3.

Explore research papers to understand the underlying algorithmic logic of image

analysis. What did you learn?
Student research and responses will vary. Results may indicate that there are different
methods of analysis and that this is a rapidly changing field.

4. What other applications of image analysis can you think of?

Student responses will vary.

Application Case 1.8: AI Increases Passengers’ Comfort and Security in Airports

and Borders

1. List the benefits of AI devices to travelers.

Benefits will include faster processes such as recognition, more accurate processes
and providing additional services.

2. List the benefits to governments and airline companies.

Benefits will include more accurate, faster and more cost efficient services being
provided.

3. Relate this case to machine vision and other AI tools that deal with people’s biometrics
This case provides an example of how machine vision and other AI tools can be used
as a part of biometric recognition systems that more quickly and accurately identify
individuals as they enter an airport.

Application Case 1.9: Robots Took the Job of Camel-Racing Jockeys for Societal
Benefits

1. It is said that the robots eradicated the child slavery. Explain.

This is because robots have replaced children who in the past may have been
kidnapped to act as jockeys.

2. Why do the owners need to drive by their camels while they are racing?
This is necessary for the camels to react and run. Additionally owners can vary their
interaction with the camel based on how the camel is performing in comparison to
the others in the race.

3. Why not duplicate the technology for horse racing?

Student opinions and responses will vary, but may focus on the lack of child slavery
in Western horseracing.

4. Summarize ethical aspects of this case (Read Boddington, 2017). Do this exercise after
you have read about ethics in Chapter 14.
Student responses will vary.

Application Case 1.10: Amazon Go Is Open for Business

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 1. Watch the video. What did you like in it, and what did you dislike?
Student preferences will vary.

2. Compare the process described here to a selfcheck available today in many

supermarkets and “big box” stores (Home Depot, etc.).
The major difference is that products are scanned as they are added to a bag, as
opposed to using a checkout kiosk.

3. The store was opened in downtown Seattle. Why was the downtown location selected?
This location was selected because of the proximity of a large number of potential
customers.

4. What are the benefits to customers? To Amazon?

Customers benefit from the ability to quickly purchase items without a shipping time.
Amazon is able to capture additional sales that may not have been available before
due to immediate needs.

5. Will customers be ready to trade privacy for convenience? Discuss.

Student responses will vary, but may focus on the lack of privacy in existing web-
based sales.

ANSWERS TO END OF CHAPTER QUESTIONS FOR DISCUSSIONŸ Ÿ Ÿ

1. Survey the literature from the past six months to find one application each for DSS,
BI, and analytics. Summarize the applications on one page, and submit it with the
exact sources.
Student responses and research will vary.

2. Your company is considering opening a branch in China. List typical activities in

each phase of the decision (intelligence, design, choice, and implementation)
regarding whether to open a branch.
While student responses may vary, typical answers may include:
• Intelligence - data collection on customers and markets, identification of overall
objective, statements of problems to be solved prior to opening the branch
• Design - setting criteria for the decisions to be made, creating a decision model,
identification of alternatives and outcomes
• Choice - sensitivity analysis of choices, selection of solution to the problems
planning for implementation
• Implementation - opening the new branch in China

3. You are about to buy a car. Using Simon’s (1977) four phase model, describe your
activities at each step in making the decision.

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 While student responses may vary, typical answers may include:
• Intelligence - understanding needs for a car, collection of information on different
models, definition of the problem
• Design - setting selection criteria for a car, generating a decision model based on
criteria
• Choice - using the model to make a selection
• Implementation - purchasing the car

4. Explain, through an example, the support given to decision makers by computers in

each phase of the decision process.
While student responses may vary, typical answers may include:
• Intelligence - collection and formatting of data
• Design - identification of potential criteria and calculations required for a model
• Choice - calculation of the model and sensitivity analysis

5. Comment on Simon’s (1977) philosophy that managerial decision making is

synonymous with the whole process of management. Does this make sense?
Explain. Use a real-world example in your explanation.
Student responses and opinions will vary. Students may note that much of
management is the understanding of challenges and the creation of solutions to those
challenges. Some students may note that managing others may not be approached in
this fashion, although it may be. Student examples will vary based on their own
types of experience in or with management roles.

