Suchmaschinenkompetenz Was Wissen Wir Wirklich Über Suchmaschinen? – Eine Untersuchung Am Beispiel Von Google

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Suchmaschinenkompetenz Was Wissen Wir Wirklich Über Suchmaschinen? – Eine Untersuchung Am Beispiel Von Google Suchmaschinenkompetenz Was wissen wir wirklich über Suchmaschinen? – Eine Untersuchung am Beispiel von Google von Martin Gaulke Wissenschaftliche Arbeit vorgelegt an der Fakultät für Wirtschaft und Recht zur Erlangung des Titels "Master of Art in Communication Management" Betreuende Prüferin: Prof. Dr. E. Theobald Fakultät für Wirtschaft und Recht Hochschule Pforzheim 14.05.2008 www.suchmaschinenkompetenz.de INHALTSVERZEICHNIS I A. INHALTSVERZEICHNIS A. INHALTSVERZEICHNIS ........................................................................................ I B. ABBILDUNGSVERZEICHNIS .............................................................................. IV C. TABELLENVERZEICHNIS.................................................................................... V D. ANHANGSVERZEICHNIS.................................................................................... VI E. ABKÜRZUNGSVERZEICHNIS............................................................................ VII TEIL I: EINFÜHRUNG 1 Einleitung ............................................................................................. 1 1.1 Eingrenzung des Forschungsgebietes .................................................. 3 1.2 Ziel der Arbeit ........................................................................................ 6 1.3 Aufbau der Arbeit................................................................................... 8 TEIL II: DESK RESEARCH 2 Suchdienste im Internet.................................................................... 10 2.1 Klassifikation und Definition der Suchdienste...................................... 10 2.1.1 Verzeichnisse ...................................................................................... 10 2.1.2 Suchmaschinen................................................................................... 12 2.1.3 Metasuchmaschinen............................................................................ 14 2.1.4 Spezielle Suchdienste ......................................................................... 15 3 Funktionsweisen von Suchmaschinen............................................ 17 3.1 Web-Robot-System: Beschaffung und Analyse der Daten .................. 18 3.2 Information Retrieval System: Aufbereitung und Analyse der Daten ... 19 3.2.1 Datennormalisierung und Dokumentenanalyse ................................... 19 3.2.2 Bildung von durchsuchbaren Datenstrukturen (Indexierung)............... 21 3.3 Query Processor: Ranking und Aufbau der Ergebnislisten.................. 22 4 Der Online-Markt in Deutschland ..................................................... 23 4.1 Der Markt der Suchdienste.................................................................. 23 4.2 Der Online-Werbemarkt....................................................................... 28 5 Das Phänomen des Google Imperiums ........................................... 30 5.1 Geschäftsmodell und Geschäftszahlen ............................................... 32 5.2 Unternehmenskultur und Gründe für den Unternehmenserfolg........... 35 5.3 Aktuelle strategische Entwicklungstendenzen..................................... 37 INHALTSVERZEICHNIS II 6 Probleme und Gefahren bei Suchdiensten ..................................... 45 6.1 Technische bzw. qualitative Probleme bei Suchmaschinen ................ 46 6.1.1 Willkürliche Rangfolge und mangelnde Transparenz der Suchkriterien46 6.1.2 Externe Manipulation........................................................................... 47 6.1.3 Interne Manipulation durch Suchmaschinenbetreiber.......................... 49 6.1.4 Die Deep-Web-Problematik................................................................. 49 6.1.5 Aktualität der Suchergebnisse............................................................. 50 6.2 Gesellschaftlich-politische Probleme bei Suchmaschinen................... 51 6.2.1 Rechenschaftspflichten und Kontrollinstanzen .................................... 51 6.2.2 Persönliche Daten und Systemsicherheit im Internet .......................... 53 6.2.3 Jugendschutz ...................................................................................... 54 6.2.4 Auswirkungen auf den Journalismus ................................................... 55 6.3 Wirtschaftliche Probleme bei Suchmaschinen..................................... 58 6.3.1 Klickbetrug........................................................................................... 58 6.3.2 Fehlende Regulierung und Marktmacht............................................... 60 6.4 Datenschutzrechtliche Probleme bei Suchmaschinen......................... 