文档介绍：Exploring Marketing Research William G. Zikmund
Chapter 2:
Global Information Systems
Global Information System
Global Information System
anized collection puter hardware, communication equipment, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activities.
Data versus Information
Data—the raw facts—record measures of certain phenomena which are necessary to provide
Information—facts in a form suitable for managers to base decisions on
Characteristics of Valuable Information
Relevance
Quality
pleteness
A set puter programs that store raw data and transform it into accessible information. A decision support system has ponents:
Database
Software
Decision Support Systems
Database
A database is a collection of raw data arranged logically anized in a form that can be stored and processed by puter
Data Warehousing
Information management term
The process that allows information from operational systems to be stored anized into separate systems for simple access
Software
Various types of programs that puters, printers, and other hardware what to do
Software allows managers bine and restructure databases, diagnose relationships, build analytical models, estimate variables, and otherwise analyze the various databases
Four Major Sources of Input for a Decision Support System
Internal records
Proprietary marketing research
Marketing intelligence
Outside vendors and external distributors