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Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 - What Is Software?  -c Storage 
Google Docs: Applications -d Output 
and Challenges 38 Data Mining and Airline Industries 62
-a Operating System Software  - Data Marts 
iOS: The Brain Behind Apple Devices 39 - Business Analytics 
-b Application Software  Predictive Analytics in Action 63
- Computer Languages  - The Big Data Era 
Reviews and Discussions  -a Who Benefits from Big Data? 
Projects  -b TTools and Technologies of Big Data 
Are You Ready to Move On?  -c Big Data Privacy Risks 
Case Study -: Become Your Own Banker  Big Data in Action 65
Case Study -: iPads: New Productivity Tools Reviews and Discussions 
for Service Workers 
Projects 

3 Database
Are You Ready to Move On? 
Systems, Data Case Study -: Data Mining Helps Students Enroll in
Courses with Higher Chances of Success 
Warehouses, and Data
Case Study -: Data Mining Tools at Pandora Radio 
Marts 46

4 Personal,
- Databases 
-a TTypes of Data in a Database  Legal, Ethical,
BI in Action: Law Enforcement 49 and Organizational Issues
-b Methods for Accessing Files  of Information Systems 70
- Logical Database Design  - Privacy Issues 
-a TThe Relational Model  Social Networking Sites and Privacy Issues 71
- Components of a DBMS  Employee Monitoring: Improving Productivity or
Invasion of Privacy 72
-a Database Engine 
-a E-Mail 
-b Data Definition 
E-Mail and Corporate Data Leakage 75
-c Data Manipulation 
-b Data Collection on the Web 
-d Application Generation 
- Ethical Issues of Information Technologies 
Graph Databases Move Relational Databases
One Step Forward 55 Facebook Experiments: Marketing Tools or Unethical
Behavior? 76
-e Data Administration 
Ten Commandments of Computer Ethics 77
- Recent Trends in Database Design
and Use  -a Censorship
C 
-a Data-Driven Web Sites  -b Intellectual Property 
-b Distributed Databases  Verizon’s Cybersquatting Suit 80
-c Object-Oriented Databases  -c Social Divisions and the Digital Divide 
Data Warehouse Applications at Marriott - The Impact of Information Technology in the
International 58 Workplace 
- Data Warehouses  -a Information TTechnology and Health Issues 
-a Input  Health and Social Issues of Online Gaming 83
-b ETL  - Green Computing 

Contents v

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 Reviews and Discussions 
Projects 
Are You Ready to Move On? 
Part 2
Case Study -: Telecommuting with a New Twist 
Data Communication, the Internet,
Case Study -: Privacy and Other Legal Issues
E-Commerce, and Global Information Systems
at Google 

5 Protecting Information
Resources 88
- Risks Associated with Information
Technologies 
-a The Costs of Cyber Crime to the U.S. Economy 

Pogonici/Shutterstock.com
-b Spyware and Adware 
-c Phishing and Pharming 
-d Keystroke Loggers 
-e Sniffing and Spoofing 
-f Computer Crime and Fraud 
Identity Theft at the Internal Revenue Service 91
Types of Hackers 92 6 Data Communication:
- Computer and Network Security: Basic Delivering Information
Safeguards  Anywhere and Anytime 114
Nearly All Organizations Get Hacked 92 - Defining Data Communication 
- Security Threats: An Overview  -a Why Managers Need to Know About Data
-a Intentional Threats  Communication 
Protecting Against Data Theft and Data Loss 97 GoToMeeting: Example of an E-Collaboration Tool 116
- Security Measures and Enforcement: - Basic Components of a Data Communication
An Overview  System 
-a Biometric Security Measures  -a Sender and Receiver Devices 
-b Nonbiometric Security Measures  -b Modems 
Biometrics at Phoebe Putney Memorial Hospital 98 -c Communication Media 
-c Physical Security Measures  Google Invests in Communication Media 119
-d Access Controls  - Processing Configurations 
Lost and Stolen Laptops 103 -a Centralized Processing 
-e Virtual Private Networks  -b Decentralized Processing 
-f Data Encryption  -c Distributed Processing 
-g E-Commerce Transaction Security Measures  -d Open Systems Interconnection Model 
-h Computer Emergency Response Team  - Types of Networks 
- Guidelines for a Comprehensive Security System  -a Local Area Networks 
Sarbanes-Oxley and Information Security 108 -b Wide Area Networks 
-a Business Continuity Planning  -c Metropolitan Area Networks 
Reviews and Discussions  - Network Topologies 
Projects  -a Star Topology 
Are You Ready To Move On?  -b Ring Topology 
Case Study -: Computer Viruses Target Medical -c Bus Topology 
Devices  -d Hierarchical Topology 
Case Study -: Data Breach at Home Depot  -e Mesh Topology 
vi Contents

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
- Major Networking Concepts  -f Financial Institutions 
-a Protocols  -g Software Distribution 
-b Transmission Control Protocol/Internet Protocol  -h Health Care 
-c Routing  Electronic Health Records Pays Off for Kaiser
-d Routers  Permanente 152
-e Client/Server Model  The Internet in 2020 153
-i Politics 
- Wireless and Mobile Networks 
- Intranets 
Mobile Computing and Mobile Apps 131
-a The Internet vs. Intranets 
-a Wireless Technologies 
-b Applications of an Intranet 
-b Mobile Networks 
- Extranets 
- Wireless Security 
- New Trends: The Web . and Web . Eras 
Mobile Computing in Action: The Apple iPhone 133
-a Blogs 
Privacy and Ethical Issues of Wireless Devices 134
-b Wikis 
- Convergence of Voice, Video, and Data 
-c Social Networking Sites 
Telepresence: A New Use of Data Communication
and Convergence 135 LinkedIn: A Professional Social Networking Site 159
Reviews and Discussions  -d Business Application of Social Networks 
Projects  Twitter: Real-Time Networking with Your
Followers 160
Are You Ready To Move On? 
-e RSS Feeds 
Case Study -: Data Communication at Walmart 
-f Podcasting 
Case Study -: Protecting the Security and Privacy
of Mobile Devices  -g The Internet 
The Internet of Everything in Action 162

7 The Internet, Intranets,

- The Internet of Everything: The Next
Big Network 
and Extranets 140 Reviews and Discussions 
- The Internet and the World Wide Web  Projects 
Major Events in the Development of the Internet 143 Are You Ready to Move On? 
-a The Domain Name System  Case Study -: Scotts Miracle-Gro’s Intranet: The
Garden 
What Is HTML? 145
Case Study -: Social Networking in Support of
-b Types of Internet Connections  Small Businesses 
- Navigational Tools, Search Engines, and
Directories 
-a Navigational Tools  8 E-Commerce 168
-b Search Engines and Directories  - Defining E-Commerce 
- Internet Services  -a The Value Chain and E-Commerce 
-a E-Mail  Twitter Helps Businesses Find Customers 171
-b Newsgroups and Discussion Groups  -b E-Commerce vs. Traditional Commerce 
-c Instant Messaging  Showrooming and Webrooming 172
-d Internet Telephony  -c Advantages and Disadvantages of E-Commerce 
- Web Applications  The Home Depot Gets into E-Commerce 173
-a Tourism and Travel  -d E-Commerce Business Models 
-b Publishing  E-Commerce in 2020 174
-c Higher Education  - Major Categories of E-Commerce 
-d Real Estate  -a Business-to-Consumer E-Commerce 
-e Employment  -b Business-to-Business E-Commerce 
Contents vii

