Car Dealer and Car Maker Compliance
Database Querying

The Business Situation

When trading partners devise new ways of working with each other, they may not know what to expect. For example, when a car maker creates a web site for potential customers to inquire about new vehicles and refers these inquiries to dealers, the car maker will be concerned about the timeliness of the dealers' responses. The dealers, on the other hand, want their fair share of the referrals. The car maker and the dealers can promise to abide by an agreement on response time and the way referrals are allocated, but neither the car maker nor their dealers seem ready to trust the other one completely given the history of their relationships and the potential for technology to prompt changes in the way cars are sold.

One approach to helping a car maker and its dealers work together to promote sales of vehicles is for each party to have assurance that the other one is abiding by the agreement. This kind of two-sided assurance could be achieved through the use of database queries that could be run continuously to identify non-compliant responses soon enough for corrective action to be effective. Your assignment, explained below, is to give the car maker assurance about dealer compliance and to give dealers assurance about car maker compliance.

The Database

To make it easier for people to buy its cars, a car maker established a Web site that lets potential buyers indicate which model(s) and features interest them. After receiving the information from a potential buyer, the car maker records it in database tables like the following:

Customer table (primary key = CustomerID)

CustomerID

FirstName

LastName

Street

City

PostCode

PhoneWork

PhoneHome

EmailAddress

000342512

Sally

Hong

710 London Rd

Atlanta

30344

404-876-4875

404-548-6625

ryan0980@aol.com

000342525

Daniel

Lowell

225 Burbank Dr

Atlanta

30314

404-567-2245

404-514-8898

low008@aol.com

000342539

Terrel

Thomas

2985 Peachtree St

Atlanta

30360

770-975-6521

770-548-9658

Gold076@hotmail.com

000342546

Cathy

Allen

1827 McPherson Rd

Atlanta

30303

770-988-6521

770-985-3542

Allen23@mci.com


CustomerInquiry table (no primary key)

CustomerID

FirstName

LastName

ModelInInquiry

InqDateTime

000342512

Sally

Hong

Concorde

11/10/99 9:05:45 AM

000342512

Sally

Hong

LHS Sebring Coup

11/12/99 8:32:27 AM

000342525

Daniel

Lowell

Concorde

11/12/99 11:56:03 AM

000342525

Daniel

Lowell

Sebring Convertible

11/15/99 9:23:25 AM

000342539

Terrel

Thomas

300M LHS

11/15/99 6:28:39 AM

000342546

Cathy

Allen

Concorde

11/25/99 8:52:21 AM

000342546

Cathy

Allen

Town & Country

12/11/99 9:12:12 AM

In addition, suppose the company e-mails each inquiry to the dealer that is closest to the potential buyer, where "closest" is operationalized as the dealer whose 5-digit postal code minimizes the difference between the buyer’s postal code and the dealer’s postal code. The postal code map illustrates the referral process. Information about the inquiries that dealers receive is kept in the following database tables:

Dealer table (primary key = DealerID)

DealerID

Name

Street

City

PostCode

Phone

0016287

Buckhead Auto

3126 Piedmont Rd

Atlanta

30305

404-261-1851

0023718

Neal Pope Motorcar

4420 Buford Hwy

Atlanta

30341

770-216-9700

0024145

Paul Feery Auto

4125 Piedmont Rd

Atlanta

30342

404-261-1851

0035284

Afford Auto

3350 Cumberland Rd

Atlanta

30339

404 303-1400

0037269

Bob Motoring

330 Forrest Rd

Atlanta

30349

404 361-3832

0405718

Town Touring

141 Piedmont Ave

Atlanta

30303

404 659-3673

ReferralToDealer table (primary key = ReferralID)

ReferralID

CustomerID

DealerID

RefDateTime

000010345

000342512

0024145

11/10/99 10:00:00 AM

000010352

000342525

0016287

11/12/99 1:15:00 PM

000010363

000342539

0037269

11/15/99 10:00:00 AM

000010379

000342546

0405718

12/11/99 11:35:00 AM

000010382

000342512

0024145

11/12/99 11:00:00 AM

000010394

000342525

0016287

11/15/99 2:20:00 PM

000010407

000342546

0405718

11/25/99 10:00:00 AM

Because each referral represents the potential sale of a car, dealers ought to be quick to respond to all the referrals they receive. Still, some potential buyers complain that a week passes before a dealer contacts them. (That interval is long enough to change one’s mind about buying the car!) Being exasperated with the situation (search on "they can't wait"), the car maker informs its dealers that it would cease making referrals to dealers that take more than 48 hours to contact the customers referred to them. Having created this policy, the car maker now has to implement it, which means identifying any dealers not in compliance. Information about dealers’ responses to referrals could be kept in the following database table:

DealerResponseToReferral (primary key = ReferralID)

ReferralID

DealerID

ResDateTime

PhoneResponse

EmailResponse

000010345

0024145

11/12/99 11:30:00 AM

Yes

Yes

000010352

0016287

11/12/99 4:00:00 PM

No

Yes

000010363

0037269

11/15/99 4:30:00 PM

Yes

No

000010379

0405718

12/11/99 4:00:00 PM

No

Yes

000010382

0024145

11/15/99 12:20:00 PM

No

Yes

000010394

0016287

11/16/99 9:00:00 AM

Yes

Yes

000010407

0405718

11/25/99 1:00:00 PM

No

Yes

Another table in the database, the EmailResponseToReferral, contains information about dealers’ emailed responses to potential buyers. Not all potential buyers give an e-mail address, and even if they did, dealers could still contact them by phone. But for all responses that dealers send by email, the table shows the date/timestamp of the response. The car maker gets the date/timestamp from copies of email messages that dealers send to it.

EmailResponseToReferral table (primary key = ReferralID)

ReferralID

DealerID

ResDateTime

EmailAddress

000010345

0024145

11/12/99 11:30:00 AM

ryan0983@aol.com

000010352

0016287

11/15/99 1:36:00 PM

low008@aol.com

000010379

0405718

12/11/99 5:00:00 PM

Allen23@mci.com

000010382

0024145

11/15/99 12:20:00 PM

ryan0983@aol.com

000010394

0016287

11/16/99 5:00:00 PM

low008@aol.com

000010407

0405718

11/25/99 1:00:00 PM

Allen23@mci.com

Copyright © 2001 A. Faye Borthick. Adapted from Borthick, A. F., Jones, D. R., and Kim, R. 2001. Developing database query proficiency: Assuring compliance for responses to Web site referrals. Journal of Information Systems 15(1), copyright © American Accounting Association. 2/26/01