Business Enterprise:

Business Information and IT

What is information?

Information is simply facts or data which are processed into a form that will improve
knowledge and assist in decision-making and planning.

What is the difference between data and information?

Data: are collections of facts or quantities, which have been assembled in some
formal manner.

Information: is data that has been processed into a form that will assist in
decision-making and planning;

Since the invention of the silicon chip in the early 1960s, society has moved, ever more
rapidly, into the ‘Information Age’. Electronic technology has enabled us all to produce,
process, store and retrieve vast quantities of information and has, in many cases,
revolutionised the life and work of human beings. All organisations depend for their
survival upon the gathering, storage, processing, retrieval and communication of data and
information.

Information from different sources

Primary: is first-hand data gathered and processed for a particular purpose, and is mainly
collected by observation, interview, questionnaire, etc.

Secondary: is second-hand information gathered for one purpose but re-used for another,
and is mainly collected from reference books, business and government statistics, market
research companies, competitors, etc.
 Internal: data and information which come from the organisation’s own records and which
only people within the organisation use. This type of information is very important in the
control, operation and evaluation of any business operation, whether a one-man organisation
or a multinational corporation.

External: data and information from sources outside the organisation that is then used by
members of the organisation to assist them in decision-making and planning. This is used by
the organisation to analyse factors over which it has no direct control, but which
nevertheless may influence decisions made about its activities.

Costs and benefits of different sources of information

Source of Disadvantages Advantages

information
(costs) (benefits)

Primary Collection costs can be Information gained is first

high. hand and specific to the
purpose for which it was
May be time consuming gathered.
and difficult to collect.

Secondary May not all be relevant as Readily available.

it has been gathered for
another purpose – the Relatively inexpensive to
relevant information may gather.
have to be filtered out.
A wide variety of sources
May contain bias. may be available.

May be out of date.

Internal A system needs to be set Easy to access.

up to ensure accurate
records are kept.

External May contain bias. A wide range of sources is

available – giving a broad
Cannot guarantee picture.
integrity of information –
no control over how the May be useful in strategic
information was gathered decision making when used
or processed. in conjunction with PESTEC
factors.
 Available to competitors.
It is an essential feature of effective decision-making that primary and secondary,
internal and external information is collected and analysed by the organisation. By using
internal information the organisation can see if it is meeting its own targets or identify
areas in which targets are being exceeded. Problems and possible solutions to them can
also be identified. By using external information it can also assess how it is operating in
the wider market place, how it is responding to customer demands, and how it is
competing with other firms in the same line of business.

Types of information

There are two broad types of information that an organisation will use to assist it in the
decision-making process.

Quantitative: information that is definable, can be measured, and is normally expressed in

figures. This type of information is particularly valuable if a manager wants to make
comparisons between targets and results, between specifications of resources, or finished
products.

Qualitative: information that is descriptive and may involve value judgements or opinions.
This type of information is more useful when analysing people’s views on products or
services as each individual is likely to have different opinions as to what is ‘good’ or ‘bad’
and what could be done to improve a product, service or situation.

Both quantitative and qualitative information can be presented in a number of formats:

1. Written – any form of text or written information

2. Oral – the spoken word is often an effective way of transferring information

3. Pictorial – they say that a picture is worth a thousand words

4. Graphical – any chart or graph that depicts numerical information showing the
relation of one variable to another in a diagrammatic form

5. Numerical – information given in a number value format, e.g.

Quantity demanded 20 30 40 50 60

Quantity supplied 60 50 40 30 20

Price £ 2.00 1.80 1.60 1.40 1.20

Despite the apparent differences between the types of information that can be
produced and the manner in which that information is presented, the means of
processing information is, in essence, the same and is achieved by the use of microchips.

The value of information

Effective control and decision-making depend on the QUALITY of the information

available. In order to be of value to the organisation, information has the following
characteristics:

1. Accuracy

If information is not accurate any decisions made based on that information would
be unlikely to achieve the results the individual/manager wanted.

2. Timelines

Information must be available when it is needed and must be as up-to-date as

possible. Information that is late in being received will result in delays in decision-
making, and information that is out-of-date may well be inaccurate.

3. Completeness

Information must be complete and nothing must be left out. Incomplete

information will result in delays while the missing sections/data are retrieved.
Incomplete information may also be inaccurate and opinions reached or decisions
made will be flawed.

4. Appropriateness

The information collected must be relevant to the issue under investigation, or

about which a decision is to be made. Irrelevant information may mislead the
individual and may result in delays in processing and analysing what actually is
required.

