Study Module 3:

Data Modelling and Database Design

Study session 3.1: Data modelling and Database design

Study session 3.2: Data mining and analysis

Study session 3.3: Data visualization and reporting

Study session 3.1

Learning Outcome:

At the end of this session, you should be able to:

• Explain Data modelling

• Explain Data Design

Main Content

Data Modelling

Data modelling is the process of creating a data model by applying a data model
theory to create a representation of the data structures in an organization. A data
model provides a framework for organizing and understanding the data used in an
organization. It helps to identify the data requirements and relationships between
data elements, and to communicate this understanding to stakeholders. There are
several types of data models, including conceptual, logical, and physical data
models. Each type of data model serves a different purpose and is used at a different
stage in the development process.

Types of Data Models

There are several types of data models that are used for different purposes:
 1. Conceptual data model: A high-level representation of the data structures in
an organization. It is used to understand the business requirements and to
identify the main entities and relationships between them.

2. Logical data model: A more detailed representation of the data structures,

based on the conceptual data model. It defines the structure of the data and the
relationships between the different entities.

3. Physical data model: A detailed design of the database, based on the logical
data model. It includes all the technical details required to build the database,
such as data types, indexes, and foreign keys.

4. Object-oriented data model: A data model that represents data as objects and
the relationships between them. It is used in object-oriented programming
languages.

5. Semantic data model: A data model that represents the meaning of the data
and the relationships between different pieces of data. It is used to improve
the interoperability of data between systems.

6. Dimensional data model: A data model that represents data in a

multidimensional structure, typically for use in data warehousing and business
intelligence applications.

Database Design

Database design is the process of creating a structure for a database that allows for
efficient organization, storage, and retrieval of data. It involves determining the data
types, relationships, and constraints that should be implemented in the database.
Good database design is important because it helps to ensure the integrity,
performance, and usability of the database. It can also help to reduce the likelihood
of data loss or corruption, and make it easier to maintain and update the database
over time. There are many different techniques and best practices that can be used
in database design, and the approach that is best for a particular database will depend
on the needs of the organization and the types of data being stored.

Self-Assessment Questions

1. What is Data modelling?

2. Explain the types of data models
3. What is data design?

References/Further Readings
Dominic Giampaolo, Practical File System Design with the Be File System, Morgan
Kaufmann; Kindle edition (August 29, 2013), ISBN-13: 9781558604971.
 Study Session 3.2:
Data mining and analysis
Learning Outcomes:
At the end of this session, you should be able to:
• Explain data mining
• Explain data analysis

Main Content
Data Mining

Data mining is the process of discovering patterns and trends in large data sets
involving methods at the intersection of artificial intelligence, machine learning,
statistics, and database systems. It involves using algorithms and statistical models
to uncover hidden relationships and insights in data, and involves the construction
of predictive models to enable the extraction of useful information from data. Data
mining can be applied to a wide range of fields, including business, science, and
engineering, and can be used to extract useful insights from data in a variety of
formats, including structured and unstructured data.

Application in Management
There are many applications of data mining in management, including:
1. Marketing: Data mining can be used to identify patterns and trends in
customer data, which can be used to target marketing campaigns and
personalize marketing messages.
2. Finance: Data mining can be used to identify fraudulent transactions and
detect money laundering.
3. Human resources: Data mining can be used to identify patterns and trends in
employee data, which can be used to improve recruitment and retention, as
well as to identify potential areas for training and development.
 4. Supply chain management: Data mining can be used to optimize inventory
management and logistics, as well as to identify bottlenecks and inefficiencies
in the supply chain.
5. Healthcare: Data mining can be used to identify patterns and trends in patient
data, which can be used to improve patient outcomes and lower healthcare
costs.

Data Analysis

Data analysis is the process of examining, cleaning, transforming, and modeling data
with the goal of discovering useful insights, patterns, and relationships. It involves
using statistical and analytical techniques to extract and summarize key features of
the data, and to test hypotheses and answer questions of interest. Data analysis can
be applied to a wide range of fields, including business, finance, economics, social
sciences, biology, and physics, and it can be used to support decision making, inform
policy, and solve problems.

There are many methods and techniques that can be used for data analysis, and the
appropriate method or combination of methods depends on the nature of the data,
the goals of the analysis, and the resources available. Some common methods of data
analysis include:

1. Descriptive statistics: Calculating and reporting summary statistics such as

mean, median, and standard deviation, and creating visualizations such as
histograms, box plots, and scatter plots.

2. Exploratory data analysis: Investigating the data to identify patterns, trends,

and relationships, and to discover underlying structure.
 3. Regression analysis: Modeling the relationship between a dependent variable
and one or more independent variables, in order to predict the value of the
dependent variable or to identify the factors that influence it.

4. Classification and clustering: Using algorithms to classify data into categories

or to identify groups of similar observations.

5. Time series analysis: Analyzing data collected over time to identify trends,
seasonal patterns, and other temporal dependencies.

6. Experimental design and hypothesis testing: Planning and conducting

experiments to test hypotheses about relationships between variables, and
using statistical tests to evaluate the results.

7. Text analysis: Extracting and analyzing information from text data using
techniques such as natural language processing and text mining.

8. Network analysis: Analyzing relationships and connections between entities

in a network.

Self-Assessment Questions
1. Explain the application of data mining in management.
2. What is data analysis?
3. Highlight the methods of data analysis.

References/Further Readings
• Wang, John. Data Mining: Opportunities and Challenges. Hershey, PA: Idea
Group Publishing, 2003.
• White, Ken. "DBMS Past, Present, and Future." Dr. Dobb's Journal 26, no. 8
(2001): 21–26.
 Study session 3.3:
Data visualization and reporting

Learning Outcomes:
At the end of this session, you should be able to;
• Explain data visualization
• Explain data reporting

Main Content
Data Visualization

Data visualization is the process of representing data graphically. It is a way to

communicate complex and large sets of data in a way that is easy to understand and
interpret. Data visualization typically involves the use of charts, graphs, and other
visual elements to represent data. It can be used to explore and analyze data,
communicate findings, or present information to an audience. Data visualization can
be an effective way to identify trends, patterns, and relationships in data, and can
help people make informed decisions based on data.

There are several important benefits to using data visualization:

1. Data visualization makes it easier to understand and analyze large amounts of

data by presenting it in a clear and concise way.

2. It can help to identify trends, patterns, and relationships in the data, which can
be useful for decision making and problem solving.

3. Data visualization can be used to communicate data and findings to others in

a more effective way, using visual elements such as charts, graphs, and maps.

4. It can help to tell a story or convey a message using data, making it more
engaging and interactive for the audience.
 5. Data visualization can help to identify areas for improvement or areas of
success, leading to more informed decision making.

Data Reporting

Data reporting is the process of collecting, organizing, and presenting data in a clear
and concise manner. It involves the use of charts, graphs, and other visual aids to
help people understand and make sense of the data, as well as the use of written
explanations and analysis to provide context and insights. Data reporting is used in
a variety of fields, including business, government, and academia, to inform
decision-making, track progress, and communicate information to a wide audience.

Self-Assessment Questions

1. What is data visualization?

2. What is data reporting?

References/ Further Readings

Chu, Margaret Y. Blissful Data: Wisdom and Strategies for Providing Meaningful,
Useful, and Accessible Data for All Employees. New York: American Management
Association, 2003.
Churchill, Gilbert A. Marketing Research: Methodological Foundations. 8th ed.
Cincinnati, OH: South-Western College Publishing, 2001.