Improving Decision Making

Chapter 6 Running Case Assignment: Improving Decision Making:

Redesigning the Customer Database

 

Software skills: Database design; querying and reporting

Business skills: Customer profiling

 

Dirt Bikes U.S.A. sells primarily through its distributors. It maintains a

small customer database with the following data: customer name, address

(street, city, state, zip code), telephone number, model purchased, date of

purchase, and distributor. These data are collected by its distributors when

they make a sale and are then forwarded to Dirt Bikes. Dirt Bikes would like

to be able to market more aggressively to its customers.

The Marketing Department would like to be able to send customers e-

mail notices of special racing events and of sales on parts. It would also like

to learn more about customers’ interests and tastes: their ages, years of

schooling, another sport in which they are interested, and whether they

attend dirt bike racing events. Additionally, Dirt Bikes would like to know

whether customers own more than one motorcycle. (Some Dirt Bikes

customers own two or three motorcycles purchased from Dirt Bikes U.S.A.

or other manufacturer.) If a motorcycle was purchased from Dirt Bikes, the

company would like to know the date of purchase, model purchased, and

distributor. If the customer owns a non–Dirt Bikes motorcycle, the company

would like to know the manufacturer and model of the other motorcycle (or

motorcycles) and the distributor from whom the customer purchased that

motorcycle. Dirt Bikes’s customer database was redesigned so that it can

store and provide the information needed for marketing.

 

 

 

Case Questions:

Develop the following queries and reports that would be of great interest to

Dirt Bikes’s marketing and sales department.

1- Create a report of customers and motorcycles model grouped by

manufacturer.

2- Create a query about Dirt Bikes customers who attend racing events.

3- Create a query of the customers who have more than 12 years of

education.

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