市场调查方法(英文版)第二章.ppt

2007Thomson South Western Allrightsreserved Chapter2InformationSystemsandKnowledgeManagement 2007Thomson South Western Allrightsreserved 2 2 LEARNINGOUTCOMES Distinguishbetweentheconceptsofdata information andintelligenceDescribethefourcharacteristicsthatexplaintheusefulnessofdataIdentifythepurposeofresearchinassistingmarketingoperationsExplainwhatadecisionsupportsystemisandwhatitdoesDistinguishanIntranetfromtheInternet Afterstudyingthischapter youshouldbeableto 2007Thomson South Western Allrightsreserved 2 3 Information Data andIntelligence DataFactsorrecordedmeasuresofcertainphenomena things InformationDataformatted structured tosupportdecisionmakingordefinetherelationshipbetweentwofacts MarketintelligenceThesubsetofdataandinformationthatactuallyhassomeexplanatorypowerenablingeffectivedecisionstobemade 2007Thomson South Western Allrightsreserved 2 4 EXHIBIT2 1Data Information Intelligence Productspurchasedarerecordedbythescannerformingdata Inventorysystemsusethedatatocreateinformation Theinformationtellsmanagerswhatitemsneedtobestocked Theinformationalsogeneratesandcanevenplaceordersformoreproductstobetruckedtothestore Analystsanalyzethedatastatisticallyandwriteresearchreportsaddressingimportantquestionssuchas Whattypesoftrendsexistincustomerpurchases andarethereregionaldifferences Whereshouldnewstoresbelocated 2007Thomson South Western Allrightsreserved 2 5 TheCharacteristicsofValuableInformation RelevanceThecharacteristicsofdatareflectinghowpertinenttheseparticularfactsaretothesituationathand DataQualityThedegreetowhichdatarepresentthetruesituation TimelinessMeansthatthedataarecurrentenoughtostillberelevant InformationCompletenessHavingtherightamountofinformation 2007Thomson South Western Allrightsreserved 2 6 GlobalInformationSystems GlobalInformationSystemAnorganizedcollectionofcomputerhardware communicationequipment software data andpersonnel Designedtocapture store update manipulate analyze andimmediatelydisplayinformationaboutworldwidebusinessactivities 2007Thomson South Western Allrightsreserved 2 7 DecisionSupportSystems DecisionSupportSystem DSS Helpsdecisionmakersconfrontproblemsthroughdirectinteractionwithcomputerizeddatabasesandanalyticalsoftwareprograms Storesdataandtransformthemintoorganizedinformationthatiseasilyaccessibletomarketingmanagers ComponentsofaDecisionSupportSystemDatabasesSoftwareprograms 2007Thomson South Western Allrightsreserved 2 8 EXHIBIT2 2DecisionSupportSystem 2007Thomson South Western Allrightsreserved 2 9 DecisionSupportSystemComponents cont d CustomerRelationshipManagement CRM Asystemforbringingtogethermanyimportantpiecesofinformation Customerprofiles sales marketingeffectiveness responsiveness markettrendsCRMprovidesacomplete dependable andintegratedviewofitscustomerbase Management salespeople customerservicecanaccesscustomerpreferencesandpurchaseinformationtomatchcustomerneedswithproductofferingsandservicerequirementreminders 2007Thomson South Western Allrightsreserved 2 10 DatabasesandDataWarehousing DatabaseAcollectionofrawdataarrangedlogicallyandorganizedinaformthatcanbestoredandprocessedbyacomputer DataWarehouseThemultitieredcomputerstorehouseofcurrentandhistoricaldata DataWarehousingTheprocessallowingimportantday to dayoperationaldatatobestoredandorganizedforsimplifiedaccess 2007Thomson South Western Allrightsreserved 2 11 InputManagement InputManagementAllnumerical text voice andimagedataenteredintothedecisionsupportsystem MajorSourcesofInputInternalrecordsProprietarymarketingresearchSalespersoninputBehavioraltrackingOutsidevendorsandexternaldistributors 2007Thomson South Western Allrightsreserved 2 12 EXHIBIT2 3FiveMajorSourcesofMarketingInputforDecisionSupportSystems 2007Thomson South Western Allrightsreserved 2 13 InputManagement cont d InternalRecordsContaindatathatmaybecomeusefulinformationformarketingmanagers Accountingreportsofsalesandinventoryfigures provideconsiderabledata Costs orders shipments inventory sales andotheraspectsofregularoperations Customerprofiles 2007Thomson South Western Allrightsreserved 2 14 InputManagement cont d ProprietaryMarketingResearchConductsprojectstostudyspecificcompanyproblems