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Chapter 06 - Data: Business Intelligence
Chapter 06
Data: Business Intelligence
True / False Questions
1. Today's chief information officers are finding that business intelligence software is
unnecessary and a financial burden for most companies.
True False
2. Information can tell an organization how it's currently performing and help it estimate and
strategize for future plans and performance.
True False
3. Information quality refers to the extent of detail within the information (fine and detailed or
coarse and abstract).
True False
4. There are two primary traits that help you determine the value of information: timeliness and
quality.
True False
5. If a manager identifies numerous data integrity issues, she or he should consider the reports
generated from that data as invalid and not use them when making decisions.
True False
6. The core component of any system, regardless of size, is a database and a database
management system.
True False
6-1
7. MMSDB creates, reads, updates, and deletes data in a database while controlling access and
security.
True False
8. A foreign key provides details about data.

True False
9. There are three primary data models for organizing information: the hierarchical, network,
and relational database models.
True False
10. The three primary data models for organizing information in a DBMS are hierarchical,
network, and metadata.
True False
11. Databases offer many security features, including passwords to provide authentication,
access levels to determine who can access the data, and access controls to determine what type
of access they have to the information.
True False
12. Relational integrity constraints enforce business rules vital to an organization's success and
often require more insight and knowledge than business critical integrity constraints.
True False
13. Data redundancy is the duplication of data, or the storage of the same data in multiple
places.
True False
6-2
14. Relational databases offer many advantages over using a text document or a spreadsheet,
which include decreased flexibility and decreased scalability and performance.
True False
15. A data-driven website can help limit the amount of information displayed to customers
based on unique search requirements.
True False
16. Data-driven websites offer several advantages because it is far easier to manage content and
store large amounts of data.
True False
17. Zappos is an online shoe retailer, built its data-driven website caters to a specific niche
market: consumers who were tired of finding that their most-desired items were always out of
stock at traditional retailers.
True False
18. A data warehouse is a logical collection of information, gathered from many different
operational databases, that supports business analysis activities and decision-making tasks.
True False
19. Data warehouses struggle with combining too much standardized information.
True False
20. A data warehouse is a tool that helps in many ways, including implementing customer
profiles, hurting business operations, and many times alienating competitors.
True False
6-3
21. Within the data warehouse model, the internal databases could include marketing, sales,
inventory, and billing.
True False
22. A data miner contains a subset of data warehouse information.

True False
23. ETL, within a data warehouse model, stands for exit, track, and load.
True False
24. Within the data warehouse model, the external databases could include competitor
information, industry information, and stock market analysis.
True False
25. A data mart is the process of analyzing data to extract information not offered by the raw
data alone.
True False
26. Data-mining tools use a variety of techniques to find patterns and relationships in large
volumes of information that predict future behavior and guide decision making.
True False
27. Text mining analyzes structured data to find trends and patterns in words and sentences.
True False
28. The financial industry uses business intelligence to predict hardware failures.
True False
6-4
29. The banking industry uses business intelligence to understand customer credit card usage
and nonpayment rates.
True False
30. Many organizations find themselves in the position of being data rich and information poor.
Even in today's electronic world, managers struggle with the challenge of turning their business
data into business intelligence.
True False
31. Transactional information is used when performing operational tasks and repetitive
decisions such as analyzing daily sales reports and production schedules to determine how
much inventory to carry.
True False
32. Timely information must be up-to-the-second to be accurate.

True False
33. Organizational information comes at different levels and in different formats and
granularities.
True False
34. Reports for each sales person, product, and part are examples of detail or fine information
granularities.
True False
35. A foreign key is a field (or group of fields) that uniquely identifies a given entity in a table.
True False
6-5
36. One of the advantages found in a relational database is increased information redundancy.
True False
37. Relational integrity constraints are rules that enforce basic and fundamental
information-based constraints.
True False
38. The primary purpose of a data warehouse is to perform transactional processes.

True False
39. Extraction, transformation, and loading is a process that extracts information from internal
databases, transforms the information using a common set of enterprise definitions, and loads
the information into an external database.
True False
40. The data warehouse is a location for all of business information.

True False
Multiple Choice Questions
41. Employees need to compare different types of information for what they commonly reveal
to make strategic decisions. Which of the following represents the three common types of
information found throughout an organization?
A. Levels, forms, granularities
B. Levels, forms, data
C. Levels, formats, granularities
D. Data, formats, granularities
6-6
42. Which of the following represents the different information levels?

A. Detail, summary, aggregate
B. Document, presentation, spreadsheet, database
C. Individual, department, enterprise
D. None of these
43. Which of the following represents the different information formats?

D. None of these
44. Which of the following represents the different information granularities?

D. None of these
45. Which of the following is not a primary trait of information?

A. Transactional
B. Analytical
C. Timeliness
D. Quantity
46. What encompasses all of the information contained within a single business process or unit
of work where its primary purpose is to support the performing of daily operational tasks?
A. Transactional information
B. Analytical information
C. Timeliness
D. Quality
6-7
47. What encompasses all organizational information where its primary purpose is to support
the performing of managerial analysis tasks?
C. Timeliness
D. Quality
48. What is immediate, up-to-date information?

A. Real-time information
B. Real-time systems
C. Information granularity
D. All of these
49. What provides real-time information in response to query requests?

C. Information level
D. All of these
50. What is one of the biggest pitfalls associated with real-time information?
A. It is only available to high-level executives due to the expense.
B. It is only available in aggregate levels of granularity.
C. It continually changes.
D. It rarely changes.
51. Which of the following is not one of the five characteristics common to high-quality
information?
A. Accuracy
B. Completeness
C. Quantity
D. Consistency
6-8
52. What is a real-time system?

A. It provides immediate, up-to-date information.
B. It provides real-time information in response to query requests.
C. It encompasses all organization information, and its primary purpose is to support the
performing of managerial analysis tasks.
D. It encompasses all of the information contained within a single business process or unit of
work, and its primary purpose is to support the performing of daily operational tasks.
53. Which of the following implies that aggregate or summary information is in agreement with
detailed information?
A. Uniqueness
B. Completeness
C. Consistency
D. Accuracy
54. Which of the following implies that information is current with respect to the business
requirement?
A. Uniqueness
B. Accuracy
C. Consistency
D. Timeliness
55. What is it called when each transaction, entity, and event is represented only once in the
information?
A. Uniqueness
B. Accuracy
C. Consistency
D. Timeliness
56. Which of the following refers to the extent of detail within the information?
A. Knowledge information
B. Information granularity
C. Chance information
D. Information analytics
6-9
57. Which of the following represent the four primary traits that help determine the value of
information?
A. Information type, information timeliness, information quality, and information governance
B. Information statistics, information tracking, information quality, and information
governance
C. Information type, information chance, information analytics, and information policy
D. Information timeliness, information quality, information quantity, and information
governance policy
58. What are the two different categories for information type?
A. Analytical and productive
B. Analytical and analysis
C. Transactional and analytical
D. Transactional and analysis
59. Which of the following encompasses all of the information contained within a single
business process or unit of work, where its primary purpose is to support daily operational
tasks?
A. Targeted information
C. Productive information
D. Transactional information
60. Which of the following encompasses all organizational information, where its primary
purpose is to support the performing of managerial analysis tasks?
A. Analytical information
B. Transactional information
C. Statistical information
D. Targeted information
6-10
61. Which of the following companies used analytical analysis to identify a correlation between
storms and the increased sale of Pop-Tarts?
A. 7-Eleven
B. Burger King
C. McDonald's
D. Walmart
62. Ben works at a top accounting firm in Salt Lake City, and his responsibilities include
writing letters, memos, and emails along with generating reports for financial analysis and
marketing materials for products. Ben's duties provide value-added to his company and would
be categorized as occurring at the different _____________.
A. Information levels
B. Information formats
C. Information granularities
D. Information focus
developing individual and departmental goals and generating financial analysis across
departments and the enterprise as a whole for the executive team to review. Ben's duties provide
value-added to his company and would be categorized as occurring at the different
_____________.
developing reports for each salesperson, product, and part as well as departmentwide sales
reports by salesperson, product, and part. Ben's duties provide value-added to his company and
would be categorized as occurring at the different _____________.
6-11
65. Which of the following refers to immediate, up-to-date information?

A. Daily information
B. Strategic information
C. Real-time information
D. Crisis information
66. Which of the following does not represent a company that requires up-to-the-second
information?
A. 911 response units
B. Stock traders
C. Banks
D. Construction companies
67. Which of the following provides real-time information in response to requests?

A. Sales system
B. Transactional system
C. Real-time system
D. Salary system
68. Which of the following are examples of transactional information?

A. Airline ticket, sales receipts, and packing slips
B. Trends and sales statistics
C. Product sales results, grocery receipts, and growth projections
D. Airline tickets and sales growth spreadsheets
69. Which of the following are examples of analytical information?

B. Hotel reservation, sales receipts, and packing slips
C. Future growth analysis, sales projections, and product statistics
D. Packing slips, grocery receipt, and competitor information
6-12
70. Most people request real-time information without understanding that continual
__________ is one of its biggest pitfalls.
A. Improvements
B. Change
C. Clustering
D. Cleansing
71. Which of the following occurs when the same data element has different values?
A. Data modeling issue
B. Data mining issue
C. Data governance issue
D. Data inconsistency issue
72. Which of the following occurs when a system produces incorrect, inconsistent, or duplicate
data?
A. Data inconsistency issue
B. Data integrity issue
C. Data control issue
D. Data mining issue
73. Which of the following lists include all of the five characteristics common to high-quality
information?
A. Accuracy, completeness, strength, support, and positive feedback
B. Accuracy, association, referral, sales, and marketing
C. Accuracy, competition, support, customer service, and visibility
D. Accuracy, completeness, consistency, timeliness, and uniqueness
74. Which of the following would not be considered part of the complete characteristic of
high-quality information?
A. Is a value missing from the personal information?
B. Is each transaction represented only once in the information?
C. Is the address incomplete?
D. Is the area code missing for the phone information?
6-13
75. Which of the following would not be considered part of the timely characteristic of
A. Is the Zip code missing in the address?
B. Is the information current with respect to business needs?
C. Is the customer address current?
D. Is the information updated weekly or hourly?
76. Which of the following would not be considered part of the accurate characteristic of
A. Is the name spelled correctly?
B. Is the email address invalid?
C. Do the name and the phone values have the exact same information?
D. Is aggregate information in agreement with detailed information?
77. Which of the following would not be considered part of the unique characteristic of
A. Are there any duplicate orders?
B. Are there any duplicate customers?
C. Is aggregate information in agreement with detailed information?
D. Is each transaction and event represented only once in the information?
78. Which of the following would not be considered part of the consistent characteristic of
A. Do all sales columns equal the total for the revenue column?
B. Is the two-digit state code missing in the information?
C. Is all summary information in agreement with detailed information?
D. Does the order number match the item and the color options available?
79. Which of the following represents a reason an organization might encounter low-quality
information?
A. Online customers intentionally enter inaccurate information to protect their privacy.
B. Different systems have different information-entry standards and formats.
C. Third-party and external information contains inaccuracies and errors.
D. All of these.
6-14
80. Nestlé is one of the companies shown as an example of low-quality information causing
problems for the company. Which of the following are some of the errors they found in the data
or information?
A. They had 550,000 actual vendors, yet the information reports showed more than 9 million
due to duplication and abbreviation inaccuracies.
B. Some of the vendor names were abbreviated, whereas others were not.
C. They had too many inaccuracies and duplications to be able to identify customer profitability.
D. All of these
81. Some of the serious business consequences that occur due to using low-quality information
to make decisions include all of the following except:
A. Inability to accurately track customers
B. Inability to identify selling opportunities
C. Success of the organization depends on appreciating and leveraging the low-quality
information
D. Lost revenue opportunities from marketing to nonexistent customers
82. What is the overall management of the availability, usability, integrity, and security of
company data?
A. Data intelligence
B. Data governance
C. Data forbearance
D. Data forecasting
83. What maintains information about various types of objects, events, people, and places?
A. Database
B. Data model
C. Data mining
D. Data intelligence
6-15
84. A database maintains information on ___________.

A. Inventory
B. Transactions
C. Employees
D. All of these
85. In the relational database model, what is a person, place, thing, transaction, or event about
which information is stored?
A. Entity
B. Relationships
C. Attribute
D. Foreign key
86. Why do relational databases use primary keys and foreign keys?
A. To create an entity
B. To create physical relationships
C. To create logical relationships
D. To create an attribute
87. What is a primary key?

A. A field (or group of fields) that uniquely identifies a given entity in a table
B. A primary key of one table that appears as an attribute in another table and acts to provide a
logical relationship among the two tables
C. Characteristics or properties of an entity
D. A field (or group of fields) that uniquely identifies a given attribute in a table
88. What is a foreign key?

6-16
89. Which of the following is a disadvantage of database-stored information?

A. Increased flexibility
B. Increased performance
C. Increased data redundancy
D. Increased data integrity
90. Which of the following is incorrect in reference to a database?

A. A database can be relational or network.
B. Database information is accessed by logical structure.
C. Database information is accessed by physical structure.
D. Database users can have different views of information.
91. What is the physical view of information?

A. Deals with the physical storage of information on a storage device such as a hard disk
B. Deals with the logical storage of information on a storage device such as a hard disk
C. Focuses on how users logically access information to meet their particular business needs
D. Focuses on how users physically access information to meet their particular business needs
92. Which of the following is correct in reference to a database?

A. A database can support only one logical view.
B. A database can support many physical views.
C. A database can support many logical views.
D. A database can support up to three logical views.
93. Which of the following creates, reads, updates, and deletes data in a database while
controlling access and security?
A. Database element
B. Database management system
C. Data governance
D. Data File
6-17
94. Which of the following asks users to write lines of code to answer questions against a
database?
A. Structured query language
B. Relational query language
C. Structured elements
D. Data mining tools
95. What is the primary tool that retrieves information and helps users graphically design the
answer to a question?
A. Data mining tools
B. Structured example language
C. Query-by-example tool
D. Relational query tool
96. What is the smallest or basic unit of information?

