Chapter 6

Question 1

What are the four aspects of data?

Answer 1

Data type, timeliness, quality, governance

Question 2

Data type

Answer 2

Transactional (data), analytical (information)

Question 3

Data governance

Answer 3

The management of the availability, usability, integrity, and security of data, implemented via policies

Question 4

Database

Answer 4

A collection of tables to keep track of anything in which users are interested

Question 5

DBMS

Answer 5

Creates, reads, updates, and deletes data in a database while controlling access and security

Question 6

Data warehouse

Answer 6

A collection of data gathered from internal and external databases to support business analysis and decision-making

Question 7

Internal databases

Answer 7

Marketing, sales, inventory, billing

Question 8

External databases

Answer 8

Competitor information, industry information, mailing lists, stock market analysis

Question 9

Scrubbing

Answer 9

Data cleaning: fixes or discards dirty data

Question 10

ETL

Answer 10

Extraction, transformation, loading

Question 11

Data mining

Answer 11

The process of analyzing a large amount of data to extract hidden patterns
and relationships among various factors
POP TART CAT WHOOOO

Question 12

Cluster analysis is a form of what?

Answer 12

Data mining

Question 13

Cluster analysis

Answer 13

To divide data into mutually exclusive groups such that the members within a group are as close together to one another as possible

Question 14

Association detection

Answer 14

To reveal the relationship between variables, and the nature and frequency of the relationships

Question 15

What is an example of association detection?

Answer 15

Market Basket Analysis

Question 16

What is market basket analysis?

Answer 16

Analyzing what people buy together

Question 17

PRIZM

Answer 17

Sorts customers by shopping behaviors and media preferences

Question 18

P$YCLE

Answer 18

Sorts customers by their financial and

investment behaviors

Question 19

ConneXions

Answer 19

Sorts customers by their usage of technology, voice, video and data services

Question 20

Demographics

Answer 20

Quantifiable characteristics of a given population (marriage status, age, income, etc.)

Question 21

Information granularity

Answer 21

The extent of detail within the information

Question 22

Metadata

Answer 22

Provides details about data

Question 23

Information cube

Answer 23

The representation of multidimensional information: store info, product info, promotion info

Question 24

Association detection

Answer 24

Reveals the relationship between variables along with the nature and frequency of the relationships

Question 25

Statistical analysis

Answer 25

Performs such functions as information correlations, distributions, calculations, and variance analysis

Question 26

What are the five characteristics of data quality?

Answer 26

1. Unique 2. Accurate 3. Complete 4. Consistent 5. Timely