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 -c Consumer-to-Consumer E-Commerce  -a Multinational Structure 
-d Consumer-to-Business E-Commerce  -b Global Structure 
-e Government and Nonbusiness E-Commerce  -c International Structure 
-f Organizational or Intrabusiness E-Commerce  -d Transnational Structure 
E-gov in Action: City of Louisville, Kentucky 177 Global Information System at FedEx 204
- BC E-Commerce Cycle  -e Global Information Systems Supporting Offshore
- BB E-Commerce: A Second Look  Outsourcing 
-a Major Models of BB E-Commerce  - Obstacles to Using Global Information Systems 
E-Procurement at Schlumberger 179 -a Lack of Standardization 
- Mobile and Voice-Based E-Commerce  -b Cultural Differences 
Mobile Commerce in Action: The Fast Food -c Diverse Regulatory Practices 
Restaurants 181 -d Poor Telecommunication Infrastructures 
- E-Commerce Supporting Technologies  -e Lack of Skilled Analysts and Programmers 
-a Electronic Payment Systems  Reviews and Discussions 
Challenges in Using Mobile Payment Systems 183 Projects 
-b Web Marketing  Are You Ready to Move On? 
-c Mobile Marketing  Case Study -: Global Information Systems at Toyota
Mobile Marketing at Starbucks 185 Motor Company 
Challenges in Using Digital Ads 185 Case Study -: Information Technologies Support
Global Supply Chain 
-d Search Engine Optimization 
- E-commerce and Beyond: Social Commerce 
Reviews and Discussions 
Projects 
Part 3
Are You Ready to Move On?  IS Development, Enterprise Systems,
Case Study -: E-Commerce Applications in Online MSS, and Emerging Trends
Travel 
Case Study -: Bridging the Gap Between E-Commerce
and Traditional Commerce 

9 Global Information Systems 192

- Why Go Global? 

maxuser/Shutterstock.com
-a E-Business: A Driving Force 
Global Information Systems at Rohm & Haas 194
Making a Company Web Site Global 195
-b Growth of the Internet 
- Global Information Systems: An Overview 
-a Components of a Global Information System 
The Internet and Globalization in Action 197 10 Building Successful
Video Conferencing Systems Support Information Systems 210
Globalization 198 - Systems Development Life Cycle: An Overview 
-b Requirements of Global Information Systems  - Phase : Planning 
-c Implementation of Global Information -a Formation of the Task Force 
Systems 
A Feasible Project Becomes Unfeasible 214
Globalization in Action: Alibaba 200
-b Feasibility Study 
- Organizational Structures and Global Information
Systems  HealthCare.gov: Feasibility Issues 217
viii Contents

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
- Phase : Requirements Gathering and Analysis 
- Phase : Design  12 Management Support
-a Computer-Aided Systems Engineering  Systems 252
-b Prototyping  - Types of Decisions in an Organization 
- Phase : Implementation  -a Phases of the Decision-Making Process 
-a Project Management Tools and Techniques  - Decision Support Systems 
-b Request for Proposal  -a Components of a Decision Support System 
-c Implementation Alternatives  -b DSS Capabilities 
Top 10 Outsourcing Destinations in 2014 227 -c Roles in the DSS Environment 
- Phase : Maintenance  -d Costs and Benefits of Decision Support Systems 
- New Trends in Systems Analysis and - Executive Information Systems 
Design  Decision Support Systems at Family Dollar 260
-a Service-Oriented Architecture  -a Reasons for Using EISs 
-b Rapid Application Development  -b Avoiding Failure in Design and Use of EISs 
-c Extreme Programming  -c EIS Packages and Tools 
Extreme Programming in Action 229 - Group Support Systems 
-d Agile Methodology  Executive Information Systems at Hyundai Motor
Agile Methodology at HomeAway, Inc. 230 Company 263
Reviews and Discussions  Microsoft Office SharePoint Server: A New Type of
Projects  Groupware 264
Are You Ready to Move On?  -a Groupware 
Case Study -: Systems Development at SEB -b Electronic Meeting Systems 
Latvia  Groupware and Health IT 265
Case Study -: Crowdsourcing Pays Off  -c Advantages and Disadvantages of GSSs 
New Generations of Electronic Meeting Systems 266
11 Enterprise Systems 234 - Geographic Information Systems 
-a GIS Applications 
- Supply Chain Management 
GISs for Fighting Disease 268
Supply Chain Management at Coca-Cola
Company 237 - Guidelines for Designing a Management Support
System 
-a SCM Technologies 
Reviews and Discussions 
- Customer Relationship Management 
Projects 
CRM in Action 243
Are You Ready to Move On? 
-a CRM Applications 
Case Study -: UPS Deploys Routing Optimization
-b Personalization Technology  with a Big Payoff 
Amazon’s Personalization Assists its Sellers Case Study -: GPS Technology and Analytics
on its Marketplace 245 Combat Crimes 
- Knowledge Management 
Knowledge Management in Action 247
- Enterprise Resource Planning  13 Intelligent Information
ERP Streamlines Operations at Naghi Group 248 Systems 274
Reviews and Discussions  - What Is Artificial Intelligence? 
Projects  Computers Understanding Common Sense 276
Are You Ready to Move On?  -a AI Technologies Supporting Decision
Case Study -: ERP at Johns Hopkins Making 
Institutions  -b Robotics 
Case Study -: CRM at Chipotle Mexican Grill  Medical Robotics in Action 278
Contents ix

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 - Expert Systems  - Virtual Reality 
-a Components of an Expert System  -a Types of Virtual Environments 
-b Uses of Expert Systems  -b Components of a Virtual Reality
Expert Systems in Baltimore County System 
Police Department 282 -c CAVE 
-c Criteria for Using Expert Systems  -d Virtual Reality Applications 
-d Criteria for Not Using Expert Systems  Virtual Reality at Lockheed Martin 303
-e Advantages of Expert Systems  -e Obstacles in Using VR Systems 
- Case-Based Reasoning  -f Virtual Worlds 
- Intelligent Agents  - Radio Frequency Identification: An
-a Shopping and Information Agents  Overview 
-b Personal Agents  Coca-Cola Company Uses RFID-Based Dispensers
for Generating BI 306
-c Data-Mining Agents 
-a RFID Applications 
Intelligent Agents in Action 285
- Quick Response Codes 
-d Monitoring and Surveillance Agents 
QR Codes in Action 307
- Fuzzy Logic 
- Biometrics: A Second Look 
-a Uses of Fuzzy Logic 
Face Recognition Technology in
- Artificial Neural Networks  Action 308
Fuzzy Logic in Action 287 - Trends in Networking 
Neural Networks in Microsoft and the Chicago -a Wi-Fi 
Police Department 288
-b WiMAX 
- Genetic Algorithms 
-c Bluetooth 
- Natural-Language Processing 
-d Grid Computing 
NLP in Action: The Healthcare Industry 290
-e Utility (On-Demand) Computing 
- Integrating AI Technologies into Decision
Support Systems  -f Cloud Computing 
-Contextual Computing: Making Mobile Cloud Computing in Support of Small
Devices Smarter  Businesses 313
Reviews And Discussions  - Nanotechnology 
Projects  Reviews and Discussions 
Are You Ready to Move On?  Projects 
Case Study -: AI-Based Software Help Businesses Are You Ready to Move On? 
Better Understand Customers  Case Study -: Cloud Computing at Intercontinental
Case Study -: NLP: Making a Smartphone Smarter  Hotels Group (IHG) 
Case Study -: RFID at Macy’s Department

14 Emerging Trends, Technologies,

Store 
Endnotes 318
and Applications 296
Index 328
- Trends in Software and Service Distribution 
-a Pull and Push Technologies 
-b Application Service Providers 

x Contents

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 PART 1

1 Information Systems:
An Overview
LEARNING OUTCOMES
After studying this chapter, you should be able to:

1-1 Discuss common applications of computers and information systems.

1-2 Explain the differences between computer literacy and information literacy.

1-3 Define transaction-processing systems. After you finish

1-4 Define management information systems. this chapter,
1-5 Describe the four major components of an information system.
go to PAGE 20
1-6 Discuss the differences between data and information.

1-7 Explain the importance and applications of information systems in functional areas for the STUDY
of a business.
TOOLS

iStockphoto.com/fotostorm
1-8 Discuss how information technologies are used to gain a competitive advantage.

1-9 Explain the Five Forces Model and strategies for gaining a competitive advantage.

1-10 Review the IT job market.

1-11 Summarize the future outlook of information systems.

