Question: "I'm not buying all this stuff about databases. I've tried them and they're a pain-way too complicated to set up, and most of the time, a spreadsheet works just as well. We had one project at the car dealership that seemed pretty simple to me: We wanted to keep track of customers and the models of used cars they were interested in. Then, when we got a car on the lot, we could query the database to see who wanted a car of that type and generate a letter to them. "It took forever to build that system, and it never did work right. We hired three different consultants, and the last one finally did get it to work. But it was so complicated to produce the letters. You had to query the data in Access to generate some kind of file, then open Word, then go through some mumbo jumbo using mail/merge to cause Word to find the letter and put all the Access data in the right spot.

I once printed more than 200 letters and had the name in the address spot and the address in the name spot and no date. And it took me over an hour to do even that. I just wanted to do the query and push a button to get my letters generated. I gave up. Some of the salespeople are still trying to use it, but not me. "No, unless you are getting billions in government bailouts, I wouldn't mess with a database. You have to have professional IS people to create it and keep it running. Besides, I don't really want to share my data with anyone. I work pretty hard to develop my client list. Why would I want to give it away? "My motto is, ‘Keep it simple.' I use an Excel spreadsheet with four columns: Name, Phone Number, Car Interests, and Notes. When I get a new customer, I enter the name and phone number, and then I put the make and model of cars they like in the Car Interests column. Anything else that I think is important I put in the Notes column-extra phone numbers, address data if I have it, email addresses, spouse names, last time I called them, and so on. The system isn't fancy, but it works fine. "When I want to find something, I use Excel's Data Filter. I can usually get what I need. Of course, I still can't send form letters, but it really doesn't matter. I get most of my sales using the phone, anyway."

1. To what extent do you agree with the opinions presented here? To what extent are the concerns expressed here justified? To what extent might they be due to other factors?

2. What problems do you see with the way that the car salesperson stores address data? What will he have to do if he ever does want to send a letter or an email to all of his customers?

3. From his comments, how many different themes are there in his data? What does this imply about his ability to keep his data in a spreadsheet?

4. Does the concern about not sharing data relate to whether or not he uses a database?

5. Apparently, management at the car dealership allows the salespeople to keep their contact data in whatever format they want. If you were management, how would you justify this policy? What disadvantages are there to this policy?

6. Suppose you manage the sales representatives, and you decide to require all of them to use a database to keep track of customers and customer car interest data. How would you sell your decision to this salesperson?

7. Given the limited information in this scenario, do you think a database or a spreadsheet is a better solution?