Download Chapter 11

Internet Marketing Intelligence
Chapter 11
Web Sites, Sources and
Data—Reliability and Validity
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-1
Objectives
• Compare online and offline information
and the advantages and disadvantages of
accessing information on the Internet
• Review ways to cope with information
overload.
• Provide an understanding of the need to
evaluate information on the Internet.
• Give insight into the varying quality of
information available and the lack of
filtered information.
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-2
Advantages of Information
on the Internet
•
•
•
•
•
•
Wide variety is available
Speed of access
Access is cheap
Often more timely
Updated on a regular basis
Access to more information
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-3
Disadvantages of
Information on the Internet
• Lack of skills and
knowledge
• Information overload
• Quality and stability
• Reliability and validity
• Not informally cataloged
• No central control
• Constantly changing
• Easily deleted
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-4
Web Site Paradigm
•The 5 W’s
1. Who?
2. Where?
3. What?
4. When?
5. Why?
Source: Adapted from Lauer, Diane, 1999, ‘The Five W’s of Web Site
Evaluation’, (http://geocities.com/mrslauer/fivewww/webeval/html/).
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-5
Source and Data
Evaluation Paradigms
• The 10 Cs
1. Content
2. Credibility
3. Critical Thinking
4. Copyright
5. Citation
6. Continuity
7. Censorship
8. Connectivity
9. Comparability
10. Context
Source: University of Wisconsin—Eau Clare
(http://www.uwec.edu/library/Guidec/tencs.html)
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-6
Source and Data Evaluation
Paradigms (cont.)
• AOC Criteria
•
•
•
•
•
Authority
Accuracy
Objectivity
Currency
Coverage
Source: Alexander, Janet & Tate, Marsha A., 1996, ‘Evaluating Web
Resources’ (http://www2.widener.edu/Wolfgram-MemorialLibrary/webevaluation/webeval.htm/)
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-7
Who/Credibility/Authority
• Can author on a web site be identified?
• What is their level of education or
training?
• What is their level of responsibility?
• URL extension indicates type of
organisation:
•
•
•
•
Corporate (.com)
Government (.gov)
Non-profit (.org)
Educational (.edu)
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-8
Where/Comparability/Connectivity
• Comprehensive
• How in-depth is the coverage?
• Consistent and Comparable
• Are the figures and information
consistent?
• Does the information receive expert
evaluation?
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-9
Where/Comparability/Connectivity
(cont.)
• Evidence
•
•
Are the points documented and
referenced?
Are there a wide variety of
sources?
• Support
•
•
Are the original documents cited?
Is there a bibliography?
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-10
What/Content/Objectivity
• Tone
• Is emotional language used?
• Purpose
• Is it designed to educate, inform or
persuade?
• Plausibility
• Is this page mostly fact or opinion?
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-11
When/Continuity/Currency
• When was the information written?
• When was the document first published?
• When was the document last updated?
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-12
Why/Context/Critical
Thinking/Coverage
• Does this web site provide
valuable information?
• Should I keep researching?
• Is this new information?
• Is it something I have not yet
discovered?
• Can I confirm its reliability?
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-13
Meta-information
• Definition
• Information about information
• Two Forms
• Evaluative: evaluates and judges the
information bases on a set of criteria
• Summary: provides content summaries
or abstracts indicating what the source
contains
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-14
Meta-information (cont.)
• Functions
•
•
•
•
Copes with information explosion
Reduces search and evaluation time
Summarises information
Indexes information
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-15
Summary
• Anyone can post anything, anytime on the
Internet.
• With no formal or even informal review
procedures, it is necessary to evaluate the
validity and reliability of any information
used from the Internet.
• The 5 Ws, 10 Cs and AOC paradigms can
serve as checklists when evaluating
Internet information/data.
Copyright  2003 McGraw-Hill Australia Pty Ltd
PPTs t/a Internet Marketing Intelligence by Edward Forrest
11-16