ACCA Strategic Professional · Strategic Business Leader · Big data and data analytics
Hadley Bank analyses social media posts to gauge customer sentiment about a new product. The data scientist finds that many posts come from automated bot accounts and some are sarcastic, so the sentiment scores may mislead the board. Which characteristic of big data does this best illustrate?
This illustrates veracity. Veracity concerns the quality, accuracy and trustworthiness of data. Bot accounts and sarcastic posts distort sentiment scores, so decisions based on them may be unreliable, regardless of how much data exists, how fast it arrives or in what format.
- AVelocity
- BVeracityCorrect
- CVolume
- DVariety
Explanation
The concern is whether the data is accurate and trustworthy, since bots and sarcasm distort the sentiment. That is veracity. Variety would apply if the issue were the number of formats, and velocity if it were speed of arrival.
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