市场调查方法英文第二章

Chapter2

InformationSystemsandKnowledgeManagementLEARNINGOUTCOMESDistinguishbetweentheconceptsofdata,information,andintelligenceDescribethefourcharacteristicsthatexplaintheusefulnessofdataIdentifythepurposeofresearchinassistingmarketingoperationsExplainwhatadecisionsupportsystemisandwhatitdoesDistinguishanIntranetfromtheInternetAfterstudyingthischapter,youshouldbeableto2Information,Data,andIntelligenceDataFactsorrecordedmeasuresofcertainphenomena(things).InformationDataformatted(structured)tosupportdecisionmakingordefinetherelationshipbetweentwofacts.MarketintelligenceThesubsetofdataandinformationthatactuallyhassomeexplanatorypowerenablingeffectivedecisionstobemade.3EXHIBIT2.1

Data,Information,IntelligenceProductspurchasedarerecordedbythescannerformingdata.Inventorysystemsusethedatatocreateinformation.Theinformationtellsmanagerswhatitemsneedtobestocked.Theinformationalsogeneratesandcanevenplaceordersformoreproductstobetruckedtothestore.Analystsanalyzethedatastatisticallyandwriteresearchreportsaddressingimportantquestionssuchas:Whattypesoftrendsexistincustomerpurchases,andarethereregionaldifferences?Whereshouldnewstoresbelocated?4TheCharacteristicsofValuableInformationRelevanceThecharacteristicsofdatareflectinghowpertinenttheseparticularfactsaretothesituationathand.DataQualityThedegreetowhichdatarepresentthetruesituation.TimelinessMeansthatthedataarecurrentenoughtostillberelevant.InformationCompletenessHavingtherightamountofinformation.5GlobalInformationSystemsGlobalInformationSystemAnorganizedcollectionofcomputerhardware,communicationequipment,software,data,andpersonnel.Designedtocapture,store,update,manipulate,analyze,andimmediatelydisplayinformationaboutworldwidebusinessactivities.6DecisionSupportSystemsDecisionSupportSystem(DSS)Helpsdecisionmakersconfrontproblemsthroughdirectinteractionwithcomputerizeddatabasesandanalyticalsoftwareprograms.Storesdataandtransformthemintoorganizedinformationthatiseasilyaccessibletomarketingmanagers.ComponentsofaDecisionSupportSystemDatabasesSoftwareprograms7EXHIBIT2.2

