Definition and Strategy

Total Page:16

File Type:pdf, Size:1020Kb

Definition and Strategy chapter1 2/17/2004 13:3:18 Page 1 1 Definition and Strategy Imagine trying to run a profitable business without reliable mar- ket research. It would be like trying to drive a car blindfolded. You sit in the driver’s seat with your hands on the wheel, but you can’t see the potholes, the curves, or any part of the road ahead. You can’t see what kind of traffic is coming toward you, and you can’t tell what the other drivers are doing. To arrive safely at your destination would require either incredible luck or nothing short of a miracle. Market research offers business managers a picture of the environment in which they operate. It is the eyes and ears, the map and the traffic report of the entrepreneur. Market research gives decision makers an awareness of the road and the traffic; it tells them what cross streets to anticipate, which turn to take at the intersection, whether the traffic copter is circling overhead and what to do about it, and what kind of weather to expect for the journey. Good market research can thus facilitate informed deci- sion making. What does market research cover? Broadly speaking, it covers the market and the industry. Markets are “all people who have a specific, unsatisfied need or want and are willing and able to purchase a product or service to satisfy that need.”1 An industry includes those organizations striving to meet the needs of a mar- ket. In his 1980 classic book called Competitive Strategy: Techniques for Analyzing Industries and Competitors, Michael Porter defines an industry as “the group of firms producing products that are close substitutes for each other.”2 Within an industry, importers, suppli- ers, manufacturers, and distributors (all of which generally mani- fest themselves as companies) come together to bring goods and services to the target market or target customer. To understand a 1. Nitin Nohria, The Portable MBA Desk Reference, 2nd ed. (New York: John Wiley & Sons, 1998), 245. 2. Michael Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors (New York: Free Press, 1980), 5. 1 chapter1 2/27/2004 15:59:39 Page 2 Introduction to Online Market & Industry Research target market, the researcher must understand the industry within which it fits. Conversely, to understand an industry, the researcher must comprehend the markets that the industry serves. Figure 1-1 illustrates how the pieces of the industry/market puzzle come together in one particular case. Product managers, sales representatives, market researchers, competitive-intelligence professionals, business development spe- cialists, and technical writers, as well as presidents, chief executive officers, chief financial officers, and investor relations personnel all need market and industry research. Who gathers this market and industry information depends on the situation; librarians, market research personnel, and competitive-intelligence profes- sionals within companies all conduct market and industry research. At one time or another, however, most business profes- sionals do their own market or industry research. This book pro- vides workable search strategies and valuable source information that can facilitate research in just about any industry, whether you are a novice or a seasoned researcher. You can use the techniques outlined here to guide any market search, and ideally, they will lead you to the most useful and cost-effective sources. Market and industry research is used within companies and enterprises to enlighten tactical decision making and to develop longer-range strategic marketing plans, which in turn guides prod- uct development, business development, product positioning, product price, technology, distribution, and promotion. This vol- ume will help you conduct effective market and industry research to facilitate informed decision making in your organization. Chapter One offers an overview of the issues surrounding good market and industry research, and puts the research process into a larger context by explaining the types of sources available and how information is gathered and distributed. In this introductory chap- ter you will discover how to define the research problem and identify the questions that require answers. You will learn search strategies based upon the type of information you need and where that information might be found. You will learn about major information suppliers and gain insights into how to choose between them, as well as how to create an effective search state- ment for each of the online environments you search. The chapter concludes with guidance on how to assemble the search results and illustrates what a final report might look like. 2 chapter1 2/24/2004 16:28:13 Page 3 Figure 1-1. Market Segmentation: American Airlines— Admiral’s Club Companies Market Serving the Target Industries Sectors