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1. Management Information Systems
Section A: Objective Type (30 marks)
 This section consists of Multiple choicequestions 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. Accounting
b. Information
c. Both ‘a’ and ‘b’
d. None of the above
2. The most important attribute of information quality that a manager requires is:
a. Presentation
b. Relevance
c. Timeliness
d. None of the above
3. Human Resource Information Systems are designed to:
a. Produce pay checks and payrolls reports
b. Maintain personnel records
c. Analyze the use of personnel in business operations
d. Development of employees to their full potential
4. Operational Accounting System include:
a. Inventory control
b. Cost accounting reports
c. Development of financial budgets and projected financial statements
d. None of the above
5. EIS stands for:
a. Executive Information System
b. Excellent Info System
c. Excessive Information System
d. None of the above

2. 6. Intranet provide a rich set of tools for those people:
a. Who are members of the different company or organization
b. Who are members of the same company or organization
c. Both ‘a’ and ‘b’
d. None of the above
7. Which one is not the future of wireless technology?
a. E-mail
b. VOIP
c. RFID
d. Telegram
8. OLTP stands for:
a. Online Transactional Processing
b. OnlineTransmission Processing
c. Online Transactional Process
d. None of the above
9. Which oneof the following is not considered as futureof m-commerce:
a. Ubiquity
b. Localization
c. Simple authentication
d. Common operation
10. Which of the following is not the level of decision making:
a. Management control
b. Activity control
c. Operational control
d. Strategic decision making
Part Two:
1. What are the ‘Strategic Information Systems’?
2. Write down the various business model of internet.
3. What is‘NetworkBandwidth’?
4. Differentiate between OLTP and OLPP.
ENDOF SECTION A
2

3. Section B: Case lets (40 marks)
 This section consists of Case lets.
 Answer all the questions.
 Each Case letcarries 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 Strategy
Our client had an online store. They were spending $15,000 each month on pay per click
advertising. This resulted in about $225,000 per month in sales. They didn’t know which clicks
were leading to sales because they didn’t track the clicks. There rankings in the natural listings was
minimal because they hadn’t done keywords research on what visitors were using to try to find a
site like there’s. They weren’t able to quantity results because their we statistics program only
showed very general traffic information. They were also doing an irregular email newsletter even
though they had more than 32,000 e-mailsintheir database.
Analysis of the situation
In the natural listings we suspected they were being penalized by the search enines for duplicate
content. The search engines frown on this because they feel this is trying to fool them. Google will
often give a site like this something called “Supplement Results”, which means that the search
engines know the page exists but doesn’t have any content in their database. We also suspected
their email newsletter was being blocked by many spam blockers because the names of the products
they sold were often on used in spam e-mails.
Implementation of a Solution
For the pay per click advertising we started tracking the clicks down to the individual terms and the
actual results that came from them. We were able to delete terms that were not getting enough sales
and increase the bids on ones that brought sales. For the natural listings we did keywords research
and focused on the main keywords on the content for the home page and in the META tags. We
also found that visitors search on product names rather than manufactures, so in the title tag for the
page we switched and put the product name before the manufacturer. With the newsletter, we used
a good mix of graphics and content to appease the spam blockers, as well as put the product names
in graphics so they wouldn’t be blocked. In order to analyze of the site’s traffic, we implemented a
powerful web statistics program.
Results of our work
Through 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 optimization
of their pay per click, their cost per conversion to sale decreased by at least 45 percent. The
deliverability 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. Supposeif you are the client maker what would you suggest for the client.
Case let 2

4. Data Warehouse is a massive independent business database system that is populated with data
that has been extracted from a range of sources. The data is held separately from its origin and is
used to help to improve the decision-making process.
Many traditional Databases are involved in recording day to day operational activities of the
business, called Online Transaction Processing (OLTP), COMMONLY IMPLEMENTED IN
Airline 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 to
decision-making process and this process is called Online Analytical Processing (OLAP).
For better customer relationships management strategy, the call centre’s and data Warehouse
works as a strategic tool for decision-support which requires lot of time for establishment, and
needs to be updated with operational information on daily weekly or monthly basis.
Data Warehouse is used for proactive strategies formulation strategies formulation in critical and
complex situations. A number of CRM vendors are advocating for single integrated customer
database which includes call centre, web sites, branches and direct mail, but it lacks in analytical
functioning of data warehouse. This Database can’t be expanded also, and carry decision support
operations on call centre Database becomes slow & the query processing and inquiries andling
operations also become slow & inefficient for agents dealing with customers.
Data Warehouse is must for identifying most profitable & loyal customers and those customers
can be offered better customized services which increase the chances of additional profits.
Although call centre system & data warehouse are altogether different systems yet dependent on
each 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?
ENDOF 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. (Wordlimit 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 in detail.