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Chapter 5 Predictive Analytics II: Text, Web, and Social Media Analytics Flashcards | StudBud
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Chapter 5 Predictive Analytics II: Text, Web, and Social Media Analytics
Chapter 5 Predictive Analytics II: Text, Web, and Social Media Analytics
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1
If an association between 2 concepts has 7% support, it means that 7% of the docs concepts represented in the same doc
False
True
2
In the Tito's Vodka case study, trends in cocktails were studied to create a quarterly recipe for customers.
False
True
3
What do voice of the market (VOM) applications of sentiment analysis do?
They examine the stock market for trends.
They examine the "market of ideas" in politics.
They examine employee sentiment in the organization.
They examine customer sentiment at the aggregate level.
4
A(n) ________ Web site contains links that send traffic directly to your Web site.
referral
referral
referral
referral
5
Web site usability may be rated poor if
the time spent on your Web site is long.
the average number of page views on your Web site is large.
Web site visitors download few of your offered PDFs and videos.
users fail to click on all pages equally.
6
SEO techniques play a minor role in a Web site's search ranking because only well-written content matters.
False
True
7
Search engines are only used in the context of the World Wide Web (WWW).
False
True
8
In the Wimbledon case study, designers balanced the needs of mobile and desktop computer users.
True
False
9
In sentiment analysis, it is hard to classify subjects such as news as good/bad, but easier to classify others,the same
False
True
10
What types of documents are BEST suited to semantic labeling and aggregation to determine sentiment orientation?
medium- to large-sized documents
collections of documents
large-sized documents
small- to medium-sized documents
11
Little can be done about Web site abandonment rates, organizations focus their efforts on increasing the number of new
False
True
12
Articles and auxiliary verbs are assigned little value in text mining and are usually filtered out.
True
False
13
Use of sentiment analysis in voice of the customer applications allows companies to change their products in real time.
True
False
14
In the Mining for Lies case study, a text based deception-detection method used by Fuller and others in 2008 was based
message feature mining
message feature mining
message feature mining
message feature mining
15
Search engine optimization (SEO) is a means by which
Web site developers optimize the artistic features of their Web sites.
Web site developers can negotiate better deals for paid ads.
Web site developers can increase Web site search rankings.
Web site developers index their Web sites for search engines.
16
Natural language processing (NLP) is associated with which of the following areas?
text mining
computational linguistics
all of these
artificial intelligence
17
In text mining, tokenizing is the process of
creating new branches or stems of recorded paragraphs.
transforming the term-by-document matrix to a manageable size.
reducing multiple words to their base or root.
categorizing a block of text in a sentence.
18
________ is a segmentation metric for social networks that measures the strength of the bonds between actors in a social
Cohesion
dimensionality
Conversion
Propinquity
19
Descriptive analytics for SM feature such items as your followers, content in online conversations that help you to ID
False
True
20
At a very high level, the text mining process can be broken down into three consecutive tasks, the first of which is to
Corpus
Corpus
Corpus
Corpus
21
Text analytics is the subset of text mining that handles information retrieval and extraction, plus data mining.
False
True
22
In sentiment analysis, which of the following is an implicit opinion?
The hotel we stayed in was terrible.
The customer service I got for my TV was laughable.
Our new mayor is great for the city.
The cruise we went on last summer was a disaster.
23
When viewed as a binary feature, ________ classification is the binary classification task of labeling an opinionated do
polarity
polarity
polarity
polarity
24
A(n) ________ is one or more Web pages that provide a collection of links to authoritative Web pages.
hub
hub
hub
hub
25
________, also called homonyms, are syntactically identical words with different meanings.
Polysemes
Polysemes
Polysemes
Polysemes
26
In the Wimbledon case study, the tournament used data for each match in real time to highlight
winners and losers.
advertiser content.
player histories.
significant events.
27
When a word has more than one meaning, selecting the meaning that makes the most sense can only be accomplished by takin
word sense disambiguation
word sense disambiguation
word sense disambiguation
word sense disambiguation
28
________ is a connections metric for social networks that measures the ties that actors in a network have with others th
Propinquity
Propinquity
Propinquity
Propinquity
29
What is one major way in which Web-based social media differs from traditional publishing media?
Most Web-based media are operated by the government and large firms.
They have different costs to own and operate.
Web-based media have a narrower range of quality.
They use different languages of publication.
30
All of the following are challenges associated with natural language processing EXCEPT
dividing up a text into individual words in English.
understanding the context in which something is said.
distinguishing between words that have more than one meaning.
recognizing typographical or grammatical errors in texts.