5. Availability

Information must be easy to get a hold of. In some instances it may be necessary
to use information that is deficient in some way if better information is too
difficult to access, or does not exist.

6. Cost effectiveness
 The collection, storage, retrieval and communication of information must be cost
effective for the organisation.

7. Objectivity

The information collected should be free from bias or prejudice or should

acknowledge that this exists – if that is the case.

8. Conciseness

Information should be brief and to the point. Facts may get lost in flowery, flowing,
descriptive text.

If information has all, or most of, the above characteristics then it will be of high
quality. It will be of more value to the organisation than information that is of low
quality. If an organisation wants to make the right decisions in order to achieve its aims
and objectives it MUST use quality information.

The Value of Information

EasyJet are looking at flying to a new European destination out of Glasgow Airport. The target customers
would be businessmen. Ideally it would be one that could complement existing flights from Edinburgh. A
decision is due by October 12th.

Two reports were commissioned (one Internal and one External). Here they are below:

AB

RECOMMENDATION: Milan RECOMMENDATION: Munich

EasyJet already fly an existing service from Munich is a great city in Austria and is famous
Edinburgh to Milan, Italy and there are several for the Octoberfest and for Bayern Munchen.
businesses with links between Glasgow and Milan.
I have spent many days in Munich and it
Our research has indicated that there is a potential
has a great party atmosphere and is very
market for one flight a day return.
cultured. My cousin Wolfgang comes
Our rivals Ryan Air do fly from Glasgow to Milan, from Munich.
but only once a week (Thu).
I also visited it many times when I
By Elaine Mackie, EasyJet Market Researcher worked for the German Tourist Board.
That was a great job, and in fact there
SUBMITTED: October 3rd
are many more cities that Glasgow could
PRICE: Free link up with. Dusseldorf has a great Old
 Town, and Cologne does have the world
famous Cathedral. I’d go there if you
ever get the chance.

By Hans Gruber, Gruber MR Ltd.

SUBMITTED: October 14th

PRICE: £700

Comment on each of the criteria to see what was good about Elaine’s report and what
was obviously poor about Hans’ report.

REPORT A REPORT B

Accuracy

Timeliness

Completeness

Appropriateness

Availability

Cost

Objectivity

Conciseness

ICT in business

In order to facilitate data collection, storage, retrieval, processing and output, with the
speed and accuracy required for today’s business community, computers are being used
more and more in the workplace.

TYPES OF IT

Mainframes Mainframes

Large, powerful supercomputers (like Cray) capable of multi-

tasking Large, powerful supercomputers (like Cray) capable
of multi-tasking

+ -
Enormous memory Hugely expensive
Vast processing power Increasing dependency
Extremely fast
 PCs and Laptops PCs and Laptops

Home, Office or mobile computers Home, Office or

mobile computers

+ -

Good value for money Short shelf life

Ever increasing capacity Prone to viruses and
and processing power breakdowns

Networks Networks

LANs (Local Area Networks) are linked to a

geographically close server. LANs (Local Area Networks) are
linked to a geographically close server.

WANs (Wide Area Networks) use telecommunications

such as cable and satellite to link up across continents
WANs (Wide Area Networks) use telecommunications
such as cable and satellite to link up across continents

+ -

Employees linked together Server breakdowns

Share data and files Prone to viruses
Reliance on backups

E-mail E-mail

Transfer of text, graphics and other information

between computer users via telephone lines. Transfer of
text, graphics and other information between computer
users via telephone lines.

+ -

Instant communication Junk mail

Same message can be Staff may abuse use
sent to many people Viruses
Cost-effective E-mail has same legal liability
as written material

Videoconferencing Videoconferencing

Sound and vision linking of people at different locations

Sound and vision linking of people at different locations

+ -

Saves accommodation and Poor connections

travel Time lags
Saves travelling time Hard to pick up body
Relatively inexpensive language

Internet Internet

International network of computers International network

of computers

+ -

Access to vast amounts of Check reliability of information

information Viruses
Access to wider global Staff may abuse access
market

Interactive CD or DVD (Digital Versatile Disc)

Interactive CD or DVD (Digital Versatile Disc)

Interactive media used for staff training Interactive

media used for staff training

+ -

Cheaper than using Employees unsupervised

consultants Finite questions
One-on-one - More involving No human contact
for staff

Computer Aided Manufacture (CAM) Computer Aided

 Manufacture (CAM)

Computers and robots used to control machines

Computers and robots used to control machines

+ -

Saves labour costs Costly breakdowns

Consistent quality Can’t think for themselves
Twentyfourseven
production
BUSINESS SOFTWARE

D atabase – data saved and organised in an electronic filing system

Keeping and sorting records

Searching for information
Filing reports
Mail merge

S preadsheet - an electronic worksheet used to manage numbers and carry out calculations.

