Modules 1-3

Question 1

Data analysis process steps

Answer 1

Ask, Prepare, Process, Analyze, Share and Act

Question 2

Data preparation

Answer 2

Preparing the data correctly; involves understanding different types of data and data structures

Question 3

Data types

Answer 3

A specific kind of data attribute that tells what kind of value the data is

Question 4

First-party data

Answer 4

Data collected by an individual or group using their own resources; typically the preferred method because you know exactly where it came from

Question 5

Second-party data

Answer 5

Data collected by a group directly from its audience and then sold

Question 6

Third-party data

Answer 6

Data collected from outside sources who did not collect it directly; may not be less reliable and needs to be checked for accuracy, bias, and credibility

Question 7

Population

Answer 7

Refers to all possible data values in a certain data set

Question 8

Sample

Answer 8

A part of a population that is representative of the population

Question 9

Historical data

Answer 9

Data that already exists

Question 10

Qualitative data

Answer 10

Data that can’t be counted, measured, or easily expressed using numbers; usually listed as a name, category, or description (e.g., movie titles, cast members)

Question 11

Quantitative data

Answer 11

Data that can be measured or counted and then expressed as a number; data with a certain quantity, amount, or range (e.g., movie budget, box office revenue)

Question 12

Discrete data

Answer 12

Quantitative data that’s counted and has a limited number of values (e.g., money amounts)

Question 13

Continuous data

Answer 13

Quantitative data that can be measured using a timer, and its value can be shown as a decimal with several places (e.g., movie run time)

Question 14

Nominal data

Answer 14

A type of qualitative data that’s categorized without a set order; this data doesn’t have a sequence (e.g., ‘Yes,’ ‘No,’ or ‘Not sure’ responses to watching a movie)

Question 15

Ordinal data

Answer 15

A type of qualitative data with a set order or scale (e.g., ranking a movie from 1 to 5)

Question 16

Internal data

Answer 16

Data that lives within a company’s own systems; also called primary data

Question 17

External data

Answer 17

Data that lives and is generated outside of an organization; also called secondary data

Question 18

Structured data

Answer 18

Data that’s organized in a certain format, such as rows and columns (e.g., spreadsheets and relational databases); easily searchable and more analysis-ready

Question 19

Unstructured data

Answer 19

Data that is not organized in any easily identifiable manner (e.g., audio files, video files, emails, photos, and social media)

Question 20

Data model

Answer 20

A model that is used for organizing data elements and how they relate to one another

Question 21

Data elements

Answer 21

Pieces of information, such as people’s names, account numbers, and addresses

Question 22

Number data type

Answer 22

Data type in a spreadsheet that represents a numerical value; can be changed into percents or currency

Question 23

Text/String data type

Answer 23

A sequence of characters and punctuation that contains textual information; can include numbers (like phone numbers) that wouldn’t be used for calculations

Question 24

Boolean data type

Answer 24

A data type with only two possible values: true or false (e.g., ‘favorite or not favorite’ status on a playlist)

Question 25

Data table/Tabular data

Answer 25

Data that has a very simple structure; arranged in rows and columns

Question 26

Records

Answer 26

Another term for rows in a data table, often reserved for structured databases

Question 27

Fields

Answer 27

Another term for columns in a data table, often reserved for structured databases; each record has the same fields in the same order

Question 28

Value

Answer 28

The specific piece of data contained in every cell

Question 29

Wide data

Answer 29

Every data subject has a single row with multiple columns to hold the values of various attributes of the subject

Question 30

Long data

Answer 30

Data in which each row is one time point per subject, so each subject will have data in multiple rows

Question 31

Bias

Answer 31

A preference in favor of or against a person, group of people, or thing; can be conscious or subconscious

Question 32

Data bias

Answer 32

A type of error that systematically skews results in a certain direction

Question 33

Sampling bias

Answer 33

When a sample isn't representative of the population as a whole

Question 34

Unbiased sampling

Answer 34

Results in a sample that's representative of the population being measured

Question 35

Observer bias

Answer 35

The tendency for different people to observe things differently; sometimes referred to as experimenter bias or research bias

