Portals : information covered Directories Search engine registered sites Search Engine Search against every word on every page. indexed Directory Searches against[r]
Trang 1Information Search
Week 4
Trang 2• Alternative methods for searching the Internet
• Information management
• Marketing research strategies
• Implications of finding information
Trang 3Alternative Methods to Find
Information
• Typing in the web address of a known page (URL)
• Search engines
• Directories (or web catalogues)
• Surfing
Trang 4Universal 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
Trang 5Search 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
Trang 6Order 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
Trang 7Directories 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
Trang 8News (personalised)
Search engines
Directories
Services:
E-commerce Recruitment
Functional e.g Yahoo, MarketSite
Vertical e.g Vertical Net Geographical e.g ThisIsX
Search Engines
Directories
Trang 9Portals : information covered
Directories
Search engine registered
sites
Search Engine Search against every word on every page indexed Directory Searches against company name and 25 word description
Unregistered
sites, inaccessible sites and databases
www.
searchenginewatch.
com
Search example
Trang 10Choosing the Best Portal
• Which is best?
– Speed Hotbot
– Search criteria Hotbot
– Coverage Altavista, FAST NorthernLight – Large company information Yahoo
– Small company information Yahoo, Yell
Trang 11Search Engines Popularity
Source: www.mediametrix.com
Trang 12Search Engines Review
Trang 13Tips – Formulating queries
• Use as many words as possible
• Use advanced syntax
– Place phrase in quotes
– Exclude other domains
e.g domain:co.lb
Trang 14Tips – 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)
Trang 15Customer (Market) Strategy
100 % 80%
60%
40%
20%
0%
Internet Access Served market (e.g 17% of adults)
Active visitors
• What information?
– Market demand by segment, trends
– Buyer behaviour / characteristics
– Customer attitudes
Trang 16A 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
Trang 17Useful 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
Trang 18Implications 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.