Đang tải... (xem toàn văn)
Portals : information covered Directories Search engine registered sites Search Engine Search against every word on every page. indexed Directory Searches against[r]
Information Search Week 4 Objectives • Alternative methods for searching the Internet • Information management • Marketing research strategies • Implications of finding information Alternative Methods to Find Information • Typing in the web address of a known page (URL) • Search engines • Directories (or web catalogues) • Surfing Universal Resource Locators URL • Text that indicates the address of a web site It is typed into a web browser window, and the browser will then locate and load the web site It is in the form of: www.domain-name.extension/filename.html Search Engines • Use special automatic tools known as spiders or robots to index web pages of registered sites • Users can search this index by typing in keywords to specify their interest • Pages containing these keywords will be listed, and clicking on a hyperlink will take the user to the site Order of Web Sites in Search Engines • Occurrence of the keyword in the title • Number of occurrences of the keyword in the text of the web page • Whether the keyword is in the ‘meta-tags’ or hidden keywords on a web page • How popular the page is with users Directories and Catalogues • Directories provide a structure listing of registered web sites in different categories • They are similar to an electronic version of the yellow pages • Yahoo! And Yell are the best-known examples of directories Portal SSeaercah rencghinesEngines Services: News E-commerce (personalised) Directories Recruitment Directories Functional e.g Yahoo, MarketSite Vertical e.g Vertical Net Geographical e.g ThisIsX Portals : information covered Unregistered www sites, searchenginewatch com inaccessible sites Search Engine and databases Search against every word on All the web - 1 billion pages every page Search indexed engine Directory Search example registered Searches against company name sites Directories and 25 word description Choosing the Best Portal • Which is best? – Speed Hotbot – Search criteria Hotbot – Coverage Altavista, FAST NorthernLight – Large company information Yahoo – Small company information Yahoo, Yell Search Engines Popularity Source: www.mediametrix.com Search Engines Review Source: www.searchenginewatch.com Tips – Formulating queries • Use as many words as possible • Use advanced syntax – Place phrase in quotes – Exclude other domains e.g domain:co.lb Tips – Reviewing Results • Tips – Top 20 are best, usually – Check % relevance – Review • Title • Domain • Sample text – Bear in mind most lists are sorted by title and keyword (not infallible) Customer (Market) Strategy • What information? – Market demand by segment, trends 100 % Served market (e.g 17% of adults) 80% 60% Internet Access 40% 20% Active visitors – Buyer be0h% aviour / characteristics – Customer attitudes A Strategy for Published MR Data 1 Use online digests of published MR data 2 Use directories of MR companies (MR portals) to visit agencies systematically 3 Visit individual MR agencies and sign up for e-mail notification 4 Government data sources Useful Information Sources 1 Companies and different business markets – Yahoo! 2 Products and services – Alta Vista 3 Local companies – Electronic Yellow Pages 4 Industry information – Yahoo Hierarchy 5 Market research data – AC Nielson, Economist Intelligence Unit, etc 6 Educational information 7 Full text electronic academic journals, abstracts and newspapers – Emerald, Proquest, etc Implications of finding information • Since a great number of sources are used to find information, a company promoting its web site should be represented on as many as possible • Information contained on web sites should be available to users of different behavioral patterns • The of push techniques such as email newsletters should not be underestimated as a means of communicating with business customers ... Strategy • What information? – Market demand by segment, trends 10 0 % Served market (e.g 17 % of adults) 80 % 60 % Internet Access 40 % 20 % Active visitors – Buyer be0h% aviour / characteristics – Customer... registered Searches against company name sites Directories and 25 word description Choosing the Best Portal • Which is best? – Speed Hotbot –... Objectives • Alternative methods for searching the Internet • Information management • Marketing research strategies • Implications of finding information Alternative