This chapter starts with an overview of common uses

Organizations use
for computers and information systems, explains
computers and
the difference between computer literacy and
information systems
information literacy, and then reviews transaction-
to reduce costs and
gain a competitive
processing systems as one of the earliest applications
advantage in the
of information systems. Next, the chapter discusses
marketplace.
the components of a management information
system (MIS), including data, databases, processes,
and information, and then delves into how information systems relate
to information technologies. This chapter also covers the roles and
applications of information systems and explains the Five Forces Model

2 PART ONE: Fundamentals of Information Systems

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
used to develop strategies for gaining a competitive advantage. Finally,
the chapter reviews the IT job market and touches on the future of
information systems.
1-1 COMPUTERS AND INFORMATION SYSTEMS IN DAILY LIFE
Organizations use computers and information systems
to reduce costs and gain a competitive advantage in the
marketplace. Throughout this book, you will study many
information system applications. For now, you will look
at some common applications used in daily life.
Computers and information systems are all around
you. As a student, you use computers and office suite soft-
ware and might take online classes. Computers are often
Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
used to grade your exam answers and generate detailed
reports comparing the performance of each student in your
class. Computers and information systems also calculate
grades and GPAs and can deliver this information to you.
Computers and information systems are commonly
used in grocery and retail stores as well. For example, a
point-of-sale (POS) system speeds up service by read-
ing the universal product codes (UPCs) on items in your
CHAPTER 1: Information Systems: An Overview 3
 Many workers are now tele-
commuters who perform their jobs
Exhibit 1.1 at home, and others often use their
A point-of-sale system PDAs (personal digital assistants) to
conduct business while on the go. The
most common PDA is a smartphone
(such as an iPhone, Galaxy, Droid, or
a Blackberry). A typical PDA includes
a calendar, address book, and task-list-
ing programs; more advanced PDAs
often allow for wireless connection to
the Internet and have built-in MP3
players. Smartphones are mobile

© Petrenko Andriy/Shutterstock.com
phones with advanced capabilities,
much like a mini PC. They include
e-mail and Web-browsing features,
and most have a built-in keyboard
or an external USB keyboard (see
Exhibit 1.2). Increasingly, tablet com-
puters, such as iPads, are being used
as PDAs. These tablets come with
apps (small programs) for common
shopping cart (see Exhibit 1.1). This same system also applications, and they can improve the user’s efficiency.
manages store inventory, and some information systems The information box below highlights several popular
can even reorder stock automatically. Banks, too, use applications of smartphones.
computers and information systems for generating your The Internet is used for all kinds of activities,
monthly statement, running ATM machines, and for from shopping to learning to working. Search engines
many other banking activities. and broadband communication bring information to

Smartphones Everywhere and for Everything

With the growing number of apps available for both iPhones and Android phones, individuals and businesses are
using their smartphones as a productivity tool and as an intelligent assistant for all sorts of activities. Here are few
popular examples:
Group texting app GroupMe is used for sending a message to a group of employees or customers. Samsung iPolis
app, a video camera security system, is used to remotely watch the video that monitors the location of a business or
home. Apps are available to pay bills, update a company’s Web site, market and advertise a product or service, reach
out to customers, and keep in touch with employees from anywhere. Some businesses give out the Google Voice phone
number to customers so that they can text an order. Google’s calendar is used to coordinate events, and Instagram is
used to post photos of new merchandise.1
According to Massimo Marinucci, the owner and president of The Wine Connection, a $20 million business with six
employees, the iPhone nearly does everything for business that a desktop used to do. Using their iPhones, employ-
ees check inventory, view sales for the day, run reports, print, change prices, and change inventory quantities. The
new POS app allows customers to buy immediately as soon as a new wine becomes available.2
Starwood Hotels & Resorts Worldwide, Inc., plans to offer customers of two of its hotels in Harlem, NY, and Cupertino,
CA, a virtual key. Guests can bypass the crowded check-in desk and enter their rooms using their smartphones. Guests
receive a message on Starwood’s app which will unlock their rooms with a tap or twist of their smartphones, using
Bluetooth technology. Marriott International, Inc., also does mobile check-ins at some of their hotels. Loyalty program
customers can check in via their smartphones and then go to a separate check-in desk to pick up a key.3

4 PART ONE: Fundamentals of Information Systems

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 and hobbies. Twitter (www.twitter.com), for
example, is a social networking and short-
Exhibit 1.2 message service. Users can send and receive
Examples of smartphones brief text updates, called tweets. These posts
are displayed on one’s profile page, and other
users can sign up to have them delivered to
their in-boxes. As an example, the author of
this textbook sends daily tweets that consist
of links to current articles about information
systems applications, new developments,
breaking news, IT jobs, and case exam-
ples. You can read these tweets in Twitter,
Facebook, or LinkedIn.
Organizations also use social networking

your desktop in seconds. The Internet is also used
for social purposes. With social networking sites—
such as Facebook, Twitter, Google+, LinkedIn, and
Foursquare—you can connect with friends, family, and
colleagues online and meet people with similar interests
Nucleartist/Shutterstock.com
sites to give customers up-to-date informa-
tion and how-to support via videos. These
sites can reduce organizations’ costs by pro-
viding an inexpensive medium for targeting a
large customer base.
In addition, people use video-sharing sites
to watch news, sporting events, and entertain-
ment videos. One of the most popular sites is
YouTube (www.youtube.com). You can upload and share
video clips via Web sites, mobile devices, blogs, and e-mail.
Users upload most of the content on Y YouTube, although
media corporations such as CBS, BBC, Sony Music Group,
the Sundance Channel, and others also provide content.

A New Era of Marketing: YouTube

Companies use newspapers, magazines, TV shows, and search engines to promote their products, services, and
brands. YouTube is a popular video-sharing service that can be used as a marketing tool. The videos on YouTube are
very well indexed and organized. They are categorized and sorted by “channels.” The channels range from film and
animation to sports, short movies, and video blogging. Individual YouTube users have used this marketing tool to
share videos and stories. One of the popular applications is watching how-to videos for repairing cars, home appli-
ances, and so forth. Corporations can also take advantage of this popular platform. YouTube represents a great
opportunity for marketers to reach consumers who are searching for information about a brand or related products
and services. It can also be used as a direct marketing tool. The following are examples of corporations that are using
YouTube to promote their products and services:
Quiksilver—This manufacturer of apparel and accessories, including the Roxy brand, frequently posts new videos of
its products, continually renewing its Web presence.
Ford Models—Since 2006, it has uploaded over 554 videos promoting its brand.
University of Phoenix Online—This site has hundreds of video testimonials, reviews, and documentaries that
promote the university’s degree programs.
The Home Depot—Here you will find free content, including practical knowledge and money-saving tips for home
improvements.
Nikefootball—Nike maintains several distinct YouTube channels that cater to specific audiences. Consumers can find
content that is relevant to their needs without having to sift through everything.4,5

ouTube, although
CHAPTER 1: Information Systems: An Overview 5

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 In the 21st century, knowledge workers

need two types of knowledge to be

competitive in the workplace: computer

literacy and information literacy

and productively, no matter

what profession they choose.
In addition, these workers will
be able to connect to the rest of
the world to share information,
knowledge, videos, ideas, and
almost anything else that can be
digitized. Throughout this book,
these opportunities, as well as the
power of computers and informa-
tion systems, are explored.
As you read, keep in mind

Anyone can watch videos on YouTube, but you must reg-
ister to upload videos. (This book has a YouTube channel
on which you can watch many practical videos related to
information systems.) Businesses are increasingly using
YouTube to promote their products and services. See the
information box on the previous page, which highlights a
few such companies.
So what do all these examples mean to you?
Computers and information technology will help the
knowledge workers of the future perform more effectively
Computer literacy is skill in using productivity software, such
as word processors, spreadsheets, database management systems, and
presentation software, as well as having a basic knowledge of hardware
and software, the Internet, and collaboration tools and technologies.
Information literacy is understanding the role of information
in generating and using business intelligence.
Business intelligence (BI) provides historical, current,
and predictive views of business operations and environments and
gives organizations a competitive advantage in the marketplace.
6 PART ONE: Fundamentals of Information Systems
© StockLite/Shutterstock.com
that the terms information systems
and information technologies are
used interchangeably. Information
systems are broader in scope
than information technologies, but
the two overlap in many areas.
Both are used to help organizations be more competi-
tive and to improve their overall efficiency and effective-
ness. Information technologies offer many advantages for
improving decision making but involve some challenges,
too, such as security and privacy issues. The information box
on the next page describes one of the potential challenges.
1-2 COMPUTER LITERACY AND
INFORMATION LITERACY
In the 21st century, knowledge workers need two types of
knowledge to be competitive in the workplace: computer
literacy and information literacy. Computer literacy is
skill in using productivity software, such as word processors,
spreadsheets, database management systems, and presen-
tation software, as well as having a basic knowledge of hard-
ware and software, the Internet, and collaboration tools and
technologies. Information literacy, on the other hand,
is understanding the role of information in generating and
using business intelligence. Business intelligence (BI)

