OVERVIEW OF BUSINESS INFORMATION - 2
Another form of raw data is produced by government agencies. These sources are considered most reliable and authoritative, but they are often published in formats with limited features and convenience. Because almost all government information is in the public domain, it is common for private publishers to re-publish it with “value-added” features. Scholarly publications, such as journal articles and conference proceedings, are also known for high authority value, but they are generally lower on the timeliness scale. Books take the longest to research and produce, but they can range in authority depending on whether the work may be scholarly, published by a well-reputed firm, authored by an expert, or other factors.
It is important to note that all information “packages”–raw news, press releases, newspaper and magazine articles, proceedings, government reports, scholarly journal articles, and even books–may appear both in print and online. It is not the physical format per se that is crucial, but rather whether a format is appropriate for the information being conveyed. The forms of business information “packages” are diverse. Though most are not unique to business, some forms are more common than they may be in other fields. The familiar, prosaic list is a basic form of information that is very commonly used in business.
Directories of companies are a prime example of lists, and there are directory titles covering virtually every specialty. Because business is a competitive field, rankings, a form of list that offers a comparative measurement dimension, have a prominent role. The index number is another typical quantitative form which represents a “measure of relative value compared with a base quantity” (Shim and Siegel 1995, 180). The Consumer Price Index, issued by the federal Bureau of Labor Statistics, is the most well-known example, but marketers often use index numbers to express a relationship between ranked items, such as sales potential in geographic regions.
Qualitative, narrative forms that blend analysis, assessment, commentary, and review with charts, tables, graphs, and rankings are especially highly valued. Overviews are a common configuration that is used to present in-depth, detailed factual material in a concise form. The
term “report” can be used in its most commonly-understood meaning, or it can convey a particular blend of narrative analysis and quantitative data, such as that found in investment analyst and market research reports. The “white paper,” a term originally used by governments and later made popular in scientific communities, is another report form often used for lengthy reports, particularly those with a technical, investigative, or advocacy component.
Marketing is both a practitioner and an academic field, and there is a symbiotic relationship between the two perspectives. Academic researchers provide a theoretical foundation. Practitioners synthesize this theory with real-world applications to develop “best practices.” Academic researchers, in turn, refer back to real world data and examples in the form of quantitative studies, case studies, and analysis in order to teach students to become professionals and to develop additional areas of research.
Case studies and handbooks are formats used to convey concrete concepts and practical applications of theoretical ideas. The former are often used in textbooks and courses to focus on company-level examples and real-world solutions to problems. Case studies also continue to
be an important form of publication in the practitioner environment, and are often published as articles for professional audiences.
Similarly practical in purpose, handbooks are a special type of reference book that combines some characteristics of articles, how-to guides, encyclopedias,and even statistical abstracts and directories. The best handbooks provide overview, background, in-depth discussion, and references to further reading in addition to hands-on, practical advice. They can be used by the novice to gain insight into the knowledge base of professional specialists, while at the same time guiding the expert to more detailed information. Many chapters throughout this book refer to excellent handbooks on a particular sub-specialty of marketing. In this introductory chapter we discuss some useful examples and provide strategies for locating others.
Another form of raw data is produced by government agencies. These sources are considered most reliable and authoritative, but they are often published in formats with limited features and convenience. Because almost all government information is in the public domain, it is common for private publishers to re-publish it with “value-added” features. Scholarly publications, such as journal articles and conference proceedings, are also known for high authority value, but they are generally lower on the timeliness scale. Books take the longest to research and produce, but they can range in authority depending on whether the work may be scholarly, published by a well-reputed firm, authored by an expert, or other factors.
It is important to note that all information “packages”–raw news, press releases, newspaper and magazine articles, proceedings, government reports, scholarly journal articles, and even books–may appear both in print and online. It is not the physical format per se that is crucial, but rather whether a format is appropriate for the information being conveyed. The forms of business information “packages” are diverse. Though most are not unique to business, some forms are more common than they may be in other fields. The familiar, prosaic list is a basic form of information that is very commonly used in business.
Directories of companies are a prime example of lists, and there are directory titles covering virtually every specialty. Because business is a competitive field, rankings, a form of list that offers a comparative measurement dimension, have a prominent role. The index number is another typical quantitative form which represents a “measure of relative value compared with a base quantity” (Shim and Siegel 1995, 180). The Consumer Price Index, issued by the federal Bureau of Labor Statistics, is the most well-known example, but marketers often use index numbers to express a relationship between ranked items, such as sales potential in geographic regions.
Qualitative, narrative forms that blend analysis, assessment, commentary, and review with charts, tables, graphs, and rankings are especially highly valued. Overviews are a common configuration that is used to present in-depth, detailed factual material in a concise form. The
term “report” can be used in its most commonly-understood meaning, or it can convey a particular blend of narrative analysis and quantitative data, such as that found in investment analyst and market research reports. The “white paper,” a term originally used by governments and later made popular in scientific communities, is another report form often used for lengthy reports, particularly those with a technical, investigative, or advocacy component.
Marketing is both a practitioner and an academic field, and there is a symbiotic relationship between the two perspectives. Academic researchers provide a theoretical foundation. Practitioners synthesize this theory with real-world applications to develop “best practices.” Academic researchers, in turn, refer back to real world data and examples in the form of quantitative studies, case studies, and analysis in order to teach students to become professionals and to develop additional areas of research.
Case studies and handbooks are formats used to convey concrete concepts and practical applications of theoretical ideas. The former are often used in textbooks and courses to focus on company-level examples and real-world solutions to problems. Case studies also continue to
be an important form of publication in the practitioner environment, and are often published as articles for professional audiences.
Similarly practical in purpose, handbooks are a special type of reference book that combines some characteristics of articles, how-to guides, encyclopedias,and even statistical abstracts and directories. The best handbooks provide overview, background, in-depth discussion, and references to further reading in addition to hands-on, practical advice. They can be used by the novice to gain insight into the knowledge base of professional specialists, while at the same time guiding the expert to more detailed information. Many chapters throughout this book refer to excellent handbooks on a particular sub-specialty of marketing. In this introductory chapter we discuss some useful examples and provide strategies for locating others.
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