市场调查方法(英文版)

1、Chapter 2Information Systems and Knowledge ManagementLEARNING OUTCOMESDistinguish between the concepts of data, information, and intelligenceDescribe the four characteristics that explain the usefulness of dataIdentify the purpose of research in assisting marketing operationsExplain what a decision

2、support system is and what it doesDistinguish an Intranet from the InternetAfter studying this chapter, you should be able toInformation, Data, and IntelligenceDataFacts or recorded measures of certain phenomena (things).InformationData formatted (structured) to support decision making or define the

3、 relationship between two facts.Market intelligenceThe subset of data and information that actually has some explanatory power enabling effective decisions to be made.EXHIBIT 2.1Data, Information, IntelligenceProducts purchased are recorded by the scanner forming data.Inventory systems use the data

4、to create information.The information tells managers what items need to be stocked.The information also generates and can even place orders for more products to be trucked to the store.Analysts analyze the data statistically and write research reports addressing important questions such as:What type

5、s of trends exist in customer purchases, and are there regional differences?Where should new stores be located?The Characteristics of Valuable InformationRelevanceThe characteristics of data reflecting how pertinent these particular facts are to the situation at hand.Data QualityThe degree to which

6、data represent the true situation.TimelinessMeans that the data are current enough to still be relevant.Information CompletenessHaving the right amount of information.Global Information SystemsGlobal Information SystemAn organized collection of computer hardware, communication equipment, software, d

7、ata, and personnel.Designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activities.Decision Support SystemsDecision Support System (DSS)Helps decision makers confront problems through direct interaction with computerized databases and

8、analytical software programs.Stores data and transform them into organized information that is easily accessible to marketing managers.Components of a Decision Support SystemDatabasesSoftware programsEXHIBIT 2.2Decision Support SystemDecision Support System Components (contd)Customer Relationship Ma

9、nagement (CRM)A system for bringing together many important pieces of information:Customer profiles, sales, marketing effectiveness/ responsiveness, market trendsCRM provides a complete, dependable, and integrated view of its customer base.Management, salespeople, customer service can access custome

10、r preferences and purchase information to match customer needs with product offerings and service requirement reminders.Databases and Data WarehousingDatabaseA collection of raw data arranged logically and organized in a form that can be stored and processed by a computer.Data WarehouseThe multitier

11、ed computer storehouse of current and historical data. Data WarehousingThe process allowing important day-to-day operational data to be stored and organized for simplified access.Input ManagementInput ManagementAll numerical, text, voice, and image data entered into the decision support system.Major

12、 Sources of InputInternal recordsProprietary marketing researchSalesperson inputBehavioral trackingOutside vendors and external distributorsEXHIBIT 2.3Five Major Sources of Marketing Input for Decision Support SystemsInput Management (contd)Internal RecordsContain data that may become useful informa

13、tion for marketing managers.Accounting reports of sales and inventory figures, provide considerable data.Costs, orders, shipments, inventory, sales, and other aspects of regular operations.Customer profilesInput Management (contd)Proprietary Marketing ResearchConducts projects to study specific comp

14、any problems.Emphasizes the gathering of new data.Survey findingsTest market resultsIs not conducted regularly or continuously.Input Management (contd)Salesperson InputSalespeople work in firms external environments can provide essential marketing data.Competitors pricesNew product offeringsComplain

15、tsTrendsBehavioral TrackingGlobal positioning satellite (GPS) systems can track the whereabouts of delivery personnel at all times.Scanner datathe accumulated records resulting from point of sale data recordings.Input Management (contd)Outside Vendors and External DistributorsOrganizations that spec

16、ialize in the collection and publication of high-quality market information for sale and/or distribution.Media representatives provide demographic and lifestyle data about their audiences.Data specialists record and store certain marketing information in computerized databases.Computerized Data Arch

17、ivesData WholesalersCompanies that put together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee.Wilson Business CenterHooversPROQUESTINFOTRACDIALOG (Dialog Information Services, Inc.)LEXISNEXIS,Dow Jones News Retrieval ServicesEXHI

18、BIT 2.4Vendors of Information Services and Electronic IndexingComputerized Data ArchivesTypes Of DatabasesStatisticalnumerical data for market analysis and forecasting.Financialcompetitors and customers financial data, such as income statements and balance sheetsVideofilm clips, television commercia

19、ls, Networks and Electronic Data InterchangeElectronic Data Interchange (EDI)A type of exchange that occurs when one companys computer system is integrated with another companys system to exchange business information with suppliers or customers.What Exactly is the Internet?InternetA global computer

20、 network that allows users access to information and documents from distant sources.A combination of a worldwide communication system and the worlds largest library.HostWhere the content for a particular website physically resides and is accessed.Navigating the InternetWorld Wide Web (WWW)The Intern

21、ets graphical interface of thousands of interconnected web pages or documents.Content ProvidersParties that furnish information on the World Wide Web.IntranetA private data network that uses internet standards and technology and provides firewalls for security.Navigating the Internet (contd)Uniform

22、Resource Locator (URL)A web site address that web browsers recognize.Search EnginesComputerized directories used to search the WWWYAHOO (yahoo)GOOGLE (google)HOTBOT (hotbot)Keyword SearchTakes place as the search engine searches through millions of web pages for documents containing the keywords.Sel

23、ected Web SitesMarketing InformationusatodaybusinessweekadcriticceoexpressAuthors Home Page/zikmundInteractive Media and Environmental ScanningInteractive MediumA medium, such as the Internet, that a person can use to communicate with and interact with other users.Environmental ScanningEntails all i

24、nformation gathering designed to detect changes in the external operating environment of the firm.Information TechnologyPull TechnologyConsumers request information from a web page and the browser then determines a response; the consumer is essentially asking for the data.Push TechnologySends data t

25、o a users computer without a request being made; software is used to guess what information might be interesting to consumers based on the pattern of previous responses.Information Technology (contd)Smart Agent SoftwareSoftware capable of learning an Internet users preferences and automatically sear

26、ching out information in selected websites and then distributing it.CookiesSmall computer files that a content provider can save onto the computer of someone who visits its website.Information Technology (contd)IntranetA companys private data network that uses internet standards and technology provide a secure knowledge portal to organizational memory and integration of information from ou