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• Alternative methods for searching the
Internet
• Information management
• Marketing research strategies
• Typing in the web address of a known page
(URL)
• Search engines
• 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:
• Use special automatic tools known as
• Users can search this index by typing in
keywords to specify their interest.
• Pages containing these keywords will be
• 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
• Directories provide a structure listing of
registered web sites in different categories.
• They are similar to an electronic version of
the yellow pages.
News
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
indexed
Directory
• Which is best?
– Speed Hotbot
– Search criteria Hotbot
– Coverage Altavista, FAST NorthernLight
– Large company information Yahoo
• Use as many words as possible
• Use advanced syntax
– Place phrase in quotes
– Exclude other domains
• Tips
– Top 20 are best, usually
– Check % relevance
– Review
• Title
• Domain
• Sample text
Served market (e.g. 17% of adults)
Active visitors
• What information?
– Market demand by segment, trends
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
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
• 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