3.

2PYP Data Model

(2009 ZA Q3)

The data model is often used to inform information systems design. Discuss, with examples,
the main limitations of this model both from the design and the implementation viewpoints.

Reading for this question:

Chapter 5 of the subject guide and Chapters 3, 7, 14 of Laudon and Laudon (2006).

Approaching the question:

The data model is a model that describes in an abstract way how data are produced,
exchanged and processed in an organisation. In particular, this model focuses on data flows
to actually help to identify a better way to organise the data flow in the organisation.

According to the data model, the design of an information system should be mainly
undertaken to improve the quality of data flow in the organisation. As discussed in the subject
guide, Chapter 5, and in Laudon and Laudon, (2006) Chapters 3, 7, 14, following the data
model, the only aspects that are taken into consideration during the organisations analysis
are the data flows in the organisation. In other words, the information systems requirements
are determined by examining all reports, files and other information sources used in the
organisation. By so doing, a stream of raw facts, the data flows, are portrayed. This stream of
raw facts constitutes the map that defines the needs to be computerised and stored in a
database in a form that people can understand and use. Thus, designing an information
system is about designing and implementing functional requirements and specifications that
will lead to new ways to produce, store and communicate data which are faster, more reliable
and secure than previous practices. Such a description of the data model would be a good
introduction to a discussion of the limitations of this approach to the design and
implementation of information systems. As discussed in the subject guide, the data model
underestimates the importance of the socio-cultural elements that define the characteristics
of the organisation and of the people working there. This underestimation can lead to high
implementation costs because the people working in the organisation and the socio-cultural
context of the organisation are not considered as factors in the process of design and
implementation of the information system. This means that by redesigning processes and
data flows we change the sedimentation of practices and organisational arrangements that
have emerged over time. To change this sedimentation is difficult, expensive and time
consuming.

A very good answer would discuss how the change in the data flow can lead to a paradigm
shift for the organisation. A new data flow impacts on the way people work and coordinate
their work by introducing a radical re-conceptualisation of the division of labour and the way
organisational functions are arranged. This shift can create severe implementation problems
at a later stage when, on the basis of the new organisational design, the new system needs

1 Copyright 2015 William Toh. All rights reserved

 3.2PYP Data Model

to be meshed with the pre-existing socio-cultural organisational arrangements. Only by

discussing these problems will a complete answer to the question be produced.

(2010 ZB Q5)

Discuss the main implementation problems that might occur when the data model is chosen
to inform the design of information systems.

According to the data model, the design of an information system should be mainly
undertaken to improve the quality of data flow in the organisation. As discussed in the subject
guide, Chapter 5, and in Laudon and Laudon (2006) Chapters 3, 7 and 14, following the data
model, the only factors that are taken into consideration during the organisations analysis
are the data flows in the organisation. In other words, the information systems requirements
are determined by examining all reports, files and other information sources used in the
organisation. As a result of this, a stream of raw facts, the data flows, are portrayed. This
stream of raw facts needs to be computerised and stored in a database in a form that people
can understand and use. Thus, designing an information system means designing and
implementing functional requirements and specifications that will lead to new ways to
produce, store and communicate data which are faster, more reliable and secure than
previous practices. This description of the data model is a good introduction to the discussion
of the limitations of this approach to the design and implementation of information systems
that are intended to redefine value chain functions. As discussed in the subject guide, the
data model underestimates the importance of the socio-cultural elements that define the
characteristics of the value chain relations and of the people and organisations involved with
it. This underestimation can lead to high implementation costs because the people working
in the organisation and the socio-cultural context of the organisation are not analysed as
factors to be considered in the process of the design and implementation of the information
system. This means that in redesigning processes and data flows we change the
sedimentation of practices and organisational arrangements that have emerged over time.
Changing this sedimentation is difficult, expensive and time consuming.

A good answer will mainly elaborate on the limitations of the data model and will not simply
provide a generic description of the model itself.

2 Copyright 2015 William Toh. All rights reserved

 3.2PYP Data Model

(2011 ZA Q5)

Discuss the main implementation problems that might occur when the data model is chosen
to inform the design of strategic information systems.

Reading for this question

Chapter 5 of the subject guide; Laudon, K.C. and J.P. Laudon (2006), Chapters 3, 7 and 14.

