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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