Segments Market Products Customers Positioning Construction Shipping Vacation American AAdvantage Business Value/price travel Program travelers Transportation Automobile United Luxury Commuter Affinity Wealthy Manufacturing Air Northwest Credit Card families Membership Regional discounts Finance, Train Delta First Class International Insurance International travelers Quiet Bus Southwest Admiral’s Information Domestic Club First Class Free Chapter 1 Ships travelers beverages Public Administration Phone etc. Computer Definition and Strategy access 3 chapter1 2/27/2004 15:59:43 Page 4 Introduction to Online Market & Industry Research Chapter Two offers a detailed case study. In this chapter, the researcher recounts an actual research project from the initial request through the final report. In an interesting narrative the researcher describes the initial request, the project definition process, and the step-by-step research process. The information was used to guide a country club board of directors (the client) on how to better serve their members (the customers), how to attract new members, and how to best manage the club’s physical plant. The board of directors and president wanted to understand the industry and the marketplace as they set policy and developed plans for their organization. The case study illustrates the pro- cesses described in Chapter One. To illustrate practical solutions to real-life research problems, Chapter Three presents a series of detailed problems, each with a proposed solution. These problems come from the experience of professional business researchers, and they reflect the choices and strategies made to keep the project on time and within budget. The problems and solutions included in Chapter Three illustrate how to research many of the topics outlined in Helen Burwell’s industry study template (described in Chapter One). Seasoned researchers know that there are hundreds of online sources that can help answer market and industry research ques- tions. Chapter Four contains valuable descriptions and assess- ments of the most frequently used sources. This final chapter serves as a reference that may prove useful as you select the best sources for specific types of information in your future research. Together, these chapters provide a wide range of tools for market and industry researchers, from general principles to spe- cific examples and tips. Now, let’s turn to an outline of the research process. THE RESEARCH CYCLE In Online Competitive Intelligence, Helen Burwell offers an excellent Industry Study Template that can serve as a checklist for an indus- try study or overview. Burwell’s template3 is reproduced here to illustrate the types of information needed to develop an under- standing of a market and the industry within which that market operates. 3. Helen P. Burwell, Online Competitive Intelligence (Tempe, Ariz.: Facts on Demand, 1999), 228–229. Reprinted with the permission of Facts on Demand. 4 chapter1 2/17/2004 13:3:19 Page 5 Chapter 1 Definition and Strategy ● Status of the Industry ● Relative size and scope of the industry—growing, stable, or declining? ● History of industry ● Trends in industry ● Forecasts regarding size of the industry ● SIC or NAICS codes ● Customers for Products or Services ● Customers ● Size of market ● Potential new buyers ● Directions in the market ● Import penetration ● Forecasts for market ● Distribution methods ● Market/Marketing Issues ● Scope of products ● Brand loyalty ● Product leader description ● Product differentiation ● Alternate products/services ● Complementary products ● Quality continuum ● Marketing media used ● Price structure ● Price margins ● Manufactured Goods Issues ● Technology in use ● Technological trends ● Industry innovations ● Emerging technologies ● Service Business Issues ● Scope of services ● Level of services ● Fiscal Matters ● Changes that may affect supplier prices ● Legislation/regulations ● Availability of raw materials ● Other sales by major product type 5 chapter1 2/27/2004 15:59:46 Page 6 Introduction to Online Market & Industry Research ● Productivity-Related Matters ● Manufacturing Rates ● Efficiency levels ● Product innovation This is a lot of information! How does the market researcher get a handle on it all, much less find it, assess it, organize it, and present it? The Research Cycle, shown in Figure 1-2, illustrates the market research process. Generally, the first thing to happen is that someone in the company (the client) identifies an information need. Through the steps that follow (either formally or infor- mally), the research question must be clearly understood by the researcher. A search strategy is created and implemented, and the results
Recommended publications
  • How to Choose a Search Engine Or Directory
