CIS 220, Business Information Systems and Analytics Spring 2023 Sample Exam I
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CIS 220, Business Information Systems and Analytics
Spring 2023
Sample Exam I
1. (35 points) Circle the best answer to each of the following questions.
Note that questions a – d pertain to the scalability of business model discussion where Yahoo is a search engine and that we are talking about real, not hypothetical, examples, i.e., your answers should reflect what you think would actually happen.
a) If the number of Internet users doubled, which firm’s revenue would increase the most on a percentage basis?
Ford Yahoo Amazon eBay
b) If the number of Internet users doubled, which firm’s revenue would increase the least on a percentage basis?
Ford Yahoo Amazon eBay
c) If the number of Internet users doubled, which firm’s costs would increase the most on a percentage basis?
Ford Yahoo Amazon eBay
d) If the number of Internet users doubled, which firm’s costs would increase the least on a percentage basis?
Ford Yahoo Amazon eBay
e) Amazon’s recommendations are best thought of as enhancing which value discipline?
Operational Excellence Product Leadership Service Leadership Customer Intimacy Value Chain Coord.
f) Amazon’s reviews are best thought of as having which of the following?
1-sided network externality 2-sided network externality No network externality
g) The Bang-for- Buck algorithm works with what maximum number of constrained resources?
1 2 3 Any Number
2. (25 points) Netflix and Value Disciplines. Think about Netflix competing with Blockbuster in the DVD rental business and a streaming competitor, e.g., Amazon or Disney in the streaming business. Consider the relative importance of each value discipline to Netflix in the DVD business when it was most of their revenue and the streaming business today.
a) Is operational excellence relatively more important to Netflix in the DVD business or streaming business? Circle your answer and explain your answer in 15 words or less.
DVD Streaming Important and roughly equally in both Not very important in either
b) Is product leadership relatively more important to Netflix in the DVD business or streaming business? Circle your answer and explain your answer in 15 words or less.
DVD Streaming Important and roughly equally in both Not very important in either
c) Is service leadership relatively more important to Netflix in the DVD business or streaming business? Circle your answer and explain your answer in 15 words or less.
DVD Streaming Important and roughly equally in both Not very important in either
d) Is customer intimacy relatively more important to Netflix in the DVD business or streaming business? Circle your answer and explain your answer in 15 words or less.
DVD Streaming Important and roughly equally in both Not very important in either
e) Is value chain coordination relatively more important to Netflix in the DVD business or streaming business? Circle your answer and explain your answer in 15 words or less.
DVD Streaming Important and roughly equally in both Not very important in either
3. (25 points) Online Commerce
a) (15 points) What are the three most important advantages an online retailer like Amazon offers customers compared to a retailer that primarily sell through physical stores like Barnes and Noble.
Each answer should be 10 words or less (far less are necessary).
1) _______________________________________________________________________________
2) _______________________________________________________________________________
3) _______________________________________________________________________________
b) (10 points) Forever 21 is a retailer of clothes for young women. They sell primarily through more than 500 retail stores in the US. Last Sunday they filed for Chapter 11 bankruptcy protection, i.e., they hope to make changes to their business and emerge from bankruptcy more competitive. If Forever 21 is going to compete effectively with Amazon and other online retailers while still selling primarily through physical stores, which
two value disciplines do you think are their best hope to compete with Amazon on?
Circle your two answers and explain in 30 words or less.
If you change your mind and the choices get messy, just cross out all of the answers and make your choices clear at the beginning of your answer or circled down at the bottom of the page.
Operational Excellence Product Leadership Service Leadership Customer Intimacy Value Chain Coord.
4. (15 points) Excel
On the bottom of this page is the top of a solution to part of the Selecting Online Ads spreadsheet modeling assignment. The Ad Height column contains the height of the ad without a border, i.e., based on its size. The Ad Ht with Border column adds in a border if there is one. Note that the total screen height is now 770, as indicated in cell I2. In addition, note that if there is a border, it is 10 pixels on the top, bottom, left, and right. Here are seven possible formulas for cell F10:
1. E10 + C10 * I3 * 2
2. E10 + C10 * I$3 * 2
3. E10 + C$10 * I3 * 2
4. E10 + C$10 * I$3 * 2
5. E10 + C10 * 20
6. E10 + C$10 * 20
7. Sum(E10:E$10)
a) Which of these formulas would work not only for Cell F10, but also when we Fill Down in the rest of the column? There may be more than one. Write the number of the formulas that would work below, e.g., “1, 3” .
b) Which of the formulas that work is best? Pick only one. No explanation.
1 2 3 4 5 6 7
c) What would be the increase in profit if the Screen Height (in cell I2) was changed from 770 to 780. Note that I am not asking for the new profit, just the increase in profit.
5. (10 points) Pivot Tables
Here is some sample data similar to what you worked with in the pivot table assignment:
Below is a pivot table that was generated based on a much larger data set than shown above, but identical in structure (and different from the homework data):
|
Count of Gender |
Educ. Level |
||||
|
Job Grade |
Associate College Graduate High School |
Grand Total |
|||
|
Associate AVP Manager Sr. Associate SVP VP |
11 2 6 8 |
23 8 15 10 2 3 |
1 11 15 10 11 16 |
15 3 2 6 |
50 24 38 34 13 19 |
|
Grand Total |
27 61 64 26 |
178 |
|||
All of the information on this page is irrelevant to Question 5. However, this example might be helpful in answering Question 5, which is on the next page. Note that the pivot table above is organized so that both Job Grades and Education Levels are sorted alphabetically.
Considering the following data that is a modified version of the Ad Bids spreadsheet assignment:
Below on the right, draw the pivot table that would result from running the pivot table defined on the left below on the data above. The structure and values are more important than the formatting.
If you wish to change your answer, you can cross out your answer below to the right and write it above to the right, i.e., next to the data. As noted on the bottom of the previous page, pivot table results are organized so that rows and columns are sorted alphabetically from A to Z or numerically from smallest to largest.
2023-02-22