DecisionSupportSystem8DecisionSupportSystemComponents(cont’d)CustomerRelationshipManagement(CRM)Asystemforbringingtogethermanyimportantpiecesofinformation:Customerprofiles,sales,marketingeffectiveness/responsiveness,markettrendsCRMprovidesacomplete,dependable,andintegratedviewofitscustomerbase.Management,salespeople,customerservicecanaccesscustomerpreferencesandpurchaseinformationtomatchcustomerneedswithproductofferingsandservicerequirementreminders.9DatabasesandDataWarehousingDatabaseAcollectionofrawdataarrangedlogicallyandorganizedinaformthatcanbestoredandprocessedbyacomputer.DataWarehouseThemultitieredcomputerstorehouseofcurrentandhistoricaldata.DataWarehousingTheprocessallowingimportantday-to-dayoperationaldatatobestoredandorganizedforsimplifiedaccess.10InputManagementInputManagementAllnumerical,text,voice,andimagedataenteredintothedecisionsupportsystem.MajorSourcesofInputInternalrecordsProprietarymarketingresearchSalespersoninputBehavioraltrackingOutsidevendorsandexternaldistributors11EXHIBIT2.3FiveMajorSourcesofMarketingInputforDecisionSupportSystems12InputManagement(cont’d)InternalRecordsContaindatathatmaybecomeusefulinformationformarketingmanagers.Accountingreportsofsalesandinventoryfigures,provideconsiderabledata.Costs,orders,shipments,inventory,sales,andotheraspectsofregularoperations.Customerprofiles13InputManagement(cont’d)ProprietaryMarketingResearchConductsprojectstostudyspecificcompanyproblems.Emphasizesthegatheringofnewdata.SurveyfindingsTestmarketresultsIsnotconductedregularlyorcontinuously.14InputManagement(cont’d)SalespersonInputSalespeopleworkinfirms’externalenvironmentscanprovideessentialmarketingdata.Competitors’pricesNewproductofferingsComplaintsTrendsBehavioralTrackingGlobalpositioningsatellite(GPS)systemscantrackthewhereaboutsofdeliverypersonnelatalltimes.Scannerdata—theaccumulatedrecordsresultingfrompointofsaledatarecordings.15InputManagement(cont’d)OutsideVendorsandExternalDistributorsOrganizationsthatspecializeinthecollectionandpublicationofhigh-qualitymarketinformationforsaleand/ordistribution.Mediarepresentativesprovidedemographicandlifestyledataabouttheiraudiences.Dataspecialistsrecordandstorecertainmarketinginformationincomputerizeddatabases.16ComputerizedDataArchivesDataWholesalersCompaniesthatputtogetherconsortiaofdatasourcesintopackagesthatareofferedtomunicipal,corporate,anduniversitylibrariesforafee.WilsonBusinessCenterHooversPROQUESTINFOTRACDIALOG(DialogInformationServices,Inc.)LEXISNEXIS,DowJonesNewsRetrievalServices17EXHIBIT2.4VendorsofInformationServicesandElectronicIndexing18ComputerizedDataArchivesTypesOfDatabasesStatistical—numericaldataformarketanalysisandforecasting.Financial—competitors’’andcustomers’’financialdata,suchasincomestatementsandbalancesheetsVideo—filmclips,televisioncommercials,19NetworksandElectronicDataInterchangeElectronicDataInterchange(EDI)Atypeofexchangethatoccurswhenonecompany’’scomputersystemisintegratedwithanothercompany’’ssystemtoexchangebusinessinformationwithsuppliersorcustomers.20WhatExactlyistheInternet?InternetAglobalcomputernetworkthatallowsusersaccesstoinformationanddocumentsfromdistantsources.Acombinationofaworldwidecommunicationsystemandtheworld’’slargestlibrary.HostWherethecontentforaparticularwebsitephysicallyresidesandisaccessed.21NavigatingtheInternet22NavigatingtheInternet(cont’’d)23SelectedWebSites24InteractiveMediaandEnvironmentalScanningInteractiveMediumAmedium,suchastheInternet,thatapersoncanusetocommunicatewithandinteractwithotherusers.EnvironmentalScanningEntailsallinformationgatheringdesignedtodetectchangesintheexternaloperatingenvironmentofthefirm.25InformationTechnologyPullTechnologyConsumersrequestinformationfromawebpageandthebrowserthendeterminesaresponse;theconsumerisessentiallyaskingforthedata.PushTechnologySendsdatatoauser’’scomputerwithoutarequestbeingmade;softwareisusedtoguesswhatinformationmightbeinterestingtoconsumersbasedonthepatternofpreviousresponses.26InformationTechnology(cont’’d)SmartAgentSoftwareSoftwarecapableoflearninganInternetuser’’spreferencesandautomaticallysearchingoutinformationinselectedwebsitesandthendistributingit.CookiesSmallcomputerfilesthatacontentprovidercansaveontothecomputerofsomeonewhovisitsitswebsite.27InformationTechnology(cont’d)IntranetAcompany’sprivatedatanetworkthatusesinternetstandardsandtechnologyprovideasecureknowledgeportaltoorganizationalmemoryandintegrationofinformationfromoutsidesourcesTheinformationonanintranet——data,graphics,video,andvoice—isavailableonlyinsidetheorganizationortothoseindividualswhomtheorganizationdeemsasappropriateparticipants.FirewallSecuritysoftwareinstalledtolimitaccesstoonlythosepersonsauthorizedtoenteranintranet.28KeyTermsandConceptsDataInformationMarketintelligenceRelevanceDataqualityTimelinessInformationcompletenessGlobalinformationsystemDecisionsupportsystem(DSS)Customerrelationshipmanagement(CRM)Database29KeyTermsandConcepts(cont’d)SearchengineKeywordsearchInteractivemediumEnvironmentalscanningPulltechnologyPushtechnologySmartagentsoftwareCookiesIntranet309、静夜四无无邻，荒居居旧业贫。。。12月-2212月-22Saturday,December31,202210、雨中黄叶叶树，灯下下白头人。。。09:07:4809:07:4809:0712/31/20229:07:48AM11、以我独沈久久，愧君相见见频。。12月-2209:07:4809:07Dec-2231-Dec-2212、故人江海别别，几度隔山山川。。09:07:4809:07:4809:07Saturday,December31,202213、乍见见翻疑疑梦，，相悲悲各问问年。。。12月月-2212月月-2209:07:4809:07:48December31,202214、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。31十十二二月月20229:07:48上上午午09:07:4812月月-2215、比不了得得就不比，，得不到的的就不要。。。。十二月229:07上上午12月-2209:07December31,202216、行动出成成果，工作作出财富。。。2022/12/319:07:4809:07:4831December202217、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。9:07:48上午9:07上上午09:07:4812月-229、没有失败，，只有暂时停停止成功！。。12月-2212月-22Saturday,December31,202210、很很多多事事情情努努力力了了未未必必有有结结果果，，但但是是不不努努力力却却什什么么改改变变也也没没有有。。。。09:07:4809:07:4809:0712/31/20229:07:48AM11、成功就就是日复复一日那那一点点点小小努努力的积积累。。。12月-2209:07:4809:07Dec-2231-Dec-2212、世间间成事事，不不求其其绝对对圆满满，留留一份份不足足，可可得无无限完完美。。。09:07:4809:07:4809:07Saturday,December31,202213、不知香积积寺，数里里入云峰。。。12月-2212月-2209:07:4809:07:48December31,202214、意意志志坚坚强强的的人人能能把把世世界界放放在在手手中中像像泥泥块块一一样样任任意意揉揉捏捏。。31十十二二月月20229:07:48上上午午09:07:4812月月-2215、楚塞三湘接接，荆门九派派通。。。十二月229:07上上午12月-2209:07December31,202216、少年年十五五二十十时，，步行行夺得得胡马马骑。。。2022/12/319:07:4809:07:4831December202217、空空山山新新雨雨后