    How to Choose a Search Engine or Directory Fields & File Types If you want to search for... Choose... Audio/Music AllTheWeb | AltaVista | Dogpile | Fazzle | FindSounds.com | Lycos Music Downloads | Lycos Multimedia Search | Singingfish Date last modified AllTheWeb Advanced Search | AltaVista Advanced Web Search | Exalead Advanced Search | Google Advanced Search | HotBot Advanced Search | Teoma Advanced Search | Yahoo Advanced Web Search Domain/Site/URL AllTheWeb Advanced Search | AltaVista Advanced Web Search | AOL Advanced Search | Google Advanced Search | Lycos Advanced Search | MSN Search Search Builder | SearchEdu.com | Teoma Advanced Search | Yahoo Advanced Web Search File Format AllTheWeb Advanced Web Search | AltaVista Advanced Web Search | AOL Advanced Search | Exalead Advanced Search | Yahoo Advanced Web Search Geographic location Exalead Advanced Search | HotBot Advanced Search | Lycos Advanced Search | MSN Search Search Builder | Teoma Advanced Search | Yahoo Advanced Web Search Images AllTheWeb | AltaVista | The Amazing Picture Machine | Ditto | Dogpile | Fazzle | Google Image Search | IceRocket | Ixquick | Mamma | Picsearch Language AllTheWeb Advanced Web Search | AOL Advanced Search | Exalead Advanced Search | Google Language Tools | HotBot Advanced Search | iBoogie Advanced Web Search | Lycos Advanced Search | MSN Search Search Builder | Teoma Advanced Search | Yahoo Advanced Web Search Multimedia & video All TheWeb | AltaVista | Dogpile | Fazzle | IceRocket | Singingfish | Yahoo Video Search Page Title/URL AOL Advanced
    [Show full text]
  • BUEC Buzz Archive (1999-2005)
    BUEC Buzz: Archive (1999-2005) Simon Fraser University Library SFU.CA Burnaby | Surrey | Vancouver SFU Online | A-Z Links | SFU Search Home My Library Help Find Library Search Home › Help › Subject Guides › Business Administration › BUEC Buzz › BUEC BUZZ Issue -= BUEC BUZZ: Information Resources in Business and Economics (#993-1) =- **Announcing the first issue of BUEC BUZZ: Information Resources in Business and Economics.** Details about this newsletter follow, but the summary version is that I have created it as a means of informing the faculty and graduate students in Business and Economics of the many relevant information resources that I use as I help people with their research every day. I will generally send new issues out on a weekly basis, although this schedule may stretch to bi-weekly depending on how much I have to say and how busy I am. No action is required of you. Just delete or archive these messages as you see fit. On the other hand, suggestions about resources to mention for the benefit of your colleagues are always welcome. And now the details: 1. WHY is this newsletter necessary? 2. WHAT will be in this newsletter? 3. WHEN will each issue come out? 4. WHERE can I find old issues of the newsletter? 5. WHO will receive it? 6. SUGGESTIONS? ********************************************************************** **1. WHY is this newsletter necessary? As the Business/Economics Liaison Librarian, my job is to be the "library's face" for the Business Faculty and the Economics Department. That is, I am a personal contact for people in those areas who have a question about a library resource, policy, or procedure.
    [Show full text]
  • 28 Buscadores Libro.Indb
    notes fromebcenter The Converging Search Engine and Advertising Industries Av. Pearson, 21 08034 Barcelona Tel.: 93 253 42 00 Fax: 93 253 43 43 www.ebcenter.org Top Ten Technologies Project The Converging Search Engine and Advertising Industries Authors: Prof. Brian Subirana, Information Systems, IESE Business School David Wright, research Assistant, e-business Center Pwc&IESE Editors: Larisa Tatge and Cristina Puig www.ebcenter.org This dossier is part of the Top Ten Technologies Project. For more information please visit http://www.ebcenter.org/topten You can an also find other projects at http://www.ebcenter.org/proyectos e-business Center PwC&IESE edits a newsletter every fifteen days, available at www.ebcenter.org © 2007. e-business Center PricewaterhouseCoopers & IESE. All rights reserved. notes fromebcenter The Converging Search Engine and Advertising Industries Authors: Prof. Brian Subirana, Information Systems, IESE Business School David Wright, Research assistant, e-business Center Pwc&IESE notes fromebcenter Table of Contents Executive Summary ..5 Introduction ..7 1. Technology Description ..9 1.1. History of Text-Based Search Engines ..9 1.2. Description of Applications ..9 1.3. Substitute Products ..11 2. Description of the Firms ..13 2.1. Search Engines and Their Technology ..14 2.2. Competitive Forces ..17 2.3. Consumer Preferences in Search ..22 2.4. New Search Technologies ..23 2.5. Search-Engine Optimization ..25 3. Affected Sectors ..27 3.1. Advertising ..27 3.2. Search-Engine Advertising ..28 3.3. How Search Advertising Works ..32 3.4. Digital Intermediaries ..38 3.5. Original Equipment Manufacturers (OEMs) ..39 3.6. Software and Applications Providers ..39 3.7.
