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1、ExploringMarketingResearchWilliamG.ZikmundChapter2:GlobalInformationSystemsGlobalInformationSystemGlobalInformationSystemAnorganizedcollectionofcomputerhardware,communicationequipment,software,data,andpersonneldesignedtocapture,store,update,manipulate,analyze,andimmediatelydisplayin
2、formationaboutworldwidebusinessactivities.DataversusInformationData—therawfacts—recordmeasuresofcertainphenomenawhicharenecessarytoprovideInformation—factsinaformsuitableformanagerstobasedecisionsonCharacteristicsofValuableInformationRelevanceQualityTimelinessCompletenessAsetofcomput
3、erprogramsthatstorerawdataandtransformitintoaccessibleinformation.Adecisionsupportsystemhastwocomponents:DatabaseSoftwareDecisionSupportSystemsDatabaseAdatabaseisacollectionofrawdataarrangedlogicallyandorganizedinaformthatcanbestoredandprocessedbyacomputerDataWarehousingInformationma
4、nagementtermTheprocessthatallowsinformationfromoperationalsystemstobestoredandorganizedintoseparatesystemsforsimpleaccessSoftwareVarioustypesofprogramsthattellcomputers,printers,andotherhardwarewhattodoSoftwareallowsmanagerstocombineandrestructuredatabases,diagnoserelationships,build
5、analyticalmodels,estimatevariables,andotherwiseanalyzethevariousdatabasesFourMajorSourcesofInputforaDecisionSupportSystemInternalrecordsProprietarymarketingresearchMarketingintelligenceOutsidevendorsandexternaldistributorsInternalRecordsInternalrecordsthatmaybecomeusefulinformationfo
6、rmarketingmanagers.Accountingreportsofsalesandinventoryfigures,provideconsiderabledata.Dataaboutcosts,shipments,inventory,sales,andotheraspectsofregularoperationsareroutinelycollectedandenteredintothecomputer.MarketingIntelligenceAmarketingintelligencesystemconsistsofanetworkofsource
7、sandregularproceduresbywhichmarketingexecutivesobtaineverydayinformationaboutnonrecurringdevelopmentsintheexternalmarketingenvironment.OutsideVendorsandExternalDistributorsDistributorsofmarketinformationastheirproducts.Manyorganizationsspecializeinthecollectionandpublicationofhigh-qu
8、alityinforma