Produces charts and graphs

What if scenarios
Budgets, wages, sales figures, estimates

Word Processing – an electronic typewriter

Prepare letters, memos, reports

Edit text
Graphics and images
Mail merge
Desktop Publishing – package that allows professional documents to be created

Text, graphics, and images

High quality documents
Magazines, newsletters, price lists, posters, forms, booklets, manuals, catalogues,
leaflets

P resentation Packages – projects an image onto large screen

Used for presentations

Can use audio and movie clips
Easily available handouts and notes

C omputer-aided Design (CAD) – computerised process for creating new parts or

products or altering existing ones

Mainly used by architects, designers and engineers

Also used in animation and in simulations
Alterations can be made without redrawing

D ecision-Making Packages – analytical tools for managers

Produces statistics and graphs
Helps managers evaluate information

Project Management Packages – enables project teams to co-ordinate activities

Details budgets
Team member tasks
Records resources used or allocated
Time deadlines
Progress reports

ICT and production

In terms of production benefits, information technology has led to a far greater sophistication in product
research, design and testing. Within production processes themselves there have been enormous
reductions in error and in wastage of raw materials. Systems to ensure Total Quality Management and
Just-In-Time production or Kaizen continuous improvement systems are enhanced by the aid of
information technology.

Production computer systems include computer-aided manufacturing (CAM), computer-

controlled robots, computer-numerical control lathes, routers, spinning, cutting, printing,
sewing and milling machines, and automatically guided vehicles controlled by
microprocessors to carry component parts around the factory. Within stores, area
scanners and sophisticated stock control systems log stock in and out and automatically
re-order the correct amount at the correct time. Factories are run by computer
integrated manufacturing – where a computer or computer network is used to control
the entire production process. Information technology can assist at each and every
stage in the production process.

Costs and benefits of ICT

Costs

the price of the hardware and software

the cost of installation – electricians, technicians, conduits to carry new cables,
structural changes
the cost of staff training – loss of working time and cost of specialist training staff
loss of efficiency until familiar with the system
errors/glitches in the system causing loss of working time
the possibility of data loss or corruption
the possibility of commercial espionage and information theft through computer hacking
health and safety implications and possible costs of equipment to prevent eye-strain,
backache, etc.

Benefits

the increased speed of information handling and decision making

flexibility of integrated systems – combined fax, photocopier, e-mail and scanner all in
one machine attached to a personal computer
increases in production and administrative efficiency
enhanced reputation with investors, customers and competitors
may give a competitive edge – but only in the short term until newer technology is
adopted by rivals
reduction in staffing costs – capital intensive not labour intensive
ability to relocate administration centres in more cost efficient locations
facilitates home working
facilitates tele-sales call centres.

Data-protection legislation

The growth of computerised records can provide great benefits to an organisation, for
example consumer databases can give accurate profiles of actual or potential target
markets. However, there is the possibility that individuals in society can be
disadvantaged if information about them is inaccurate, out of date, entered incorrectly
or is mixed up with someone else’s – hence the Data Protection Act. The Act stipulates
that organisations must abide by eight Data Protection Principles.

They must:

obtain and process information fairly and lawfully

register the purposes for which they hold it
not disclose the information in any way that is different from those purposes
only hold information that is adequate, relevant and not excessive for the purposes they
require
only hold accurate information and keep it up-to-date where necessary
not hold the information any longer than necessary
give individuals copies of the information held about themselves if they request it and,
where appropriate, correct or erase the information
take appropriate steps to keep the information safe.

PAST PAPER QUESTIONS

1 What legislation exists to protect people from information stored about them on computers being used
inappropriately? How can a person find out what information is stored about them on computers and if
it is wrong how can they get it altered?

(6 marks)

2 Carrying out market research does not necessarily guarantee success in the market.

Why might information gathered by an organisation be of little use to them?

(10 marks)

3 The use of e-mail is increasing worldwide. Although it has many advantages, there are also
disadvantages. Explain the drawbacks to an organisation of using this form of communication.

(5 marks)

4 Multinational companies depend on effective communication. Using examples, discuss how

technology is being used to improve global communication.

(8 marks)

5 An organisation is about to change its old, stand-alone computer system for a modern, network
system with access to the Internet.

(a) What benefits might it gain from this change? (8 marks)

(b) What problems might arise from this change? (8 marks)

6 To make quality decisions you need quality information. Describe the features of quality
information. (9 marks)