Task 1 (7 marks) Construct an ER diagram in Workbench (starting with the incomplete sample provided) for the SBH database. You may need to introduce additional entities and relationships to capture the data requirements of SBH. You must include attributes, their appropriate data types and define identifiers for each entity in the process. You will also need to implement appropriate referential integrity constraints. Take a screenshot of the diagram and place it in a docx file. Please make sure that your diagram is clearly readable. Identify any constraints that cannot be modelled in the ER diagram. Task 2 (3 marks) Identify all functional dependencies for each relation of the SBH database. Then state which normal form (1NF, 2NF, 3NF or BCNF) each of the existing relation is in, and why. Task 3 (1 mark) Create the DDL scripts to implement the relevant tables in MySQL. Either do this through the CASE tool (Workbench), or alternatively you may choose to create the DDL scripts yourself using a text editor and save them in a file named A1.sql. Also copy and paste them into the docx file. Task 4 (3 marks) Insert records into each of your tables (there should be a minimum of 3 records per table). When inserting records into the tables, make sure that the result of each SQL query below will return at least one record. The SQL statements for this part should also be saved in your sql file. Also copy and paste them into the file docx file. Task 5 (6 marks) Provide SQL query expressions / statements for the following queries which should also be saved in your sql file. Note that these SQL queries must be tested, and the query statements together with their results must also be placed in the docx file. a) Find the book title and price of historical books. b) Find the name and email address of all authors who wrote at least one fiction but no historical book. c) Find the total number of books published by each publisher. d) Find the total number of copies in the inventory (including all branches) for each book. Include only the top five books based on the number of copies available in the result set. Chapter 4 Selecting an Appropriate Speech GoaL SPEAK © 2011 Cengage Learning 5/27/2014 12:20 PM © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTA ...

1. Task 1 (7 marks)
Construct an ER diagram in Workbench (starting with the
incomplete sample
provided) for the SBH database. You may need to introduce
additional entities and
relationships to capture the data requirements of SBH. You must
include attributes,
their appropriate data types and define identifiers for each
entity in the process. You
will also need to implement appropriate referential integrity
constraints. Take a
screenshot of the diagram and place it in a docx file. Please
make sure that your
diagram is clearly readable.
Identify any constraints that cannot be modelled in the ER
diagram.
Task 2 (3 marks)

2. Identify all functional dependencies for each relation of the
SBH database. Then
state which normal form (1NF, 2NF, 3NF or BCNF) each of the
existing relation is in,
and why.
Task 3 (1 mark)
Create the DDL scripts to implement the relevant tables in
MySQL. Either do this
through the CASE tool (Workbench), or alternatively you may
choose to create the DDL
scripts yourself using a text editor and save them in a file
named A1.sql.
Also copy and paste them into the docx file.
Task 4 (3 marks)
Insert records into each of your tables (there should be a
minimum of 3 records
per table). When inserting records into the tables, make sure
that the result of each
SQL query below will return at least one record. The SQL
statements for this part
should also be saved in your sql file.
Also copy and paste them into the file docx file.
Task 5 (6 marks)
Provide SQL query expressions / statements for the following
queries which
should also be saved in your sql file. Note that these SQL
queries must be tested, and
the query statements together with their results must also be
placed in the docx file.

3. a) Find the book title and price of historical books.
b) Find the name and email address of all authors who wrote at
least one fiction but
no historical book.
c) Find the total number of books published by each publisher.
d) Find the total number of copies in the inventory (including
all branches) for each
book. Include only the top five books based on the number of
copies available in
the result set.
Chapter 4
Selecting an Appropriate Speech GoaL
SPEAK
© 2011 Cengage Learning
5/27/2014 12:20 PM
© 2007 Microsoft Corporation. All rights reserved. Microsoft,
Windows, Windows Vista and other product names are or may
be registered trademarks and/or trademarks in the U.S. and/or

4. other countries.
The information herein is for informational purposes only and
represents the current view of Microsoft Corporation as of the
date of this presentation. Because Microsoft must respond to
changing market conditions, it should not be interpreted to be a
commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the
date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS,
IMPLIED OR STATUTORY, AS TO THE INFORMATION IN
THIS PRESENTATION.
1
The mind is
© 2011 Cengage Learning
Before anything else, preparation is the key to success.
~Alexander Graham Bell
5/27/2014 12:20 PM
© 2007 Microsoft Corporation. All rights reserved. Microsoft,
Windows, Windows Vista and other product names are or may
be registered trademarks and/or trademarks in the U.S. and/or
other countries.
The information herein is for informational purposes only and
represents the current view of Microsoft Corporation as of the
date of this presentation. Because Microsoft must respond to
changing market conditions, it should not be interpreted to be a
commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the