    [Show full text]
  • Building an Open Source Meta-Search Engine
    Building an Open Source Meta-Search Engine A. Gulli A. Signorini Dipartimento di Informatica, University of Pisa University of Iowa, Computer Science [email protected] [email protected] ABSTRACT In the academic literature, there are many proposals for In this short paper we introduce Helios, a flexible and effi- meta-searching. [9] proposes to work by downloading the cient open source meta-search engine. Helios currently runs individual documents, rather than working with the list of on the top of 18 search engines (in Web, Books, News, and snippets returned by search engines. This approach has ev- Academic publication domains), but additional search en- ident performance problems. [10] reports a survey of tech- gines can be easily plugged in. We also report some perfor- niques that have been proposed to tackle several underlying mance mesured during its development. challenges in building a meta-search engine. [5] discusses methods for improving answer relevance in meta-search en- Categories and Subject Descriptors gines. [11, 12, 6] propose several strategies for combining H.3.3 [Information Storage And Retrieval]: Informa- the ranked results returned from multiple search engines. tion Search and Retrieval Our contribution: In this short paper we introduce Helios, General Terms a complete meta-search engine for retrieving, parsing, merg- Design, Experimentation, Measurement ing, and reporting results provided by many search engines. Our contributions are the followings: Keywords (1) Helios is a full working open-source meta-search engine Meta Search Engines, Open Source available at http://www.cs.uiowa.edu/∼asignori/helios/. Dif- ferent research groups can use the system to interact with 1.
    [Show full text]
  • Comparison of Web Search Engines Using User-Based Metrics in Survey Statistics *Ogunyinka, P
    Futo Journal Series (FUTOJNLS) e-ISSN : 2476-8456 p-ISSN : 2467-8325 Volume-6, Issue-2, pp- 190 - 200 www.futojnls.org Research Paper December 2020 Comparison of web search engines using user-based metrics in survey statistics *Ogunyinka, P. I.1, Aigbogun, L. I.1, Iheanyichukwu, B. F.2, Ekundayo, O. M.3, Banjo, O.1, Olubanwo, O. O.1 and Dehinsilu, O. A.1 1Department of Mathematical Sciences, Olabisi Onabanjo University, Ago-Iwoye, Ogun State, Nigeria. 2Olabisi Onabanjo University Library, Olabisi Onabanjo University, Ago-Iwoye, Ogun State, Nigeria. 3Department of Computer Science, Federal University of Technology, Akure, Ondo State, Nigeria. *Corresponding Author’s Email: [email protected] Abstract Different web search engines had been rated based on different metrics. However, almost none had considered the search query length, the retrieved quantity and retrieval time for evaluation of web search engines. This study had rated five web search engines (Google, Yahoo, WOW, AOL and Bing) using non-parametric Kruskal-Wallis test for significant mean difference and single-phase sampling for regression estimation and examination of internal error. The retrieval time was used as the study variable while the retrieved quantity of the organic search results and the search query length were used as the auxiliary variables. The correlation coefficient, mean square error, percentage coefficient of variation and percentage relative efficiency were used for the evaluation and comparison of the estimated population mean of the retrieval time. Results revealed that Google was the most rated web search engine with the highest significant retrieved quantity and significant retrieval time while Bing was the least rated web search engine.
    [Show full text]
  • Internet Debate Research Rich Edwards, Baylor University 2012
    Internet Debate Research Rich Edwards, Baylor University 2012 Terms Internet Provider: The commercial service used to establish a connection to the Internet. Examples of a service provider are America Online, Sprint, ATT, MSN, Road Runner, etc. Internet Browser: The software used to manipulate information on the Internet. The four major browsers in use are Chrome (the Google product), Mozilla Firefox (the successor to Netscape), Safari (the Apple product) and Internet Explorer (the Microsoft product). Each type of browser will give you access to the same group of search engines, which is the main thing you will care about. Firefox has one feature that other browsers lack: it can report to you the last revision date of a Web page (select “Page Info” from the top “Tools” menu to access this function). I teach debaters that a Web page may be dated from the last revision date if no other date is shown on the page; Internet Explorer, Chrome and Safari offer no way to know this date. URL: This stands for Universal Resource Locator. It is the http://www.baylor.edu etc. Internet Search Engine: The software used to search for information on the Internet. You will use the same group of search engines, regardless of which browser (Explorer, Firefox, Chrome, or Safari) you may be using. Examples of search engines are Google, Bing (formerly Microsoft Live), AllTheWeb, HotBot, Teoma, InfoSeek, Yahoo, Excite, LookSmart, and AltaVista. I have described the strengths and weaknesses of the various search engines in later paragraphs. My personal favorites are Google and Bing for policy debate research and the Yahoo Directory Search for Lincoln Douglas research.
