Group 7 Megan Lowcock, Maddie Payne, Erin Brown, Bowen Yang, Carl Hoppe, Joe

Wichman, Kamen Kossow, Chandler Miranda

Chapter Review Questions

6-1. What are four primary goals an organization might choose to
develop its web strategy? What is an example of each?
The four primary goals an organization might choose to develop
through web strategy are to inform or entertain the audience, to influence
the audience, to sell products or services, and to facilitate offline
relationships.
Inform or Entertain the Audience - usually offer content that drives
traffic to the site. To earn revenue, many sell advertising, or offer premium
access to specialized content for fee-paying members. Online magazines or
newspapers, video sites, and free game sites for the most part all part take
in this goal.
Influence the audience - Some companies that are not selling directly
to the public online hope to influence people in subtle ways. By increasing
traffic they might want to increase brand awareness, or persuade visitors to
take into account upgrades or new technologies. Automobile manufacturers
offer a virtual car option, campaigns, and public service initiatives also
encourage visitors to get involved with local events and activities
Sell Products and Services - Selling is the primary goal of organizations
whose websites live and die by e-commerce transactions. iTunes and Amazon
are classic examples. The checkout process is critical for these systems.
Nonprofits also you use this goal to increase donations.
Facilitate offline relationships - For companies such as hotels,
restaurants, ice cream shops and sports centers, the websites goal is to
facilitate offline relationships. Featuring discounts, special deals, tours, and
events is a major way these companies like the Taj Mahal Hotel increases
customer satisfaction and target their consumers better
6-2. How is a URL related to a registered website name? Why does a
URL include a protocol identifier? What are the components of a
website address? What are typical suffixes that identify top- level
domains?
A URL is related to a registered website name through the Doman
Name System. This is a hierarchical naming system that maps a more
memorable URL to the actual IP address. A URL (uniform resource locator) is
the unique global address for a web page on the Internet.
The URL is comprised of a string of characters and each component
has a specific meaning. The first component is the hyper transfer protocol
(http://) this is the most common. This first component notifies that the
resource is a webpage containing code the browser can interpret and display.
The name is the next component, which could be any name (southwest). The
final component of the URL is the top-level domain such as .com or .org.
Some typical suffixes that identify top-level domains are: .com-commercial .edu-education, .org-nonprofits, ca-Canada

6-3. What is website architecture? What are examples of website

architecture?
Website architecture is how a web designers designs a website, how
they organize the websites information, and the structure on how to
navigate throughout the website. A websites architecture is a lot like the
architecture of a building; we have to keep in the how it looks and the
structure within. Based on the text, there are three different types of website
architecture.
Hierarchical website architecture: This website has a top-down
structure to its information. The top-level provides links to secondary-level
pages, which then give links to third-level pages and so on.
Multi-dimensional website architecture: This type of website allows the
visitors to access sites through many different paths, letting information be
categorized in several different ways.
Sequential website architecture: A website with a sequential pattern
takes the visitor through a step-by-step process throughout the site.
Examples of this include a survey or learning module.
6-4. What is the difference between usability and accessibility? How
do website developers test for usability? How can website design
improve accessibility? How do text and background color
combinations relate to website accessibility? What are the benefits
of designing accessible websites?
Usability refers to the ease with which a person can accomplish a goal
or task using some tool, such as a website, a mobile phone, or a kiosk. Web
accessibility refers to how easily people with disabilities can access and use
web resources.
Website usability has 5 key elements the ease of learning, efficiency,
memorability, error rates, and satisfaction level. If all of these are sufficiently
met the website has good usability. It also relies partly on clear information
architecture, as well as on the user interface design. Asking visitors to
perform a sequence of tasks and observe the problems they encounter is a
good way to improve the website.
Website designers use color to manage the users attention, drawing
on principles of visual perception. Designing a website that has assistive
technologies and other basic functions help the consumer navigate and learn
the website to fully understand what they are doing. The benefit to designing
accessibility is that it allows you to broadcast to a wider range of people.
Ultimately making the website more profitable, efficient, and altogether
better.
6-5. List some software development strategies used for websites.
What is an advantage to using basic HTML? How does HTML 5
reduce problems for web developers? What is an advantage to using
JavaScript? Why is AJAX used to develop websites? What role does a

