Horizon Information Portal

MSOE Library Home

MSOE Library Home

Home

Competitive intelligence on the internet: A how-to guide for gathering information / by Robert L. Brandel.

by Brandel, Robert L.

Internet searching

Business intelligence

Web search engines.

84 leaves : ill. ; 29 cm.

Advisor: Gene Wright.

Committee members: Kimbel Nap, Gary Shimek.

Background -- First steps -- Search engines -- Advanced search sites -- Desktop tools -- Newsgroups -- Other information sources -- Fee-based sources -- News sources -- Staying current -- Limitations -- Considerations for management -- Recommendations -- Bibliography.

Although it is often touted as having all the answers, Internet research does have distinct limitations. The best usage of the web is to use it as a supplemental tool for gathering secondary intelligence to supplement other intelligence gathering activities. The first step should be to check competitors’ home pages, looking for information that is "straight from the horse’s mouth". This option is often overlooked, but can provide valuable intelligence. Another important starting point is Hoover's Online (www.hoovers.com), a site filled with corporate and financial news and information, as well as useful links to related sites. Once basic information is obtained from these two sources, the next step should be to use search engines to see what other information is available. Since no search engine will be able to find all the information available, it is extremely important to use more than one search engine in order to maximize the amount of data collected. While important, using multiple search engines can be quite time consuming. Metasearch engines provide links to the major search engines, automatically sending out requests with only one keying of the search string. While there are many to choose from, the best add a feature which automatically sorts responses and discards duplicates. There are tools available for the desktop that make conducting searches easier by allowing multiple engines to be searched simultaneously. Some of the more powerful programs have the added feature of automatically performing searches on a regular basis, allowing the user to stay abreast of competitive situations without direct involvement. While search engines have the ability to find a large amount of information, they are not tailored to retrieve data from everywhere; other forms of searching must be used. Another form of searching is the use of newsgroups and discussion groups. These are areas where people hold discussion on a wide variety of topics. Participating in discussions on these groups is useful, but archives of the thousands of groups can be searched for more information. Other specialty sites are tailored towards specific industries, products, or geographic locations. Job postings, patents, and even industry tradeshows can be researched. These types of sites can all be helpful in the intelligence gathering process. While there is a vast amount of information that can be obtained free of charge, there are times when it is beneficial to pay for information. Fee-based sites can be full-fledged research companies that allow Internet access to their specialists, or they can be specialized sites providing unique content. Most of the time, the information provided is not available anywhere else on the Internet, especially for free. Traditional media sources are starting to have greater exposure on the Internet. Much of the time, content originally found in these sources is converted over electronically, allowing Internet researchers to gain access to it. Several sites will point the user to local newspapers and television station home pages. Once the initial intelligence gathering is done, it is important to continue to monitor the competition and marketplace. This can be done in a variety of ways, many of them automated. Websites can be monitored, and customized stock quotes and company news can be obtained without user intervention. This can be done online, using desktop tools, or even sending results to a cellular phone. Regardless of the type of information being sought, it is important to realize the limitations of the Internet. The amount and quality of information on small, privately held, non-technical companies will be vastly different than that of large, well-known conglomerates. The Internet cannot provide answers to all competitive questions. It is best used as a part of a well thought out intelligence gathering plan, providing important clues to a competitor's activities.

Horizon Information Portal 3.25_9885

Powered by SirsiDynix

© 2001-2013 SirsiDynix All rights reserved.

Horizon Information Portal