Question 36

Interpretation bias

Answer 36

The tendency to always interpret ambiguous situations in a positive or negative way, based on different backgrounds and experiences

Question 37

Confirmation bias

Answer 37

The tendency to search for, or interpret information in a way that confirms preexisting beliefs

Question 38

ROCCC

Answer 38

An acronym for identifying good data sources: Reliable, Original, Comprehensive, Current, and Cited

Question 39

Reliable data

Answer 39

Accurate, complete, and unbiased information that's been vetted and proven fit for use

Question 40

Original data

Answer 40

Data that has been validated with the original source, not just second or third party information

Question 41

Comprehensive data

Answer 41

Data that contains all critical information needed to answer the question or find the solution

Question 42

Current data

Answer 42

Data that is relevant to the task at hand, as its usefulness decreases as time passes

Question 43

Cited data

Answer 43

Data where the source is known (who created it, when it was last refreshed), making the information more credible

Question 44

Bad data sources

Answer 44

Sources that don't ROCCC; may be inaccurate, incomplete, biased, flat-out wrong, or filled with human error; can be misleading

Question 45

Ethics

Answer 45

Well-founded standards of right and wrong that prescribe what humans ought to do

Question 46

Data ethics

Answer 46

Well-founded standards of right and wrong that dictate how data is collected, shared, and used

Question 47

Ownership (Data Ethics)

Answer 47

The principle that individuals own the raw data they provide and have primary control over its usage, processing, and sharing

Question 48

Transaction transparency (Data Ethics)

Answer 48

The idea that all data processing activities and algorithms should be completely explainable and understood by the individual who provides their data

Question 49

Consent (Data Ethics)

Answer 49

An individual's right to know explicit details about how and why their data will be used before agreeing to provide it

Question 50

Currency (Data Ethics)

Answer 50

Individuals should be aware of financial transactions resulting from the use of their personal data and the scale of these transactions; includes the opportunity to opt out

Question 51

Data privacy

Answer 51

Preserving a data subject's information and activity any time a data transaction occurs; also called information privacy or data protection

Question 52

Openness/Open data

Answer 52

Refers to free access, usage, and sharing of data, while still respecting privacy and consent

Question 53

Interoperability

Answer 53

The ability of data systems and services to openly connect and share data

Question 54

Database

Answer 54

A collection of data stored in a computer system

Question 55

Metadata

Answer 55

Data about data; acts like a reference guide providing context, telling where, when, and how data was created, and what it's all about

Question 56

Relational database

Answer 56

A database that contains a series of related tables that can be connected via their relationships, using one or more of the same fields

Question 57

Primary key

Answer 57

An identifier that references a column in which each value is unique; uniquely identifies a record in a relational database table; cannot be null or blank

Question 58

Foreign key

Answer 58

A field within a table that is a primary key in another table; provides a link between the data in two tables; multiple foreign keys are allowed to exist in a table

Question 59

Descriptive metadata

Answer 59

Metadata that describes a piece of data and can be used to identify it at a later point in time (e.g., author and title of a book)

Question 60

Structural metadata

Answer 60

Metadata that indicates how a piece of data is organized and whether it's part of one or more data collections (e.g., how the pages of a book are put together to create different chapters)

Question 61

Administrative metadata

Answer 61

Metadata that indicates the technical source of a digital asset (e.g., file type, date/time taken, device used for a photo)

Question 62

Data governance

Answer 62

A process to ensure the formal management of a company’s data assets, giving better control over security, privacy, integrity, usability, and data flows

Question 63

CSV (Comma-separated values)

Answer 63

A file that saves data in a table format using plain text, delineated by characters, often commas

Question 64

Sorting

Answer 64

Involves arranging data into a meaningful order to make it easier to understand, analyze, and visualize (e.g., ascending/descending, alphabetically/numerically)

Question 65

Filtering

Answer 65

Showing only the data that meets a specific criteria while hiding the rest; simplifies a spreadsheet

Question 66

SQL (Structured Query Language)

Answer 66

A query language used by data analysts to communicate with the database

Question 67

BigQuery Sandbox account

Answer 67

An account available at no charge for BigQuery use; limits include a maximum of 12 projects and lack of support for DML operations (Data Manipulation Language)