1. Information Search
Week 4

2. Objectives Alternative methods for searching the Internet
Information management
Marketing research strategies
Implications of finding information

3. Alternative Methods to Find Information
Typing in the web address of a known page (URL)
Search engines
Directories (or web catalogues)
Surfing

4. 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:

5. 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.

6. 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

7. 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.

8. Functional e.g. Yahoo, MarketSite
Search Engines
Directories
Functional e.g. Yahoo, MarketSite
Vertical e.g. Vertical Net
Geographical e.g. ThisIsX

9. Portals : information covered
www.
searchenginewatch.
com
Search example

10. 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

11. Search Engines Popularity
Source:

12. Search Engines Review
Source:

13. Tips – Formulating queries
Use as many words as possible
Use advanced syntax
Place phrase in quotes
Exclude other domains e.g. domain:co.lb

14. Tips – Reviewing Results
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)

15. Customer (Market) Strategy
What information?
Market demand by segment, trends
Buyer behaviour / characteristics
Customer attitudes
Internet Access
Served market (e.g. 17% of adults)
Active visitors

16. A Strategy for Published MR Data
Use online digests of published MR data
Use directories of MR companies (MR portals) to visit agencies systematically
3. Visit individual MR agencies and sign up for notification
Government data sources

17. Useful Information Sources
Companies and different business markets – Yahoo!
Products and services – Alta Vista
Local companies – Electronic Yellow Pages
Industry information – Yahoo Hierarchy
Market research data – AC Nielson, Economist Intelligence Unit, etc
Educational information
Full text electronic academic journals, abstracts and newspapers – Emerald, Proquest, etc

18. 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 newsletters should not be underestimated as a means of communicating with business customers.