    [Show full text]
  • List of Search Engines
    A blog network is a group of blogs that are connected to each other in a network. A blog network can either be a group of loosely connected blogs, or a group of blogs that are owned by the same company. The purpose of such a network is usually to promote the other blogs in the same network and therefore increase the advertising revenue generated from online advertising on the blogs.[1] List of search engines From Wikipedia, the free encyclopedia For knowing popular web search engines see, see Most popular Internet search engines. This is a list of search engines, including web search engines, selection-based search engines, metasearch engines, desktop search tools, and web portals and vertical market websites that have a search facility for online databases. Contents 1 By content/topic o 1.1 General o 1.2 P2P search engines o 1.3 Metasearch engines o 1.4 Geographically limited scope o 1.5 Semantic o 1.6 Accountancy o 1.7 Business o 1.8 Computers o 1.9 Enterprise o 1.10 Fashion o 1.11 Food/Recipes o 1.12 Genealogy o 1.13 Mobile/Handheld o 1.14 Job o 1.15 Legal o 1.16 Medical o 1.17 News o 1.18 People o 1.19 Real estate / property o 1.20 Television o 1.21 Video Games 2 By information type o 2.1 Forum o 2.2 Blog o 2.3 Multimedia o 2.4 Source code o 2.5 BitTorrent o 2.6 Email o 2.7 Maps o 2.8 Price o 2.9 Question and answer .
    [Show full text]
  • Health Tips Bypass Telephone Menus Search Engines Web Tricks
    ISSUE 2 VOLUME 3 February 200 9 ADDRESSING THE NEEDS OF PERSONAL COMPUTER USERSsafe WHO FREQUENT THE INTERNET, WITH SPECIAL EMPHASIS ON GIST SUPPORT GROUP MEMBERS. surfing HEALTH TIPS BYPASS TELEPHONE MENUS SEARCH ENGINES WEB TRICKS Health Tips I apologize for straying from strictly computer- related and internet- related issues. But, as I encounter important information that might be useful, I feel compelled to share it. And what better way to share than on the internet? So that’s how I justify covering some of these not-strictly-internet-related issues in these pages. Bottom Line I used to subscribe to a newsletter called Bottom Line. I found it entertaining and very enlightening. So when the publishers started producing a companion newsletter sense of balance to be both one of the best ways called Bottom Line – Health , I subscribed to that too. I to avoid injury through falls and one of the key already had subscriptions to a number of other measures of physical well-being. Balance can be publications such as Consumer Reports, PC Magazine practiced and improved and Yoga is one easy way to do that. You may recall that the WII game system has a WII Fit board and Yoga exercises that make exercising fun. Another way to and Men’s Health, so I soon became inundated and never practice balance is to stand on one foot while caught up. So I dropped virtually all of my subscriptions. moving the other leg around, bent at the knee. But every now and then one of the publishers sends me a Shoot for the best time, trying for a number of flyer trying to get me to subscribe again and I minutes and then try it with your eyes closed.
    [Show full text]
  • Web Searching: a Quality Measurement Perspective
    View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by E-LIS repository Web Searching: A Quality Measurement Perspective to appear in: Zimmer, M.; Spink, A. (eds.): Web Search: Interdisciplinary perspec- tives. Dordrecht: Spinger, 2007. Dirk Lewandowski Hamburg University of Applied Sciences, Department Information, Ber- liner Tor 5, D – 20099 Hamburg, Germany. E-Mail: [email protected] Nadine Höchstötter Institute for Decision Theory and Management Science, Universitaet Karlsruhe (TH), Kaiserstrasse 12, D - 76128 Karlsruhe, Germany. E-mail: [email protected] Abstract The purpose of this paper is to describe various quality measures for search engines and to ask whether these are suitable. We especially focus on user needs and their use of web search engines. The paper presents an extensive literature review and a first quality measurement model, as well. Findings include that search engine quality can not be measured by just re- trieval effectiveness (the quality of the results), but should also consider index quality, the quality of the search features and search engine usability. For each of these sections, empirical results from studies conducted in the past, as well as from our own research are presented. These results have implications for the evaluation of search engines and for the development of better search systems that give the user the best possible search experi- ence. Introduction Web search engines have become important for information seeking in many different contexts (e.g., personal, business, and scientific). Research questions not answered satisfactorily are, as of now, how well these en- gines perform regarding user expectations and what measures should be used to get an overall picture of search engine quality.
