49) Market basket analysis as described in the text uses the technique of conditional
probabilities.
50) In market basket analysis, support is defined as the probability that two items will be
purchased together.
51) In market basket analysis, confidence is the probability that one particular product will be
purchased.
52) In market basket analysis, lift is confidence divided by support.
53) Market basket analysis is ________.
A) a data mart specific technique
B) a reporting technique
C) an RFM application
D) an OLAP application
E) a data mining technique
54) Refer to the table above. What is the definition of support for Drug A and Drug B?
A) The probability that Drug A will be purchased
B) The probability that Drug B will be purchased
C) The probability that both Drug A and Drug B will be purchased
D) The probability that Drug A will be purchased given that Drug B has been purchased
E) The probability that Drug B will be purchased given that Drug A has been purchased
55) Refer to the table above. What is the support for Drug A and Drug B?
A) .025
B) .075
C) .100
D) .125
E) .200
56) Refer to the table above. What is the definition of confidence for Drug B with reference to
Drug A?
A) The probability that Drug A will be purchased
B) The probability that Drug B will be purchased
C) The probability that both Drug A and Drug B will be purchased
D) The probability that Drug A will be purchased given that Drug B has been purchased
E) The probability that Drug B will be purchased given that Drug A has been purchased
57) Refer to the table above. What is the confidence of Drug B being purchased given that Drug
A has been purchased?
A) .200
B) .250
C) .333
D) .400
E) .500
58) Refer to the table above. What is the lift for Drug B being purchased given that Drug A has
been purchased?
A) .200
B) .250
C) .333
D) .500
E) .667
59) Market basket analysis, as described in the text, uses the statistical technique of ________.
60) BI Reporting systems are intended to create meaningful information from disparate data
sources and to deliver that information to the proper users on a timely basis.
61) RFM analysis is a way of analyzing and ranking customers based on online survey data.
62) In RFM analysis, R stands for “how recently”, F stands for “how frequently” and M stands
for “how many months.”
63) In a common form of RFM analysis, customers with an R score of 5 are in the 20% of
customers who have the most recent orders.
64) In a common form of RFM analysis, a score of 1 is “high” or “good” while a score of 5 is
“low” or “bad.”
65) In a common form of RFM analysis, an RFM score of 5 1 1 means that the customer orders
frequently and orders items of high monetary value but has not ordered anything for some time.
66) A reporting system does not maintain a database of metadata.
67) A digital dashboard is an electronic display customized for an individual user.
68) Report modes include dynamic and static.
69) Reports that do not change once prepared are called static reports.
70) Reports that rely on the most current data when they are prepared are called dynamic reports.
71) A report that is sent to users on a predetermined schedule is called a push report.
72) A report that is sent to users only upon the users’ request is called an on-demand report.
73) Report systems include three functions: authoring, management and delivery.
74) Report authoring includes responsibility for delivery of the report.
75) Report management defines who gets the report, how often, and how it is to be delivered.
76) Report management systems include the ability to create associated user accounts and
groups.
77) Business Intelligence (BI) reporting systems can do which of the following operations?
A) Filter data
B) Group data
C) Modify data
D) Both A and B
E) All of the above
78) One Business Intelligence (BI) reporting system that uses extensions to SQL is ________.
A) cluster analysis
B) OLAP
C) regression analysis
D) RFM analysis
E) decision trees
79) Which of the following is not a reason that operational data are difficult to read?
A) Dirty data
B) Duplicated data
C) Non-integrated data
D) Missing values
E) Incorrect format
80) A BI reporting system ________.
A) creates meaningful information from disparate data sources
B) delivers information to users on a timely basis
C) uses statistical procedures to predict future events
D) Both A and B
E) None of the above
81) RFM analysis analyzes and ranks customers based on ________.
A) their purchasing patterns
B) their income status
C) their residential location
D) Both A and B
E) their occupation
82) The “R” in RFM analysis stands for ________.
A) rank
B) recent
C) relationship
D) readiness
E) random
83) RFM scores commonly range from ________, with ________ being the “high” or “most
desirable” score.
A) 0 to 5; 0
B) 0 to 5; 5
C) 1 to 5; 1
D) 1 to 5; 5
E) 1 to 10; 10
84) We have done an RFM analysis on our customer data. John Smith has a score of “5 1 1.”
This means that John ________.
A) has ordered recently, and orders a lot when he orders
B) hasn’t ordered recently, but orders a lot when he orders
C) has ordered recently, but doesn’t order a lot when he orders
D) hasn’t ordered recently, and doesn’t order a lot when he orders
E) None of the above is correct.
85) The reports generated by a reporting system can be classified as ________.
A) static
B) dynamic
C) fluid
D) Both A and B
E) guaranteed
86) A report generated by a reporting system is delivered to the appropriate users via an
electronic display customized for each user. This system uses which of the following media?
A) Paper
B) Web portal
C) Digital dashboard
D) E-mail
E) None of the above
87) The reports generated by a reporting system can be delivered in all of the following media
except ________.
A) paper
B) Journal Article
C) digital dashboard
D) e-mail
E) web portal
88) OLAP stands for ________.
A) Online Analytical Processing
B) Offline Analytical Processing
C) Online Analysis Process
D) Offline Analysis Process
E) Old, Lazy And Particular
89) Business Intelligence (BI) ________ are used to filter data, sort data, group data and make
simple calculations based on the data.
90) BI ________ are intended to create meaningful information from disparate data sources and
to deliver that information to the proper users on a timely basis.
91) ________ is a way of analyzing and ranking customers based on their purchasing patterns.
92) In RFM analysis, R stands for ________.
93) In a common form of RFM analysis, customers are sorted into ________ groups and given
an associated score depending on their group.
94) In a common form of RFM analysis, customers with an F score of ________ are in the 20%
of customers who have the most frequent orders.
95) Reports that rely on the most current data when they are prepared are called ________
reports.
96) A report that is sent to users on a predetermined schedule is called a(n) ________ report.
97) ________ provides the ability to sum, count, average and perform other simple arithmetic
operations on groups of data.
98) What is a reporting system?