource database view provides the experts in-house training courses |
| Define ATDS: | Human resources database view provides the experts workshops and academic classes employees are planning to take |
| Define X.500: | Database view provides experts general employee data such as first name, last name, work address, phone, organization, fax and email. X.500 unique identifier is also used to cross-reference employees in different databases |
| Define Skills Database: | Database view provides a set of skills and subskills that are used by Expert Seeker to index the expertise search. |
| Web mining can also aid in the development of: | Knowledge Taxonomies ( Ontologies) |
| Define Taxonomy: | Study of general principles of scientific classification. |
| Taxonomy is used to... | Identify the critcal knowledge areas used to describe and catalog people's knowledge or competency areas |
Created by:
DavidMV2014
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