5. date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS,
IMPLIED OR STATUTORY, AS TO THE INFORMATION IN
THIS PRESENTATION.
2
Audience Adaptation & Analysis
Your speech goal must be based on both
Audience analysis
Audience adaptation
© 2011 Cengage Learning
This step in the speech-making process is rooted in what
communication scholars refer to as uncertainty reduction
theory. Even though effective speakers continually adjust their
analysis of their audience and adapt their speech accordingly
throughout the speech-planning and speech-making process,
these steps begin at the point of determining your specific
speech goal.
Audience Adaptation and Analysis:
Your speech goal must be based on both:
Audience analysis which is the study of the intended audience
for your speech
Audience adaptation which is the process of tailoring your
speech’s information to the listeners’ needs, interests, and
expectations
Action Step 1: Select a Speech Goal that is Appropriate to the
Rhetorical Situation
Brainstorm and concept map for topics
Analyze your audience
Analyze the rhetorical situation

6. Develop a speech goal statement tailored to your audience and
occasion
5/27/2014 12:20 PM
© 2007 Microsoft Corporation. All rights reserved. Microsoft,
Windows, Windows Vista and other product names are or may
be registered trademarks and/or trademarks in the U.S. and/or
other countries.
The information herein is for informational purposes only and
represents the current view of Microsoft Corporation as of the
date of this presentation. Because Microsoft must respond to
changing market conditions, it should not be interpreted to be a
commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the
date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS,
IMPLIED OR STATUTORY, AS TO THE INFORMATION IN
THIS PRESENTATION.
3
Exhibit 4.1
The Rhetorical Situation
© 2011 Cengage Learning
You must determine your specific speech goal in light of the
rhetorical situation, the reason your speech needs to be given
(exigence). As Exhibit 4.1 illustrates, these circumstances
include the speaker (you), the audience, and the occasion (the
setting, including the purpose, audience, expectations, and
location).

7. 5/27/2014 12:20 PM
© 2007 Microsoft Corporation. All rights reserved. Microsoft,
Windows, Windows Vista and other product names are or may
be registered trademarks and/or trademarks in the U.S. and/or
other countries.
The information herein is for informational purposes only and
represents the current view of Microsoft Corporation as of the
date of this presentation. Because Microsoft must respond to
changing market conditions, it should not be interpreted to be a
commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the
date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS,
IMPLIED OR STATUTORY, AS TO THE INFORMATION IN
THIS PRESENTATION.
4
Subject & Topic
© 2011 Cengage Learning
A subject is a broad area of expertise
A topic is a narrow, specific aspect of a subject
Our speech topics should come from subject areas in which we
already have some knowledge and interest.
A subject is a broad area of expertise (e.g., movies). A topic is
a narrow, specific aspect of a subject (e.g., how the Academy
Awards nomination process works; the relationships among
movie producers, directors, and distributors; or how technology
is changing movie production).

8. A topic is a narrow, specific aspect of a subject
5
Identifying Potential Topics
Listing subjects
Brainstorming for topic ideas
Concept mapping for topic ideas
© 2011 Cengage Learning
You can identify potential subjects for your speeches by listing
those areas that (1) are important to you and (2) you know
something about.
Identifying Potential Topics:
Listing subjects
Brainstorming is an uncritical, non-evaluative process of
generating associated ideas
Concept mapping is a visual means of exploring connections
between a subject & related ideas.
6
Exhibit 4.2
Concept Map
© 2011 Cengage Learning

9. The exhibit shows how concept mapping allowed the speaker to
think more deeply about a general topic idea that she had
brainstormed and develop several more specific topics that
could be used in shorter speeches or in speeches with different
audiences.
7
Analyzing the Audience
Demographic audience data
© 2011 Cengage Learning
Because speeches are presented to a particular audience, before
you can finally decide on your topic, you need to understand
who will be in your prospective audience. During your audience
analysis, you will want to develop a demographic profile of
your audience that includes age, gender, socioeconomic
background, race, ethnicity, religion, geographic uniqueness,
and language.
Analyzing the Audience #1:
Demographic audience data helps you…
choose a specific topic and the main ideas you will present.
discover how your audience is similar/different from one
another and from you.
develop appropriate listener-relevance links
Demographic data consists of:
Age: What is the age range of your audience, and what is the
average age?
Education: What percentage of your audience has a high school,

10. college, or postgraduate education?
Sex: What percentage of your audience is male? female?
Socioeconomic background: What percentage of your audience
comes from high-, middle-, or low-income families?
Occupation: Is a majority of your audience from a single
occupational group or industry, or do audience members come
from diverse occupational groups?
Race: Are most members of your audience of the same race, or
is there a mixture of races?
Ethnicity: What ethnic groups are in the audience? Are most
audience members from the same cultural background?
Religion: What religious traditions are followed by audience
members?
Geographic uniqueness: Are audience members from the same
state, city, or neighborhood?
Language: What languages do a significant number of members
of the audience speak as a first language? What language (if
any) is common to all audience members?
Knowledge of subject: What can I expect the audience already
knows about my subject? How varied is the knowledge level of
audience members?
Attitude toward subject: What can I expect my audience’s
feelings to be about my subject?
8
Analyzing the Audience
© 2011 Cengage Learning