A. Database management element
B. Data element
C. Data model
D. Data integrity issue
97. What is a logical data structure that details the relationship among data elements using
graphics or pictures?
A. Data model
B. Data element
C. Data mining tool
D. Data mart tool
98. What compiles all of the metadata about the data elements in the data model?
A. Data entity
B. Data element
C. Data attribute
D. Data dictionary
6-18
99. Which of the following systems allow users to create, read, update, and delete data in a
relational database?
A. Business intelligence system
B. Informational database system
C. Relational database management system
D. Data mining system
100. Which of the following illustrates the primary concepts of the relational database model?
A. Ethics, applications, keys, and relationships
B. Entities, attributes, keys, and relationships
C. Endeavor, aspire, control, and regulate
D. Early, after, before, and future
101. Which of the following stores information about a person, place, thing, transaction, or
event, and is usually referred to as a table?
A. Entity
B. Extraction
C. Attribute
D. Foreign key
102. What is the primary difference between an entity and an attribute?

A. An attribute is a table; an entity is a column from the attribute table.
B. An entity is specific; as an attribute is not data at all but brainstorming ideas that take place
before the entity is created.
C. An attribute refers to applications; an entity refers to executives.
D. An entity is a table that stores information about people, places, or events; an attribute is a
column or specific field of the data elements associated with an entity.
103. What type of keys do you need to use to create a relational database model?
A. Primary keys and secondary keys
B. Primary keys and foreign keys
C. Entity keys and attribute keys
D. Relational keys and DBMS keys
6-19
104. What is a field that uniquely identifies a given record in a table?

A. Foreign key
B. Primary key
C. Data mining key
D. DBMS key
105. What is the role of a foreign key?

A. It is a primary key of one table that appears as an attribute in another table and acts to
provide a logical relationship between the two tables.
B. It is a unique way to identify each record.
C. Is a field that uniquely identifies a give record in a table.
D. All of these.
106. Which of the following is not an example of an advantage of using a relational database?
A. Increased information quality
B. Increased flexibility
C. Decreased information redundancy
D. Decreased information security
107. Your textbook discussed a record store example where one user could perform a query to
determine which recordings had a track length of four minutes or more and another user could
perform an analysis to determine the distribution of recordings as they relate to the different
categories. What database advantage is this an example of?
A. Increased scalability and performance
B. Increased information security
C. Reduced information redundancy
D. Increased flexibility
108. What is data redundancy?

A. Duplication of data
B. Storing the same data in multiple places
C. Storing duplicate data in multiple places
D. All of these
6-20
109. What is the primary problem with redundant data?

A. It is difficult to determine which values are the most current.
B. It is often inconsistent.
C. It is difficult to determine which values are the most accurate.
D. All of these.
110. Which of the following is true with regard to the elimination of redundant data?
A. Uses additional hard disk space
B. Makes performing information updates harder
C. Improves information quality
D. All of these
111. What are the rules that help ensure the quality of information?
A. Information integrity
B. Integrity constraints
C. Relational integrity constraints
D. Business-critical integrity constraints
112. What are rules that enforce basic and fundamental information-based constraints?
B. Integrity constraint
C. Business-critical integrity constraint
D. Relational integrity constraint
113. Which of the following is a valid type of integrity constraint?

A. Relational-critical integrity constraint
B. Business integrity constraint
C. Relational integrity constraint
D. Business-critical integrity constraint
6-21
114. What type of integrity constraint does not allow someone to create an order for a
nonexistent customer?
A. Relational integrity constraint
B. Business-critical integrity constraint
C. Information-critical integrity constraint
D. None of these
115. All of the following are business-critical integrity constraints, except

A. System will not allow an entry for an order for a nonexistent customer.
B. System will not allow returns of fresh produce after 15 days past delivery.
C. System will not allow shipping a product to a customer who does not have a valid address.
D. Systems will not allow shipping of a nonexistent product to a customer.
116. Which of the following focuses on how individual users logically access information to
meet their own particular business needs?
A. Physical view
B. Logical view
C. Data mart view
D. Data view
117. The example the book gave of www.EllisIsland.org, which generates more than 2.5 billion
hits, is a site that offers a database that can easily adjust to handle massive volumes of
information. What is this an example of?
6-22
118. One of the primary goals of a database is to eliminate data redundancy by recording each
piece of data in only one place in the database. What does the elimination of data redundancy do
for a database?
A. Reduces disk space requirements
B. Makes updating information easier
D. All of these
119. What are rules that help ensure the quality of information?
C. Information quality
D. Information ethics
120. What are the rules that enforce basic and fundamental information-based constraints?
A. Responsibly integrity constraints
B. Quality constraints
C. Web integrity constraints
D. Relational integrity constraints
121. Which of the following will enforce business rules vital to an organization's success and
often require more insight and knowledge than relational integrity constraints?
A. Quality business constraints
B. Critical web constraints
C. Business critical integrity constraints
D. Web integrity constraints
122. What type of website is an interactive website kept constantly updated and relevant to the
needs of its customers using a database?
A. Data-driven website
B. Interactive website
C. Database performing website
D. Data processing website
6-23
123. Which of the following offers an advantage of using a data-driven website?

A. Easy to eliminate human errors
B. Easy to manage content
C. Easy to store large amounts of data
D. All of these
124. Which of the following statements means the same as easy-to-manage content?
A. Website owners can make changes only with the aid of MIS professionals.
B. The website cannot organize customer data.
C. Users can update data-driven website with little or no training.
D. Users with extensive training can update data-driven websites.
125. Which of the following is not an example of an advantage to using the web to access
organizational databases?
A. Web browsers are much easier to use than a computer-based database.
B. The web interface requires few or no changes to the database model.
C. It is cleaner and virus-free.
D. It costs less.
126. Which of the following does not describe Zappos' database?

A. Zappos' database was high scalable.
B. Zappos' database was highly flexible.
C. Zappos' database was highly secure.
D. Zappos' database was highly redundant.
127. Which of the following is not an advantage of a data-driven website?

A. Development
B. Minimizing human error
C. Increasing update costs
D. More efficient
6-24
128. A data warehouse is a _________ collection of information, gathered from many different
___________ databases, that supports business analysis activities and decision-making tasks.
A. Logical; operational
B. Physical; operational
C. Logical; transactional
D. Physical; transactional
129. Which of the following is not one of the reasons operational systems are not appropriate
for business analysis?
A. It does not include information from other operational applications.
B. Operational systems are integrated.
C. Operational information is mainly current.
D. Operational information frequently has quality issues.
130. What do data warehouses support?

A. OLAP
B. Analytical processing
C. OLTP
D. OLAP and analytical processing
131. The primary purpose of a data warehouse is to _____________.

A. Combine strategic information
B. Organize departments
C. Interface between the computer and employees
D. All of these
132. Gender can be referred to in many ways (Male, Female, M/F, 1/0) in a data warehouse.
What is this an example of?
A. Information scaling
B. Streamlining data points
C. Standardizing information
D. Standardizing protocols
6-25
133. Standardizing of data elements allows for ______________.

A. Greater accuracy, completeness, and consistency
B. Stabilized pivot tables
C. Faster client processing
D. Increased security features
134. Which of the following represents a reason data warehouses were created?
A. Numbers and types of operational databases increased as businesses grew.
B. Many companies had information scattered across multiple systems with different formats.
C. Completing reporting requests from numerous operational systems took days or weeks.
D. All of these.
135. What does extraction, transformation, and loading mean?

A. It is a process of entering data, tracking data, and loading it into a database.
B. It is a process that extracts information from internal and external databases, transforms it
using a common set of enterprise definitions, and loads it into a data warehouse.
C. It is a process that is performed at the end of the data warehouse model prior to putting the
information in a cube.
D. It is a process that is performed at the beginning of the data mining model.
136. Which of the following fall in the category of external databases in the data warehouse
model?
A. Marketing, sales, inventory, and billing
B. Data mart 1, data mart 2, and data mart 3
C. Competitor and industry information, mailing lists, and stock market analysis
D. Marketing information, sales information, and stock market analysis
137. Which of the following describes ETL?

A. A process that extracts information from internal and external databases
B. A process that transforms information using a common set of enterprise definitions
C. A process that loads information into a data warehouse
D. All of these
6-26
138. What is data mining?

A. The common term for the representation of multidimensional information
B. A particular attribute of information
C. A variety of techniques to find patterns and relationships in large volumes of information
and infer rules from them that predict future behavior and guide decision making
D. Process of analyzing data to extract information not offered by the raw data alone
139. When does information cleansing occur in the data warehouse?

A. During the ETL process
B. On the information, once it is in the data warehouse
C. During the ETL process and once it is in the data warehouse
D. During the ETL process and before it is in the data warehouse
140. Which of the following statements is true regarding customer information?

A. Customer information can exist in several operational systems.
B. Customer information in each operational system could change.
C. Customer information in each operational system can be different.
D. All of these.
141. Which of the following occurs during data cleansing?

A. Clean missing records
B. Clean redundant records
C. Clean inaccurate data
D. All of these
142. Which of the following statements is true?

A. The more complete an organization wants its information to be, the less it costs.
B. The more accurate an organization wants its information to be, the less it costs.
C. The less accurate an organization wants its information to be, the more it costs.
D. The more complete and accurate an organization wants its information to be, the more it
costs.
6-27
143. Within the beginning stage of the data warehouse models process, which of the following
are included in the internal databases?
B. Data mart 1, data mart 2, data mart 3
D. Marketing information, and stock market analysis numbers
144. What is the ultimate outcome of a data warehouse?

A. Data goals
B. Data relationships
C. Data marketing
D. Data marts
145. Which of the following contains a subset of data warehouse information?

A. Data miner
B. Data mart
C. Data pool
D. Data analyzing tool
146. What are the primary differences between a data warehouse and a data mart?
A. Data warehouses make quick decisions; data marts make slow decisions.
B. Data warehouse tackle ethical issues; data marts tackle hypothetical issues.
C. Data warehouses have a more organizationwide focus; data marts have functional focus.
D. Data warehouses have a physical focus; data marts have logical focus.
147. Which of the following is the common term for the representation of multidimensional
information?
A. Block
B. Square
C. Column
D. Cube
6-28
148. What is another term for information cleansing?

A. Information mining
B. Information scrubbing
C. Information scrapping
D. Information marts
149. What determines the accuracy and completeness of organizational data?

A. Data quantity audit
B. Data quality audit
C. Data intelligence audit
D. All of these
150. Which of the following is not included as an information cleansing activity?

A. Identifies redundant records
B. Identifies inaccurate or incomplete data
C. Identifies missing records or attributes
D. Identifies sales trends
151. What is the process of analyzing data to extract information not offered by the raw data
alone?
A. Data integrity
B. Data mart analysis
C. Data mining
D. Data extraction
152. What are the two main objectives associated with data mining?
A. Uncovering tactics and plans
B. Uncovering trends and patterns
C. Uncovering intelligence and unstructured data issues
D. Uncovering competitors and market advantages
6-29
153. Which of the following uses a variety of techniques to find patterns and relationships in
large volumes of information that predict future behavior and guide decision making?
A. Data analysis tools
B. Electronic analysis tools
C. Data-mining tools
D. Data integrity tools
154. Which of the following is not a common form of data mining?

A. Division organization
B. Classification
C. Estimation
D. Clustering
155. Which of the following forms of data mining assigns records to one of a predefined set of
classes?
A. Clustering
B. Classification
C. Estimation
D. Affinity grouping
156. What is another term for data that are already contained in a database or a spreadsheet?
A. Structured data
B. Unstructured data
C. Text mining
D. Web mining
157. What is another term for data that do not exist in a fixed location?
A. Structured data
C. Text mining
D. Web mining
6-30
158. What analyzes unstructured data to find trends and patterns in words and sentences?
A. Structured data
C. Text mining
D. Web mining
159. What is web mining?

A. Unstructured data associated with websites to identify consumer behavior and website
navigation
B. Analysis of structured data associated with a website
C. Filtering of information, both structured and unstructured, to help identify strong web
customers
D. None of these
160. What are the three common forms for mining structured and unstructured data?
A. Cluster analysis, association detection, and statistical analysis
B. Cluster analysis, association detection, and disassociation detection
C. Cluster analysis statistical detection, and statistical analysis
D. Association detection, market-basket analysis, and market-basket association
161. What is the technique used to divide information sets into mutually exclusive groups such
that the members of each group are as close together as possible to one another and the different
groups are as far apart as possible?
A. Statistical detection
B. Cluster analysis
C. Association detection
D. None of these
162. What is a great example of using cluster analysis in business to create target-marketing
strategies?
A. Google search
B. First name information
C. Zip code segmentation
D. Last name associations
6-31
163. Which of the following defines the relationship between variables along with the nature
and frequency of the relationship?
A. Association detection
B. Masking detection tool
C. Cluster grouping
D. Blocking barriers
164. What is a common association detection analysis technique where you analyze certain
items to detect customers' buying behavior and predict future behavior?
A. Clustering factors
B. Mashup technology
C. Market basket analysis
D. Drill-down basket analysis
165. Which of the following techniques performs such functions as information correlations,
distributions, calculations, and variance analysis?
A. Clustering objective analysis
B. Statistical analysis
C. Entity modeling
D. Market basket analysis
166. When discovering trends and seasonal variations in transactional information, use a
________________ forecast to change the transactional information by units of time, such as
transforming weekly information into monthly or seasonal information or hourly information
and into daily information.
A. Analytical graphing
B. Association detection
C. Market basket
D. Time-series
6-32
167. What is it called when a manager has so much data and information that he or she cannot
make a decision?
A. Data rich, information poor
B. Data rich, content poor
C. Data rich, communication poor
D. Data rich, intelligence
168. Which of the following questions can be answered using business intelligence?
A. Where has the business been?
B. Where is the business now?
C. Where is the business going?
D. All of these.
169. What is information that people use to support their decision-making efforts?
A. Information cleansing and scrubbing
B. Data-mining tools
C. Data mining
D. Business intelligence
Fill in the Blank Questions
170. Information is everywhere in an organization. Information ____________ refers to the