content management system play in website development? Why do

content management systems use templates?
Strategies used for websites include creating pages have web
resources that people can access through Google Chrome, Mozilla Firefox,
Apple Safari, and more.
Basic HTML allows for easy to read output. The advantage to using
basic HTML is that is will work on most web browsers. Some software
developers have to test new upgrades to the original on each web browser.
HTML 5 reduces problems for web developers by being able to access
location information from mobile devices with fancier art and graphics. It also
prevents software developers from asking customers to download new
browser plug-in software.
An advantage to using JavaScript is that is adds interactivity to web
pages. JavaScript is can validate input on forms, provide lively images, and
show pop-up alerts, and more.
AJAX is used to develop websites because it enlivens the web. By using
intelligence to create displays, AJAX draws data from databases to develop
websites.
Content management systems support website development and
maintenance. People can contribute to the website from anywhere around
the world.
Content management systems use templates to make the website
easier to comprehend. The font and colors are edited by cascading style
sheets. This helps make the website easier to understand when a header or
title is present.
6-6. What is e- commerce? What activities does it include? How do
online transaction sites use databases and shopping cart software?
Why is security critical for e- commerce success? Which protocol
supports secure Internet transactions? Why is trust critical for ecommerce success? Aside from having a well-known brand name,
how do online sellers signal their trustworthiness to potential
customers?
E-commerce is the buying and selling of goods and services over the
Internet or other networks. Online sites use shopping cart software to track
which products the customer adds to their cart and then calculates tax,
shipping costs, and discounts at checkout. Security is critical in ecommerce because the customer is essentially blind while shopping online.
There is no real way to know whos on the other side of the screen ready to
steal credit card information, so its important that the web page is secure.
The https:// protocol is used to ensure the site is secure and customers are
safe. Buyers also need to know they can trust that what theyre buying is
what they are actually going to receive. Big name companies can rely on
their reputation, but smaller companies cannot. In order to show customers
that they are trustworthy, businesses can apply for a seal of approval from

reputable independent companies or they can take to social media and let
their reputation build itself.
6- 7. What is m- commerce? What is near- field communication and
how does it facilitate mobile payments?
M-Commerce is the use of wireless, mobile devices to conduct ecommerce. Near field communication or NFC is a set of standards that
supports communication between mobile devices when the two are very
near one another. Mobile devices are becoming virtual wallets that allow
users to pay bills easily through smartphones equipped with NFC chips.
Users can tap a special terminal at a cafe, bus stations, or retail store, which
will then automatically charge the customers account.
6- 8. What is search engine optimization (SEO)? What are two
examples? How do organizations improve their position on search
result lists?
A search engine optimization is an Internet marketing strategy used to
increase the quantity and quality of traffic from search engines, often by
improving the sits position in result lists. Two examples are more efficiently
searching terms and keywords and then also page rank and relevance. These
improve the overall quantity and quality of search engines such as Google
and Bing. They use common terms that a searcher would type into the
search bar. They put themselves in the mind of the searcher and make it
easy for them find the company website.
6- 9. How does web advertising work to target ads for individuals?
How can users avoid targeted ads?
Web advertising works to target ads for individuals by using cookies. A
cookie is a small text file that the websites server leaves on your computer
when you visit the site and then retrieves it again when you return usually to
personalize the site for you. These cookies save info such as your address,
products you buy, and other personal information. This enables companies
to use this information to target ads for your preferences. For example if you
frequently purchase KC royals hats; a site will give targeted ads for other
Royals apparel. Users can avoid these ads by adjusting the settings in the
browser to prohibit third-party cookies.
6-10. What is Web 2.0? What is crowdsourcing? What is an example
of crowdsourcing? How do Web 2.0 capabilities change the way in
which people and organizations use the web?
Web 2.0 is the current generation of web capabilities, which rely
particularly on crowdsourcing and collective intelligence, expanded data
sources and input from sensors.
Crowdsourcing delegating tasks to large diffuse groups or communities
who often volunteer their contributions. Crowdsourcing depends on engaging
people in tasks they find interesting or rewarding, or collecting data about

