Exam Details
Subject | management information system | |
Paper | ||
Exam / Course | mba | |
Department | ||
Organization | Gujarat Technological University | |
Position | ||
Exam Date | December, 2018 | |
City, State | gujarat, ahmedabad |
Question Paper
Page 1 of 4
Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (PART TIME) SEMESTER 2 EXAMINATION- WINTER 2018
Subject Code: 3529903 Date:26/12/2018
Subject Name: Management Information System
Time: 02:30 PM To 05:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
Marks
Q.1 Explain Terms
E-Business
GIS
ERP
Service Oriented Architecture
CLTV
Semi Structured Decision
KMS
14
Q.2 Give the Meaning of Information System. Explain the basic components of
Information System
07
Explain why organizations invest very heavily on Information system 07
OR
Explain the three dimensions of information system with respect to Indian Premier
League Cricket or any other organized sports of India
07
Q.3 Explain in brief hierarchal information systems. Also explain the flow of
information with respect to hierarchal information systems
07
Explain Gorry and Scott Morton Framework of MIS with examples 07
OR
Q.3 Explain in brief Expert System and AI technologies 07
Explain any one functional information system 07
Q.4 WHIRLPOOL CORPORATION: RUSH TO ERP LEADS TO SHIPPING SNAFUS
Whirlpool Corporation is the world's leading manufacturer and marketer of major
home appliances, with annual sales of over $11 billion, 68000 employees and nearly
50 manufacturing and technology research centers around the globe. While they may
be experts on gentle spin cycles so that no damage is done to your clothes, they are
less facile to recognizing the dangers of moving too fast in an ERP implementation.
When it was announced that the ERP system was almost ready to implement,
Whirlpool executives made a risky and ultimately damaging business decision by
going live with an SAP R/3 enterprise resource planning application over the
three day Labor Day holiday even though several small problems would have delayed
Whirlpool's "go live" date by only one week but pressure to take advantage of the
07
Page 2 of 4
long weekend and get off its legacy systems pushed the appliance maker to go ahead
with its original plan.
The rush to implement resulted in a crippled shipping system that left appliances
sitting in warehouses and stores with six-to eight -week delays for receiving orders.
The important issue, however, is that the problem could have been avoided. Three
months before Whirlpool was scheduled to go live, SAP assigned a post
implementation consultant to check for any functionality problems that might affect
the launch. The testing raised two red flags. Two batch processing transaction were
taking a long time to feed into the decision-support database ad customer service
system. While recommendations on how to fix the issues were made, Whirlpool
managers decided to hold off on the fix. They reasoned that a lot of ERP systems go
live with minor bugs without any problems
The Labor Day weekend system launch went well and things seems to be running
smoothly for several days after the lunch when 1000 system users processed appliance
orders. But by the middle of the month, with 4000 users, performance started to
deteriorate. That's when stores selling Whirlpool appliances started feeling the pinch.
Foremost appliance in Virginia, which gets a third of its revenues from Whirlpool
sales, had shipments from Whirlpool's distribution center in Pennsylvania, delayed
for six to eight weeks. Whirlpool appliance distributors were forced to advise
customers who needed their appliances quickly to look at other brands. This cost
Whirlpool large losses of potential sales
Explain the term ERP with respect to the above case. Explain its benefits. 07
Explain various costs which are incurred by Whirlpool in the implementation of
ERP
OR
Q.4 What are the various reasons of ERP failure with respect to Whirlpool Corporation 07
Being a Chief Technology Officer at Whirlpool Corporation what
suggestions you would provide to implement the ERP
07
Q.5
BEHAVIORAL TARGETING: YOUR PRIVACY IS THE TARGET
Ever get the feeling somebody is trailing you on the Web, watching your every click?
