市场调查方法(英文版)第二章.ppt

Chapter 2Information Systems and Knowledge Management LEARNING OUTCOMES Distinguish between the concepts of data, information, and intelligence Describe the four characteristics that explain the usefulness of data Identify the purpose of research in assisting marketing operations Explain what a decision support system is and what it does Distinguish an Intranet from the Internet Information, Data, and Intelligence Data Facts or recorded measures of certain phenomena (things). Information Data formatted (structured) to support decision making or define the relationship between two facts. Market intelligence The subset of data and information that actually has some explanatory power enabling effective decisions to be made. EXHIBIT 2.1 Data, Information, Intelligence The Characteristics of Valuable Information Relevance The characteristics of data reflecting how pertinent these particular facts are to the situation at hand. Data Quality The degree to which data represent the true situation. Timeliness Means that the data are current enough to still be relevant. Information Completeness Having the right amount of information. Global Information Systems Global Information System An organized collection of computer hardware, communication equipment, software, data, and personnel. Designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activities. Decision Support Systems Decision Support System (DSS) Helps decision makers confront problems through direct interaction with computerized databases and analytical software programs. Stores data and transform them into organized information that is easily accessible to marketing managers. Components of a Decision Support System Databases Software programs EXHIBIT 2.2 Decision Support System Decision Support System Components (cont’d) Customer Relationship Management (CRM) A system for bringing together many important pieces of information: Customer profiles, sales,