6. Review the major characteristics and capabilities of DSS. How does each of them
relate to the major components of DSS?
A DSS includes a variety of characteristics with associated capabilities. Each of
these capabilities may be housed in one or more DSS system components. The
arrangement of this architecture will vary based on system. The characteristics of
the DSS are listed below:
• Provides support for semistructured or unstructured problems
• Supports managers at all levels
• Supports individuals and groups
• Supports interdependent or sequential decisions
• Supports intelligence, design, choice, and implementation
• Support variety of decision processes and styles
• Is adaptable and flexible
• Provides interactivity, ease of use
• Improves effectiveness and efficiency
• Provides complete human control of the process
• Provides ease of development by end users

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 • Provides models and analysis
• Provides data access
• Can be standalone, integrated, and Web-based tool

7. List some internal data and external data that could be found in a DSS for a
university’s admissions office.
Student responses will vary, but may include some of the following examples:
• internal data - application information, results of application essays
• external data - high school GPA, results from standardized tests

8. Distinguish BI from DSS.

A DSS is typically built to support the solution of a certain problem or to evaluate
an opportunity. This is a key difference between DSS and BI applications. In a very
strict sense, business intelligence (BI) systems monitor situations and identify
problems and/or opportunities using analytic methods. Business intelligence (BI) is
an umbrella term that combines architectures, tools, databases, analytical tools,
applications, and methodologies. It is, like DSS, a content-free expression, so it
means different things to different people.

9. Compare and contrast predictive analytics with prescriptive and descriptive

analytics. Use examples.
Predictive analytics aims to determine what will likely happen in the future,
whereas descriptive analytics describe what has happened in the past. Prescriptive
analytics seeks to recognize what is currently going on as well as creating forecasts.
Student examples will vary, but may include:
• predictive analytics - using existing data from a DW to create a forecast of
future events
• descriptive analytics - using existing data from DW to describe what is
happened in the past
• prescriptive analytics - using live or current data to understand current
operations and forecast future results to aid in decision-making

10. Discuss the major issues in implementing BI.

Student responses will vary, but may focus on several issues that have occurred in
implementing BI. These issues may include:
• availability of data
• ability to format and use data
• ability to use data from multiple sources
• ability to determine root problems
• time required for analysis

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 • ability to quickly create ongoing analyses

ANSWERS TO END OF CHAPTER EXCERCISESŸ Ÿ Ÿ

Teradata University Network and Other Hands-On Exercises

1. Go to the TUN site teradatauniversitynetwork.com. Using the site password your
instructor provides, register for the site if you have not already previously registered.
Log on and learn the content of the site. You will receive assignments related to this
site. Prepare a list of 20 items on the site that you think could be beneficial to you.

Student reports will vary based on interest.

2. Go to. Explore the Sports Analytics page, and summarize at least two applications of
analytics in any sport of your choice.

Student reports will vary based on selection of applications.

3. Go to. The TUN site, and select “Cases, Projects, and Assignments.” Then select the
case study “Harrah’s High Payoff from Customer Information.” Answer the
following questions about this case:
a. What information does the data mining generate?
b. How is this information helpful to management in decision making? (Be specific.)
c. List the types of data that are mined.
d. Is this a DSS or BI application? Why?

Student reports will vary.

4. Go to teradatauniversitynetwork.com and find the paper titled “Data Warehousing

Supports Corporate Strategy at First American Corporation” (by Watson, Wixom,
and Goodhue). Read the paper, and answer the following questions:
a. What were the drivers for the DW/BI project in the company?
b. What strategic advantages were realized?
c. What operational and tactical advantages were achieved?
d. What were the critical success factors for the implementation?
e. What data analysis techniques are employed in the project? Comment on some
initiatives that resulted from data analysis.
f. What are the different prediction problems answered by the models?
g. List some of the actionable decisions taken that were based on the prediction
results.
h. Identify two applications of Big Data analytics that are not listed in the article.

Student evaluation of the paper will vary.

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