Examination Paper : Semester II

IIBM Institute of Business Management 1

IIBM Institute of Business Management

Examination Paper MM.100

Management Information Systems

Section A: Objective Type (30 marks)

This section consists of Multiple choice questions and Short Note type questions. Answer all the questions. Part one questions carry 1 mark each & Part two questions carry 5 marks each.

Part one:

Multiple choices:

1. Management Information System is mainly dependent upon:a. Accountingb. Informationc. Both ‘a’ and ‘b’d. None of the above

2. The most important attribute of information quality that a manager requires is:a. Presentationb. Relevancec. Timelinessd. None of the above

3. Human Resource Information Systems are designed to:a. Produce pay checks and payrolls reportsb. Maintain personnel recordsc. Analyze the use of personnel in business operationsd. Development of employees to their full potential

4. Operational Accounting System include:a. Inventory controlb. Cost accounting reportsc. Development of financial budgets and projected financial statementsd. None of the above

5. EIS stands for:a. Executive Information Systemb. Excellent Info Systemc. Excessive Information Systemd. None of the above

Examination Paper : Semester II

IIBM Institute of Business Management 2

6. Intranet provide a rich set of tools for those people:a. Who are members of the different company or organizationb. Who are members of the same company or organizationc. Both ‘a’ and ‘b’d. None of the above

7. Which one is not the future of wireless technology?a. E-mailb. VOIPc. RFIDd. Telegram

8. OLTP stands for:a. Online Transactional Processingb. Online Transmission Processingc. Online Transactional Processd. None of the above

9. Which one of the following is not considered as future of m-commerce:a. Ubiquityb. Localizationc. Simple authenticationd. Common operation

10. Which of the following is not the level of decision making:a. Management controlb. Activity controlc. Operational controld. Strategic decision making

Part Two:

1. What are the ‘Strategic Information Systems’?

2. Write down the various business model of internet.

3. What is ‘Network Bandwidth’?

4. Differentiate between OLTP and OLPP.

END OF SECTION A

Examination Paper : Semester II

IIBM Institute of Business Management 3

Section B: Case lets (40 marks)

This section consists of Case lets. Answer all the questions. Each Case let carries 20 marks Detailed information should form the part of your answer (Word limit 150 to 200 words).

Case let 1

Overview of our Client’s StrategyOur client had an online store. They were spending $15,000 each month on pay per clickadvertising. This resulted in about $225,000 per month in sales. They didn’t know which clickswere leading to sales because they didn’t track the clicks. There rankings in the natural listings wasminimal because they hadn’t done keywords research on what visitors were using to try to find asite like there’s. They weren’t able to quantity results because their we statistics program onlyshowed very general traffic information. They were also doing an irregular email newsletter eventhough they had more than 32,000 e-mails in their database.Analysis of the situationIn the natural listings we suspected they were being penalized by the search enines for duplicatecontent. The search engines frown on this because they feel this is trying to fool them. Google willoften give a site like this something called “Supplement Results”, which means that the searchengines know the page exists but doesn’t have any content in their database. We also suspectedtheir email newsletter was being blocked by many spam blockers because the names of the productsthey sold were often on used in spam e-mails.Implementation of a SolutionFor the pay per click advertising we started tracking the clicks down to the individual terms and theactual results that came from them. We were able to delete terms that were not getting enough salesand increase the bids on ones that brought sales. For the natural listings we did keywords researchand focused on the main keywords on the content for the home page and in the META tags. Wealso found that visitors search on product names rather than manufactures, so in the title tag for thepage we switched and put the product name before the manufacturer. With the newsletter, we useda good mix of graphics and content to appease the spam blockers, as well as put the product namesin graphics so they wouldn’t be blocked. In order to analyze of the site’s traffic, we implemented apowerful web statistics program.Results of our workThrough our tactics, our clients were able to move up to #4 on Google for their main search term,which got a lot of traffic. With pay per click, they went from $.43. They decrease their budget to$10,000 per month, yet were able to increase their traffic by 33 percent. Through our optimizationof their pay per click, their cost per conversion to sale decreased by at least 45 percent. Thedeliverability of their newsletter increased as well. Within a year, their sales increased to over$600,000 per month.

Questions:

1. Discuss the client strategy for the success of store.

2. Suppose if you are the client maker what would you suggest for the client.

Examination Paper : Semester II

IIBM Institute of Business Management 4

Case let 2

Data Warehouse is a massive independent business database system that is populated with data thathas been extracted from a range of sources. The data is held separately from its origin and is used tohelp to improve the decision-making process.Many traditional Databases are involved in recording day to day operational activities of thebusiness, called Online Transaction Processing (OLTP), COMMONLY IMPLEMENTED INAirline Bookings and Banking Systems, for faster’s response and better control over data.After establishment of OLTP Systems, reports and summaries can be drawn for giving inputs todecision-making process and this process is called Online Analytical Processing (OLAP).For better customer relationships management strategy, the call centre’s and data Warehouse worksas a strategic tool for decision-support which requires lot of time for establishment, and needs to beupdated with operational information on daily weekly or monthly basis.Data Warehouse is used for proactive strategies formulation strategies formulation in critical andcomplex situations. A number of CRM vendors are advocating for single integrated customerdatabase which includes call centre, web sites, branches and direct mail, but it lacks in analyticalfunctioning of data warehouse. This Database can’t be expanded also, and carry decision supportoperations on call centre Database becomes slow & the query processing and inquiries andlingoperations also become slow & inefficient for agents dealing with customers.Data Warehouse is must for identifying most profitable & loyal customers and those customers canbe offered better customized services which increase the chances of additional profits.Although call centre system & data warehouse are altogether different systems yet dependent oneach other to fully exploit their potential respectively.

Questions:

1. Explain the role of data warehousing in the functioning of a call centre.

2. How the response time in performing OLAP queries can be improved?

END OF SECTION B

Section C: Applied Theory (30 marks)

This section consists of Applied Theory Questions. Answer all the questions. Each question carries 15 marks. Detailed information should form the part of your answer. (Word limit 200 to 250 words).

1. Explain the term e-commerce. Also explain the history and limitations of e-commerce.

2. What do you understand by the term “Database”? Explain the various database models indetail.

END OF SECTIONS-1-280111