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
Social Networking and the Vulnerability
of Personal Information
The popularity of social networking sites such as Facebook, Twitter, Google+, and Foursquare is on the rise. As of
January 28, 2015, Facebook had more than 1.39 billion registered users, and the number is increasing on a daily
basis.6 But so is the potential risk. According to an InfoWorld study published on May 4, 2010, over half of all users
of social networks in this country are putting themselves at risk by posting information that could be misused by
cybercriminals. Many social networkers post their full birth dates, their home addresses, photos of themselves and
their families, and the times when they will be away from home. This information could be used by cybercriminals
for malicious purposes. According to the report, 9 percent of the 2,000 people who participated in the study had
experienced some kind of computer-related trouble, such as malware infections, scams, identity theft, or harassment.
To reduce risk and improve the privacy of your personal information, the study offers several tips:7
● Always use the privacy controls offered by the social networking sites.
● Use long passwords (8 characters or longer) that mix uppercase and lowercase letters with numbers and symbols.
● Do not post a phone number or a full address.
● Do not post children’s names, even in photo tags or captions.
● Do not be specific when posting information about vacations or business trips.

is more than just information. It provides historical, cur

cur- Computers are most beneficial in transaction-
rent, and predictive views of business operations and processing operations. These operations are repetitive,
environments and gives organizations a competitive such as printing numerous checks, or involve enormous
advantage in the marketplace. (BI is discussed in more volumes of data, such as inventory control in a multina-
detail in Chapter 3.) To summarize, knowledge workers tional textile company. When these systems are auto-
should know the following: mated, human involvement is minimal. For example,
in an automated payroll system, there is little need for
● Internal and external sources of data
managerial judgment in the task of printing and sending
● How data is collected
checks, which reduces personnel costs.
● Why data is collected
● What type of data should be collected
● How data is converted to information and eventually 1-4 MANAGEMENT
●
to business intelligence
How data should be indexed and updated
INFORMATION SYSTEMS
● How data and information should be used to gain a
competitive advantage A management information system (MIS) is an
organized integration of hardware and software technol-
ogies, data, processes, and human elements designed to

1-3 THE BEGINNING:
TRANSACTION-PROCESSING
SYSTEMS
For the past 60 years, transaction-processing systems
(TPSs) have been applied to structured tasks such as record
keeping, simple clerical operations, and inventory control.
Payroll, for example, was one of the first applications to be
automated. TPSs focus on data collection and processing,
and they have provided enormous reductions in costs.
produce timely, integrated, relevant, accurate, and use-
ful information for decision-making purposes.
Transaction-processing systems (TPSs) focus on
data collection and processing; the major reason for using them is
cost reduction.
A management information system (MIS) is an
organized integration of hardware and software technologies,
data, processes, and human elements designed to produce timely,
integrated, relevant, accurate, and useful information for decision-
making purposes.
CHAPTER 1: Information Systems: An Overview 7

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 The hardware components, which are discussed
in more detail in Chapter 2, include input, output, and
memory devices and vary depending on the applica-
tion and the organization. MIS software, also covered in
Chapter 2, can include commercial programs, software
developed in-house, or both. The application or organi-
zation determines the type of software used. Processes
are usually methods for performing a task in an MIS
application. The human element includes users, pro-
grammers, systems analysts, and other technical person-
nel. This book emphasizes users of MISs.
In designing an MIS, the first task is to clearly define
the system’s objectives. Second, data must be collected
and analyzed. Finally, information must be provided in a
useful format for decision-making purposes.
Many MIS applications are used in both the private
and public sectors. For example, an MIS for inventory
control provides data (such as how much of each prod-
uct is on hand), what items have been ordered, and
what items are back-ordered. Another MIS might fore-
cast sales volume for the next fiscal period. This type
of system uses recent historical data and mathemati-
cal or statistical models to generate the most accurate
forecast, and sales managers can use this information
for planning purposes. In the public sector, an MIS for
a police department, for example, could provide infor
infor-
mation such as crime statistics, crime forecasts, and
allocation of police units. Management can exam-
ine these statistics to spot increases and decreases in
crime rates or types of crimes and analyze this data
to determine future deployment of law enforcement
personnel.
As you will see in this book, many organizations use
information systems to gain a competitive advantage.
The information box on Domino’s Pizza describes one
example of this. (Note: MISs are often referred to as just
information systems,, and these terms are used interinter-
changeably in this book.)

Information Technologies
at Domino’s Pizza
In 1960, Domino’s Pizza opened its first store. Today, there are
nearly 11,000 stores, half of them outside the United States.
In 2007, Domino’s started online and mobile ordering. Today,
customers can order online at www.dominos.com or they can
use apps for the iPhone, Android, or Kindle Fire.8 This allows
them to customize their pizzas with any combination of
ingredients, enhancing their sense of participation while also
saving Domino’s the labor costs associated with phone orders.

© iStockphoto.com/Roma
After placing the order, the customer can track it all the way to
when it is sent out for delivery, keeping an eye on an estimated
delivery time.
In 2012, for the first time, Domino’s surpassed $1 billion in
annual sales through its Web site, proving that electronic sales
will continue to play a large role in the company’s success.9
At Domino’s, online ordering seamlessly accomplishes multiple objectives without the customer even taking
notice. First, it creates the feeling among customers that they are an active part of the pizza-making process. Second,
it results in greater efficiency at the various stores because employees do not have to spend as much time taking
orders. They merely need to prepare the orders, which appear in an instant order queue, with all the customers’
specifications.
Domino’s now has the ability to store its online orders in its database. This data can then be used for many purposes,
including target marketing and deciding which pizzas to offer in the future. The company is also actively using social
media, including Facebook and Twitter, to promote its products and gather customers’ opinions.
In 2014, Domino’s began allowing customers to order pizza using a voice app called “Dom,” powered by Nuance
Communications. It enables users of iOS and Android devices to place orders using their voices.

8 PART ONE: Fundamentals of Information Systems

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 If an organization has defined its
strategic goals, objectives, and critical
success factors, then structuring the
data component to define what type of
data is collected and in what
form is usually easy.

1-5 MAJOR COMPONENTS OF AN
INFORMATION SYSTEM
In addition to hardware, software, and human elements,
an information system includes four major components,
which are discussed in the following sections: data, a
database, a process, and information (see Exhibit 1.3).10
1-5a Data
The data component of an information system is consid-
ered the input to the system. The information that users
need affects the type of data that is collected and used.
Generally, there are two sources of data: external and
internal. An information system should collect data from
both sources, although organizational objectives and the
type of application also determine what sources to use.
Internal data includes sales records, personnel records,
and so forth. The following list shows some examples of
external data sources:
● Customers, competitors, and suppliers
● Government agencies and financial institutions
● Labor and population statistics
● Economic conditions
Typically, data has a time orientation, too. For
example, past data is collected for performance reports,
and current data is collected for operational reports. In
Exhibit 1.3
Major components of an information system
Data Database Process
addition, future data is predicted for budgets or cash flow
reports. Data can also be collected in different forms,
such as aggregated (e.g., subtotals for categories of infor
infor-
mation) or disaggregated (e.g., itemized lists). An organi-
zation might want disaggregated data to analyze sales by
product, territory, or salesperson. Aggregated data can
be useful for reporting overall performance during a par par-
ticular sales quarter, for example, but it limits the ability
of decision makers to focus on specific factors.
If an organization has defined its strategic goals,
objectives, and critical success factors, then structur
structur-
ing the data component to define what type of data is
collected and in what form is usually easy. On the other
hand, if there are conflicting goals and objectives or the
company is not aware of critical success factors, many
problems in data collection can occur, which affects an
information system’s reliability and effectiveness.
1-5b Database
A database, the heart of an information system, is a
collection of all relevant data organized in a series of
integrated files. (You learn more about databases in
Chapter 3.) A comprehensive database is essential for the
success of any information system. To create, organize,
and manage databases, a database management system
(DBMS) is used, such as Microsoft Access or FileMaker
Pro for home or small-office use. In a large organization,
a DBMS such as Oracle or IBM DB2 might be used.
Databases are also important for reducing per
per-
sonnel time needed to gather, process, and interpret
data manually. With a computerized database and a
Data consists of raw facts and is a component of an
information system.
Information
A database is a collection of all relevant data organized in
a series of integrated files.