Do you wonder why you start seeing display ads and pop-ups just after you've been
searching the Web for a car, a dress, or cosmetic product? Well, you're right: your
behavior is being tracked, and you are being targeted on the Web as you move from
site to site in order to expose you to certain "targeted" ads. So how common is online
behavioral tracking? In a path-breaking series of articles in the Wall Street Journal in
2011, researchers examined the tracking files on 50 of the most popular U.S. Web
sites. What they found revealed a widespread surveillance system. On the 50 sites,
they discovered 3,180 tracking files installed on visitor computers. Only one site,
Wikipedia, had no tracking files. Some popular sites such as Dictionary.com, MSN,
and Comcast installed more than 100 tracking files! Two-thirds of the tracking files
came from 131 companies whose primary business is identifying and tracking Internet
users to create consumer profiles that can be sold to advertising firms looking for
specific types of customers. The biggest trackers were Google, Microsoft,
and Quantcast, all of whom are in the business of selling ads to advertising firms and
marketers. Google, given its dominance in search, knows more about you than your
mother does. Another third of the tracking files came from database firms that gather
and bundle the information and then sell it to marketers. Many of the tracking tools
gather incredibly personal information such as age, gender, race, income, marital
status, health concerns (health topics you search TV shows and movies viewed,
magazines and newspapers read, and books purchased.
Page 3 of 4
A follow-up study in 2012 found that online tracking had doubled since 2010, with
over 300 firms placing tracking files on the top 50 Web sites. A $31 billion dollar
online ad industry is driving this intense data collection. Facebook uses its Like button
to follow users around the Web even if you log off. Its social networking site is one
giant tracking system that remembers what you like, what your friends like, and
whatever you reveal on your Wall. While tracking firms claim the information they
gather is anonymous, this is true in name only. Scholars have shown that with just a
few pieces of information, such as age, gender, zip code, and marital status, specific
individuals can be easily identified. Moreover, tracking firms combine their online
data with data they purchase from offline firms who track retail store purchases of
virtually all Americans. Here, personal names and other identifiers are used.
The growth in the power, reach, and scope of behavioral targeting has drawn the
attention of privacy groups, members of Congress, and the Federal Trade Commission
(FTC). Currently, there are no laws or regulations in the United States that prevent
firms from installing tracking files on your computer or using that information in any
way they please, but this situation is beginning to change. There is now considerable
legislative and government interest in protecting the privacy of consumers, driven in
part by public fear of the loss of privacy and the lack of transparency in the world of
Web tracking.
In April 2011, Senators John Kerry and John McCain proposed the Commercial
Privacy Bill of Rights Act of 2011. The legislation would allow consumers, on a siteby-
site basis, to demand Web sites stop tracking them and selling their information
online. In July 2012, eight members of Congress launched an investigation of data
brokers who collect both online and offline data on consumers. In March 2012, the
FTC released a final report based on its work in the previous two years. The report
describes industry best practices for protecting the privacy of Americans and focuses
on these five areas: Do Not Track, mobile privacy, data brokers, large platform
providers (advertising networks, operating systems, browsers, and social media
companies), and the development of self-regulatory codes.
The report called for implementation of an easy to-use, persistent, and effective Do
Not Track system; improved disclosures for use of mobile data; easier accessibility
for people to see the files about themselves compiled by data brokers; development
of a central Web site where data brokers identify themselves; development of a
privacy policy by large platform providers to regulate comprehensive tracking across
the Internet; and enforcement of self-regulatory rules to ensure firms adhere to
industry codes of conduct. The report warned that, unless the industry developed a
Do Not Track button for Web browsers by the end of the year, and developed policies
for reining in rampant online tracking without user consent by data brokers, it would
seek legislation to force these requirements on the industry.
Page 4 of 4
Q.5
The FTC report is supported by the White House, which issued its own framework
for protecting online privacy in February 2012. One provision of this framework is
the development of a one-click, one-touch process by which users can tell Internet
companies whether they want their online activities tracked. In July, Microsoft
announced that its Internet Explorer 10 would ship with a Do Not Track option
already selected, requiring users to opt out if they want to be tracked. Facing fines,
congressional investigations, and public embarrassment over their privacy-invading
behaviors, with the potential loss of some business and credibility, the major players
in the e-commerce industry in the United States are beginning to change some of their
policies regarding the treatment of consumer data.