extent of detail within the information.
________________________________________
171. The five common characteristics of high quality include accurate, complete, __________,
timely and unique.
________________________________________
6-33
172. Data __________ issues occur when a system produces incorrect, inconsistent, or
duplicate data.
________________________________________
173. Broadly defined, a __________ maintains information about various types of objects,
events, people, and places.
________________________________________
174. A database management system or _________ creates, reads, updates, and deletes data in a
database while controlling access and security.
________________________________________
175. Of the two primary tools available for retrieving information from a DBMS, the first is a
_______ by example tool that helps users graphically design the answer to a question against a
database.
________________________________________
176. A ___________ database model stores information in the form of logically related
two-dimensional tables.
________________________________________
177. The __________ view of information deals with the physical storage of information on a
storage device.
________________________________________
178. The ___________ view of information focuses on how individual users logically access
information to meet their own business needs.
________________________________________
6-34
179. Databases today scale to exceptional levels, allowing all types of users and programs to
perform _____________ processing and information searching tasks.
________________________________________
180. Relational _____________ constraints are rules that enforce basic and fundamental
________________________________________
181. A data-driven _________ is an interactive website kept constantly updated and relevant to
the needs of its customers using a database.
________________________________________
182. Zappos credits its success as an online _________ retailer to its vast inventory of nearly 3
million products available through its dynamic data-driven website.
________________________________________
183. Companies can gain valuable business knowledge by viewing the data accessed and
analyzed from their __________.
________________________________________
184. The primary purpose of a data ___________ is to combine information, specifically,

strategic information, throughout an organization into a single repository in such a way that the
people who need that information can make decisions and undertake business analysis.
________________________________________
185. Data warehouses can _____________ information like the example of gender.
________________________________________
6-35
186. Two of the challenges businesses faced before data warehouses were lack of data
standards and poor data _________.
________________________________________
187. Businesses collect a tremendous amount of _____________ information as part of their

routine operations.
________________________________________
188. Extraction, transformation, and ___________ is a process that extracts information from
internal and external databases, transforms it using a common set of enterprise definitions, and
loads it into a data warehouse.
________________________________________
189. Information cleansing or __________ is a process that weeds out and fixes or discards
inconsistent, incorrect, or incomplete information.
________________________________________
190. Many firms complete data ___________ audits to determine the accuracy and
completeness of their data.
________________________________________
191. Data mining is the process of analyzing data to extract information not offered by the raw
_______ alone.
________________________________________
192. Unstructured __________ do not exist in a fixed location and can include text documents,
PDFs, voice messages, emails, and so on.
________________________________________
6-36
193. Data mining occurs on ____________ data that are already in a database or a spreadsheet.
________________________________________
194. _________ mining analyzes unstructured data associated with websites to identify
consumer behavior and website navigation.
________________________________________
195. Association ___________ reveals the relationship between variables along with the nature
and frequency of the relationships.
________________________________________
196. Time-series information is time-stamped information collected at a particular

___________.
________________________________________
197. Many organizations find themselves in the position of being data ___________ and
information poor. Even in today's electronic world, managers struggle with the challenge of
turning their business data into business intelligence.
________________________________________
198. Organizations using business intelligence can find the cause to many issues and problems
simply by asking the question ____________.
________________________________________
6-37
Essay Questions
199. Explain the four primary traits that determine the value of information.
200. Describe a database, a database management system, and the relational database model.
201. Identify the business advantages of a relational database.
202. Explain the business benefits of a data-driven website.
6-38
203. Define a data warehouse, and provide a few reasons it can make a manager more
effective.
204. Explain ETL and the role of a data mart in business.
205. Define data mining, and explain the three common forms for mining structured and
unstructured data.
206. Identify the advantages of using business intelligence to support managerial decision
making.
6-39
Chapter 06 Data: Business Intelligence Answer Key
True / False Questions
1. Today's chief information officers are finding that business intelligence software is
unnecessary and a financial burden for most companies.
FALSE
Today's chief information officers are finding that business intelligence software is critical to
have to gather and analyze data that will help their business succeed.
AACSB: Reflective Thinking

AACSB: Technology
Blooms: Understand
Difficulty: 2 Medium
Learning Outcome: 06-01 Explain the four primary traits that determine the value of information.
Topic Area: The Business Benefits of High-Quality Information
2. Information can tell an organization how it's currently performing and help it estimate and
TRUE
Information can tell an organization how it's currently performing, and help it estimate and

AACSB: Technology
Blooms: Understand
6-40
3. Information quality refers to the extent of detail within the information (fine and detailed or
coarse and abstract).
FALSE
This is the definition of information granularity.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
4. There are two primary traits that help you determine the value of information: timeliness and
quality.
FALSE
There are four primary traits that help you determine the value of information: timeliness,
quality, type, and governance.

AACSB: Technology
Blooms: Understand
5. If a manager identifies numerous data integrity issues, she or he should consider the reports
generated from that data as invalid and not use them when making decisions.
TRUE
Managers can sometimes utilize data integrity issues to consider reports invalid and should not
make decisions from such sources.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
6-41
6. The core component of any system, regardless of size, is a database and a database
management system.
TRUE
The core component of any system, regardless of size, is a database and a database management
system.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
Learning Outcome: 06-02 Describe a database; a database management system; and the relational database model.
Topic Area: Storing Information in a Relational Database Management System
7. MMSDB creates, reads, updates, and deletes data in a database while controlling access and
security.
FALSE
DBMS creates, reads, updates, and deletes data in a database while controlling access and
security.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
8. A foreign key provides details about data.

FALSE
This is the definition of metadata.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-42
9. There are three primary data models for organizing information: the hierarchical, network,
TRUE
A DBMS uses three primary data models for organizing information: the hierarchical, network,

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
10. The three primary data models for organizing information in a DBMS are hierarchical,
network, and metadata.
FALSE
The three primary data models for organizing information in a DBMS are hierarchical, network,
and relational database.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
11. Databases offer many security features, including passwords to provide authentication,
access levels to determine who can access the data, and access controls to determine what type
of access they have to the information.
TRUE
Databases offer many security features, including passwords to provide authentication, access
levels to determine who can access the data, and access controls to determine what type of
access they have to the information.

AACSB: Technology
Blooms: Understand
Learning Outcome: 06-03 Identify the business advantages of a relational database.
Topic Area: Using a Relational Database for Business Advantages
6-43
12. Relational integrity constraints enforce business rules vital to an organization's success and
often require more insight and knowledge than business critical integrity constraints.
FALSE
Business critical integrity constraints enforce business rules vital to an organization's success
and often require more insight and knowledge than relational integrity constraints.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
13. Data redundancy is the duplication of data, or the storage of the same data in multiple
places.
TRUE
This is the definition of data redundancy.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
14. Relational databases offer many advantages over using a text document or a spreadsheet,
which include decreased flexibility and decreased scalability and performance.
FALSE
Relational databases offer many advantages over using a text document or a spreadsheet, which
include increased flexibility and increased scalability and performance.

AACSB: Technology
Blooms: Understand
6-44
15. A data-driven website can help limit the amount of information displayed to customers
based on unique search requirements.
TRUE
A data-driven website can help limit the amount of information displayed to customers based
on unique search requirements.

AACSB: Technology
Blooms: Understand
Learning Outcome: 06-04 Explain the business benefits of a data-driven website.
Topic Area: Driving Websites with Data
16. Data-driven websites offer several advantages because it is far easier to manage content and
store large amounts of data.
TRUE
Additional data-driven website advantages are easy-to-manage content and easy-to-store large
amounts of data.

AACSB: Technology
Blooms: Understand
17. Zappos is an online shoe retailer, built its data-driven website caters to a specific niche
market: consumers who were tired of finding that their most-desired items were always out of
stock at traditional retailers.
TRUE
Zappos is an online shoe retailer, built its data-driven website caters to a specific niche market:
consumers who were tired of finding that their most-desired items were always out of stock at
traditional retailers.

AACSB: Technology
Blooms: Understand
6-45
18. A data warehouse is a logical collection of information, gathered from many different
operational databases, that supports business analysis activities and decision-making tasks.
TRUE
This is the definition of a data warehouse.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
Learning Outcome: 06-05 Define a data warehouse; and provide a few reasons it can make a manager more effective.
Topic Area: The Business Benefits of Data Warehousing
19. Data warehouses struggle with combining too much standardized information.
FALSE
This is the primary activity performed by a data warehouse.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
20. A data warehouse is a tool that helps in many ways, including implementing customer
profiles, hurting business operations, and many times alienating competitors.
FALSE
A data warehouse is a tool that helps in many ways, which include developing customer
profiles, identifying new-product opportunities, improving business operations, identifying
financial issues, analyzing trends, understanding competitors, and understanding product
performance.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-46
21. Within the data warehouse model, the internal databases could include marketing, sales,
inventory, and billing.
TRUE
Within the data warehouse model, the internal databases are marketing, sales, inventory, and
billing.

AACSB: Technology
Blooms: Understand
Learning Outcome: 06-06 Explain ETL and the role of a data mart in business.
Topic Area: Performing Business Analysis with Data Marts
22. A data miner contains a subset of data warehouse information.

FALSE
This is the definition of a data mart.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
23. ETL, within a data warehouse model, stands for exit, track, and load.
FALSE
ETL stands for extraction, transformation, and loading.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-47
24. Within the data warehouse model, the external databases could include competitor
information, industry information, and stock market analysis.
TRUE
Within the data warehouse model, the external databases are competitor information, industry
information, mailing lists, and stock market analysis.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
25. A data mart is the process of analyzing data to extract information not offered by the raw
data alone.
FALSE
Data mining is the process of analyzing data to extract information not offered by the raw data
alone.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
Learning Outcome: 06-07 Define data mining; and explain the three common forms for mining structured and unstructured data.
Topic Area: Uncovering Trends and Patterns with Data Mining
26. Data-mining tools use a variety of techniques to find patterns and relationships in large
volumes of information that predict future behavior and guide decision making.
TRUE
This is the definition of data-mining tools. Data-mining tools use a variety of techniques to find
patterns and relationships in large volumes of information that predict future behavior and
guide decision making.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-48
27. Text mining analyzes structured data to find trends and patterns in words and sentences.
FALSE
Text mining analyzes unstructured data to find trends and patterns in words and sentences.

AACSB: Technology
Blooms: Understand
28. The financial industry uses business intelligence to predict hardware failures.
FALSE
The technology industry uses business intelligence to predict hardware failures, where the retail
industry uses it to predict sales, inventory levels, and distribution.

AACSB: Technology
Blooms: Understand
Learning Outcome: 06-08 Identify the advantages of using business intelligence to support managerial decision making.
Topic Area: Supporting Decisions with Business Intelligence
29. The banking industry uses business intelligence to understand customer credit card usage
and nonpayment rates.
TRUE
The banking industry uses business intelligence to understand customer credit card usage and
nonpayment rates.

AACSB: Technology
Blooms: Understand
6-49
30. Many organizations find themselves in the position of being data rich and information poor.
TRUE
Many organizations find themselves in the position of being data rich and information poor.

AACSB: Technology
Blooms: Understand
31. Transactional information is used when performing operational tasks and repetitive
decisions such as analyzing daily sales reports and production schedules to determine how
much inventory to carry.
TRUE
Transactional information is used to perform operational tasks.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
32. Timely information must be up-to-the-second to be accurate.

FALSE
Timely information can change for each business decision. Some decisions require weekly
information while others require daily information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-50
33. Organizational information comes at different levels and in different formats and
granularities.
TRUE
Employees must be able to correlate the different formats, levels, and granularities of
information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
34. Reports for each sales person, product, and part are examples of detail or fine information
granularities.
TRUE
Information granularities include detailed (or fine) information such as reports for each sales
person, product, or parts.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
35. A foreign key is a field (or group of fields) that uniquely identifies a given entity in a table.
FALSE
A primary key is a field (or group of fields) that uniquely identifies a given entity in a table.

AACSB: Technology
Blooms: Understand
6-51
36. One of the advantages found in a relational database is increased information redundancy.
FALSE
Relational databases reduce information redundancy, not increase information redundancy.

AACSB: Technology
Blooms: Understand
37. Relational integrity constraints are rules that enforce basic and fundamental
TRUE
This is the definition of relational integrity constraints.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
38. The primary purpose of a data warehouse is to perform transactional processes.

FALSE
The primary purpose of a data warehouse is to perform analytical process.

AACSB: Technology
Blooms: Understand
6-52
39. Extraction, transformation, and loading is a process that extracts information from internal
databases, transforms the information using a common set of enterprise definitions, and loads
the information into an external database.
FALSE
Extraction, transformation, and loading is a process that extracts information from internal and
external databases, transforms the information using a common set of enterprise definitions,
and loads the information into a data warehouse.

AACSB: Technology
Blooms: Remember
40. The data warehouse is a location for all of business information.

FALSE
The data warehouse is not a location for all of a business's information.

AACSB: Technology
Blooms: Remember
6-53
Multiple Choice Questions
41. Employees need to compare different types of information for what they commonly reveal
to make strategic decisions. Which of the following represents the three common types of
information found throughout an organization?
A. Levels, forms, granularities
B. Levels, forms, data
C. Levels, formats, granularities
D. Data, formats, granularities
Levels, formats, and granularities are the different types of information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
42. Which of the following represents the different information levels?

D. None of these
The different information levels include individual, department, and enterprise.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-54
43. Which of the following represents the different information formats?

D. None of these
The different information formats include document, presentation, spreadsheet, and database.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
44. Which of the following represents the different information granularities?

D. None of these
The different information granularities include detail, summary, and aggregate.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-55
45. Which of the following is not a primary trait of information?

A. Transactional
B. Analytical
C. Timeliness
D. Quantity
Quality is the characteristic of information, not quantity.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
46. What encompasses all of the information contained within a single business process or unit
of work where its primary purpose is to support the performing of daily operational tasks?
C. Timeliness
D. Quality
This is the definition of transactional information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-56
47. What encompasses all organizational information where its primary purpose is to support
the performing of managerial analysis tasks?
C. Timeliness
D. Quality
This is the definition of analytical information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
48. What is immediate, up-to-date information?

C. Information granularity
D. All of these
This is the definition of real-time information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-57
49. What provides real-time information in response to query requests?

C. Information level
D. All of these
This is the definition of real-time systems.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
50. What is one of the biggest pitfalls associated with real-time information?
A. It is only available to high-level executives due to the expense.
B. It is only available in aggregate levels of granularity.
C. It continually changes.
D. It rarely changes.
Information continually changes, and this can cause issues with real-time information.

AACSB: Technology
Blooms: Understand
6-58
51. Which of the following is not one of the five characteristics common to high-quality
information?
A. Accuracy
B. Completeness
C. Quantity
D. Consistency
Accuracy, completeness, consistency, uniqueness, and timeliness are the characteristics of

high-quality information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
52. What is a real-time system?

A. It provides immediate, up-to-date information.
B. It provides real-time information in response to query requests.
C. It encompasses all organization information, and its primary purpose is to support the
performing of managerial analysis tasks.
D. It encompasses all of the information contained within a single business process or unit of
work, and its primary purpose is to support the performing of daily operational tasks.
This is the definition of real-time system.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-59
53. Which of the following implies that aggregate or summary information is in agreement with
detailed information?
A. Uniqueness
B. Completeness
C. Consistency
D. Accuracy
This is the definition of consistency as displayed in Figure 6.3.