Approaching the question

According to the data model, the design of an information system is undertaken to improve
the quality of data flow in the organisation. As discussed in Chapter 5 of the subject guide
following the data model, the only aspects that are taken into consideration during the
organisations analysis are the data flows in the organisation. In other words, the information
systems requirements are determined by examining all reports, files and other information
sources used in the organisation.

By so doing, a stream of raw facts, the data flows, are portrayed. This stream of raw facts is
the map that defines the needs to be computerized and stored into a database in a form that
people can understand and use. Thus, designing an information system means designing and
implementing functional requirements and specifications that will lead to new ways to
produce, store and communicate data which are faster, more reliable and more secure than
previous practices. This description of the data model is a good introduction to the actual
discussion of the implementation challenges of this approach. As discussed in the subject
guide, the data model underestimates the importance of the socio-cultural elements that
define the characteristics of the relations of the people and the data flow in the orgnanisation.
This underestimation can lead to high implementation costs because the people working in
the organisation and the socio-cultural context of the organisation are not analysed as factors
that are considered in the process of the design and implementation of the information
system. This means that redesigning processes and data flows changes the sedimentation of
practices and organisational arrangements that have emerged over time. To change this
sedimentation is difficult, expensive and time consuming.

A good answer will mainly elaborate on the implementation challenges of the data model and
will not simply provide a generic description of the model itself.

An excellent answer will contextualise the discussion of the implementation of the data model
in the context of strategic information systems referring, for example to strategic alignments
and its challenges.

3 Copyright 2015 William Toh. All rights reserved

 3.2PYP Data Model

(2012 ZA Q3)

Why is database management important in the design of information systems? Justify your
answer with examples.

Reading for this question

Laudon and Laudon (2012), Chapters 3, 7, and 14.

Approaching the question

According to the data model, information systems have the main goal of improving the quality
of data flow in the organisation. As discussed in the subject guide (Chapter 5) the data model
shows all data which are exchanged in the organisation, such as all reports, files and other
information sources used in the organisation to redesign their flow so as to optimise their
exchanges. The optimisation is undertaken by making a clear and neat description of the
existing data flows, to allow for the planning and designing of a more efficient and effective
data flow in the information system. Thus, designing an information system means designing
and implementing functional requirements and specifications that will lead to new ways to
produce, store and communicate data which are faster, more reliable and more secure than
previous practices.

The key component in this process of data flow redesign is the database which is used to store
and manage the data which are produced, exchanged and processed by the organisation.
These data are then used to run the different applications designed to support the
organisations activities and procedures.

A database management system (DBMS) is the interface between the application

programmes and the database. The database management system facilitates the design and
deployment of a more efficient and rationalised data flow in the organisation. This is indeed
the ultimate rationality that drives the choice of the data model.

A good answer will mainly elaborate on the relationships between database management
systems and the data model.

An excellent answer will contextualise the discussion of these relationships with the broader
challenges of the design and implementation of the data model.

4 Copyright 2015 William Toh. All rights reserved

 3.2PYP Data Model

(2012 ZB Q3)

Why does the data model benefit from database management systems? Justify your answer
with examples.

Reading for this question

Laudon and Laudon (2012), Chapters 3, 7, and 14.

Approaching the question

According to the data model, information systems have the main goal of improving the quality
of data flow in the organisation. As discussed in the subject guide (Chapter 5) the data model
looks at all the data which are exchanged in the organisation, such as all reports, files and
other information sources used in the organisation to redesign their flow so to optimise their
exchanges. The optimisation is undertaken by making a clear and neat description of the
existing data flows, to allow for the planning and design of a more efficient and effective data
flow in the information system. Thus, designing an information system means designing and
implementing functional requirements and specifications that will lead to new ways to
produce, store and communicate data which are faster, more reliable and more secure than
previous practices.

The key component in this process of data flow redesign is the database which is used to store
and manage the data which are produced, exchanged and processed by the organisation.
These data are then used to run the different applications designed to support the
organisations activities and procedures.

A database management system (DBMS) is the interface between the application

programmes and the database. The database management system facilitates the design and
deployment of a more efficient and rationalised data flow in the organisation. This is indeed
the ultimate rationality that drives the choice of the data model.

A good answer will mainly elaborate on the relationships between database management
systems and the data model.

An excellent answer will contextualise the discussion of these relationships with the broader
challenges of the design and implementation of the data model.

5 Copyright 2015 William Toh. All rights reserved