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Exploring Marketing Research William G. Zikmund

Exploring Marketing Research William G. Zikmund. Chapter 2: Global Information Systems. Global Information System. Global Information System.

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Exploring Marketing Research William G. Zikmund

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  1. Exploring Marketing ResearchWilliam G. Zikmund Chapter 2: Global Information Systems

  2. Global Information System

  3. Global Information System • An organized collection of computer hardware, communication equipment, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activities.

  4. Data versus Information • Data—the raw facts—record measures of certain phenomena which are necessary to provide • Information—facts in a form suitable for managers to base decisions on

  5. Characteristics of Valuable Information • Relevance • Relevant if it clarifies the question • Quality • Presents a good picture of reality • Timeliness • Out-of-date information leads to poor decisions • Completeness • Incomplete information leads to marketing research

  6. Decision Support Systems • A set of computer programs that store raw data and transform it into accessible information. A decision support system has two components: • Database • Software

  7. Database • A database is a collection of raw data arranged logically and organized in a form that can be stored and processed by a computer

  8. Data Warehousing • Information management term • The process that allows information from operational systems to be stored and organized into separate systems for simple access

  9. Software • Various types of programs that tell computers, printers, and other hardware what to do • Software allows managers to combine and restructure databases, diagnose relationships, build analytical models, estimate variables, and otherwise analyze the various databases

  10. Four Major Sources of Input for a Decision Support System • Internal records • Proprietary marketing research • Marketing intelligence • Outside vendors and external distributors

  11. Internal Records • Internal records that may become useful information for marketing managers. • Accounting reports of sales and inventory figures, provide considerable data. • Data about costs, shipments, inventory, sales, and other aspects of regular operations are routinely collected and entered into the computer.

  12. Marketing Intelligence • A marketing intelligence system consists of a network of sources and regular procedures by which marketing executives obtain everyday information about nonrecurring developments in the external marketing environment.

  13. Outside Vendors and External Distributors • Distributors of market information as their products. • Many organizations specialize in the collection and publication of high-quality information. • e.g., A. C. Nielsen Company provides television program ratings, audience counts.

  14. Computerized Data Archives • Organized and retrievable • CD-ROM • On-line • Internet

  15. On-line Database Searching Systems • DIALOG • DOW-JONES NEWS RETREVIAL • BRS • ORBIT • LEXIS-NEXIS

  16. Statistical Databases • Geographic • Scanner • Financial • Image and Video

  17. Proprietary Marketing Research • Emphasizes the company’s gathering of new data. • Not conducted regularly or continuously. • Projects conducted to study specific company problems

  18. Input Management • Inputs - All numerical, text, voice, and image data entered into the decision support system

  19. Electronic Data Interchange • Electronic Data Interchange (EDI) is the term used when one company’s computer systems is integrated directly with another company’s proprietary computer system.

  20. Internet • A worldwide network of computers that allows users access to information and documents from distant sources. • A combination of a worldwide communication system and the world’s largest library.

  21. URL • uniform resource locator • web site address • commonly being referred to as an address

  22. World Wide Web (WWW) • GRAPHIC INTERFACE • 1000s of interconnected pages or documents

  23. Selected Web Sites • http://www.usatoday.com • http://www.businessweek.com • http://www.adage.com • http://www.ceoexpress.com • http://www.census.gov

  24. Home Page - Basic Information Plus Menu • http://www.bus.okstate.edu/zikmund/

  25. Links or HyperlinksLead to Other Pages

  26. Search Engine A computerized directory to the WWW • YAHOO -www.yahoo.com • HOTBOT - www.hotbot.com • INFOSEEK - www.infoseek.com • DOGPILE - www.dogpile.com

  27. PUSH Technology • Smart Agents • Find Information • Do the searching for you • Distribute it to the desktop

  28. Smart Agent • Learns and individual user’s preferences • Automatically searches out information • Delivers information to the desktop

  29. Cookies • “Magic Cookies” • Small computer files • Saves onto the computer of someone who visits • Tracks websites and files visited

  30. Intranet • Private data network • Uses internet standards and technology • Firewalls for safety

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