OMIS 351 Final Exam with Complete
Solutions
Which of the following is FALSE?
Data mining is done mostly by the computer (automatically).
A data mart is smaller than a data warehouse.
SQL is a computer language to create queries (ask questions about the data).
A data warehouse would probably be stored on Access in a Fortune 500 company.
Data warehouses support OLAP, mining, and data marts. Correct Ans-A data warehouse
would probably be stored on Access in a Fortune 500 company.
How did Dr. Downing improve the organic search results for his Kirk Herbstriet joke in fall 2012
(How would anyone improve such results)?
By using Cloud computing
By using Just-in-time e-commerce
By practicing internet privacy and security legislation
By linking text lie "NIU BCS Kirk Herbstreit joke" to Chuckdowning.com from webpages
By using RFID Correct Ans-By linking text lie "NIU BCS Kirk Herbstreit joke" to
Chuckdowning.com from webpages
,The ____ measures the percentage of people who clicked on an ad to arrive at a destination site
churn rate
quality score
click-through rate
impression elasticity
eyeball score Correct Ans-click-through rate
Search engines use _____ to discover documents for indexing and retrieval
caches
landing pages
web crawlers
proxy servers
interstitial Correct Ans-web crawlers
What is a data warehouse?
A way to find unanticipated answers to business questions
A building where the company's databases are housed
A large, batch updated and cleaned database storing organization-wide data
,None of the above Correct Ans-A large, batch updated and cleaned database storing
organization-wide data
_____ are served by ad networks or other customer profiling firms to identify users and record
behavior across multiple Web sites.
Plug-ins
Creatives
Interstitials
Third-party cookies
Honeypots Correct Ans-Third-party cookies
Which of the following statements holds true for search engine optimization (SEO)?
It refers to the Internet directory service that allows devices and services to be named and
discoverable.
It refers to the process of improving a page's organic search results.
It refers to Internet content that can't be indexed by Google and other search engines.
It refers to a temporary storage space used to speed computing tasks.
It refers to software that traverses available Web links in an attempt to perform a given task.
Correct Ans-It refers to the process of improving a page's organic search results.
, _____________ occurs by repeatedly searching keywords linked to rival ads, and not clicking on
those ads, with the goal of reducing the rival's click through rate.
Spamdexing
Rank-based impression fraud
Keyword stuffing
Depleting impression fraud
Disbarring fraud Correct Ans-Rank-based impression fraud
__________ refers to generating fake followers, likes, +1s, retweets, shares, or YouTube views.
Social influence fraud
Keyword stuffing
Spamdexing
Disbarring fraud
None of the above Correct Ans-Social influence fraud
If a web site owner (Person A) pays about 60 cents per click to advertise on Google, what would
be the best way listed below for a competitor (Person B) to hurt him (assuming that competitor
was willing to engage in unethical practices)?
Pay 80 cents per click for its own (Person B) ads.
Solutions
Which of the following is FALSE?
Data mining is done mostly by the computer (automatically).
A data mart is smaller than a data warehouse.
SQL is a computer language to create queries (ask questions about the data).
A data warehouse would probably be stored on Access in a Fortune 500 company.
Data warehouses support OLAP, mining, and data marts. Correct Ans-A data warehouse
would probably be stored on Access in a Fortune 500 company.
How did Dr. Downing improve the organic search results for his Kirk Herbstriet joke in fall 2012
(How would anyone improve such results)?
By using Cloud computing
By using Just-in-time e-commerce
By practicing internet privacy and security legislation
By linking text lie "NIU BCS Kirk Herbstreit joke" to Chuckdowning.com from webpages
By using RFID Correct Ans-By linking text lie "NIU BCS Kirk Herbstreit joke" to
Chuckdowning.com from webpages
,The ____ measures the percentage of people who clicked on an ad to arrive at a destination site
churn rate
quality score
click-through rate
impression elasticity
eyeball score Correct Ans-click-through rate
Search engines use _____ to discover documents for indexing and retrieval
caches
landing pages
web crawlers
proxy servers
interstitial Correct Ans-web crawlers
What is a data warehouse?
A way to find unanticipated answers to business questions
A building where the company's databases are housed
A large, batch updated and cleaned database storing organization-wide data
,None of the above Correct Ans-A large, batch updated and cleaned database storing
organization-wide data
_____ are served by ad networks or other customer profiling firms to identify users and record
behavior across multiple Web sites.
Plug-ins
Creatives
Interstitials
Third-party cookies
Honeypots Correct Ans-Third-party cookies
Which of the following statements holds true for search engine optimization (SEO)?
It refers to the Internet directory service that allows devices and services to be named and
discoverable.
It refers to the process of improving a page's organic search results.
It refers to Internet content that can't be indexed by Google and other search engines.
It refers to a temporary storage space used to speed computing tasks.
It refers to software that traverses available Web links in an attempt to perform a given task.
Correct Ans-It refers to the process of improving a page's organic search results.
, _____________ occurs by repeatedly searching keywords linked to rival ads, and not clicking on
those ads, with the goal of reducing the rival's click through rate.
Spamdexing
Rank-based impression fraud
Keyword stuffing
Depleting impression fraud
Disbarring fraud Correct Ans-Rank-based impression fraud
__________ refers to generating fake followers, likes, +1s, retweets, shares, or YouTube views.
Social influence fraud
Keyword stuffing
Spamdexing
Disbarring fraud
None of the above Correct Ans-Social influence fraud
If a web site owner (Person A) pays about 60 cents per click to advertise on Google, what would
be the best way listed below for a competitor (Person B) to hurt him (assuming that competitor
was willing to engage in unethical practices)?
Pay 80 cents per click for its own (Person B) ads.