CHAPTER 1: Information Systems: An Overview 9

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 DBMS, data can be treated as a common resource that is
easy to access and use.
1-5c Process
The purpose of an information system’s process com-
ponent is generating the most useful type of information
for making decisions. This component generally includes
transaction-processing reports and models for decision
analysis that can be built into the system or accessed
from external sources.
An information system can include a wide range of
models to support all levels of decision making. Users
should be able to query an information system and gen-
erate a variety of reports. In addition, an information
system should be able to grow with the organization so
users can redefine and restructure models and incorpo-
rate new information into their analyses.
1-5d Information
Although they might seem the same, data and informa-
tion are different. Data consists of raw facts and by itself
is difficult to use for making decisions. Information—
the output of an information system—consists of facts
that have been analyzed by the process component and
are therefore more useful to the MIS user. For example,
XYZ Company’s total sales last month were $5,000,000.
This number is data, because it does not tell you how
the company performed. Did it meet the sales goal? Did
sales increase or decrease from the previous month?
How did the company perform against its top competi-
tors? These questions and more can be answered by the
information that an information system provides.
The quality of information is determined by its use-
fulness to users, and its usefulness determines the suc-
cess of an information system. Information is useful if it
enables decision makers to make the right decision
in a timely manner. To be useful, information must
have the following qualities:
● Timeliness
● Integration with other data and information
● Consistency and accuracy
● Relevance
If information lacks any of these qualities, the results
are incorrect decisions, misallocation of resources, and
overlooked windows of opportunity. If the system cannot
give users a minimum level of confidence in its reliabil-
ity, it will not be used or users might dismiss the reports
it generates. Information must provide either a base for
users to explore different options or insight into tasks.
Another factor affecting the usefulness of informa-
tion is the information system’s user interface. Because
this interface must be flexible and easy to use, most
information systems make use of graphical user inter inter-
faces (GUIs), with features such as menus and buttons.
To be useful, information systems should also produce
information in different formats, including graphics
(e.g., pie charts and bar graphs), tables, and exception
reports, which highlight information that is outside a
specified range. Supplying information in a variety of
formats increases the likelihood of users understanding
and being able to use the information. Note that, in addi-
tion to the formal information that an information system
generates, users need to be able to make use of informal
information—such as rumors, unconfirmed reports, and
stories—when solving problems.
The ultimate goal of an information system is to gen-
erate business intelligence (BI), described earlier in this
chapter. As you will learn throughout this book, many
different tools, techniques, and types of information sys-
tem technologies are used to generate BI.
1-5e Examples of Information Systems
To better understand the four main components of an
information system, take a look at the following two
examples.
Example 1 A state university stores all student data
in a database. The collected data includes each student’s
Monkey Business Images/Shutterstock.com

The process component of an information system generates

the most useful type of information for decision making, including
transaction-processing reports and models for decision analysis.

Information consists of facts that have been analyzed by the

process component and is an output of an information system.

10 PART ONE: Fundamentals of Information Systems

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 Information systems are designed to
collect data, process the collected data,
and deliver timely, relevant, and
useful information that can be
used for making decisions.

first name, last name, age, gender, major, nationality, and

so forth. The process component of the information sys-
tem performs all sorts of analysis on this data. For exam-
ple, the university’s DBMS has a built-in query capability
that can generate the following information:
● How many students are in each major?
● Which major is the fastest growing?
● What is the average age of the student body?
● Among the international students, which country is
home to the highest number of students?
● What is the ratio of male to female students in
each major?
Many other types of analysis can be done. A fore-
casting model (part of the process component) could
be used to generate the estimated number of students
for 2020, for instance. In addition, predictions could be
made or improved, based on information this system
provides. For example, knowing which major is the fast-
est growing can help with decisions on hiring faculty, and
knowing the estimated number of students for 2020 can
help with planning facilities.
Example 2 Teletech, an international textile com-
pany, uses a database to store data on products, sup-
pliers, sales personnel, costs, and so forth. The process
component of the information system conducts analysis
on the data to provide the following information about
the preceding month:
● Which salesperson generated the highest sales?
● Which product generated the highest sales? The
lowest sales?
● Which region generated the highest sales?
Again, forecasting models can be used to generate
predictions for the next sales period, and these predic-
tions can be broken down by product, region, and sales-
person. Based on this information, many decisions could
be made, such as allocating the advertising budget to
different products and regions.
1-6 USING INFORMATION
SYSTEMS AND INFORMATION
TECHNOLOGIES
Information systems are designed to collect data, process
the collected data, and deliver timely, relevant, and use-
ful information that can be used for making decisions. To
achieve this goal, an information system might use many
different information technologies. For example,
organizations often use the Internet as a worldwide
network to communicate with one another. Computer
networks (wired and wireless), database systems, POS
systems, and radio-frequency-identification (RFID) tags
are just a few examples of information technologies used
to support information systems. The information box on
The Home Depot on the following page gives you an
idea of how companies use information technologies to
stay competitive.
1-6a The Importance of Information Systems
Information is the second most important resource
(after the human element) in any organization. Timely,
relevant, and accurate information is a critical tool for
enhancing a company’s competitive position in the mar
mar-
ketplace and managing the four Ms of resources: man-
power, machinery, materials, and money.
To manage these resources, different types of infor
infor-
mation systems have been developed. Although all have
the major components shown in Exhibit 1.3, they vary
in the kind of data they collect and the analyses they
Information technologies support information systems
and use the Internet, computer networks, database systems, POS
systems, and radio-frequency-identification (RFID) tags.
CHAPTER 1: Information Systems: An Overview 11

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
 Information Technologies at The Home Depot
The Home Depot revolutionized the do-it-yourself home-improve-
ment industry in the United States. Its stores use a POS system for

© Sergey Yechikov/Shutterstock.com
both fast customer service and improved inventory management
as well as a wireless network for efficient in-store communication.11
The Home Depot has a Web site to communicate with customers and
increase sales with online orders. It also uses RFID tags to better man-
age inventory and improve the efficiency of its supply chain network.
The Home Depot maintains a high-speed network connecting its
stores throughout the United States and Canada, and it uses a data-
warehousing application to analyze variables affecting its success—
customers, competitors, products, and so forth.12 The information system gives The Home Depot a competitive
advantage by gathering, analyzing, and using information to better serve customers and plan for customers’ needs.
In 2010, The Home Depot launched a transition to Fujitsu U-Scan self-checkout software in its United States and
Canadian retail stores. The software offers retailers the flexibility to quickly make changes to their POS systems, and
offers savings in labor costs.13

perform. This section discusses some major types of
information systems, focusing on the types of data and
analysis used in each.
A personnel information system (PIS) or human
resource information system (HRIS) is designed to
provide information that helps decision makers in
personnel carry out their tasks more effectively. Web
technologies have played a major role in improving the
efficiency and effectiveness of HR departments. For
example, intranets are often used to provide basic HR
functions, such as employees checking how much vaca-
tion time they have left or looking up how much they
have in their 401(k) plans. Intranets reduce personnel
costs and speed up responses to common employee
requests. As discussed in Chapter 7, an intranet is a net-
work within an organization that uses Internet protocols
and technologies for collecting, storing, and disseminat-
ing useful information that supports business activities
such as sales, customer service, human resources, and
marketing. The main difference between an intranet
and the Internet is that intranets are private and the
Internet is public. A PIS/HRIS supports the following
decisions, among others:
● Choosing the best job candidate
● Scheduling and assigning employees
● Predicting the organization’s future personnel needs
● Providing reports and statistics on employee
demographics
● Allocating human and financial resources
The information box at the top of the next page high-
lights some real life applications of HRIS.
A logistics information system (LIS) is
designed to reduce the cost of transporting
materials while maintaining safe and reliable
delivery. The following are a few examples of
decisions supported by an LIS:
● Improving routing and delivery schedules
● Selecting the best modes of transportation
© Miodrag Gajic/Shutterstock.com