61 6.4.1 Google-Produkte ................................................................................. 63 6.4.2 Datenspeicherung im Ausland............................................................. 67 7 Ergebnisse bisheriger Studien zur Suchmaschinenkompetenz ... 68 7.1 Bertelsmannstudie............................................................................... 68 7.2 Schmidt-Mänz Studie........................................................................... 72 7.3 Pew Internet & American Life Project Studie....................................... 75 7.4 Beurteilung von Webinhalten nach ZIMMERMANN et al..................... 75 7.5 Resümee über die bisherigen Erkenntnisse ........................................ 76 TEIL III: FIELD RESEARCH 8 Empirische Untersuchung ................................................................ 77 8.1 Annahmen zum Untersuchungsinhalt (Hypothesen) ........................... 77 8.2 Fragebogenaufbau .............................................................................. 78 8.3 Untersuchungsdesign und Methodendiskussion ................................. 82 8.4 Ergebnisse der Untersuchung ............................................................. 87 8.4.1 Soziodemographie der Teilnehmer...................................................... 87 8.4.2 Wissen über das Unternehmen Google............................................... 89 8.4.3 Zufriedenheit mit der Websuche von Google....................................... 92 INHALTSVERZEICHNIS III 8.4.4 Subjektive Suchmaschinenkompetenz, Nutzungshäufigkeit und Verwendung von Suchoperatoren ..................................................... 101 8.4.5 Wissen über Suchmaschinentechnologie.......................................... 104 8.4.6 Wissen über Probleme bei Suchmaschinen ...................................... 107 8.4.7 Wissen verschiedener Gruppen ........................................................ 109 8.4.7.1 Gruppierung nach subjektiver Einschätzung des eigenen Wissens .. 110 8.4.7.2 Gruppierung nach tatsächlichem Wissen über Suchmaschinen........ 112 8.4.7.3 Gruppierung nach Geschlecht........................................................... 116 8.5 Zusammenfassung der Ergebnisse ................................................... 118 TEIL IV: ERGEBNIS 9 Schlussfolgerung und Ausblick..................................................... 124 9.1 Handlungsempfehlungen für Bildungsinstitutionen............................ 124 9.2 Handlungsempfehlungen für Suchmaschinennutzer ......................... 127 9.3 Handlungsempfehlungen für die Wissenschaft.................................. 130 F. ANHANG……..…………………………………………………………………………VIII G. LITERATURVERZEICHNIS ............................................................................ XXIX H. EIDESSTATTLICHE ERKLÄRUNG ...............................................................XXXV ABBILDUNGSVERZEICHNIS IV B. ABBILDUNGSVERZEICHNIS Abbildung 1: Komponenten der Suchmaschinenkompetenz (eigene Darstellung) ..... 3 Abbildung 2: Detailinformationen eines Eintrags bei Google Maps .......................... 16 Abbildung 3: Vereinfachte Funktionsweise von Suchmaschinen.............................. 18 Abbildung 4: Prozesse der Datennormalisierung und Datenanalyse........................ 20 Abbildung 5: Beispiel für ein invertiertes Dateisystem .............................................. 21 Abbildung 6: Marktanteile von Suchmaschinen in Deutschland ............................... 23 Abbildung 7: Beziehungsgeflecht der Suchdienste................................................... 24 Abbildung 8: Google Produkte.................................................................................. 27 Abbildung 9: Online-Werbung in Deutschland 2004-2007 ....................................... 28 Abbildung 10: Google -die weltweit einflussreichste Marke...................................... 31 Abbildung 11: Entwicklung der Google-Aktie seit dem 27.08.2004 .......................... 32 Abbildung 12: Interessenlagen von Nutzern, Websiteanbietern, Suchmaschinenoptimierern und Suchmaschinenbetreibern............... 48 Abbildung 13: Inhalt eines Google-Cookie................................................................ 62 Abbildung 14: Teilstudien der Bertelsmannuntersuchung ........................................ 68 Abbildung 15: Teilstudien der Schmidt-Mänz Studie ................................................ 72 Abbildung 16: Internetbasierte Datenerhebungsverfahren: Reaktive Verfahren....... 82 Abbildung 17: Altersverteilung der Studie (N=240)................................................... 88 Abbildung 18: Berufstätigkeit der Probanden(N=240) .............................................. 89 Abbildung 19: Unternehmenswert von Google nach Einschätzung der Nutzer ........ 91 Abbildung 20: Gründe für die Nutzung der Google-Websuche (N=240)................... 93 Abbildung 21: Subjektiv empfundene
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