14520887 Ch02 Information System Knowledge Management

8/6/2019 14520887 Ch02 Information System Knowledge Management

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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

Documents

14520887 Ch02 Information System Knowledge Management