Whole Foods 2010

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INFO 1400

Koffka Khan

Tutorial 6

Running Case Assignment: Improving Decision Making: Redesigning the Customer Database Dirt Bikes U.S.A. sells primarily through its distributors. It maintains a small customer database with the following data: customer name, address (street, city, state, zip code), telephone number, model purchased, date of purchase, and distributor: http://wps.prenhall.com/bp_laudon_mis_10/62/15946/4082221.cw/index.html. These data are collected by its distributors when they make a sale and are then forwarded to Dirt Bikes. Dirt Bikes would like to be able to market more aggressively to its customers. The Marketing Department would like to be able to send customers e-mail notices of special racing events and of sales on parts. It would also like to learn more about customers’ interests and tastes: their ages, years of schooling, another sport in which they are interested, and whether they attend dirt bike racing events. Additionally, Dirt Bikes would like to know whether customers own more than one motorcycle. (Some Dirt Bikes customers own two or three motorcycles purchased from Dirt Bikes U.S.A. or other manufacturer.) If a motorcycle was purchased from Dirt Bikes, the company would like to know the date of purchase, model purchased, and distributor. If the customer owns a non–Dirt Bikes motorcycle, the company would like to know the manufacturer and model of the other motorcycle (or motorcycles) and the distributor from whom the customer purchased that motorcycle. • Redesign Dirt Bikes’s customer database so that it can store and provide the information needed for marketing. You will need to develop a design for the new customer database and then implement that design using database software. Consider using multiple tables in your new design. Populate each new table with 10 records. Develop several reports that would be of great interest to Dirt Bikes’s marketing and sales department (for example, lists of repeat Dirt Bikes customers, Dirt Bikes customers who attend racing events, or the average ages and years of schooling of Dirt Bikes customers) and print them. 1-2



Running Case Solution Description
The solution file represents one of many alternative database designs that would satisfy Dirt Bikes’ requirements. The design shown here consists of 4 tables: 1. Customer, 2. Distributor, 3. Purchase, and 4. Model. Dirt Bikes’s old customer database was modified by breaking it down into these tables and adding new fields to these tables. Data on both Dirt Bike customer purchases captured from distributors and customer purchases of non- Dirt Bike models are stored in the Purchase table. The Customer table no longer contains purchase data but it does contain data on e-mail addresses, customer date of birth, years of education, additional sport of interest, and whether they attend dirt bike racing events.

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Case Study: The Terrorist Watch List Database’s Troubles Continue 1. What concepts are illustrated in this case?

The first concept illustrated in the case focuses on consolidating multiple databases into a single cohesive one. That is a primary goal of the FBI’s Terrorist Screening Center (TSC). The organization is integrating at least 12 different databases; two years after the process began, 10 of the 12 have been processed. The remaining two databases are both fingerprint databases, and not technically watch lists. Using data warehouses to serve all the agencies that need information is the second major concept. Agencies can receive a data mart, a subset of data, that pertains to its specific mission. For instance, airlines use data supplied by the TSA system in their NoFly and Selectee lists for prescreening passengers, while the U.S. Customs and Border Protection system uses the watch list data to help screen travelers entering the United States [presumably in transportation other than an airplane]. The State Department screens applicants for visas to enter the U.S. and...
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