Why is behavioral tracking such an important ethical dilemma
Explain various malicious software's which is helping the hacker or the government
to track your behavior on-line
OR
Explain the moral dimensions of information system with respect to the above case
Which are the various technologies that can be used by the individual so that the
behavioral tracking can be stopped
07
07
07
07
Seat No.: Enrolment
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA (PART TIME) SEMESTER 2 EXAMINATION- WINTER 2018
Subject Code: 3529903 Date:26/12/2018
Subject Name: Management Information System
Time: 02:30 PM To 05:30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.
No.
Marks
Q.1 Explain Terms
E-Business
GIS
ERP
Service Oriented Architecture
CLTV
Semi Structured Decision
KMS
14
Q.2 Give the Meaning of Information System. Explain the basic components of
Information System
07
Explain why organizations invest very heavily on Information system 07
OR
Explain the three dimensions of information system with respect to Indian Premier
League Cricket or any other organized sports of India
07
Q.3 Explain in brief hierarchal information systems. Also explain the flow of
information with respect to hierarchal information systems
07
Explain Gorry and Scott Morton Framework of MIS with examples 07
OR
Q.3 Explain in brief Expert System and AI technologies 07
Explain any one functional information system 07
Q.4 WHIRLPOOL CORPORATION: RUSH TO ERP LEADS TO SHIPPING SNAFUS
Whirlpool Corporation is the world's leading manufacturer and marketer of major
home appliances, with annual sales of over $11 billion, 68000 employees and nearly
50 manufacturing and technology research centers around the globe. While they may
be experts on gentle spin cycles so that no damage is done to your clothes, they are
less facile to recognizing the dangers of moving too fast in an ERP implementation.
When it was announced that the ERP system was almost ready to implement,
Whirlpool executives made a risky and ultimately damaging business decision by
going live with an SAP R/3 enterprise resource planning application over the
three day Labor Day holiday even though several small problems would have delayed
Whirlpool's "go live" date by only one week but pressure to take advantage of the
07
Page 2 of 4
long weekend and get off its legacy systems pushed the appliance maker to go ahead
with its original plan.
The rush to implement resulted in a crippled shipping system that left appliances
sitting in warehouses and stores with six-to eight -week delays for receiving orders.
The important issue, however, is that the problem could have been avoided. Three
months before Whirlpool was scheduled to go live, SAP assigned a post
implementation consultant to check for any functionality problems that might affect
the launch. The testing raised two red flags. Two batch processing transaction were
taking a long time to feed into the decision-support database ad customer service
system. While recommendations on how to fix the issues were made, Whirlpool
managers decided to hold off on the fix. They reasoned that a lot of ERP systems go
live with minor bugs without any problems
The Labor Day weekend system launch went well and things seems to be running
smoothly for several days after the lunch when 1000 system users processed appliance
orders. But by the middle of the month, with 4000 users, performance started to
deteriorate. That's when stores selling Whirlpool appliances started feeling the pinch.
Foremost appliance in Virginia, which gets a third of its revenues from Whirlpool
sales, had shipments from Whirlpool's distribution center in Pennsylvania, delayed
for six to eight weeks. Whirlpool appliance distributors were forced to advise
customers who needed their appliances quickly to look at other brands. This cost
Whirlpool large losses of potential sales
Explain the term ERP with respect to the above case. Explain its benefits. 07
Explain various costs which are incurred by Whirlpool in the implementation of
ERP
OR
Q.4 What are the various reasons of ERP failure with respect to Whirlpool Corporation 07
Being a Chief Technology Officer at Whirlpool Corporation what
suggestions you would provide to implement the ERP
07
Q.5
BEHAVIORAL TARGETING: YOUR PRIVACY IS THE TARGET
Ever get the feeling somebody is trailing you on the Web, watching your every click?
