Chapter 7

Storing Organizational
Information - Databases

McGraw-Hill/Irwin

2008 The McGraw-Hill Companies, All Rights Reserved

Learning Outcomes
7.1 Define the fundamental concepts of the
relational database model
7.2 Evaluate the advantages of the
relational database model
7.3 Compare relational integrity
constraints and business-critical
integrity constraints
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Learning Outcomes
7.4 Describe the benefits of a data driven
Web site
7.5 Describe the two primary methods for
integrating information across multiple
databases

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Relational Database
Fundamentals
Information is everywhere in an
organization
Information is stored in databases
Database maintains information about
various types of objects (inventory), events
(transactions), people (employees), and
places (warehouses)
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Relational Database
Fundamentals
Database models include:
Hierarchical database model information is
organized into a tree-like structure (using
parent/child relationships) in such a way that it
cannot have too many relationships
Network database model a flexible way of
representing objects and their relationships
Relational database model stores information
in the form of logically related two-dimensional
tables
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Entities and Attributes

Entity a person, place, thing, transaction, or
event about which information is stored
The rows in each table contain the entities
In Figure 7.1 CUSTOMER includes Daves Sub Shop
and Pizza Palace entities

Attributes (fields, columns) characteristics or

properties of an entity class
The columns in each table contain the attributes
In Figure 7.1 attributes for CUSTOMER include
Customer ID, Customer Name, Contact Name
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Keys and Relationships

Primary keys and foreign keys identify the
various entity classes (tables) in the
database
Primary key a field (or group of fields) that
uniquely identifies a given entity in a table
Foreign key a primary key of one table that
appears an attribute in another table and acts
to provide a logical relationship among the
two tables
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Keys and Relationships

Potential relational database for Coca-Cola

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Relational Database Advantages

Database advantages from a business
perspective include
Increased flexibility
Increased scalability and performance
Reduced information redundancy
Increased information integrity (quality)
Increased information security

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Increased Flexibility
A well-designed database should:
Handle changes quickly and easily
Provide users with different views
Have only one physical view
Physical view deals with the physical storage of
information on a storage device eg hard disk

Have multiple logical views

Logical view focuses on how users logically
access information

Eg: a mail-order buss- 2 people view diff

format (logical views) but same physical view7-10

Increased Scalability and Performance

A database must scale to meet increased
demand, while maintaining acceptable
performance levels
Scalability refers to how well a system can
adapt to increased demands
Performance measures how quickly a
system performs a certain process or
transaction

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Reduced Information Redundancy

Databases reduce information
redundancy
Redundancy the duplication of information
or storing the same information in multiple
places

Inconsistency is one of the primary

problems with redundant information-difficult to
decide which is most current and most accurate
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Increase Information Integrity (Quality)

Information integrity measures the
quality of information
Integrity constraint rules that help ensure
the quality of information
Relational integrity constraint-rule that enforces
basic and fundamental information-based constraints
Eg. Users cannot create an order for a nonexistent
customer, provide a markup percentage that was
negative etc

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Business-critical integrity constraint -rule

that enforce business rules vital to an organizations
success and often require more insight and
knowledge than relational integrity constraints
Eg. Product returns are not accepted for fresh
product 15 days after purchase,

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Increased Information Security

Information is an organizational asset and must
be protected
Databases offer several security features
including:
Password provides authentication of the user
Access level determines who has access to the
different types of information
Access control determines types of user access,
such as read-only access
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Database Management Systems

Database management systems (DBMS)
software through which users and application
programs interact with a database

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DATA-DRIVEN WEB SITES

Data-driven Web sites an interactive Web
site kept constantly updated and relevant to
the needs of its customers through the use of
a database

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Data-Driven Web Site Business

Advantages
Development: Allows the Web site owner to make changes
any timeall without having to rely on a developer or knowing HTML
programming. A well-structured, data-driven Web site enables
updating with little or no training.

Content management:

A static Web site requires a

programmer to make updates. This adds an unnecessary layer
between the business and its Web content, which can lead to
misunderstandings and slow turnarounds for desired changes.

Future expandability: Having a data-driven Web site

enables the site to grow faster than would be possible with a static
site. Changing the layout, displays, and functionality of the site
(adding more features and sections) is easier with a data-driven
solution.
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 Minimizing human error:

Even the most competent

programmer charged with the task of maintaining many pages will overlook
things and make mistakes. This will lead to bugs and inconsistencies that
can be time consuming and expensive to track down and fix. Unfortunately,
users who come across these bugs will likely become irritated and may
leave the site. A well-designed, data-driven Web site will have error
trapping mechanisms to ensure that required information is filled out
correctly and that content is entered and displayed in its correct format.

Cutting production and update costs: A data-driven

Web site can be updated and published by any competent data entry or
administrative person. In addition to being convenient and more affordable,
changes and updates will take a fraction of the time that they would with a
static site. While training a competent programmer can take months or
even years, training a data entry person can be done in 30 to 60 minutes.

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 More efficient: By their very nature, computers are excellent at

keeping volumes of information intact. With a data-driven solution, the
system keeps track of the templates, so users do not have to. Global
changes to layout, navigation, or site structure would need to be
programmed only once, in one place, and the site itself will take care of
propagating those changes to the appropriate pages and areas. A datadriven infrastructure will improve the reliability and stability of a Web site,
while greatly reducing the chance of breaking some part of the site when
adding new areas.

Improved Stability: Any programmer who has to update a Web

site from static templates must be very organized to keep track of all the
source files. If a programmer leaves unexpectedly, it could involve recreating existing work if those source files cannot be found. Plus, if there
were any changes to the templates, the new programmer must be careful to
use only the latest version. With a data-driven Web site, there is peace of
mind, knowing the content is never losteven if your programmer is.
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Data-Driven Business Intelligence

BI in a data-driven Web site

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Integrating Information
among Multiple Databases
Integration allows separate systems to
communicate directly with each other
Forward integration takes information
entered into a given system and sends it
automatically to all downstream systems and
processes
Backward integration takes information
entered into a given system and sends it
automatically to all upstream systems and
processes
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Integrating Information
among Multiple Databases
Forward integration

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Integrating Information
among Multiple Databases
Backward integration

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Integrating Information
among Multiple Databases
Building a central repository specifically
for integrated information

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 Without integration, an organization will:

Spend considerable time entering the same
info in multiple system
Suffer from the low quality and inconsistency
typically embedded in redundant info.

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OPENING CASE STUDY QUESTIONS

It Takes A Village to Write an Encyclopedia
1. Identify the different types of entity classes
that might be stored in Wikipedias database
2. Explain why database technology is so
important to Wikipedias business model
3. Explain the difference between logical and
physical views and why logical views are
important to Wikipedias customers
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CHAPTER SEVEN CASE

Keeper of the Keys
Almost 90 million people had their personal
information stolen or lost by organizations
Bank of America: 1.2 million customers
CardSystems: 40 million customers
Citigroup: 3.9 million customers
DSW Shoe Warehouse: 1.4 million customers.
TJX Companies: 45.6 million customers
Wachovia: 676,000 customers
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Chapter Seven Case Questions

1. How many organizations have your
personal information, including your Social
Security number, bank account numbers,
and credit card numbers?
2. What information is stored at your college?
Is there any chance your information could
be hacked and stolen from your college?
3. What can you do to protect yourself from
identity theft?
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Chapter Seven Case Questions

4. Do you agree or disagree with changing laws
to hold the company where the data theft
occurred accountable? Why or why not?
5. What impact would holding the company
liable where the data theft occurred have on
large organizations?
6. What impact would holding the company
liable where the data theft occurred have on
small business?
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