AACSB: Technology
Blooms: Understand
54. Which of the following implies that information is current with respect to the business
requirement?
A. Uniqueness
B. Accuracy
C. Consistency
D. Timeliness
This is the definition of timeliness found in Figure 6.3.

AACSB: Technology
Blooms: Understand
6-60
55. What is it called when each transaction, entity, and event is represented only once in the
information?
A. Uniqueness
B. Accuracy
C. Consistency
D. Timeliness
This is the definition of uniqueness in Figure 6.3.

AACSB: Technology
Blooms: Understand
56. Which of the following refers to the extent of detail within the information?
A. Knowledge information
B. Information granularity
C. Chance information
D. Information analytics
Information granularity refers to the extent of detail within the information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-61
57. Which of the following represent the four primary traits that help determine the value of
information?
A. Information type, information timeliness, information quality, and information governance
B. Information statistics, information tracking, information quality, and information
governance
C. Information type, information chance, information analytics, and information policy
D. Information timeliness, information quality, information quantity, and information
governance policy
The four primary traits that help determine the value of information are information type,
information timeliness, information quality, and information governance.

AACSB: Technology
Blooms: Understand
58. What are the two different categories for information type?
A. Analytical and productive
B. Analytical and analysis
C. Transactional and analytical
D. Transactional and analysis
Within the information type there are two different categories transactional and analytical.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-62
59. Which of the following encompasses all of the information contained within a single
business process or unit of work, where its primary purpose is to support daily operational
tasks?
A. Targeted information
C. Productive information
D. Transactional information
This is the definition of transactional information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
60. Which of the following encompasses all organizational information, where its primary
purpose is to support the performing of managerial analysis tasks?
A. Analytical information
B. Transactional information
C. Statistical information
D. Targeted information
This is the definition of analytical information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-63
61. Which of the following companies used analytical analysis to identify a correlation between
storms and the increased sale of Pop-Tarts?
A. 7-Eleven
B. Burger King
C. McDonald's
D. Walmart
Walmart utilized analytical information and found a correlation between storms and Pop-Tarts.

AACSB: Technology
Blooms: Understand
writing letters, memos, and emails along with generating reports for financial analysis and
marketing materials for products. Ben's duties provide value-added to his company and would
be categorized as occurring at the different _____________.
Ben works at a top accounting firm in Salt Lake City. Some of his responsibilities include
writing letters, memos, faxes, emails, reports, financial spreadsheets, and generating marketing
materials. These are all examples of information formats.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
6-64
departments and the enterprise as a whole for the executive team to review. Ben's duties provide
value-added to his company and would be categorized as occurring at the different
_____________.
Ben works at a top accounting firm in Salt Lake City, and his responsibilities include
departments and the enterprise as a whole. Ben's duties provide value-added to his company
and would be categorized as different information levels.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
would be categorized as occurring at the different _____________.
Ben works at a top accounting firm in Salt Lake City, and his responsibilities include
would be categorized as different information granularities.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
6-65
65. Which of the following refers to immediate, up-to-date information?

A. Daily information
B. Strategic information
C. Real-time information
D. Crisis information
This is the definition of real-time information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
66. Which of the following does not represent a company that requires up-to-the-second
information?
A. 911 response units
B. Stock traders
C. Banks
D. Construction companies
911 response units, stock traders, and banks are organizations that require up-to-the-second
information to operate successfully. A construction company can perform successfully with
daily information.

AACSB: Technology
Blooms: Understand
6-66
67. Which of the following provides real-time information in response to requests?

A. Sales system
B. Transactional system
C. Real-time system
D. Salary system
This is the definition of real-time systems.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
68. Which of the following are examples of transactional information?

B. Trends and sales statistics
C. Product sales results, grocery receipts, and growth projections
D. Airline tickets and sales growth spreadsheets
In the transactional versus analytical information figure, airline ticket, sales receipts, and
packing slips are all examples of transactional information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-67
69. Which of the following are examples of analytical information?

B. Hotel reservation, sales receipts, and packing slips
C. Future growth analysis, sales projections, and product statistics
D. Packing slips, grocery receipt, and competitor information
In the transactional versus analytical information figure, trends, future growth, sales projections,
and product statistics are all examples of analytical information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
70. Most people request real-time information without understanding that continual
__________ is one of its biggest pitfalls.
A. Improvements
B. Change
C. Clustering
D. Cleansing
Most people request real-time information without understanding that one of the biggest pitfalls
associated with real-time information is continual change.

AACSB: Technology
Blooms: Understand
6-68
71. Which of the following occurs when the same data element has different values?
A. Data modeling issue
B. Data mining issue
C. Data governance issue
D. Data inconsistency issue
Data inconsistency occurs when the same data element have different values.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
72. Which of the following occurs when a system produces incorrect, inconsistent, or duplicate
data?
A. Data inconsistency issue
B. Data integrity issue
C. Data control issue
D. Data mining issue
Data integrity issues occur when a system produces incorrect, inconsistent, or duplicate data.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-69
73. Which of the following lists include all of the five characteristics common to high-quality
information?
A. Accuracy, completeness, strength, support, and positive feedback
B. Accuracy, association, referral, sales, and marketing
C. Accuracy, competition, support, customer service, and visibility
D. Accuracy, completeness, consistency, timeliness, and uniqueness
Accuracy, completeness, consistency, timeliness, and uniqueness are the five characteristics
common to high-quality information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
74. Which of the following would not be considered part of the complete characteristic of
A. Is a value missing from the personal information?
B. Is each transaction represented only once in the information?
C. Is the address incomplete?
D. Is the area code missing for the phone information?
All of the following questions can be asked for the characteristic completeness within the
common characteristics of high-quality information: (1) Is a value missing from the personal
information? (2) Is the address incomplete? (3) Is the area code missing for the phone
information?

AACSB: Technology
Blooms: Understand
6-70
75. Which of the following would not be considered part of the timely characteristic of
A. Is the Zip code missing in the address?
B. Is the information current with respect to business needs?
C. Is the customer address current?
D. Is the information updated weekly or hourly?
All of the following should be considered for the timely section of characteristic completeness
within the common characteristics of high-quality information: (1) Is the information current
with respect to business needs? (2) Is the order information numbers current? (3) Are your
orders calculated weekly?

AACSB: Technology
Blooms: Understand
76. Which of the following would not be considered part of the accurate characteristic of
A. Is the name spelled correctly?
B. Is the email address invalid?
C. Do the name and the phone values have the exact same information?
D. Is aggregate information in agreement with detailed information?
All of the following should be considered for the accurate section of characteristic
completeness within the common characteristics of high-quality information: (1) Are there
errors in the value information? (2) Is the email value invalid? (3) Do the name and the phone
values have the exact same information?

AACSB: Technology
Blooms: Understand
6-71
77. Which of the following would not be considered part of the unique characteristic of
A. Are there any duplicate orders?
B. Are there any duplicate customers?
C. Is aggregate information in agreement with detailed information?
D. Is each transaction and event represented only once in the information?
All of the following should be considered for the unique section of characteristic completeness
within the common characteristics of high-quality information: (1) Is each transaction and
event represented only once in the information? (2) Is each value unique? (3) Are there any
duplicate customers?

AACSB: Technology
Blooms: Understand
78. Which of the following would not be considered part of the consistent characteristic of
A. Do all sales columns equal the total for the revenue column?
B. Is the two-digit state code missing in the information?
C. Is all summary information in agreement with detailed information?
D. Does the order number match the item and the color options available?
All of the following should be considered for the consistent section of characteristic
completeness within the common characteristics of high-quality information: (1) Do all total
columns equal the true total of the individual item? (2) Is all summary information in agreement
with detailed information? (3) Does the order number match the item and the color options
available?

AACSB: Technology
Blooms: Understand
6-72
79. Which of the following represents a reason an organization might encounter low-quality
information?
A. Online customers intentionally enter inaccurate information to protect their privacy.
B. Different systems have different information-entry standards and formats.
C. Third-party and external information contains inaccuracies and errors.
D. All of these.
All of these options represent primary reasons for low-quality information.

AACSB: Technology
Blooms: Understand
80. Nestlé is one of the companies shown as an example of low-quality information causing
problems for the company. Which of the following are some of the errors they found in the data
or information?
A. They had 550,000 actual vendors, yet the information reports showed more than 9 million
due to duplication and abbreviation inaccuracies.
B. Some of the vendor names were abbreviated, whereas others were not.
C. They had too many inaccuracies and duplications to be able to identify customer profitability.
D. All of these
Nestlé is one of the companies shown as an example of low-quality information causing

problems for the company. All of the following were some of the errors they found in the data
or information: (1) they had 550,000 actual vendors, yet the information reports showed more
than 9 million due to duplication and abbreviation inaccuracies; (2) some of the vendor names
were abbreviated, whereas others were not, and (3) they had too many inaccuracies and
duplications to be able to identify customer profitability.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
6-73
81. Some of the serious business consequences that occur due to using low-quality information
to make decisions include all of the following except:
A. Inability to accurately track customers
B. Inability to identify selling opportunities
C. Success of the organization depends on appreciating and leveraging the low-quality
information
D. Lost revenue opportunities from marketing to nonexistent customers
The success of the organization depends on appreciating and leveraging the timely and
high-quality information.

AACSB: Technology
Blooms: Understand
82. What is the overall management of the availability, usability, integrity, and security of
company data?
A. Data intelligence
B. Data governance
C. Data forbearance
D. Data forecasting
This is the definition of data governance.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-74
83. What maintains information about various types of objects, events, people, and places?
A. Database
B. Data model
C. Data mining
D. Data intelligence
This is the definition of database.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
84. A database maintains information on ___________.

A. Inventory
B. Transactions
C. Employees
D. All of these
A database maintains information on inventory, transactions, and employees.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-75
85. In the relational database model, what is a person, place, thing, transaction, or event about
which information is stored?
A. Entity
B. Relationships
C. Attribute
D. Foreign key
This is the definition of an entity.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
86. Why do relational databases use primary keys and foreign keys?
A. To create an entity
B. To create physical relationships
C. To create logical relationships
D. To create an attribute
Keys are used to create logical relationships.

AACSB: Technology
Blooms: Understand
6-76
87. What is a primary key?

This is the definition of primary key.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
88. What is a foreign key?

This is the definition of foreign key.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-77
89. Which of the following is a disadvantage of database-stored information?

A. Increased flexibility
B. Increased performance
C. Increased data redundancy
D. Increased data integrity
Database-stored information reduces or decreases data redundancy.

AACSB: Technology
Blooms: Understand
90. Which of the following is incorrect in reference to a database?

A. A database can be relational or network.
B. Database information is accessed by logical structure.
C. Database information is accessed by physical structure.
D. Database users can have different views of information.
A database accesses information by logical structure and stores information by physical

structure.

AACSB: Technology
Blooms: Understand
6-78
91. What is the physical view of information?

A. Deals with the physical storage of information on a storage device such as a hard disk
B. Deals with the logical storage of information on a storage device such as a hard disk
C. Focuses on how users logically access information to meet their particular business needs
D. Focuses on how users physically access information to meet their particular business needs
This is the definition of physical view.

AACSB: Technology
Blooms: Understand
92. Which of the following is correct in reference to a database?

A. A database can support only one logical view.
B. A database can support many physical views.
C. A database can support many logical views.
D. A database can support up to three logical views.
A database can support many logical views.

AACSB: Technology
Blooms: Understand
6-79
93. Which of the following creates, reads, updates, and deletes data in a database while
controlling access and security?
A. Database element
B. Database management system
C. Data governance
D. Data File
This is the definition of database management system.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
94. Which of the following asks users to write lines of code to answer questions against a
database?
A. Structured query language
B. Relational query language
C. Structured elements
D. Data mining tools
This is the definition of structured query language (SQL).

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-80
95. What is the primary tool that retrieves information and helps users graphically design the
answer to a question?
A. Data mining tools
B. Structured example language
C. Query-by-example tool
D. Relational query tool
This is the definition of query-by-example tool.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
96. What is the smallest or basic unit of information?

A. Database management element
B. Data element
C. Data model
D. Data integrity issue
This is the definition of data element (or data field).

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-81
97. What is a logical data structure that details the relationship among data elements using
graphics or pictures?
A. Data model
B. Data element
C. Data mining tool
D. Data mart tool
This is the definition of data models.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
98. What compiles all of the metadata about the data elements in the data model?
A. Data entity
B. Data element
C. Data attribute
D. Data dictionary
This is the definition data dictionary.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-82
99. Which of the following systems allow users to create, read, update, and delete data in a
relational database?
A. Business intelligence system
B. Informational database system
C. Relational database management system
D. Data mining system
This is the definition of relational database management system.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
100. Which of the following illustrates the primary concepts of the relational database model?
A. Ethics, applications, keys, and relationships
B. Entities, attributes, keys, and relationships
C. Endeavor, aspire, control, and regulate
D. Early, after, before, and future
Entities, attributes, keys, and relationships illustrate the primary concepts of the relational
database model.

AACSB: Technology
Blooms: Understand
6-83
101. Which of the following stores information about a person, place, thing, transaction, or
event, and is usually referred to as a table?
A. Entity
B. Extraction
C. Attribute
D. Foreign key
This is the definition of an entity.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
102. What is the primary difference between an entity and an attribute?

A. An attribute is a table; an entity is a column from the attribute table.
B. An entity is specific; as an attribute is not data at all but brainstorming ideas that take place
before the entity is created.
C. An attribute refers to applications; an entity refers to executives.
D. An entity is a table that stores information about people, places, or events; an attribute is a
column or specific field of the data elements associated with an entity.
These are the definition distinctions between entities and attributes.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
6-84
103. What type of keys do you need to use to create a relational database model?
A. Primary keys and secondary keys
B. Primary keys and foreign keys
C. Entity keys and attribute keys
D. Relational keys and DBMS keys
In order to effectively manage and organize various entities within the relational database
model, you need to use primary keys and foreign keys to create logical relationships.

AACSB: Technology
Blooms: Understand
104. What is a field that uniquely identifies a given record in a table?

A. Foreign key
B. Primary key
C. Data mining key
D. DBMS key
This is the definition of a primary key.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-85
105. What is the role of a foreign key?