Emphasizesthegatheringofnewdata SurveyfindingsTestmarketresultsIsnotconductedregularlyorcontinuously 2007Thomson South Western Allrightsreserved 2 15 InputManagement cont d SalespersonInputSalespeopleworkinfirms externalenvironmentscanprovideessentialmarketingdata Competitors pricesNewproductofferingsComplaintsTrendsBehavioralTrackingGlobalpositioningsatellite GPS systemscantrackthewhereaboutsofdeliverypersonnelatalltimes Scannerdata theaccumulatedrecordsresultingfrompointofsaledatarecordings 2007Thomson South Western Allrightsreserved 2 16 InputManagement cont d OutsideVendorsandExternalDistributorsOrganizationsthatspecializeinthecollectionandpublicationofhigh qualitymarketinformationforsaleand ordistribution Mediarepresentativesprovidedemographicandlifestyledataabouttheiraudiences Dataspecialistsrecordandstorecertainmarketinginformationincomputerizeddatabases 2007Thomson South Western Allrightsreserved 2 17 ComputerizedDataArchives DataWholesalersCompaniesthatputtogetherconsortiaofdatasourcesintopackagesthatareofferedtomunicipal corporate anduniversitylibrariesforafee WilsonBusinessCenterHooversPROQUESTINFOTRACDIALOG DialogInformationServices Inc LEXISNEXIS DowJonesNewsRetrievalServices 2007Thomson South Western Allrightsreserved 2 18 EXHIBIT2 4VendorsofInformationServicesandElectronicIndexing 2007Thomson South Western Allrightsreserved 2 19 ComputerizedDataArchives TypesOfDatabasesStatistical numericaldataformarketanalysisandforecasting Financial competitors andcustomers financialdata suchasincomestatementsandbalancesheetsVideo filmclips televisioncommercials 2007Thomson South Western Allrightsreserved 2 20 NetworksandElectronicDataInterchange ElectronicDataInterchange EDI Atypeofexchangethatoccurswhenonecompany scomputersystemisintegratedwithanothercompany ssystemtoexchangebusinessinformationwithsuppliersorcustomers 2007Thomson South Western Allrightsreserved 2 21 WhatExactlyistheInternet InternetAglobalcomputernetworkthatallowsusersaccesstoinformationanddocumentsfromdistantsources Acombinationofaworldwidecommunicationsystemandtheworld slargestlibrary HostWherethecontentforaparticularwebsitephysicallyresidesandisaccessed 2007Thomson South Western Allrightsreserved 2 22 NavigatingtheInternet WorldWideWeb WWW TheInternet sgraphicalinterfaceofthousandsofinterconnectedwebpagesordocuments ContentProvidersPartiesthatfurnishinformationontheWorldWideWeb IntranetAprivatedatanetworkthatusesinternetstandardsandtechnologyandprovidesfirewallsforsecurity 2007Thomson South Western Allrightsreserved 2 23 NavigatingtheInternet cont d UniformResourceLocator URL Awebsiteaddressthatwebbrowsersrecognize SearchEnginesComputerizeddirectoriesusedtosearchtheWWWYAHOO GOOGLE HOTBOT KeywordSearchTakesplaceasthesearchenginesearchesthroughmillionsofwebpagesfordocumentscontainingthekeywords 2007Thomson South Western Allrightsreserved 2 24 SelectedWebSites MarketingInformationhttp www census govAuthor sHomePagehttp www2 bus okstate edu zikmund 2007Thomson South Western Allrightsreserved 2 25 InteractiveMediaandEnvironmentalScanning InteractiveMediumAmedium suchastheInternet thatapersoncanusetocommunicatewithandinteractwithotherusers EnvironmentalScanningEntailsallinformationgatheringdesignedtodetectchangesintheexternaloperatingenvironmentofthefirm 2007Thomson South Western Allrightsreserved 2 26 InformationTechnology PullTechnologyConsumersrequestinformationfromawebpageandthebrowserthendeterminesaresponse theconsumerisessentiallyaskingforthedata PushTechnologySendsdatatoauser scomputerwithoutarequestbeingmade softwareisusedtoguesswhatinformationmightbeinterestingtoconsumersbasedonthepatternofpreviousresponses 2007Thomson South Western Allrightsreserved 2 27 InformationTechnology cont d SmartAgentSoftwareSoftwarecapableoflearninganInternetuser spreferencesandautomaticallysearchingoutinformationinselectedwebsitesandthendistributingit CookiesSmallcomputerfilesthatacontentprovidercansaveontothecomputerofsomeonewhovisitsitswebsite 2007Thomson South Western Allrightsreserved 2 28 InformationTechnology cont d IntranetAcompany sprivatedatanetworkthatusesinternetstandardsandtechnologyprovideasecureknowledgeportaltoorganizationalmemoryandinte