● Improving transportation budgeting

● Improving shipment planning

The information box featuring UPS shows

uses of information systems and information
technologies, particularly logistics information
systems.
12 PART ONE: Fundamentals of Information Systems

Copyright 2016 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
Another random document with
no related content on Scribd:
república; pero pasad adelante en
tanto que esto se remedia.
Lerma.—Es tanta la iñorancia
desta gente de quien hablamos,
que en lo que decían saber más
es en lo que menos saben,
porque la principal parte que han
de tener es en el conocimiento de
las hierbas y plantas y raíces y
piedras; notorio está que la mayor
fuerza de la medicina consiste en
ellas, y tanto que, según dice
Rasis en el segundo de los
anforismos, trayéndolo por
auctoridad de aquel gran filósofo
Hermes, si se conociesen bien las
propiedades y virtudes de las
hierbas y plantas, curarían los
médicos con solas ellas, de
manera que pareciese que
curaban con arte mágica; pues si
esto es assí, al médico conviene
ordenar y á los boticarios poner
en efeto lo que ellos ordenassen,
lo cual pueden muy mal hacer si
no conocen destintamente las
plantas y las hierbas y las raíces y
piedras, y aun las condiciones y
propiedades dellas. ¡Oh cuántos y
cuántos boticarios de los buenos
se engañan en tener unas hierbas
por otras, y en no conocer y
entender muchas dellas! ¿Que
harán los que no lo son? ¿Y esto
de donde pensáis que procede?
De que no saben gramática para
entender los libros que tratan
dellas, ó si la saben, porque les
falta la experiencia, que ni nunca
las han buscado ni visto, y
cuando las buscan, hallan
algunas que se parecen unas á
otras en las hojas, en el tamaño y
en las flores y en el olor, y por
ventura son tan distintas y
diferentes en las propiedades,
que la una mata y la otra sana, y
los mezquinos de los enfermos
han de estar sujetos á la simpleza
de un boticario, si acierta ó no
acierta, y no solamente los
enfermos, pero los médicos, que
desto y de otras muchas cosas
nos ponen la culpa, sin tenerla.
D. Gaspar.—¿Y qué pueden
hacer para esso los
protomédicos?
Lerma.—Yo lo diré. Que al que
examinasen, no había de ser ni
en un día, ni en ocho, ni aun en
quince, y también le habían de
examinar de la teórica como de la
prática, y de la experiencia como
de la ciencia; mostrándole mucha
cantidad de hierbas juntas, á lo
menos de las que más le traen en
uso, para que apartasen las unas
de las otras, y las nombrassen
por sus nombres y dixesen los
efectos que tienen y en qué
pueden servir en las medicinas,
pues tienen á Dioscórides y á
Plinio y á Leonardo Susio, y á
otros muchos que tan buena
noticia les dan de todas ellas, si
ellos las hubiesen buscado y
tratado para conocerlas. Pero el
mal es que nunca las buscan sino
cuando tienen necesidad dellas, y
por esto caen en tantos yerros, y
tan perjudiciales como aquí he
dicho. Lo mismo habían de hacer
en las piedras y raíces y gomas y
licores, y en todas las otras
medicinas; y dexando los
pecados que hacen en esto por
iñorancia, líbrenos Dios de los
boticarios que no tienen respeto
sino adquirir y ganar haciendas,
que la avaricia y codicia les hace
dejar de usar fielmente sus
oficios, porque éstos son aquellos
de quien dice Jacobo Silvio en el
proemio de su obra que hizo de
las cosas que tocan á este arte,
que se pueden llamar carniceros
y verdugos los boticarios que no
saben ni usan bien su obligación,
porque de lo que aprovecha es de
matar los hombres sin ningún
respeto ni piedad.
Verdaderamente, si no tienen
conciencia y fidelidad, y si han ya
perdido el temor de Dios por el de
los dineros, no hay cosa más
cruel que sus manos, más sin
piedad que su intención ni más
abominable que sus hechos,
porque no dan medicina que sea
buena, ni que haga buena
operación. Lo que los médicos
hacen, ellos lo dañan, ellos
destruyen la buena cura. Y
porque más claramente se
entienda quiero decir algunas
particularidades, pues que para
decirlas todas sería menester
muy largo tiempo. Tienen por flor
una cosa que diré, y es que
cuando un médico quiere recentar
una purga ó píldoras, ó otra cosa,
y pide las medicinas que entran
en ella para verlas, suele decir:
¿Tenéis buen reubarbo ó buen
agárico? Mostradlo acá. Y
entonces el boticario saca tres ó
cuatro pedazos que no valen dos
maravedises, y entre ellos uno
que es muy bueno, y antes que el
médico hable le dice: Señor, todo
el reubarbo es tal que no hay más
que pedir; pero este boleto dél es
el mejor del mundo, y por tal me
ha costado á tanto precio; dél se
podrá gastar en esta purga lo que
vuesa merced mandare. El
médico le dice: Pues echad dél
una dracma, ó media dracma
como ves que es menester; y en
volviendo las espaldas, el
boticario guarda aquello bueno y
echa de lo malo, de manera que
con un pedazo bueno vende
cuanto reubarbo tiene que no vale
nada, porque después que lo
muele y se echa en la purga, mal
se puede ver si era de lo uno ó de
lo otro.
D. Gaspar.—Si no se pudiera ver,
á lo menos podráse sentir en la
disposición y salud del enfermo,
pues no hará tan buena operación
lo malo como lo bueno.
Lerma.—Lo mesmo que digo
hacen en la escamonea, en el
acíbar y en todas las otras
medicinas desta suerte.
Pimentel.—¿Y en la cañafístola
hay algún engaño desos?
Lerma.—Si sueltan la rienda al
deseo de la ganancia, no hay
medicina en sus tiendas con que
no puedan engañar á las gentes,
y en la cañafístola hay lo que
dice. Si se receuta dos onzas
della y es la cañafístola de la
buena, sácale la pulpa necesaria,
y si es de la mala y seca, todo el
peso tiene la caña, y la pulpa no
es casi nada ni hace operación
ninguna, y para engañar á los
médicos ó á los que la compran,
meten la cañafístola en las
cuevas y lugares muy húmedos
porque parezca mejor y pese
más, y así los enfermos con la
cañafístola que les ha de
aprovechar como medicina
benedita, toman la mitad de
humedad que no obra de otra
cosa sino de destruir la salud y el
cuerpo.
Pimentel.—Y en las otras
medicinas simples ¿qué pueden ó
suelen hacer los boticarios?
Lerma.—Lo uno no conocerlas
cuando las compran ó cogen del
campo ó de los huertos en que
nacen; y lo otro, si las conocen,
no entender cuáles sean las
mejores ni las peores para usar
dellas, y lo que peor es, que hay
tantos boticarios tan necios y
iñorantes, que no saben
gramática ni entienden los
nombres de las medicinas en
latín, y cuando les dan las
receutas, por no mostrar su
iñorancia, dexan de echar aquella
medicina simple en el compuesto,
y por ventura es la que en todas
más hace al caso; y éstos tienen
á Mesue y á la declaración de los
fraires, y Antonio Musa y Jacobo
Silvio, y otros cien libros muy bien
encuadernados que no sirven de
más que de auctorizar su botica,
estando obligados á entenderlos
tan bien como los médicos
mismos. Y para que vuestras
mercedes entiendan lo que pasa,
yo sé boticario que, receutando
un médico en su casa cierta
medicina en que hubo necesidad
de poner media onza de simiente
de psilio, él no lo entendió ni supo
qué cosa era, y para salir de la
duda que tenía fuesse á casa de
otro boticario y preguntóle si tenía
psilio. El otro le respondió que sí.
Pues dadme media onza dél y
ved lo que me habéis de llevar
por ella. El otro boticario, que era
astuto y avisado, entendió luego
el negocio y díxole: No os la
puedo dar un maravedí menos de
un ducado, porque por dos
ducados compré la onza, y no os