what people are doing anyway as they go about their daily work. For
example, Zhihu is a Chinese website, visitors sign up and write articles
about professional knowledge and their professional views, so that they can
be rewarded.
Web 2.0 provides the organizations and customers a platform for them
to communicate by new useful applications. Also, people participate into the
big internet world in a new way--sharing photo on app, write review on own
personal blog, release creative video, update scientific article on science
website. Web 2.0 improve the value of a website and provide more
opportunities for people and organizations.
7-1.How do you define business intelligence?
Business intelligence encompasses a vast array of information sources
that can contribute to better decision making, along with the software
applications, technologies, and practices used analyze it.
7-2. What are the three levels of decision making that business
intelligence supports?
The three levels of decision making that business intelligence supports
are operational decision making, tactical decision making, and strategic
decision making.
7-3. What are the most important sources of business intelligence
inside the organization? What makes them useful?
The most important source of business intelligence is the transactional
system used for daily operations, as well as the database, or data
warehouse, used by organization itself for operations, or by its suppliers and
customers. The organizations own database is a treasure trove of data for its
customers, employees, suppliers, and every financial transaction. Data
Warehouses are built separate by extracting part or all of the data from those
databases, cleaning it, and then loading it to the warehouse, using the
extract, transform, and load (ETL) process
7-4. What are some examples of external sources of business
intelligence?
An external source of business intelligence can either be bought or
publicly accessed. For example, the US Census is a matter a public record
that business can access in order to gain more knowledge about income
levels, educational levels, employment, and ethnicities around their
company. Telemarketers use external data when they purchase lists of phone
numbers.
7-5. How can managers use data mining techniques to analyze
patterns, trends, and relationships? How does this lead to better
data- driven decision making?

The managers use online analytical processing, market basket

analysis, and text mining to analyze patterns, trends, and relationships.
Online analytical processing systems allows user to interactively retrieve
meaningful information from data, examining it from many different
perspectives and frilling down into specific groupings. The software that
allows users to slice and dice or drill down into massive amounts of data
stored in data warehouses to reveal significant patterns and trends. Market
basket analysis is a statistical technique that reveals customer behavior
patterns as they purchase multiple items. Text mining is a technique used to
analyze unstructured text that examines keywords, semantic structures,
linguistic relationships, emotion-laden words, and other characteristics to
extract meaningful business intelligence.
7-6. What is text mining?
Text mining is a discovery process that uses keywords, common
phrases, misspellings, and more for unstructured data. An example of how
text mining is used is in reviews for a company. They are able to go through
the reviews and decide if they are suspicious or not based on the keywords,
linguistic relationships and more.
7-7. What are examples of statistical techniques that managers can
use to simulate business situations, optimize variables, and forecast
sales or other figures?
Some techniques that managers can use are predictive analytics,
online analytical processes (OLAP), market basket analysis, text mining, and
what-if analysis.
7-8. What are examples of applications that draw on artificial
intelligence for decision support?
One example of an application that uses artificial intelligence for
decision support is Amazon. Amazon tracks what one is looking at during
their time on the website, so that the next time they go on, it pops up on the
home page. This allows the customer quicker decision making instead of
going through the website again looking for that product.
Another example the text uses was in sensors. After an earthquake
artificial intelligence can analyze information about emergency vehicles and
decided how to get those vehicles across the city.
7-9. How are web analytics used to assess the effectiveness of
websites?
Web analytics are useful for many different reasons. It can help
measure web traffic and can also be a helpful tool for market research, and
improving the effectiveness of a website. There are two types of web
analytics: off-site and on-site. Off-site web analytics tracks the opportunities,
visibility, and buzz of a website. On-site web analytics measure the

performance of the website; usually by using various key performance

indicators.
7-10. How do dashboards, portals, and mashups support decisionmaking?
They affect decision-making by providing information from multiple
sources to users.
7- 11. How does the human element affect decision-making?
Humans dont always make the most rational decisions and often use
emotions when making decisions. This can sometimes lead them to make a
poor or wrong choice, whereas computers only make decisions based on
facts.