Transcript Chapter 2
Internet Marketing Intelligence Chapter 2 Internet Search and Research Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-1 Objectives • Introduce some of the most comprehensive web sites, enabling access to virtually any of the tens of thousands of search utilities on the Internet. • Provide information about the operations and applications of search utilities. • Give an overview of the steps and search utilities available to conduct various types of research. • Provide methods and resources available to teach and improve users’ Internet search and research techniques. Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-2 Some Key Websites • Searchability.com http://www.searchability.com/ • Search Engines Worldwide http://www.twics.com/~takakuwa/search/s earch.html/ • Search Engine Watch http://www.searchenginewatch.com/ Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-3 In The Beginning ... • Archie, created by Alan Emtage in 1990 • Veronica, created by University of Nevada System Computing Services Group • World Wide Web Wanderer, created by Matthew Gray (the first web database) • ALIWEB, created by Martijn Koster in October 1993 (an Archie-like indexing of the web) • December, 1993, three search engines powered by robots: • JumpStation • World Wide Web Worm • Repository-Based Software Engineering (RBSE) • EINet Galaxy, Jan 1994 (the oldest browseable/searchable web) • Yahoo!, created by David Filo and Jerry Yang in April 1994 Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-4 Types of Searches • Scholarly Topic • Simple Topic • General Facts and Figures Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-5 The ‘Scholarly’ Topic • Subject catalog/directories (Yahoo!) • general topics • links arranged in subject hierarchies • have to search for what you need (no organisation) • Annotated subject catalog (WebCrawler) • summaries subject to others’ interpretation • Subject guide (WWW Virtual Library) • quality web sites found quickly Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-6 The ‘Scholarly’ Topic (cont.) • Searchable index/engines (Google) • information gathered by robots • often overwhelming searches • Infomine’s Scholarly Internet resources collection http://infomine.ucr.edu/ • over 20 000 academically valuable resources Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-7 Simple Topics • Start with a searchable index • Then use a Meta-Index (Ixquick Metasearch) Ixquick Metasearch http://www.ixquick.com/ Claims to be ‘the world’s most powerful meta-search engine’, allowing searches using natural or complex Boolean language. CNET: Search.com http://www.search.com/ Can search over 800 search engines at a time for directories, storefronts, news sources and reference sites. Vivísimo http://www.vivisimo.com/ Documents are organised into clusters, avoiding lengthy lists of web sites. InfoZoid http://www.infozoid.com/ Designed to be easily used by both beginners and experienced researchers while still being flexible and functional. Query Server http://www.queryserver.com/ Currently provides the following types of search pages: web, news, health, money and government. Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-8 Simple Topics • WebFerret http://www.ferretsoft.com or http://www.zdnet.com/ferret/index.html provides a free meta-search utility. • Will search up to 20 search engines (based on user preference). • Results can be ranked according to relevance and can be displayed in a web browser. • The user can dictate the sections of a web site to be searched for a match to the search string entry and can select the search string entry format and dictate how the search handles duplicate URLs, titles and hosts. Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-9 General Facts and Figures • Reference Room (similar to a physical library!) • The Internet Public Library http://www.ipl.org/ • Galaxy http://www.galaxy.com/ • Specialised Directories (for access to specialised information like email addresses) • Bigfoot http://www.bigfoot.com • Topica http://www.topica.com/ • 555-1212.com http://www.555-1212.com/ Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-10 Search Techniques • Boolean operators • and, or, not, and not, near • Word stems and wildcards • consume* for consumed, consumer, consumerism, consumerist, consumers, and consumes • Stop words/stoplist words • a, about, and, as, before, of, if, in, is, it, never, etc. • Spelling • Misspelling, regional and international differences (e.g. British as opposed to Australian spelling) Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-11 Outsourcing a Search • Hire a firm to: • conduct market research studies • produce intelligence reports • provide market analyses • perform customer satisfaction studies Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-12 Summary • The ability to easily and quickly find key documents and relevant data is a requisite skill for any knowledge seeker in the information age. • It is important not to get caught in a rut. Try new techniques/engines, as it benefits every Internet user to understand the fundamentals of constructing the most accurate and effective online queries. Copyright 2003 McGraw-Hill Australia Pty Ltd PPTs t/a Internet Marketing Intelligence by Edward Forrest 2-13