hago poca cortesía en dárosla sin
ganancia. Pues que assí es, dixo
el que compraba, veis aquí el
ducado y dádmela. El otro lo tomó
y le dió en un papel la media onza
de psilio, y cuando lo hubo
descogido y mirado, vio que era
zaragatona y dixo: ¿Qué me dais
aquí, que esta zaragatona es?
Assí es verdad, dixo el otro que
se le había dado. Pues por cosa
que vale un maravedí, dixo él,
¿me lleváis un ducado? Sí,
respondió el que le había
vendido, que yo no os vendí la
zaragatona, sino el nombre, que
no lo sabíades, y el aviso para un
boticario como vos vale más que
diez ducados. Y aunque sobre
esto hubieron barajas y fueron
ante la justicia, se quedó con el
ducado y reyéndose todos del
boticario nescio que se lo había
dado.
D. Gaspar.—Por cierto él lo
merecía bien por lo que hizo.
Lerma.—No es menos de oir lo
que agora diré, y pasa así de
verdad; que queriendo hacer un
boticario el collirio blanco de
Rasis que aprovecha para el mal
de los ojos, viό que al cabo de las
medicinas que habían de entrar
en él estaba escrito tere sigilatim,
que quiere decir que las moliese
cada una por sí, y él entendió que
le mandaba echar una medicina
que se llamaba tierra sellada, y
teniendo todo junto para
revolverlo, llegó otro boticario, y
conociendo la tierra sellada,
díxole: ¿Qué es esto que hacéis?
En el collirio de Rasis no entra
esta medicina. Y el que lo hacía
porfiaba que sí y que así estaba
en la receuta del collirio. Sobre
porfía lo fueron á ver, donde el
boticario que había llegado de
fuera, conociendo la causa de su
yerro, le desengañó, mostrándole
lo que quería decir tere sigilatim, y
así le hizo quitar la tierra sellada,
y lo que en ello iba era que todas
las medicinas de aquel collirio son
frías, y ésta era cálida y de tal
condición, que bastaba para
quebrar los ojos en lugar de
sanarlos. Otras muchas cosas
pasan cada día desta mesma
manera, porque boticarios hay
que, siendo el espodio de Galeno,
y de los griegos Tucia, y el de
Avicena y los árabes raíces de
cañas quemadas, y el que
nosotros comúnmente usamos
dientes de elefantes, que es
verdadero marfil, ellos hacen otro
nuevo espodio echando los
huesos y canillas, y aun plega á
Dios que no sean de la primera
bestia quo hallasen muerta, y con
esto les parece que tienen
cumplido con lo que deben. Y
cuando vienen á hacer algún
compuesto en que entren muchas
medicinas, algunas dellas les
faltan, otras están dañadas, otras
secas y que les falta la virtud y no
dexan de echarlas sin tener
respeto á que: improbitas unius
simplicis totam compositionem
viciat.
D. Gaspar.—No entendemos
muy bien latín; vuestra merced lo
diga en romance.
Lerma.—Digo que la maldad de
una medicina simple, cuando se
junta con otras, destruye y hace
que no valga nada toda la
composición. Pues si esto es
assí, qué hará en la composición
de los xarabes, y purgas, y
píldoras, que alteran y
descomponen los cuerpos
humanos y más adonde entran
medicinas furiosas, recias y
venenosas, que se desvelan los
médicos por no errar en la cuantía
y en el peso y medida, y los
boticarios, yendo envidada la vida
de un hombre en acertar ó en
errar, no se les da dos maravedís
que sea más ni menos ni que
obren bien que mal. Su atención y
intención es de ganar, y sea como
fuere, que la culpa ha de ser del
médico y no del boticario.
D. Gaspar.—Esso es en las
purgas; pero en los xarabes ¿qué
hacen que no sea bien hecho?
Lerma.—Antes creo que no hay
xarabe que se haga bien en las
boticas de los hombres desta
suerte que he dicho, porque ó no
tienen los zumos tan buenos
como son menester y tan
perfectos como han de ser, ni los
echan en la cantidad que el
xarabe ha de llevar; y en el
azúcar tienen una alquimia que
siempre compran y traen el más
vellaco y más sucio que hallan,
porque con ser para xarabes,
parésceles que es pecado gastar
azúcar bueno y limpio. Y entre
diez xarabes no hallaréis los dos
que tengan el punto necesario.
Pimentel.—En esso parece que
no va tanto, aunque lo mejor sería
que todo fuese perfecto.
Lerna.—En las píldoras hay
también las mesmas faltas que en
las purgas, y aun otras que
parecen mayores, porque demás
de lo que he dicho, hay una
massa de píldoras que se quieren
gastar en haciéndose, y otras que
duran cuatro meses, y otras seis y
ocho y un año y más, pero
cuando passan de su tiempo
sécanse y pierden la virtud y
fuerza las medicinas que allí
están incorporadas, y assí no son
para aprovechar; y los boticarios
avarientos, por no perder el
intereses que dellas se les ha de
seguir, ni gastar en hacer otras de
nuevo, ¿qué pensáis que hacen?
Visitan las cajas donde tienen las
píldoras y miran un rétulo ó
cédula que tienen dentro dellas
en que está puesta la hecha del
año, mes y día, y si es pasado el
tiempo quitan aquella cédula y
ponen otra, por la cual parece que
no ha dos meses que se hicieron,
habiendo por ventura más de un
año que estaban hechas, estando
ya perdidas y corrompidas; y assí
engañan al médico que las pide y
receuta, y al enfermo que con
ellas se cura; y donde han de
hacer evacuar los humores si
estuviesen en su perfición, no
tienen fuerza más de para
alterarlos y moverlos más de lo
que están, en grandísimo daño y
perjuicio de los enfermos y de su
salud y vida. Pues en las aguas
que venden, ¿no hay engaños?
Muchas veces al medio año
acaban todas cuantas han
destilado y hinchen las redomas
de agua de la fuente ó del río, y lo
que les costó una blanca hacen
della tres ó cuatro ducados, y
jamás pedirán cosa ninguna en su
botica que digan que no la tienen
ó por gran maravilla; y dan unas
cosas por otras, diciendo que
tienen la misma propiedad y que
hacen el mismo efecto, y á esto
llaman ellos dar quid pro quo,
mudando las medicinas sin la
voluntad y consentimiento de los
médicos, por no dexar de vender
y hacer dineros. Y por ventura no
halló el licenciado Monardis
tantas medicinas en un diálogo
que hizo que se podiesen poner
unas por otras cuantas hallan los
boticarios porque los que traxeren
dineros á sus tiendas no se
vuelvan con ellos. En los aceites,
si se les van acabando, con poco
que tenga el cántaro ó la redoma,
la tornan á henchir encima del
que se vende en la plaza; y assí
me dixeron á mí de uno que
vendió un gran cántaro de aceite
rosado no teniendo sino un poco
en el hondón, sobre el cual
tornólo á henchir, y revolviéndolo
todo, quedóle un poquito de olor
con que lo pudo vender,
afirmando que era el mejor del
mundo. Y en los ingüentos
también pecan, ó por iñorancia ó
por malicia, que pocas veces
salen en su perfición. Lo mesmo
hacen en los polvos, y finalmente,
no hay medicina ninguna que no
hagan de manera que justamente
se pudiese condenar por falsa si
se pudiesen averiguar los simples
que echan en la composición, á lo
menos si son costosos ó
dificultosos de haber ó de
conocerse. Si mandaren á estos
boticarios hacer una buena triaca,
muchos de ellos no conocerían la
mitad de las medicinas simples
que entran en ella, y plega á Dios
que conozcan las de la confeción
de Hamech, que son menos y
más usadas, y las que entran en
otras confeciones desta suerte.
La triaca de esmeraldas que
venden no creo más en ella que
en Mahoma, si no la viese hacer
por los ojos, y por más cierto
tendría que echan esmeraldas
contrahechas de alquimia ó de
vidrio ó de unas que vienen de las
Indias, que de las finas; y por mi
consejo nadie las tomaría, ni
daría á quien bien quisiese, si no
la hubiese visto cuando se hacía
ó si no fuesse de mano de
boticario de quien estuviese tan
