Marketing Research. Information Systems and Knowledge Management Dr. Zafer Erdogan. Data, Information and Knowledge. 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.
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Information Systems and Knowledge Management
Dr. Zafer Erdogan
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.
Knowledge – is a blend of information, experience, and insights that provide a framework that can be applied when assessing new information or evaluating relevant situations.
Organizations make effort to capture, organize, and share what the organizations and its employees know.
They create knowledge that is broader, deeper and richer than data or information.
Knowledge Management is the process of creating an inclusive, comprehensive, easily accessible organizational memory often called the organization’s intellectual capital.
A computer-based system that helps decision makers confront problems through direct interaction with databases and analytical software programs.
to store data and transform them into organized information that is easily accessible to marketing managers.
A database is a collection of raw data arranged logically and organized in a form that can be stored and processed by a computer. e.g. mail list, population records…
Various types of programs that tell computers, printers, and other hardware what to do
Software consists of business intelligence systems, statistical software, spreadsheet software and analytical models.
A decision support system’s business intelligence software allows managers to combine and restructure databases,
Much software helps user interaction.
All numerical, text, voice, and image data entered into the decision system.
The goal of the CRM system is to describe customer relationships in sufficient detail
Management, salespeople, customer service, and perhaps the customer can directly
Networking is the linking of two or more computers to share data and software programs.
Electronic Data Interchange (EDI) is the term used when one company’s computer systems is integrated directly with another company’s computer system.
Wall-Mart exchanges data with its suppliers every evening via EDI
1. What advantages does a decision support system have for a small business like the Harvard Cooperative Society?
2. How would a small business like the Harvard Cooperative Society’s decision support system differ from that of a major corporation?
3. Briefly explain or outline your opinion of the components of the Harvard Cooperative Society’s decision support system.
Pull - data is delivered when requested
Push - data is delivered w/out request