    [Show full text]
  • Download Download
    International Journal of Management & Information Systems – Fourth Quarter 2011 Volume 15, Number 4 History Of Search Engines Tom Seymour, Minot State University, USA Dean Frantsvog, Minot State University, USA Satheesh Kumar, Minot State University, USA ABSTRACT As the number of sites on the Web increased in the mid-to-late 90s, search engines started appearing to help people find information quickly. Search engines developed business models to finance their services, such as pay per click programs offered by Open Text in 1996 and then Goto.com in 1998. Goto.com later changed its name to Overture in 2001, and was purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers through Yahoo! Search Marketing. Google also began to offer advertisements on search results pages in 2000 through the Google Ad Words program. By 2007, pay-per-click programs proved to be primary money-makers for search engines. In a market dominated by Google, in 2009 Yahoo! and Microsoft announced the intention to forge an alliance. The Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US and Europe in February 2010. Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising opportunities offered by search engines, and new agencies focusing primarily upon marketing and advertising through search engines emerged. The term "Search Engine Marketing" was proposed by Danny Sullivan in 2001 to cover the spectrum of activities involved in performing SEO, managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals.
    [Show full text]
  • Indexing the World Wide Web: the Journey So Far Abhishek Das Google Inc., USA Ankit Jain Google Inc., USA
    Indexing The World Wide Web: The Journey So Far Abhishek Das Google Inc., USA Ankit Jain Google Inc., USA ABSTRACT In this chapter, we describe the key indexing components of today’s web search engines. As the World Wide Web has grown, the systems and methods for indexing have changed significantly. We present the data structures used, the features extracted, the infrastructure needed, and the options available for designing a brand new search engine. We highlight techniques that improve relevance of results, discuss trade-offs to best utilize machine resources, and cover distributed processing concept in this context. In particular, we delve into the topics of indexing phrases instead of terms, storage in memory vs. on disk, and data partitioning. We will finish with some thoughts on information organization for the newly emerging data-forms. INTRODUCTION The World Wide Web is considered to be the greatest breakthrough in telecommunications after the telephone. Quoting the new media reader from MIT press [Wardrip-Fruin , 2003]: “The World-Wide Web (W3) was developed to be a pool of human knowledge, and human culture, which would allow collaborators in remote sites to share their ideas and all aspects of a common project.” The last two decades have witnessed many significant attempts to make this knowledge “discoverable”. These attempts broadly fall into two categories: (1) classification of webpages in hierarchical categories (directory structure), championed by the likes of Yahoo! and Open Directory Project; (2) full-text index search engines such as Excite, AltaVista, and Google. The former is an intuitive method of arranging web pages, where subject-matter experts collect and annotate pages for each category, much like books are classified in a library.
    [Show full text]
  • Readingsample
    Information Science and Knowledge Management 14 Web Search Multidisciplinary Perspectives Bearbeitet von Amanda Spink, Michael Zimmer 1. Auflage 2008. Buch. xii, 352 S. Hardcover ISBN 978 3 540 75828 0 Format (B x L): 15,5 x 23,5 cm Gewicht: 703 g Weitere Fachgebiete > EDV, Informatik > EDV, Informatik: Allgemeines, Moderne Kommunikation > Soziale, sicherheitstechnische, ethische Aspekte Zu Inhaltsverzeichnis schnell und portofrei erhältlich bei Die Online-Fachbuchhandlung beck-shop.de ist spezialisiert auf Fachbücher, insbesondere Recht, Steuern und Wirtschaft. Im Sortiment finden Sie alle Medien (Bücher, Zeitschriften, CDs, eBooks, etc.) aller Verlage. Ergänzt wird das Programm durch Services wie Neuerscheinungsdienst oder Zusammenstellungen von Büchern zu Sonderpreisen. Der Shop führt mehr als 8 Millionen Produkte. 16 Web Searching: A Quality Measurement Perspective D. Lewandowski and N. Höchstötter Summary The purpose of this paper is to describe various quality measures for search engines and to ask whether these are suitable. We especially focus on user needs and their use of Web search engines. The paper presents an extensive litera- ture review and a first quality measurement model, as well. Findings include that Web search engine quality can not be measured by just retrieval effectiveness (the quality of the results), but should also consider index quality, the quality of the search features and Web search engine usability . For each of these sections, empiri- cal results from studies conducted in the past, as well as from our own research are presented. These results have implications for the evaluation of Web search engines and for the development of better search systems that give the user the best possible search experience.
    [Show full text]