saneado que no se tuviere duda
de su conciencia y virtud.
D. Gaspar.—Harto ha dicho
vuesa merced, señor licenciado,
para que estemos más avisados y
advertidos de lo que los boticarios
pueden hacer; pero no es posible
que todos pequen tan á rienda
suelta.
Lerma.—No digo yo que todos,
porque haría injuria á algunos
buenos que hay entre ellos,
aunque no sean muchos, y los
que son malos es, ó porque son
simples y iñorantes, ó porque son
malos cristianos y tienen poco
temor de Dios, ó porque son
pobres, que la pobreza es
ocasión de grandes males.
Pimentel.—Pues, ¿qué remedio
se podría poner en este
desconcierto que bastase para
estorbar tan gran daño como los
malos boticarios hacen?
Lerma.—El primero ya yo le he
dicho, que no habían de permitir
que ninguno usase el oficio que
no fuese muy docto y muy
experimentado; y lo principal que
ha de tener es ser muy buen
gramático, para entender los
libros de su arte, muy estudioso y
curioso de saber y aprender todos
los primores que hay en ella, y sin
esto, se requiere que hayan
estudiado alguna medicina para
que sepan mejor lo que hacen.
Los boticarios que son buenos
muchas veces aprovechan de
advertir á los médicos en algunos
descuidos y yerros que hacen, y
no holgaría yo poco de que todos
los boticarios con quien tratase
fuesen tan suficientes que
supiesen hacer esto.
D. Gaspar.—¿Pues por qué os
enojasteis de que Dionisio dixo
poco ha que la cura del hígado no
iba por los términos que
convenía?
Lerma.—No me enojé yo porque
me lo dixese, sino porque me lo
dixo en público, y no ha de ser
por vía de reprensión sino de
consejo, y en esto no me negará
él que tengo razón; y, aunque no
lo quisiera decir en su presencia,
sería mal que vuesas mercedes
pensasen que ninguna cosa de
las que he dicho aquí toca en su
honor, porque yo certifico que
ninguna falta tiene para que no
sea uno de los mejores boticarios
que hay en el reino y de quien
más sin sospecha puedan
confiarse los enfermos y los
médicos que los curaren.
Pimentel.—Bien me parece que
después de descalabrado le
untéis la cabeza; yo fiador que, á
lo que creo, no os vais, señor
licenciado, sin respuesta, que no
sin causa os ha escuchado sin
contradeciros en nada. Pero
pasad adelante y decidnos otros
remedios.
Lerma.—No habían de ser los
boticarios pobres, sino que
también les habían de pedir si
tenían patrimonio de donde
ayudarse á sustentar, como
hacen á los clérigos cuando van á
ordenarse; que recia cosa sería
fiarse de un hombre pobre
muchos dineros sin contarlos, y
sin pensar que se aprovecharía
del los en sus necesidades,
podiendo hacerlo, y lo mesmo de
un boticario con pobreza las
medicinas, sin pensar que
procurase remediarla con ellas; y
por esto hay autores que dicen
que en un tiempo se tuvo en
Roma tanta cuenta con este
oficio, que las medicinas estaban
depositadas en ciertas personas
de gran confianza; que llevaban
salario por ello, y que allí iban los
médicos á tomarlas y los
boticarios las gastaban así como
las llevaban, sin que en ello, ni
por iñorancia ni por descuido,
pudiese haber yerro ninguno. El
otro remedio que se podría tener
es en las visitas que les hacen,
para las cuales, habiendo buena
gobernación, había de haber
visitadores generales que no
entendiesen en otra cosa, y éstos
habían de estar proveidos en
cada provincia y pagados del
dinero público, de manera que no
se les siguiese interés particular
ni les cupiese parte de la pena ni
de otra cosa, para que más sin
afición ni pasión pudiesen juzgar,
y que los que no hallasen
suficientes los inhabilitasen y
privasen del oficio sin tener
advertencia á la honra ó bien
particular de uno en perjuicio y
daño de toda la república.
Pimentel.—Bien sería esso, si se
hallasen personas de quien se
pudiese tener tan buena
confianza, y el rey, con otros
cuidados que tiene mayores, no
puede tener tan particular cuenta
con este negocio.
Lerma.—Pues habríala de tener
él ó los que tienen cargo de la
gobernación de sus reinos, como
lo tienen con examinar á uno que
ha de ser escribano real, que
quieren que sepa hacer bien una
escritura en que va la hacienda
de un hombre; y sería más justo
que procurasen de que también
fuesen bien hechas las medicinas
en que va la salud y vida de los
hombres, porque no son pocos
los que mueren por culpa dellos.
Y conforme á este parecer es lo
que dice Jacobo Silvio hablando
desta gente que digo: Dios haga y
provea que la justicia real alguna
vez tenga cuenta con los que
primero usan esta arte que la
hayan entendido, siendo á los
cuerpos de los hombres tan
saludable cuando bien se hace y
tan dañosa cuando iñorantemente
se trata. Y, finalmente, habrían de
tener los boticarios fieles que les
mirasen las medicinas y se las
tasasen en precios convenibles,
averiguando la costa que tienen y
dándoles ganancia con que se
pudiesen sustentar, aunque fuese
más de la que agora llevan, pues
las medicinas serían mejores y de
más valor; porque si las que
agora venden son buenas, yo
digo que las venden muy baratas,
y si son malas, en cualquiera
precio, aunque den dinero por
que las lleven, son tan caras que
ninguna mercaduría hay que tanto
lo sea.
Pimentel.—Pues, decidme,
señor licenciado: ¿de que
aprovecha el visitar las boticas
cuando los regimientos de los
pueblos traen boticarios de fuera
para hacerlo?
Lerma.—Algún fruto hace,
aunque poco, porque si los
médicos se hallan presentes,
como siempre lo están, es para
ayudar á los boticarios, y ellos
que habían de acusar sus defetos
se los encubren, porque son sus
amigos, y cuando les preguntan
alguna cosa que no saben,
responden por ellos, tomándoles
la palabra de la boca, y también
defienden algunas cosas cuesta
arriba, y con otras disimulan todos
ellos; y aun plega Dios que no
haya algunas que ni los unos ni
los otros no las entiendan. Y
sobre esto, no hay botica tan bien
visitada que si veniesse otro día
alguno que entendiese bien el
oficio no hallase cosas nuevas
que reprender y enmendar. Y
cuando ya se viene á dar la
sentencia, nunca faltan amigos y
favores que con buena maña
bastan para procurar con solicitud
que sea muy moderada; y de
ciento que podrían privar, no
hallaréis dos inhabilitados, y ya
que lo sean luego hay mil
remedios para que la sentencia
no se execute y tornen á usar sus
oficios contra justicia y conciencia
suya y de los que se lo permiten y
consienten. Dios ponga remedio
en esto, que harta necesidad hay
de que lo provea de su mano.

Fin de la primera parte del

colloquio de los médicos y
boticarios.
 COMIENZA LA
SEGUNDA PARTE
del colloquio, en la cual se trata lo
que toca á los médicos.

INTERLOCUTORES

Los mesmos que en la primera.

Dionisio.—Hasta agora, señor

licenciado, no me ha faltado
atención para oir ni paciencia
para escuchar todo lo que vuesa
merced ha querido decir de los
boticarios, y, verdaderamente, no
sería justo que por hacer buenos
á los que son buenos yo quiero
que también lo sean los malos,
pues en todas las artes y oficios
que se usan en el mundo hay de
los unos y de los otros, y que los
haya en este oficio y arte de
boticario no es maravilla, aunque
yo confieso que tienen toda la
obligación que vuestra merced ha
dicho y que es muy mayor la
culpa que se les puede dar.
Porque va poco en que un platero
yerre una vasija, y un sastre una
ropa, y un pintor una imagen, y va
mucho en que un boticario y un
médico yerren la cura de un
hombre en que le va la salud y la
vida; el uno por falta de las
medicinas y el otro por faltarle la