A. It is a primary key of one table that appears as an attribute in another table and acts to
provide a logical relationship between the two tables.
B. It is a unique way to identify each record.
C. Is a field that uniquely identifies a give record in a table.
D. All of these.
This is the definition of a foreign key.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
106. Which of the following is not an example of an advantage of using a relational database?
A. Increased information quality
B. Increased flexibility
C. Decreased information redundancy
D. Decreased information security
All of them are advantages except decreased information security; the advantage is increased
information security.

AACSB: Technology
Blooms: Understand
6-86
107. Your textbook discussed a record store example where one user could perform a query to
determine which recordings had a track length of four minutes or more and another user could
perform an analysis to determine the distribution of recordings as they relate to the different
categories. What database advantage is this an example of?
This is an increased flexibility advantage.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
108. What is data redundancy?

A. Duplication of data
B. Storing the same data in multiple places
C. Storing duplicate data in multiple places
D. All of these
Data redundancy is all of these.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-87
109. What is the primary problem with redundant data?

A. It is difficult to determine which values are the most current.
B. It is often inconsistent.
C. It is difficult to determine which values are the most accurate.
D. All of these.
All of these are problems with redundant information.

AACSB: Technology
Blooms: Understand
110. Which of the following is true with regard to the elimination of redundant data?
A. Uses additional hard disk space
B. Makes performing information updates harder
D. All of these
Eliminating redundant information improves the quality of the information, uses less hard disk
space, and makes performing updates easier.

AACSB: Technology
Blooms: Understand
6-88
111. What are the rules that help ensure the quality of information?
C. Relational integrity constraints
D. Business-critical integrity constraints
This is the definition of integrity constraints.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
112. What are rules that enforce basic and fundamental information-based constraints?
B. Integrity constraint
C. Business-critical integrity constraint
D. Relational integrity constraint

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-89
113. Which of the following is a valid type of integrity constraint?

A. Relational-critical integrity constraint
B. Business integrity constraint
C. Relational integrity constraint
D. Business-critical integrity constraint
Business-critical integrity constraint is valid.

AACSB: Technology
Blooms: Understand
114. What type of integrity constraint does not allow someone to create an order for a
nonexistent customer?
A. Relational integrity constraint
B. Business-critical integrity constraint
C. Information-critical integrity constraint
D. None of these
This is an example of relational integrity constraints.

AACSB: Technology
Blooms: Understand
6-90
115. All of the following are business-critical integrity constraints, except

A. System will not allow an entry for an order for a nonexistent customer.
B. System will not allow returns of fresh produce after 15 days past delivery.
C. System will not allow shipping a product to a customer who does not have a valid address.
D. Systems will not allow shipping of a nonexistent product to a customer.
Business-critical integrity constraint will not allow a return of fresh produce after 15 days. A
and C represent relational integrity constraints.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
116. Which of the following focuses on how individual users logically access information to
meet their own particular business needs?
A. Physical view
B. Logical view
C. Data mart view
D. Data view
This is the definition of logical view.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-91
117. The example the book gave of www.EllisIsland.org, which generates more than 2.5 billion
hits, is a site that offers a database that can easily adjust to handle massive volumes of
information. What is this an example of?
The Ellis Island website is an example of increased scalability and performance.

AACSB: Technology
Blooms: Understand
118. One of the primary goals of a database is to eliminate data redundancy by recording each
piece of data in only one place in the database. What does the elimination of data redundancy do
for a database?
A. Reduces disk space requirements
B. Makes updating information easier
D. All of these
One primary goal of a database is to eliminate information redundancy by recording each piece
of information in only one place in the database, because it saves disk space, information
updates are easier, and it improves information quality.

AACSB: Technology
Blooms: Understand
6-92
119. What are rules that help ensure the quality of information?
C. Information quality
D. Information ethics
This is the definition of integrity constraints.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
120. What are the rules that enforce basic and fundamental information-based constraints?
A. Responsibly integrity constraints
B. Quality constraints
C. Web integrity constraints
D. Relational integrity constraints

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-93
121. Which of the following will enforce business rules vital to an organization's success and
often require more insight and knowledge than relational integrity constraints?
A. Quality business constraints
B. Critical web constraints
C. Business critical integrity constraints
D. Web integrity constraints
This is the definition of business critical integrity constraints.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
122. What type of website is an interactive website kept constantly updated and relevant to the
needs of its customers using a database?
A. Data-driven website
B. Interactive website
C. Database performing website
D. Data processing website
This is the definition a data-driven website.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-94
123. Which of the following offers an advantage of using a data-driven website?

A. Easy to eliminate human errors
B. Easy to manage content
C. Easy to store large amounts of data
D. All of these
All are advantages of a data-driven website.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
124. Which of the following statements means the same as easy-to-manage content?
A. Website owners can make changes only with the aid of MIS professionals.
B. The website cannot organize customer data.
C. Users can update data-driven website with little or no training.
D. Users with extensive training can update data-driven websites.
Easy-to-manage content advantage means that website owners can make changes without
relying on MIS professionals, and users can update data-driven website with little or no
training.

AACSB: Technology
Blooms: Understand
6-95
125. Which of the following is not an example of an advantage to using the web to access
organizational databases?
A. Web browsers are much easier to use than a computer-based database.
B. The web interface requires few or no changes to the database model.
C. It is cleaner and virus-free.
D. It costs less.
There are a number of advantages to using the web to access company databases, including (1)
web browsers are much easier to use than a computer-based database, (2) the web interface
requires few or no changes to the database model, and (3) it costs less.

AACSB: Technology
Blooms: Remember
126. Which of the following does not describe Zappos' database?

A. Zappos' database was high scalable.
B. Zappos' database was highly flexible.
C. Zappos' database was highly secure.
D. Zappos' database was highly redundant.
Zappos.com is a great example of a data-driven website and was ranked as the most available
Internet retailer because it is scalable, highly flexible, and has a secure database.

AACSB: Technology
Blooms: Understand
6-96
127. Which of the following is not an advantage of a data-driven website?

A. Development
B. Minimizing human error
C. Increasing update costs
D. More efficient
A data-driven website cuts production and update costs.

AACSB: Technology
Blooms: Understand
128. A data warehouse is a _________ collection of information, gathered from many different
___________ databases, that supports business analysis activities and decision-making tasks.
A. Logical; operational
B. Physical; operational
C. Logical; transactional
D. Physical; transactional
This is the definition of data warehouse.

AACSB: Technology
Blooms: Understand
6-97
129. Which of the following is not one of the reasons operational systems are not appropriate
for business analysis?
A. It does not include information from other operational applications.
B. Operational systems are integrated.
C. Operational information is mainly current.
D. Operational information frequently has quality issues.
Operational systems are not integrated.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
130. What do data warehouses support?

A. OLAP
B. Analytical processing
C. OLTP
D. OLAP and analytical processing
Data warehouses support OLAP, which is analytical processing.

AACSB: Technology
Blooms: Understand
6-98
131. The primary purpose of a data warehouse is to _____________.

A. Combine strategic information
B. Organize departments
C. Interface between the computer and employees
D. All of these
The primary purpose of a data warehouse is to combine information, more specifically,


AACSB: Technology
Blooms: Understand
132. Gender can be referred to in many ways (Male, Female, M/F, 1/0) in a data warehouse.
What is this an example of?
A. Information scaling
B. Streamlining data points
C. Standardizing information
D. Standardizing protocols
Data warehouses standardize information.

AACSB: Technology
Blooms: Understand
6-99
133. Standardizing of data elements allows for ______________.

A. Greater accuracy, completeness, and consistency
B. Stabilized pivot tables
C. Faster client processing
D. Increased security features
Standardizing of data elements allows for greater accuracy, completeness, and consistency as
well as increasing the quality of the information in making strategic business decisions.

AACSB: Technology
Blooms: Understand
134. Which of the following represents a reason data warehouses were created?
A. Numbers and types of operational databases increased as businesses grew.
B. Many companies had information scattered across multiple systems with different formats.
C. Completing reporting requests from numerous operational systems took days or weeks.
D. All of these.
Data warehouse evolved and was created because of these business challenges: (1) numbers
and types of operational databases increased, (2) many companies had information scattered
across multiple systems with different file types, and (3) completing reporting requests from
numerous operational systems took days or weeks.

AACSB: Technology
Blooms: Understand
6-100
135. What does extraction, transformation, and loading mean?

A. It is a process of entering data, tracking data, and loading it into a database.
B. It is a process that extracts information from internal and external databases, transforms it
C. It is a process that is performed at the end of the data warehouse model prior to putting the
information in a cube.
D. It is a process that is performed at the beginning of the data mining model.
ETL is a process that extracts information from internal and external databases, transforms it

AACSB: Technology
Blooms: Understand
136. Which of the following fall in the category of external databases in the data warehouse
model?
B. Data mart 1, data mart 2, and data mart 3
D. Marketing information, sales information, and stock market analysis
Within the beginning stage of the data warehouse models process, competitor information,
industry information, mailing lists, and stock market analysis are included in the external
databases.

AACSB: Technology
Blooms: Understand
6-101
137. Which of the following describes ETL?

A. A process that extracts information from internal and external databases
B. A process that transforms information using a common set of enterprise definitions
C. A process that loads information into a data warehouse
D. All of these
All of these describe ETL.

AACSB: Technology
Blooms: Analyze
Difficulty: 1 Easy
138. What is data mining?

A. The common term for the representation of multidimensional information
B. A particular attribute of information
C. A variety of techniques to find patterns and relationships in large volumes of information
and infer rules from them that predict future behavior and guide decision making
D. Process of analyzing data to extract information not offered by the raw data alone
alone.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-102
139. When does information cleansing occur in the data warehouse?

A. During the ETL process
B. On the information, once it is in the data warehouse
C. During the ETL process and once it is in the data warehouse
D. During the ETL process and before it is in the data warehouse
Information cleansing occurs during the ETL process and on the information once it is in the
data warehouse.

AACSB: Technology
Blooms: Understand
140. Which of the following statements is true regarding customer information?

A. Customer information can exist in several operational systems.
B. Customer information in each operational system could change.
C. Customer information in each operational system can be different.
D. All of these.
All of these are true with respect to customer information.

AACSB: Technology
Blooms: Understand
6-103
141. Which of the following occurs during data cleansing?

A. Clean missing records
B. Clean redundant records
C. Clean inaccurate data
D. All of these
The figure on information cleansing activities highlights the steps that occur during information
cleansing.

AACSB: Technology
Blooms: Understand
142. Which of the following statements is true?

A. The more complete an organization wants its information to be, the less it costs.
B. The more accurate an organization wants its information to be, the less it costs.
C. The less accurate an organization wants its information to be, the more it costs.
D. The more complete and accurate an organization wants its information to be, the more it
costs.
The more complete and accurate an organization wants its information to be, the more it costs.

AACSB: Technology
Blooms: Understand
6-104
143. Within the beginning stage of the data warehouse models process, which of the following
are included in the internal databases?
B. Data mart 1, data mart 2, data mart 3
D. Marketing information, and stock market analysis numbers
Within the beginning stage of the data warehouse models process, marketing, sales, inventory,
and billing are included in the internal databases.

AACSB: Technology
Blooms: Understand
144. What is the ultimate outcome of a data warehouse?

A. Data goals
B. Data relationships
C. Data marketing
D. Data marts
Within the ending stage of the data warehouse models process, after the data warehouse step,
the end results are marketing data mart, inventory data mart, and sales data mart.

AACSB: Technology
Blooms: Understand
6-105
145. Which of the following contains a subset of data warehouse information?

A. Data miner
B. Data mart
C. Data pool
D. Data analyzing tool
A data mart contains a subset of data warehouse information.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
146. What are the primary differences between a data warehouse and a data mart?
A. Data warehouses make quick decisions; data marts make slow decisions.
B. Data warehouse tackle ethical issues; data marts tackle hypothetical issues.
C. Data warehouses have a more organizationwide focus; data marts have functional focus.
D. Data warehouses have a physical focus; data marts have logical focus.
To remember the primary differences between a data warehouse and data marts, think of a data
warehouse as having a more organizational focus and a data mart as having a functional focus.

AACSB: Technology
Blooms: Understand
6-106
147. Which of the following is the common term for the representation of multidimensional
information?
A. Block
B. Square
C. Column
D. Cube
This is the definition of a cube.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
148. What is another term for information cleansing?

A. Information mining
B. Information scrubbing
C. Information scrapping
D. Information marts
Information cleansing, or scrubbing, is a process that weeds out and fixes or discards

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-107
149. What determines the accuracy and completeness of organizational data?

A. Data quantity audit
B. Data quality audit
C. Data intelligence audit
D. All of these
This is the definition of a data quality audit.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
150. Which of the following is not included as an information cleansing activity?

A. Identifies redundant records
B. Identifies inaccurate or incomplete data
C. Identifies missing records or attributes
D. Identifies sales trends
Information cleansing activities include identifying (1) missing records or attributes, (2)
redundant records, (3) missing keys or other required data, (4) erroneous relationships or
references, and (5) inaccurate or incomplete data.

AACSB: Technology
Blooms: Understand
6-108
151. What is the process of analyzing data to extract information not offered by the raw data
alone?
A. Data integrity
B. Data mart analysis
C. Data mining
D. Data extraction
This is the definition of data mining.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
152. What are the two main objectives associated with data mining?
A. Uncovering tactics and plans
B. Uncovering trends and patterns
C. Uncovering intelligence and unstructured data issues
D. Uncovering competitors and market advantages
The two main objectives of data mining are uncovering trends and patterns.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-109
153. Which of the following uses a variety of techniques to find patterns and relationships in
large volumes of information that predict future behavior and guide decision making?
A. Data analysis tools
B. Electronic analysis tools
C. Data-mining tools
D. Data integrity tools
This is the definition of data-mining tools.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
154. Which of the following is not a common form of data mining?

A. Division organization
B. Classification
C. Estimation
D. Clustering
Data mining approaches decision making with a few different activities in mind, including
classification, estimation, affinity grouping, and clustering.

AACSB: Technology
Blooms: Understand
6-110
155. Which of the following forms of data mining assigns records to one of a predefined set of
classes?
A. Clustering
B. Classification
C. Estimation
D. Affinity grouping
This is the definition of classification.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
156. What is another term for data that are already contained in a database or a spreadsheet?
A. Structured data
C. Text mining
D. Web mining
This is the definition of structured data.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-111
157. What is another term for data that do not exist in a fixed location?
A. Structured data
C. Text mining
D. Web mining
This is the definition of unstructured data.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
158. What analyzes unstructured data to find trends and patterns in words and sentences?
A. Structured data
C. Text mining
D. Web mining
This is the definition of text mining.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-112
159. What is web mining?

