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ExploringMarketing Research
William G. Zikmund
Chapter 2:Information Systems
and Knowledge Management
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Global Information SystemGlobal Information System An organized collection of computer
hardware, communication equipment,software, data, and personnel designed tocapture, store, update, manipulate, analyze,and immediately display information about
worldwide business activities.
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Data versus Information
Data versus Information
Data the raw factsrecord measures of certain phenomena which are necessary to
provideInformation facts in a form suitable for managers to base decisions on.
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Characteristics of ValuableInformation
Characteristics of ValuableInformation
Relevance Quality Timeliness Completeness
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Decision Support System
A computer-based system that helpsdecision makers confront problems throughdirect interaction with databases andanalytical software programs.
The purpose of a decision support system isto store data and transform them intoorganized information that is easilyaccessible to marketing managers.
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A D ecision Support SystemHas Two Components
D atabaseSoftware
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Database
Database
A database is a collection of raw data arrangedlogically and organized in a form that can be
stored and processed by a computer
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Data Warehousing
Data Warehousing
Information management term The process that allows information from
operational systems to be stored andorganized into separate systems designedfor simple access
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Customer RelationshipManagement (CRM)
Bring together lots of pieces of information customer profiles sales marketing effectiveness/responsiveness market trends
Provides the enterprise with a complete,dependable, and integrated view of itscustomer base.
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Customer RelationshipManagement (CRM)
Management, salespeople, customer service, and perhaps the customer candirectly access information e.g. other products a
customer has purchased
match customer needs with satisfying productofferings
remind customers of service requirements
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SoftwareSoftware Various types of programs that tell
computers, printers, and other hardwarewhat to do
Software allows managers to combine andrestructure databases, diagnose
relationships, build analytical models,estimate variables, and otherwise analyzethe various databases
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Business Intelligence The application of software tools to analyze
data in extensive data warehouses todiscover significant patterns andrelationships.
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F our Major Sources Of Input F or A D ecision Support System
Internal records Proprietary marketing research Marketing intelligence Outside vendors and external distributors
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Internal RecordsInternal Records Internal records that may become useful
information for marketing managers.
Accounting reports of sales and inventory figures, provide considerable data.D ata about costs, orders, shipments, inventory,sales, and other aspects of regular operations areroutinely collected and entered into the computer.
Customer profiles
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Proprietary Marketing Research Survey findings Test market results
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Marketing IntelligenceMarketing Intelligence A network of sources and regular
procedures by which marketing executivesobtain everyday information aboutnonrecurring developments in the externalmarketing environment.
e-mail logs of comments and complaints,discovery of competition price changes,news of industry technology
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Outside Vendors
and External D istributors
Outside Vendors
and External D istributorsD istributors of market information as their
products. Many organizations specialize in the
collection and publication of high-qualityinformation.
E.G. A. C. Nielsen company, providestelevision program ratings, audience counts.
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ComputerizedD
ata ArchivesComputerizedD
ata Archives Organized and retrievable
D VD and C D -ROM Internet
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On-line D atabase SearchingSystems
On-line D atabase SearchingSystems
D IALOG ABI/IN F ORM PROMT (The Predicast Overview of Markets
& Technologies)D OW-JONES NEWS RETREVIAL
Business Newsstand Historical Market D ata Center
LEXIS-NEXIS
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Types Of D
atabasesTypes Of D
atabases Bibliographic/text Statistical
Geographic Scanner F inancial
Image and video
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Proprietary Marketing Research Emphasizes the companys gathering of
new data. Not conducted regularly or continuously. Projects conducted to study specific
company problems
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Input ManagementInput Management Inputs - all numerical, text, voice, and
image data entered into the decision supportsystem
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ElectronicD
ata Interchange Electronic D ata Interchange (E D I) is the
term used when one companys computer systems is integrated directly with another companys proprietary computer system.
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InternetInternet A worldwide network of computers that
allows users access to information anddocuments from distant sources.
A combination of a worldwidecommunication system and the worlds
largest library.
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URL
U niform resource locator Web site address
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World Wide Web (WWW) Graphic interface 1000s of interconnected pages or documents
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Selected Web SitesSelected Web Sites http://www.usatoday.com http://www.businessweek.com http://www.adcritic.com http://www.ceoexpress.com http://www.census.gov
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Home Page -Basic InformationPlus Menu
http://www2.bus.okstate.edu/zikmund/
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Links Or HyperlinksLead To Other Pages
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Search Engine A computerized directory to search the
WWW YAHOO -www.yahoo.com HOTBOT - www.hotbot.com GOOGLE - www.google.com
D OGPILE - www.dogpile.com
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Push Technology Smart agents
F ind informationD o the searching for youD istribute it to desktop
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Smart AgentSmart Agent Learns an individual users preferences Automatically searches out information
D elivers information to the desktop
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CookiesCookies Magic cookies Small computer files Provides saves onto the computer of
someone who visits Tracks websites and files visited
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IntranetIntranet Private data network
U ses internet standards and technologyF irewalls for security