ACCA PM · Chapter 1 · Question 2 of 9
A fashion retailer collects customer reviews from social media to gauge reaction to a new range. Many posts are sarcastic, some come from automated accounts and some are written by competitors. Which characteristic of big data does this problem relate to most directly?
Test yourself: pick an answer
Reveal answer & explanation
Correct answer: B) Veracity
Explanation
Veracity concerns the accuracy, quality and trustworthiness of data. Sarcasm, bot-generated posts and deliberately misleading reviews all reduce how far the data can be relied upon. The issue is not the amount or speed of data but whether it is true, so veracity is the relevant characteristic.
More Information, technologies and systems for organisational performance MCQs
- Q4A logistics company stores its customer database on cloud servers. Which of the following controls is designed primarily to protect the…
- Q5The board of a hotel group wants a system that presents summarised key performance data on a dashboard, with the ability to drill down…
- Q6A subscription software business uses three years of customer usage data to build a model that estimates the probability that each current…
- Q7A variance report reaches the production manager three weeks after the month end, by which time the problems it highlights have already…
- Q8Which of the following best explains why traditional management accounting reports are often considered inadequate for strategic planning?