A. Unstructured data associated with websites to identify consumer behavior and website
navigation
B. Analysis of structured data associated with a website
C. Filtering of information, both structured and unstructured, to help identify strong web
customers
D. None of these
This is the definition of web mining.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
160. What are the three common forms for mining structured and unstructured data?
A. Cluster analysis, association detection, and statistical analysis
B. Cluster analysis, association detection, and disassociation detection
C. Cluster analysis statistical detection, and statistical analysis
D. Association detection, market-basket analysis, and market-basket association
The three common forms for mining structured and unstructured data include cluster analysis,
association detection, and statistical analysis.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-113
161. What is the technique used to divide information sets into mutually exclusive groups such
that the members of each group are as close together as possible to one another and the different
groups are as far apart as possible?
A. Statistical detection
B. Cluster analysis
C. Association detection
D. None of these
This is the definition of cluster analysis.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
162. What is a great example of using cluster analysis in business to create target-marketing
strategies?
A. Google search
B. First name information
C. Zip code segmentation
D. Last name associations
A great example of using cluster analysis in business is to create target-marketing strategies

based on Zip codes.

AACSB: Technology
Blooms: Understand
6-114
163. Which of the following defines the relationship between variables along with the nature
and frequency of the relationship?
A. Association detection
B. Masking detection tool
C. Cluster grouping
D. Blocking barriers
This is the definition of association detection.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
164. What is a common association detection analysis technique where you analyze certain
items to detect customers' buying behavior and predict future behavior?
A. Clustering factors
B. Mashup technology
C. Market basket analysis
D. Drill-down basket analysis
This is the definition of market basket analysis.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-115
165. Which of the following techniques performs such functions as information correlations,
distributions, calculations, and variance analysis?
A. Clustering objective analysis
B. Statistical analysis
C. Entity modeling
D. Market basket analysis
This is the definition of statistical analysis.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
166. When discovering trends and seasonal variations in transactional information, use a
________________ forecast to change the transactional information by units of time, such as
transforming weekly information into monthly or seasonal information or hourly information
and into daily information.
A. Analytical graphing
B. Association detection
C. Market basket
D. Time-series
This is an example of time-series information put to use.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-116
167. What is it called when a manager has so much data and information that he or she cannot
make a decision?
A. Data rich, information poor
B. Data rich, content poor
C. Data rich, communication poor
D. Data rich, intelligence
The critical problem still facing managers today when there is so much information to analyze
and having so many tools at our fingertips is data rich, yet information poor.

AACSB: Technology
Blooms: Understand
Difficulty: 3 Hard
168. Which of the following questions can be answered using business intelligence?
A. Where has the business been?
B. Where is the business now?
C. Where is the business going?
D. All of these.
All are outlined in the book.

AACSB: Technology
Blooms: Remember
Difficulty: 3 Hard
6-117
169. What is information that people use to support their decision-making efforts?
A. Information cleansing and scrubbing
B. Data-mining tools
C. Data mining
D. Business intelligence
This is the definition of business intelligence.

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
Fill in the Blank Questions
170. Information is everywhere in an organization. Information ____________ refers to the

extent of detail within the information.
Granularity

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
171. The five common characteristics of high quality include accurate, complete, __________,
timely and unique.
Consistent

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-118
172. Data __________ issues occur when a system produces incorrect, inconsistent, or
duplicate data.
Integrity

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
173. Broadly defined, a __________ maintains information about various types of objects,
events, people, and places.
Database

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
174. A database management system or _________ creates, reads, updates, and deletes data in a
database while controlling access and security.
DBMS

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-119
175. Of the two primary tools available for retrieving information from a DBMS, the first is a
_______ by example tool that helps users graphically design the answer to a question against a
database.
Query

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
176. A ___________ database model stores information in the form of logically related
two-dimensional tables.
Relational

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
177. The __________ view of information deals with the physical storage of information on a
storage device.
Physical

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-120
178. The ___________ view of information focuses on how individual users logically access
information to meet their own business needs.
Logical

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
179. Databases today scale to exceptional levels, allowing all types of users and programs to
perform _____________ processing and information searching tasks.
Information

AACSB: Technology
Blooms: Remember
180. Relational _____________ constraints are rules that enforce basic and fundamental
Integrity

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
181. A data-driven _________ is an interactive website kept constantly updated and relevant to
the needs of its customers using a database.
Website

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-121
182. Zappos credits its success as an online _________ retailer to its vast inventory of nearly 3
million products available through its dynamic data-driven website.
Shoe

AACSB: Technology
Blooms: Remember
183. Companies can gain valuable business knowledge by viewing the data accessed and
analyzed from their __________.
Website

AACSB: Technology
Blooms: Remember
184. The primary purpose of a data ___________ is to combine information, specifically,

Warehouse

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
185. Data warehouses can _____________ information like the example of gender.
Standardize

AACSB: Technology
Blooms: Remember
6-122
186. Two of the challenges businesses faced before data warehouses were lack of data
standards and poor data _________.
Quality

AACSB: Technology
Blooms: Remember
187. Businesses collect a tremendous amount of _____________ information as part of their

routine operations.
Transactional

AACSB: Technology
Blooms: Remember
Difficulty: 3 Hard
188. Extraction, transformation, and ___________ is a process that extracts information from
loads it into a data warehouse.
Loading

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-123
189. Information cleansing or __________ is a process that weeds out and fixes or discards
Scrubbing

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
190. Many firms complete data ___________ audits to determine the accuracy and
completeness of their data.
Quality

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
191. Data mining is the process of analyzing data to extract information not offered by the raw
_______ alone.
Data

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
192. Unstructured __________ do not exist in a fixed location and can include text documents,
PDFs, voice messages, emails, and so on.
Data

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-124
193. Data mining occurs on ____________ data that are already in a database or a spreadsheet.
Structured

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
194. _________ mining analyzes unstructured data associated with websites to identify
consumer behavior and website navigation.
Web

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
195. Association ___________ reveals the relationship between variables along with the nature
and frequency of the relationships.
Detection

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
196. Time-series information is time-stamped information collected at a particular

___________.
Frequency

AACSB: Technology
Blooms: Remember
Difficulty: 1 Easy
6-125
197. Many organizations find themselves in the position of being data ___________ and
information poor. Even in today's electronic world, managers struggle with the challenge of
turning their business data into business intelligence.
Rich

AACSB: Technology
Blooms: Remember
198. Organizations using business intelligence can find the cause to many issues and problems
simply by asking the question ____________.
"Why?"

AACSB: Technology
Blooms: Understand
Essay Questions
199. Explain the four primary traits that determine the value of information.
Information is data converted into a meaningful and useful context. Information can tell an
organization how its current operations are performing and help it estimate and strategize about
how future operations might perform. It is important to understand the different levels, formats,
and granularities of information along with the four primary traits that help determine the value
of information, which include (1) information type: transactional and analytical; (2)
information timeliness; (3) information quality; and (4) information governance.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
6-126
200. Describe a database, a database management system, and the relational database model.
A database maintains information about various types of objects (inventory), events

(transactions), people (employees), and places (warehouses). A database management system
(DBMS) creates, reads, updates, and deletes data in a database while controlling access and
security. A DBMS provides methodologies for creating, updating, storing, and retrieving data
in a database. In addition, a DBMS provides facilities for controlling data access and security,
allowing data sharing, and enforcing data integrity. The relational database model allows users
to create, read, update, and delete data in a relational database.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
201. Identify the business advantages of a relational database.
Many business managers are familiar with Excel and other spreadsheet programs they can use
to store business data. Although spreadsheets are excellent for supporting some data analysis,
they offer limited functionality in terms of security, accessibility, and flexibility and can rarely
scale to support business growth. From a business perspective, relational databases offer many
advantages over using a text document or a spreadsheet, including increased flexibility,
increased scalability and performance, reduced information redundancy, increased information
integrity (quality), and increased information security.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
6-127
202. Explain the business benefits of a data-driven website.
A data-driven website is an interactive website kept constantly updated and relevant to the
needs of its customers using a database. Data-driven capabilities are especially useful when the
website offers a great deal of information, products, or services because visitors are frequently
annoyed if they are buried under an avalanche of information when searching a website. Many
companies use the web to make some of the information in their internal databases available to
customers and business partners.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
203. Define a data warehouse, and provide a few reasons it can make a manager more
effective.
A data warehouse is a logical collection of information, gathered from many different

operational databases, that supports business analysis and decision making. The primary value
of a data warehouse is to combine information, more specifically, strategic information,
throughout an organization into a single repository in such a way that the people who need that
information can make decisions and undertake business analysis.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
6-128
204. Explain ETL and the role of a data mart in business.
Extraction, transformation, and loading (ETL) is a process that extracts information from
loads it into a data warehouse. The data warehouse then sends portions (or subsets) of the
information to data marts. A data mart contains a subset of data warehouse information. To
distinguish between data warehouses and data marts, think of data warehouses as having a more
organizational focus and data marts as having a functional focus.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
205. Define data mining, and explain the three common forms for mining structured and
unstructured data.
alone. Data mining can also begin at a summary information level (coarse granularity) and
progress through increasing levels of detail (drilling down), or the reverse (drilling up). Data
mining occurs on structured data that are already in a database or a spreadsheet. Unstructured
data do not exist in a fixed location and can include text documents, PDFs, voice messages,
emails, and so on. Three common forms for mining structured and unstructured data are cluster
analysis, association detection, and statistical analysis.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
6-129
206. Identify the advantages of using business intelligence to support managerial decision
making.
Many organizations today find it next to impossible to understand their own strengths and
weaknesses, let alone their biggest competitors, due to enormous volumes of organizational
data being inaccessible to all but the MIS department. Organization data include far more than
simple structured data elements in a database; the set of data also includes unstructured data
such as voice mail, customer phone calls, text messages, video clips, along with numerous new
forms of data, such as tweets from Twitter. Managers today find themselves in the position of
being data rich and information poor, and they need to implement business intelligence systems
to solve this challenge.