Do you wonder why you start seeing display ads and pop-ups just after you've been
searching the Web for a car, a dress, or cosmetic product? Well, you're right: your
behavior is being tracked, and you are being targeted on the Web as you move from
site to site in order to expose you to certain "targeted" ads. So how common is online
behavioral tracking? In a path-breaking series of articles in the Wall Street Journal in
2011, researchers examined the tracking files on 50 of the most popular U.S. Web
sites. What they found revealed a widespread surveillance system. On the 50 sites,
they discovered 3,180 tracking files installed on visitor computers. Only one site,
Wikipedia, had no tracking files. Some popular sites such as Dictionary.com, MSN,
and Comcast installed more than 100 tracking files! Two-thirds of the tracking files
came from 131 companies whose primary business is identifying and tracking Internet
users to create consumer profiles that can be sold to advertising firms looking for
specific types of customers. The biggest trackers were Google, Microsoft,
and Quantcast, all of whom are in the business of selling ads to advertising firms and
marketers. Google, given its dominance in search, knows more about you than your
mother does. Another third of the tracking files came from database firms that gather
and bundle the information and then sell it to marketers. Many of the tracking tools
gather incredibly personal information such as age, gender, race, income, marital
status, health concerns (health topics you search TV shows and movies viewed,
magazines and newspapers read, and books purchased.
Page 3 of 4
A follow-up study in 2012 found that online tracking had doubled since 2010, with
over 300 firms placing tracking files on the top 50 Web sites. A $31 billion dollar
online ad industry is driving this intense data collection. Facebook uses its Like button
to follow users around the Web even if you log off. Its social networking site is one
giant tracking system that remembers what you like, what your friends like, and
whatever you reveal on your Wall. While tracking firms claim the information they
gather is anonymous, this is true in name only. Scholars have shown that with just a
few pieces of information, such as age, gender, zip code, and marital status, specific
individuals can be easily identified. Moreover, tracking firms combine their online
data with data they purchase from offline firms who track retail store purchases of
virtually all Americans. Here, personal names and other identifiers are used.
The growth in the power, reach, and scope of behavioral targeting has drawn the
attention of privacy groups, members of Congress, and the Federal Trade Commission
(FTC). Currently, there are no laws or regulations in the United States that prevent
firms from installing tracking files on your computer or using that information in any
way they please, but this situation is beginning to change. There is now considerable
legislative and government interest in protecting the privacy of consumers, driven in
part by public fear of the loss of privacy and the lack of transparency in the world of
Web tracking.
In April 2011, Senators John Kerry and John McCain proposed the Commercial
Privacy Bill of Rights Act of 2011. The legislation would allow consumers, on a siteby-
site basis, to demand Web sites stop tracking them and selling their information
online. In July 2012, eight members of Congress launched an investigation of data
brokers who collect both online and offline data on consumers. In March 2012, the
FTC released a final report based on its work in the previous two years. The report
describes industry best practices for protecting the privacy of Americans and focuses
on these five areas: Do Not Track, mobile privacy, data brokers, large platform
providers (advertising networks, operating systems, browsers, and social media
companies), and the development of self-regulatory codes.
The report called for implementation of an easy to-use, persistent, and effective Do
Not Track system; improved disclosures for use of mobile data; easier accessibility
for people to see the files about themselves compiled by data brokers; development
of a central Web site where data brokers identify themselves; development of a
privacy policy by large platform providers to regulate comprehensive tracking across
the Internet; and enforcement of self-regulatory rules to ensure firms adhere to
industry codes of conduct. The report warned that, unless the industry developed a
Do Not Track button for Web browsers by the end of the year, and developed policies
for reining in rampant online tracking without user consent by data brokers, it would
seek legislation to force these requirements on the industry.
Page 4 of 4
Q.5
The FTC report is supported by the White House, which issued its own framework
for protecting online privacy in February 2012. One provision of this framework is
the development of a one-click, one-touch process by which users can tell Internet
companies whether they want their online activities tracked. In July, Microsoft
announced that its Internet Explorer 10 would ship with a Do Not Track option
already selected, requiring users to opt out if they want to be tracked. Facing fines,
congressional investigations, and public embarrassment over their privacy-invading
behaviors, with the potential loss of some business and credibility, the major players
in the e-commerce industry in the United States are beginning to change some of their
policies regarding the treatment of consumer data.
Why is behavioral tracking such an important ethical dilemma
Explain various malicious software's which is helping the hacker or the government
to track your behavior on-line
OR
Explain the moral dimensions of information system with respect to the above case
Which are the various technologies that can be used by the individual so that the
behavioral tracking can be stopped
07
07
07
07
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