11. Not only will you want to understand the demographic makeup
of your audience, but you will also want to learn about the
average knowledge level that your audience members have on
your subject, their interest in the subject, their attitudes toward
the subject, and their perceptions of your credibility.
Knowing this information will help you reach your goals of (1)
forming reasonable generalizations about your audience and (2)
adapting your speech to embrace subject-related diversity.
Analyzing the Audience #2:
Subject-related audience data helps you…
determine your audience’s knowledge.
establish your audience’s interest in your topic.
determine your audience’s attitudes toward your subject.
understand listeners’ attitudes toward you as a speaker.
9
Methods for Gathering
Audience Data
© 2011 Cengage Learning
Surveys (two-sided items, multiple-response items, scaled
items, open-ended items)
Informal observation
Asking questions
Making educated guesses
Although it is not always possible, the most direct way to
collect audience data is to survey the audience. A survey is a
questionnaire designed to gather information directly from

12. people. Different types of surveys gather specific types of data.
1. If you are familiar with members of your audience, you can
get much of the important data about them simply by observing
them.
2. If you are invited to speak to a group you are unfamiliar
with, ask your contact person to answer the demographic
questions given in Exhibit 4.5.
3. If you can’t get information about the audience in any other
way, you will have to make educated guesses based on indirect
information such as the general makeup of the members of a
community or organization.
10
Using Audience Data Ethically
© 2011 Cengage Learning
As a speaker, you must steer clear of inappropriate & inaccurate
assumptions about your audience.
Avoid marginalizing and stereotyping
Recognize & acknowledge the demographic diversity in your
audience.
To demonstrate respect for everyone in your audience, you will
want to avoid making inappropriate or inaccurate assumptions
based on demographic or subject-related information you have
collected.
Marginalizing is the practice of ignoring the values, needs, and
interests of certain audience members, leaving them feeling
excluded from the speaking situation. Stereotyping is assuming
all members of a group have similar knowledge levels,
behaviors, or beliefs simply because they belong to the group.

13. You can minimize your chances of marginalizing or
stereotyping by recognizing and acknowledging the
demographic diversity your audience analysis reveals.
Demographic diversity is the range of demographic
characteristics represented in an audience. For example, the
average age of your audience may be 65, but some listeners may
be significantly younger or older.
11
Analyzing the Occasion
© 2011 Cengage Learning
What are the special expectations for the speech?
What is the appropriate length for the speech?
How large will the audience be?
Where will the speech be given?
When will the speech be given?
Where in he program does the speech occur?
What equipment is necessary to give the speech?
The occasion of the speech is its setting, which includes the
purpose, audience expectations, and location. The answers to
these questions about the occasion should guide your topic
selection and other parts of your speech planning.
12
Selecting a Topic &Writing a Speech Goal
© 2011 Cengage Learning
Review your list of topics to select one, using audience
adaptation & analysis.
Once you have chosen a topic, you can write a general & a
specific speech goal.

14. As you review your list of topics, compare each to your
audience profile. Are some topics too simple for this audience’s
knowledge base? Too difficult? Are some topics likely to be
more interesting to the audience? These types of questions will
help you identify topics that are appropriate for the audience.
Then consider the occasion. Are some topics too broad for the
time allotted? Do some topics fail to meet the special
expectations? These types of questions will help you identify
the topics that are appropriate to your setting.
Once you have chosen your topic, you are ready to identify and
write the general speech goal you hope to achieve in the speech
and then the specific goal that is tailored to the public speaking
situation.
The general goal of a speech is its overall intent. Most speeches
intend to entertain, to inform, or to persuade. By contrast, the
specific goal, or specific purpose of a speech, is a single
statement that identifies the exact response the speaker wants
from the audience.
The occasion usually dictates the nature of your general speech
goal. A specific speech goal, however, must be carefully crafted
because it lays the foundation for organizing the speech. These
guidelines can help you craft a well-worded specific goal.
Phrasing a Specific Speech Goal: Guidelines to Help You
Develop a Well-Worded Specific Goal
Write a draft of your general goal using a complete sentence
that specifies the type of response you want from your audience.
Revise the statement (and infinitive phrase) until it indicates the
specific audience reaction desired.
Make sure the goal statement contains only one idea.
Revise the statement until it describes the precise focus of your
speech.

15. 13
Exhibit 4.5
General & Specific Speech Goals
© 2011 Cengage Learning
A good specific goal statement is important because it will
guide your research as you prepare the speech. Once you have
completed your research, you will expand your specific goal
statement into a thesis statement, which will be the foundation
on which you will organize the speech.
The exhibit gives several examples of general and specific
informative and persuasive goals.
14
Exhibit 4.5
General & Specific Speech Goals
© 2011 Cengage Learning
A good specific goal statement is important because it will
guide your research as you prepare the speech. Once you have
completed your research, you will expand your specific goal
statement into a thesis statement, which will be the foundation
on which you will organize the speech.
The exhibit gives several examples of general and specific
informative and persuasive goals.

16. 15
© 2011 Cengage Learning
By failing to prepare, you are preparing to fail.
~ Benjamin Franklin
16