31
What does advanced analytics for social media do?
It helps identify your followers.
It identifies links between groups.
It examines the content of online conversations.
It identifies the biggest sources of influence online.
32
________ is mostly driven by sentiment analysis and is a key element of customer experience management initiatives, wher
Voice of the customer (VOC)
Voice of the customer (VOC)
Voice of the customer (VOC)
Voice of the customer (VOC)
33
In the opening vignette, the architectural system that supported Watson used all the following elements EXCEPT
integration of shallow and deep knowledge.
an underlying confidence subsystem that ranks and integrates answers.
massive parallelism to enable simultaneous consideration of multiple hypo
core engine that could operate seamlessly in another domain without changes
34
Categorization and clustering of documents during text mining differ only in the preselection of categories.
True
False
35
In the Lotte.com retail case, the company deployed SAS for Customer Experience Analytics to better understand the qualit
channels
channels
channels
channels
36
Regional accents present challenges for natural language processing.
False
True
37
Understanding which keywords your users enter to reach your Web site through a search engine can help you understand
most of your Web site visitors' wants and needs.
the type of Web browser being used by your Web site visitors.
the hardware your Web site is running on.
how well visitors understand your products.
38
In sentiment analysis, sentiment suggests a transient, temporary opinion reflective of one's feelings.
True
False
39
Because the term document matrix is often very large and rather sparse, an important optimization step is to reduce the
dimensionality
dimensionality
dimensionality
dimensionality
40
________ is a technique used to detect favorable and unfavorable opinions toward specific products and services using
polarity
dimensionality
Sentiment analysis
word sense disambiguation
41
What are the two main types of Web analytics?
data-based and subjective Web analytics
off-site and on-site Web analytics
Bing and Google Web analytics
old-school and new-school Web analytics
42
In text analysis, what is a lexicon?
a catalog of words, their synonyms, and their meanings
a catalog of customers, products, words, and phrases
a catalog of letters, words, phrases, and sentences
a catalog of customers, their words, and phrases
43
Web-based media has nearly identical cost and scale structures as traditional media.
False
True
44
Breaking up a WP into its components to identify worthy words/terms and indexing them using a set of rules is called
creating the term-by-document matrix.
document analysis.
parsing the documents.
preprocessing the documents.
45
Companies understand that when product goes viral, the content of oconversations about their product does not matter
False
True
46
IBM's Watson utilizes a massively parallel, text mining, probabilistic evidence-based computational architecture called
DeepQA
DeepQA
DeepQA
DeepQA
47
________ statistics help you understand whether your specific marketing objective for a Web page is being achieved.
Key Performance Indicator
Conversion
Clickstream
Tracking
48
Web pages contain both unstructured information and ________, which are connections to other Web pages.
hyperlinks
hyperlinks
hyperlinks
hyperlinks
49
Clickstream does not need users to enter their perceptions of the site or feedback directly to be useful in determining
True
False
50
Web ________ are used to automatically read through the contents of Web sites.
crawlers/spiders
crawlers/spiders
crawlers/spiders
crawlers/spiders
51
Which of the following statements about Web site conversion statistics is FALSE?
Analyzing exit rates can tell you why visitors left your Web site.
conversion rate is the number of ppl who take action / by the # of visitors
Web site visitors can be classed as either new or returning.
Visitors who begin a purchase on most Web sites must complete it.
52
What does Web content mining involve?
analyzing the universal resource locator in Web pages
analyzing the PageRank and other metadata of a Web page
analyzing the unstructured content of Web pages
analyzing the pattern of visits to a Web site
53
Sentiment analysis projects lexicon for use. If a project in English is undertaken, you must generally make sure to
use an English lexicon appropriate to the project at your discretion.
use any general English lexicon.
create an English lexicon for the project.
use only the single, approved English lexicon.
54
High quality, higher publishing frequency, and longer lag are all attrs of industrial publishing when compared to Web
True
False
55
________ Web analytics refers to measurement and analysis of data relating to your company that takes place outside your
Off-site
Off-site
Off-site
Off-site
56
In the evolution of social media user engagement, the largest recent change is the growth of creators.
False
True
57
In the research literature case study, the researchers analyzing academic papers extracted information from which source
the paper abstract
the main body of the paper
he paper references
the paper keywords
58
In the Tito's Vodka case, it was important that social media users all had a(n) ________ brand experience.
consistent
consistent
consistent
consistent
