市場(chǎng)調(diào)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、靜夜四無(wú)無(wú)鄰，荒居居舊業(yè)貧。。。12月-2212月-22Saturday,December31,202210、雨中黃葉葉樹(shù)，燈下下白頭人。。。09:07:4809:07:4809:0712/31/20229:07:48AM11、以我獨(dú)沈久久，愧君相見(jiàn)見(jiàn)頻。。12月-2209:07:4809:07Dec-2231-Dec-2212、故人江海別別，幾度隔山山川。。09:07:4809:07:4809:07Saturday,December31,202213、乍見(jiàn)見(jiàn)翻疑疑夢(mèng)，，相悲悲各問(wèn)問(wèn)年。。。12月月-2212月月-2209:07:4809:07:48December31,202214、他他鄉(xiāng)鄉(xiāng)生生白白發(fā)發(fā)，，舊舊國(guó)國(guó)見(jiàn)見(jiàn)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、行動(dòng)出成成果，工作作出財(cái)富。。。2022/12/319:07:4809:07:4831December202217、做前，能夠夠環(huán)視四周；；做時(shí)，你只只能或者最好好沿著以腳為為起點(diǎn)的射線線向前。。9:07:48上午9:07上上午09:07:4812月-229、沒(méi)有失敗，，只有暫時(shí)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結(jié)結(jié)果果，，但但是是不不努努力力卻卻什什么么改改變變也也沒(méi)沒(méi)有有。。。。09:07:4809:07:4809:0712/31/20229:07:48AM11、成功就就是日復(fù)復(fù)一日那那一點(diǎn)點(diǎn)點(diǎn)小小努努力的積積累。。。12月-2209:07:4809:07Dec-2231-Dec-2212、世間間成事事，不不求其其絕對(duì)對(duì)圓滿滿，留留一份份不足足，可可得無(wú)無(wú)限完完美。。。09:07:4809:07:4809:07Saturday,December31,202213、不知香積積寺，數(shù)里里入云峰。。。12月-2212月-2209:07:4809:07:48December31,202214、意意志志堅(jiān)堅(jiān)強(qiáng)強(qiáng)的的人人能能把把世世界界放放在在手手中中像像泥泥塊塊一一樣樣任任意意揉揉捏捏。。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，荊門九派派通。。。十二月229:07上上午12月-2209:07December31,202216、少年年十五五二十十時(shí)，，步行行奪得得胡馬馬騎。。。2022/12/319:07:4809:07:4831December202217、空空山山新新雨雨后