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Information Search

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Objectives

• Alternative methods for searching the
Internet

• Information management

• Marketing research strategies

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Alternative Methods to Find

Information

• Typing in the web address of a known page
(URL)

• Search engines

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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:

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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

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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

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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.

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Portal

News

(personalised)
Search engines

Directories

Services:
E-commerce

Recruitment

<b>Functional e.g. Yahoo, MarketSite</b>
<b>Vertical e.g. Vertical Net</b>

<b>Geographical e.g. ThisIsX</b>

Search Engines

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Portals : information covered

Directories
Search
engine
registered
sites
Search Engine
Search against
every word on
every page

indexed
Directory

Searches against

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Choosing the Best Portal

• Which is best?

– Speed  Hotbot

– Search criteria  Hotbot

– Coverage  Altavista, FAST NorthernLight
– Large company information  Yahoo

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Tips – Formulating queries

• Use as many words as possible
• Use advanced syntax

– Place phrase in quotes
– Exclude other domains

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Tips – Reviewing Results

• Tips

– Top 20 are best, usually
– Check % relevance

– Review

• Title

• Domain
• Sample text

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Customer (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

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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

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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

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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

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