AACSB: Technology
Blooms: Analyze
Difficulty: 3 Hard
6-130
Another random document with
no related content on Scribd:
“Ess zure. Win’s tu northerly tu hurt she. Us wunt keep yu long
waitin’. Coome on, lad. Us is bound vur tu be sharp.”
The men hurried off through the driving rain and bitter wind of
midnight upon their diabolic errand; and Saul, with a look upon his
face which spoke of a purpose equally diabolic, limped down to the
shore, seeming to see in the dark like a cat, and took up his place in
his own stout and seaworthy little boat.
It was what sailors call a “dirty night,” a stiff half-gale blowing, and
scuds of rain driving over, making the darkness more pitchy whilst
they lasted. There was no moon, and the sky was obscured by a
thick pall of low-lying cloud. It was the kind of night just suited to a
deed of darkness and wickedness, such as the one about to be
perpetrated.
Saul, with a face that matched in gloom and wildness the night itself,
sat in his boat with his eyes fixed steadfastly upon the gleaming light
in the lantern-tower of the castle, that strong and steady light which
shone out over the waste of waters like a blessing as well as a
beacon. All at once, even whilst he watched, the light suddenly
flickered and went out, whilst at the very same instant up sprang
another light, equally steady and strong, on the other side of the bay,
which, after flickering for a few moments, settled down as it were,
and burned on with a fixed and calm radiance.
Saul’s face, turned towards it, seemed to catch a momentary gleam.
His dark eyes glowed and flashed in their hollow caverns. His hands
clenched themselves convulsively upon the tiller by which he sat.
There was in his fierce heart a throb of triumphant satisfaction which
made life almost a joy to him at that moment. He felt a spring of life
well up within him, such as he had not experienced for months. After
all, so long as vengeance remained to him, life was not altogether
devoid of joy.
The sound of voices approaching from the shore warned him that his
confederates were approaching. Some came from the castle, others
from the neighbourhood of the false light they had kindled. In all
there were a dozen of them, stout fierce men, bent on plunder, and
caring nothing for the loss of human life, like too many of their race
all along the coast in those days.
Some of these men pushed off in a second boat, others joined Saul
in his small cutter. They carried no lights with them, nor did they do
more than row out into the bay. Once safely off from shore, they lay
still on their oars, and listened and watched intently, talking in low
tones to one another from time to time, but mostly absorbed in the
excitement of expectation.
All at once out of the darkness hove a light, out beyond the
Smuggler’s Reef, where the false light was burning, and a stilled
exclamation of triumph burst from all—
“That be she!”
Then deep silence fell again, and the men held their breath to watch
her course. She went slowly by the reef; they could hear the throb of
her engines in pauses of the gale; and then suddenly they saw her
lights shift—she had fallen into the trap—she was turning inwards. In
a few short minutes more she would strike upon those cruel horns,
and be dashed to pieces before them, without the chance of escape.
If they struck outside the rock, there would be more spoil and prey;
but it might be safer for the wreckers if she went within the extended
horns and grounded there. Then the quicksands would suck down all
traces in a very short time, and none would know the fate of the
missing vessel, which would be supposed to have met her death
through the failure of the new-fangled machinery.
Onward, ever onward, came the doomed ship, riding fearlessly
through the angry sea, secure of the course she was going. She had
slowed down a little in turning, but the engines were at work now at
full power. Her light was very near. The men in the boats almost felt
as though their close proximity would be observed....
Crash!
It was an awful sound. No man of those who heard it that night ever
forgot it, and it rang in Saul’s ears for many a long weary day, driving
him well-nigh to madness.
One terrific splintering crash, and then an awful sound of grinding
and tearing and battering. The ship’s lights heaved up and fell again
in a terrible fashion, and amid the shrill whistling of the gale there
rang out a wail of human anguish and despair, and then hoarse loud
voices, as if in command; though there was no distinguishing words
in the strife of the elements.
Motionless, awed, triumphant, yet withal almost terrified, the
wreckers sat in their boats and listened and waited. It needed no
great exercise of knowledge to tell them that the great vessel had
heeled over and was settling—settling slowly to her end; that there
could be no launching of boats—no hope for any on board unless
they were stout and sturdy swimmers and well acquainted with the
coast. The vessel had actually impaled itself, as it were, upon the
cruel sharp point of one of the horns. The water had rushed in
through the ruptured side, and almost at once the great floating
monster had heeled over, and, though partially upheld by the rocks,
was being battered and dashed in the most fearful way, so that no
living being could long escape either being drawn down to a watery
death, or battered out of all human form upon the cruel jagged rocks.
At first a shriek and a cry of human anguish would rend the silence
for a moment, and then sink again. But now many moments had
passed and no such sound had been heard. Moments grew into
minutes, and perhaps a quarter of an hour passed thus in watching
the one light rising and falling as the vessel rose on the crests of the
waves only to be dashed down again with renewed fury, whilst the
rending of timbers and snapping of spars told a tale that was
intelligible enough to the fierce men only a stone’s throw from the
doomed vessel.
At last they deemed they had waited long enough. From the very
nature of the catastrophe, it was unlikely there would be many
survivors. All who were below must have perished like rats in a trap,
and the few on deck would quickly have been swept overboard. It
was time the plundering began, else there might be little left to
plunder. As it was, there would be peril in trying to rifle the hull; but
these men knew what they were about, and producing their dark
lanterns, they cautiously approached the floating mass, and after
due precautions, scrambled one after another upon her, and
commenced a rapid but cautious search.
With this sort of thing Saul had no concern. He knew that his
comrades must be gratified in their thirst for plunder, but his work
had been accomplished when the great vessel struck without hope
of succour. As the larger boat could not approach too nearly to the
wreck, all the men had gone off in the smaller one, and were to bring
to him from time to time such valuables as they could find and
secure. Twice already had this been done, and the men reported that
there was more still to come, and that they might make a second
journey to the wreck perhaps, if she would only hold together whilst
both the laden boats put ashore and came out again empty. His
comrades were daring and skilful, and ran less risk than they
appeared to do in thus treading the decks of the vessel. She had
lodged now, and though still swept by heavy seas, was not tossed
about as she had been at first. The tide was falling and had landed
her fast upon a serrated ledge of rock. Unless she broke up, she
would lie there till the next tide dashed her off again and sucked her
into the quicksand. But as the water fell, more and more booty
became accessible. The greed in the men’s hearts rose with what
they found. They told themselves that this night’s work would make
them rich for life.
But Saul would not leave the spot. A curious fascination held him
rooted to it. When the boats were filled and the men insisted on
going, he said he would get upon the wreck and await their return
there. The wind was abating. The sea was running less high. It was
clear to experienced eyes that for some hours at least the vessel
would lie where she was, and that there would be no great peril in
remaining on her. Saul was not a man easy to thwart or contradict.
His comrades raised no objection to what he proposed. It was his
affair, not theirs, and they helped him to a station on the deck and
left him. They left a light with him—it would serve them as a beacon
in returning.
Saul sat where he had been placed and watched them row away,
their light growing fainter and fainter over the great crested waves.
He sat alone upon the shivering, heaving wreck, pondering on the
night’s work, and on all he had seen and done. He pictured the
scene that these decks must have witnessed but one short hour ago,
and thought of all the dead men—and fair women, perhaps—lying
drowned and dead in the cabins beneath his feet. A savage light
came into his eyes. A wild triumphant laugh rang out in the silence
and the darkness. He thought for a moment of trying to get below
and looking upon the dead faces of his foes—men and women he
had hated for no other cause than that they lived in a world that was
for him a place of evil and oppression, and deserved to die for the
tyranny and oppression of the race they represented to his
disordered imagination.
But he did not go. For one thing, his lameness hindered him; for
another, there was something almost too ghastly even for him in the
thought. But as he sat brooding and thinking of it all out in the cold
and the darkness of the night, well might he have been taken for the
very spirit of the storm, sitting wild-eyed and sullenly triumphant in
the midst of all this destruction, gloating over the death of his fellow-
men, and picturing the ghastly details with the fascination of a mind
on the verge of madness.
Suddenly an object floating in the water, quite near to the vessel,
took his eyes, and roused him from his lethargy. In another moment
his experienced and cat-like eyes had grasped its outline, and he
knew what it was.
A human creature—a man, in all probability—supported in the water
by a life-belt, for he could see the outlines of head and shoulders
above the crests of the waves. Well could Saul guess what had
happened. This man—sailor or passenger, whichever he might be—
had been on deck when the ship struck. He had had the good
fortune and presence of mind to secure a life-belt about him during
the few minutes that the ship kept above water, and probably struck
out for shore when washed from the deck. In all probability he had
quickly been dashed against the rocks and deprived of
consciousness, and the ebb of the tide had dragged and sucked him
back from the shore and in the direction of the wreck. A little more
and he would be washed upon the shoals of treacherous quicksand
—and then!
A sudden fierce desire came upon Saul to see the face of this man.
He was floating almost close to the wreck now, rising and falling
upon the heaving waves without any motion save what they
endowed him with. Saul turned and possessed himself of his lantern,
and moving cautiously to the very edge of the wreck, turned the light
full upon the floating object in the water.
Then the silence of the night was rent by a wild and exceeding bitter
cry; and in the midst of the darkness and terror of that winter’s night,
the soul of Saul Tresithny suddenly awoke, amid throbs of untold
anguish, from its long lethargy and death. In one moment of intense
illumination, in which for a moment he seemed wrapped in flame—
scorched by a remorse and despair that was in essence different
from anything he had experienced hitherto, he saw his past life and
the crime of the night in a totally new aspect. It was a moment not to
be analysed, not to be described; but the impression was such that
its memory was graven on his mind ever after in characters of fire. It
was as if in that awful moment something within him had died and
something been born. Heart and soul, for those few brief seconds in
which he stood mute and paralysed with horror, were crowded with
all the bitterness of death and the pangs of birth. Yet it was scarce
five seconds that the spell held him in its thrall.
What was it that he saw in that heaving waste of waters?
The face of the one man that he loved. The face of the only human
creature whom he had thought on as a friend. The face of Eustace
Marchmont!
And he—Saul Tresithny—had lured his only friend, and the one
being he loved and trusted—to a terrible and hideous death.
It was as he realised this that the awful cry broke from him, and after
that the five seconds of paralysed waiting and watching that seemed
like an eternity to him.
Then in the midst of that unspeakable agony there came one
whisper as of hope—the voice of an angel—penetrating the terrible
despairing anguish of his soul.
“Perhaps he is not yet dead. Perchance it may be given you to save
him yet. But lose not a moment, else your chance may come too
late.”
When Saul heard that voice, he hesitated not one second. Flinging
off his heavy pilot-coat, and casting a rope round him, which he
fastened to a broken mast, he plunged without a moment’s hesitation
into the sea, striking out for the floating object now just being carried
beyond the circle of light cast by the lamp.
Saul had always been a strong and bold swimmer, but since he
became maimed and lame and enfeebled, he had seldom been in
the water save for the purpose of launching his boat or getting it in,
and he had done no swimming for many months. Still there was no
difficulty in reaching Eustace and getting a firm grip round his neck.
The life-buoy supported the double weight well; but when Saul strove
to strike out in the direction of the ship, he found that the ebb of the
tide was carrying them both farther and farther away. Struggle as he
would, he could get no nearer, but saw the light as it were receding
from him, and knew that the ebb was sucking them little by little
towards those terrible quicksands close at hand, which if they
touched, their doom was sealed.
When would the rope be payed out and stop them? He had not
guessed how long it was when he had tied one end about his waist
and fastened the other about the broken mast. Would it never
become taut, that he could try hauling himself and his comrade in?
And even where they now were they might touch the sand any
moment with the fall of the tide. It was constantly changing and
shifting. No one knew exactly where it would lie from day to day and
week to week.
A sense of cold numb horror fell upon Saul. He was growing faint
and giddy. A whisper in another voice now assailed his ears.
“Save yourself at least—and leave him to perish. Likely enough he is
dead already; why risk your life for a corpse? Without his weight you
could easily make the ship. Save yourself, and leave him to his fate.
What is he to you?”
Saul’s senses were leaving him fast, ebbing away in a deadly
faintness that made even the terror of his position more like a dream
than a reality. But even so the words of the tempter fell powerless
upon his ears. His answer was to set his teeth and close his
embrace more fast around his friend.
“If he dies, I will die with him!” was the unspoken thought of his heart.
A sudden jerk told him that the rope was all payed out. Had he
strength to pull it in again? Rallying his failing powers with an almost
superhuman effort, and still keeping his arms clasped about
Eustace, he got hold of the rope behind his back, and bit by bit he
pulled upon it, drawing the double burden slowly—oh! how slowly
and painfully!—inch by inch towards the wreck.
The whole of his past life seemed to rise up in review before him
without any volition on his own part—his happy childhood with his
grandfather in the gardener’s cottage—Abner’s words of loving
admonition and instruction—the teaching he had imbibed almost
without knowing it, and had deliberately thrust from him later on.
Then he seemed to see himself at the farm, working early and late
with Farmer Teazel’s men; his brief but ardent courting of Genefer
seemed like nothing but a dream; whilst the sudden appearance of
Eustace Marchmont into his life was stamped upon his soul as in
characters of fire. This man had called him friend—had taught him,
cared for him, put himself on an equality with him—had taken his
hand as brother might the hand of brother. And he—Saul—had
brought him to this—had perhaps done him to death! It must not—it
should not be!
A noise of rushing was in his ears. His breath came in laboured
gasps. His heart seemed bursting; his eyes were blinded, and could
see nothing but a floating, blood-red haze. In laboured gasps of
agony the words came from him—words of the first prayer which had
ever passed his lips since the days of his childhood—
“Lord, have mercy upon us! God, give me strength to save him!”
And even with those words on his lips his consciousness failed him;
black darkness swallowed him up.
CHAPTER XX
BRIDE’S VIGIL
BRIDE was awakened from sleep by the sound of a voice.
“Bride! Bride! Oh, my love, farewell! God grant we meet again in the
eternal haven of rest! Farewell, my love, farewell!”
The voice sounded so loud in her ears that the girl started wide
awake in bed, and found herself sitting up, gazing across the dimly-
lighted room, in the expectation of seeing some one beside her.
But there was nothing. The room was empty, save for her own
presence. The fire was not yet out, and the night-lamp on the table in
the corner burned with a steady ray. Outside, the voice of the storm
wailed round the corners of the house; but Bride was too well used
to the voice of wind and water to think she had been deceived by
that. There was nothing in the voice of the gale to-night different from
what she was used to hear wherever the winter days had come.
Often and often the tempest raged with double and treble power
about the exposed castle, and yet she was not disturbed. What,
then, had happened to-night?
She passed her hands across her eyes, as if to clear away the mists
of sleep.
“It was Eustace’s voice!” she said in her heart, and a light shiver ran
through her.
Perhaps she had been thinking of Eustace at sea before she slept,
for her dreams had been of a ship ploughing through the waves. She
could not recall all that she had dreamed; but she was vaguely
conscious that her visions had been uneasy ones of terror and peril.
She could not be sure whether she had dreamed of Eustace:
everything was confused in her mind. But that voice calling her name
through the darkness had been utterly different from anything that
had gone before, and had effectually aroused her from sleep.
“Is he in peril? Is he thinking of me?” she asked herself; and even as
she put the question she rose from her bed and began mechanically
to dress herself; for there was only one thing now possible for Bride,
and that was to pour out her soul in prayer for the man she loved—
the man she believed to be in danger at this very moment. Why that
conviction of his peril came so strongly upon her she could hardly
have explained. She had had no vivid dream; she had gone to rest
with no presentiment of evil. That dream-cry was the only cause of
her uneasiness; but the conviction was so strong that there could be
no more sleep for her that night. She was absolutely certain of that,
and she quickly dressed herself, as though to be ready for a call
when it came; and when she had stirred the fire into a glow, and had
trimmed and lighted her larger lamp, she knelt down beside the little
table whereon lay her books of devotion, and the Bible which had
been her mother’s, and laid bare her soul in supplication and prayer
for the man she now knew that she loved, and whom she fully
believed to be in peril to-night, though whether this peril were
physical or spiritual she could not tell.
And yet it mattered not, for God knew, and He would hear her
supplication, and answer it in His own way. Bride did not know
whether Eustace had yet learned to pray for himself; but she had
been praying so long that there was nothing strange in this long and
impassioned prayer for him to-night. How the time passed the girl did
not know; nor did she know what it was that prompted her at last to
go to the window and draw aside the curtain to look out into the
night.
When she did this, however, she became aware that the darkness
without was something unwonted, and for a moment she could not
understand the cause of this. There was no moon, and the sky was
obscured by a wrack of drifting cloud; why should there be anything
but black darkness? and yet it was not always so, even on the
pitchiest nights. And then a sudden cry broke from her pale lips—
“The lantern-tower is not lighted to-night!”
That was it. That was what she missed—the faint refulgence she
was accustomed to see shining from the turret where the great lamp
always burned. What had happened? Had the old fisherman
neglected to come? or had he been negligent of his charge and
suffered the lamp to go out? She felt sure the light must have been
burning as usual earlier in the night. It was lighted at five now, and
numbers of persons would have noticed had it not been lighted, and
news would certainly have quickly reached the castle. No, it must be
that the old fisherman had gone to sleep, and had omitted to fill up
the lamp, which had burned down and gone out. And ah! suppose
some vessel even now was beating down Channel, and anxiously
looking out for the beacon! Oh, suppose some vessel was already in
peril for want of the guiding light! Suppose that vessel were the one
in which Eustace was journeying to them! Ah!—was that the
meaning of that cry? Had it indeed been sent as a sign—as a
warning?
With a sense of sudden comprehension Bride turned back into the
room and hastily took up her lamp. Without waiting to summon any
other person—without a moment of needless delay—she made her
way along the dark still corridors, where the heavy shadows lay
sleeping, but woke and fled away like spectres at her approach;
through the blank silence of the great house she stepped, followed
silently by the faithful hound, who always slept at her door, till she
reached a heavy oaken door, studded with brass nails, and fastened
on the inside with heavy bolts and clamps, that led from the castle
into that corner turret which had for so many years been given up to
the beacon light and its custodian.
Bride used as a child to go frequently into the tower with her mother.
Latterly she had been much less often, but she was familiar with the
fastenings of the door, and knew her way to the upper chamber
where the great lamp burned.
The place was perfectly dark as she entered, and as silent as the
grave; but as she ascended the spiral staircase which led to the
chamber where the great lamp burned, she was aware of a peculiar
moaning sound, she hardly knew whether human or not, and a thrill
of horror ran through her, though she did not pause in her rapid
ascent.
The hound heard it too, and sped past her with a low whimper of
curiosity, bounding upwards and into the room overhead, where he
broke into a loud bay.
Bride was keenly excited, too much excited to feel any personal fear;
moreover, she knew that if the dog had found any unknown occupant
in that upper chamber, he would have flown at him at once and
pinned him, and she should be warned by the sounds as to what
was going on. Hastily mounting the last flight, she entered the room,
which, as she fully expected, was in utter darkness. The sound of
inarticulate moaning grew louder as she approached, and the
moment her lamp threw its beams within the chamber, she saw the
old custodian lying on the floor, gagged, and bound with cruel cords,
his head bleeding a little from some cuts upon it, and his face drawn
and white.
In a moment she had sprung to his aid. The hound was sniffing
round the room with lashing tail and a red light in his eyes, uttering
from time to time a deep bay, as though asking to be let out to follow
on the track of the evil-doers who had forced a way into the tower to
do this deed of darkness.
But Bride could not attend to him then. She got a strong knife out of
the old fisherman’s pocket, and in another minute he was free. He
rose, looking dazed and shaken; but his first thought was for the
extinguished light.
“They put her out zo zoon’s they’d gotten me down,” he explained in
trembling tones, as he set about to kindle the beacon, not able even
to drink the contents of the cup Bride had mixed for him (there was
always refreshment kept in the room for the watcher on these cold
nights) till he had set the lamp burning again. “They bwoys ban’t a’ter
no gude. Lord help any ship that’s passed to-night. A take it they will
’ave abin an’ gone vur tu light a valse light zumwheeres ’long t’
coast. Yu can’t remember they days, my laady, when ’t wuz common
’nuff for the bwoys tu du that. But his Grace and your mawther, they
zet theerselves agin it: and a’ter vour or vive o’ the worst o’ the lot
’ad abin clapped intu clink, and t’ light zet burnin’ heer, theer wuzzn’t
near zo much, and a thought it wuz pretty night stopped vur good. A
reckon Zaul Tresithny’s abin at the bottom o’ this night’s work, that a
du. A zeed he t’other daay. ’E wuz just zo zavage’s a bear, he wuz.
With the faace aw’m like a death’s ’ead ’pon a mop-stick. A zed then
theer’d be mischief wi’ ’e, afore we heerd t’ last o’t.”
“Oh, I trust not!” breathed Bride, with clasped hands, as she stood
watching the old man kindling the lamp, slowly drawling out his
words as he did so. “It would be too terrible. Saul of all people! Oh, I
trust it is not so! It is awful for any of them to do such things; but
some are too ignorant to understand the full meaning of such a
fiendish act. But Saul is not ignorant; he would know. I pray he has
had no hand in this thing!”
“A dawn’t knaw, but a zuzpecs ’e’s abin at the bottom o’t,” was the
deliberate reply. “Ef yu wuz tu luke out o’ yon winder, my laady,
mappen yu may zee a false light a burning zomewheeres ’long the
shore. They’ll a’ve tu putten out now we got this ’un alight: but I
reckon they will ’ave abin burnin’ one all this time. God help any poor
ships as may ’ave bin goin’ by tu-night!”
Bride, shivering with a nameless horror, went to the window
indicated, and there, sure enough, about a mile away, she saw the
twinkling of a false light, the dread purpose of which she but too well
divined. Heaven send that no vessel had been lured by its false
shining to a terrible fate!
“David,” she said to the old man, “I must go and rouse the men, and
send down to the shore to see what has been passing there. It is too
fearful. Are you afraid to be left? Do you think there is any chance of
those wicked men coming back? I will send somebody to you very
quickly, and the dog shall stay to protect you meantime: he will not
let anybody touch you or the light so long as he is here.”
“Lorblessee! Dawntee by afeared to leev me. A dawn’t think as
they’ll dare come agin. They’d be vules ef they were tu. A’ll be zafe’s
a want in ’is burrow. Duee go and tell his Grace what they bwoys
’ave abin at. A reckon they’d not ’a dued it unless they’d ’a knawed
as zome ship were like tu pass by. They bwoys mostly knaws what
tu be at. Yu let me be, and go tu his Grace. Mappen theer’s help
wanted tu the shore by now.”
Bride hastened away with a beating heart, leaving the angry hound,
who had never ceased sniffing round the doorway which led
downwards to the outer door of the tower, to act as protector to the
old man, in case the miscreants should again invade him with intent
to put out the light. She rapidly retraced her steps to the inhabited
part of the castle, and knocking at her father’s door, told him enough
to cause him to ring the bell in his room which communicated with
the men’s quarters, and quickly brought quite a number of them
hurrying up to the master’s room, ready dressed against some
emergency.
The Duke had hastily attired himself, and was in earnest
confabulation with his daughter by the time the household
assembled. A few words to them sent them flying after lanterns and
ropes, and Bride asked her father—
“What are you going to do?”
“I am going down to the shore, with all the men I can muster, to try
and seize the wreckers if possible at their fiendish work, or to render
help if it be possible to any hapless vessel they may have lured to
destruction. I pray Heaven we may defeat their villainous intentions;
but I fear old David is right, and that they know very well what they
are about, and do not light false fires without warrant that they light
them not in vain. Bride, remain you here; call up the women, and let
one or two rooms be prepared. It may be we shall have some half-
drowned guest with us when we return. It can do no harm to be
prepared. That is your office. See that all is in readiness if wanted.”
The excitement and alarm had by this time spread to the stables,
and the men from there came hurrying round, eager to take a share
in the night’s expedition. Two stout young fellows were sent to the
foot of the lantern-tower to keep guard there, and see that no hurt
came to the old man; and the rest were formed into a regular
marching squad by the Duke, who always had his servants drilled
into some sort of military precision, ready for an emergency of this
kind, and led by him straight down to the beach, carrying such things
as were thought needful, both in the event of a struggle with the
wreckers, or the necessity of organising a rescue party to some
vessel in distress.
Bride was left in the castle, surrounded by the women of the
household, who had by this time been aroused, and had come out of
their rooms, some in terror, some in excitement, and were all eager
to know both what had happened and what was to be done.
Bride took a little on one side the housekeeper and her old nurse,
two old servants in whom she had the utmost confidence, and quietly
gave her orders. One or two of the spare bed-chambers were to be
quickly prepared for the accommodation of possible guests. The fire
in the hall was to be lighted, and some refreshment spread there.
Visitors at the castle had been rare of late, and some of the
chambers were likely to be damp, and the fires might very likely
smoke on being lighted.
“You had better make use of the rooms Mr. Marchmont uses when
he is here,” said Bride. “They have been used a good deal this year.
I think there has never been any trouble with them.”
“They are all ready, my lady,” answered the housekeeper. “His Grace
gave orders that they were to be put in readiness to receive him at
any time. They only want the fires lighting.”
“Ah! true—I remember,” answered Bride. “Then let fires be lighted
there instantly. Set the girls to work at something. They are only
growing frightened and upset by talking and wondering. Let
everything be ready in case there are persons brought in drowned,
or almost drowned. Let everything be at hand that can be wanted.
Nurse, you understand that sort of thing. You know what is needed in
every kind of emergency. See that all is ready. We do not know what
may be coming to-night.”
Bride spoke calmly, but her heart was throbbing wildly the whole
time. In her head was beating the ceaseless repetition of the one
name—“Eustace! Eustace! Eustace!”
She seemed all at once to understand the meaning of her troubled
dream, and the cry which had awakened her. Eustace was truly in
some deadly peril, and her name had been upon his lips, as it was in
his heart, at the supreme moment when he believed himself passing
from life to death. Bride had too full a belief in the independent life of
the spirit to feel any great surprise at such a thing as this. The power
and the deep mystery of love were a part of her creed. She held that
a true and God-given love was as immortal as the soul—was the
very essence of the soul; and now that she fully recognised the
depth of her own love for Eustace, she could well believe (knowing
his love for her) that his spirit would seek to meet hers in the
supreme moment when he thought death was coming upon him. But,
surely—ah! surely, her prayer for him, which had immediately
followed upon that cry, would have been heard in heaven, and God
would give him back to her! Ah! how she had prayed for this man—
body, soul, and spirit! How she had poured out herself in supplication
for him again and yet again, that his heart might be changed and
softened, that the Spirit of grace might work therein, that he might
learn to know his Saviour, and that his body might be preserved from
all perils.
Bride had that faith which believes all things; and even through the
anxious terrors of that night she believed that Eustace would be
given back to her. She believed absolutely that he had been in
deadly peril, that the cry she had heard in her dreams was no dream,
but that it portended some crisis in the life of her lover. She knew
that he was likely to be at sea to-night, and coming down Channel
along these very coasts. It might indeed have been his vessel that
these desperate men had striven to wreck. She never tried to fight
against the conviction that something terrible had befallen Eustace
that night; but so convinced was she that God had heard her
prayers, and had made of her an instrument for the deliverance and
saving of her lover, that she was able to retain her calmness and
tranquillity, even through that terrible hour of suspense, saying
always to herself—
“Perhaps it is the Father’s way of leading home the erring son.
Perhaps it was in the darkness and the storm that He went out to
meet him. I think he will be given back to me; but even if not, and he
is in the safe-keeping of the Father, I can bear it. But I believe I shall
receive him back as from the dead.”
She went to and fro through the house, seeing that her own and her
father’s orders were carried out, her face wearing a strange
expression of intense expectancy, but her bearing and manner
retaining their customary calmness. When everything that could be
done in advance had been done, she went down into the hall again.
The fire was blazing there and the lights were burning. Upon a table
stood refreshments, and all was as she desired to see it. The old
butler, who had not gone with the rest of the men, stood in a dim
recess, looking out of the window, and half concealed by the curtain.
Suddenly he moved quickly towards the door.
“Do you see anything?” asked Bride breathlessly.
“I hear steps,” he answered, and went to the door. The next minute
he opened it wide and the Duke entered.
Bride made a quick step forward. Her father’s face was pale and
stern. His clothes were wet as from contact with salt water, but his
manner was composed, though indicative of mental disturbance. His
first words were to the servant.
“Go or send instantly to Abner Tresithny’s cottage, and tell him to
come here at once.”
The butler disappeared without waiting to hear more. Abner’s
cottage was on the premises, a little distance from the stable-yard.
He could be there in a very short time after the summons reached
him; but why was he summoned?
Bride’s eyes asked the question her lips could not frame. Her father
came forward, and put his hands upon her shoulders.
“Can you be brave to bear bad news, Bride?” he asked; and she saw
that his face looked very grave, and that his lips quivered a little
involuntarily.
“I think so,” she answered steadily. “Is it Eustace?”
She felt him give a slight start.
“How did you know? Who has told you?”
“I hardly know—Eustace himself, I think. I have felt sure the whole
time that he has been in peril to-night. Do not be afraid to tell me the
worst. Is he dead?”
“I fear so! I fear so! God grant I may be mistaken, but I have no hope
—it is the face of the dead!”
There was something in the tone of the voice that bespoke a keener
distress than Bride would have looked for her father to show in any
matter connected with Eustace. She gave him a quick glance of
grateful sympathy, and, moving from his side, went to the table and
poured him out a glass of wine. He drank it, and then she said softly
—
“Tell me about it.”
“I will tell you all I know; it is a hideous tale, but the details will only
be known when the wretched miscreants whom we have
apprehended are brought before the proper authorities. We know
that our light was extinguished and a false one kindled, in order that
some vessel might be deluded to dash itself upon the Bull’s Horns,
where nothing can save it. This diabolic deed has been done only
too well. The men, taken red-handed bringing their boat back full of
spoil, could deny nothing. Evidence was too clear against them. We
apprehended every man of them, and they are lying bound under a
strong guard of our fellows to await the arrival of the officers of the
law. But one man said that Saul Tresithny was still upon the wreck,
that it was he who had planned all this, and that he was waiting there
till they went for another load and fetched him off.”
“And you sent a boat for him?” questioned Bride breathlessly.
“The men were for leaving him to his fate, but of course that could
not be allowed, and I wished to see for myself the position of the
wreck, and to learn all that was possible about her; for we all know
that before another tide has risen and fallen she may be dashed off
the ledge on which she rests now, and sucked into the treacherous
shoals of quicksand.”

