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________ 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

E) A) and D)
F) A) and C)

Correct Answer

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The term ________ refers to an approach to aggregating content from internal and external sources on customizable web pages that relies on Web 2.0 technologies.


A) mashup
B) neural network
C) expert system
D) portal

E) B) and C)
F) A) and C)

Correct Answer

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Which of the following best describes an IT dashboard?


A) an interface which monitors every click by visitors entering a site
B) an interface which distinguishes and separates the key performance indicators
C) a textual user interface that aggregates content from multiple sources on customizable web pages
D) a graphical user interface that organizes information vital to a user's role and decisions that user makes

E) None of the above
F) B) and C)

Correct Answer

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

A) True
B) False

Correct Answer

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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

E) A) and B)
F) B) and C)

Correct Answer

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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.

E) B) and C)
F) A) and B)

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

A) True
B) False

Correct Answer

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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.

E) All of the above
F) None of the above

Correct Answer

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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.

A) True
B) False

Correct Answer

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

A) True
B) False

Correct Answer

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What is artificial intelligence and how is it an integral part of the decision support system?

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Artificial intelligence (AI) describes t...

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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

E) C) and D)
F) A) and B)

Correct Answer

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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

E) C) and D)
F) B) and D)

Correct Answer

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Which of the following is an accurate definition of conversion rate?


A) the ratio of visitors who complete some activity divided by the total number of visitors
B) the ratio of clicks on an ad divided by the number of times the ad was delivered
C) the ratio of people who have not revisited the site for over 30 days divided by the number of total visitors
D) the ratio of clicks by advertisers divided by total number of visitors

E) B) and C)
F) None of the above

Correct Answer

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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.

E) A) and B)
F) C) and D)

Correct Answer

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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

E) B) and D)
F) None of the above

Correct Answer

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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

E) A) and D)
F) C) and D)

Correct Answer

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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

E) None of the above
F) C) and D)

Correct Answer

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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.

A) True
B) False

Correct Answer

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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

E) B) and D)
F) B) and C)

Correct Answer

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