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True / False Questions

8. A foreign key provides details about data.

22. A data miner contains a subset of data warehouse information.

32. Timely information must be up-to-the-second to be accurate.

38. The primary purpose of a data warehouse is to perform transactional processes.

40. The data warehouse is a location for all of business information.

Multiple Choice Questions

42. Which of the following represents the different information levels?

43. Which of the following represents the different information formats?

44. Which of the following represents the different information granularities?

45. Which of the following is not a primary trait of information?

48. What is immediate, up-to-date information?

49. What provides real-time information in response to query requests?

52. What is a real-time system?

65. Which of the following refers to immediate, up-to-date information?

67. Which of the following provides real-time information in response to requests?

68. Which of the following are examples of transactional information?

69. Which of the following are examples of analytical information?

84. A database maintains information on ___________.

87. What is a primary key?

88. What is a foreign key?

89. Which of the following is a disadvantage of database-stored information?

90. Which of the following is incorrect in reference to a database?

91. What is the physical view of information?

92. Which of the following is correct in reference to a database?

96. What is the smallest or basic unit of information?

102. What is the primary difference between an entity and an attribute?

104. What is a field that uniquely identifies a given record in a table?

105. What is the role of a foreign key?

108. What is data redundancy?

109. What is the primary problem with redundant data?

113. Which of the following is a valid type of integrity constraint?

115. All of the following are business-critical integrity constraints, except

123. Which of the following offers an advantage of using a data-driven website?

126. Which of the following does not describe Zappos' database?

127. Which of the following is not an advantage of a data-driven website?

130. What do data warehouses support?

131. The primary purpose of a data warehouse is to _____________.

133. Standardizing of data elements allows for ______________.

135. What does extraction, transformation, and loading mean?

137. Which of the following describes ETL?

138. What is data mining?

139. When does information cleansing occur in the data warehouse?

140. Which of the following statements is true regarding customer information?

141. Which of the following occurs during data cleansing?

142. Which of the following statements is true?

144. What is the ultimate outcome of a data warehouse?

145. Which of the following contains a subset of data warehouse information?

148. What is another term for information cleansing?

149. What determines the accuracy and completeness of organizational data?

150. Which of the following is not included as an information cleansing activity?

154. Which of the following is not a common form of data mining?

159. What is web mining?