An analysis of online search tools: And their effectiveness to the business world

Jesper Kølbæk Skytte

Student thesis: Master thesis

Abstract

The following thesis has an overall purpose to analyse online search tools and identify their effectiveness to the business world. In addition to the purpose, it is also to advance some solutions for a given company: How to develop and implement the tools, and also how to cooperate with all the data, information and knowledge on the homepage. The findings of the thesis were at first within the basics of search tools. There are both old fashion mundane search tools and new fashion ones. All though they each are either situated in the offline and online world the similarity is to help people find information. In the online world we have both online search tools, which can either be active or passive, and we also have search engines, where the speciality search engines are using the online search tools combined with search engines to enhance customer satisfaction. By examine „Information‟ in a more theoretical point of view it was noticed that search tools need data and information, so it can create knowledge for the user. The important is that it will not produce useful information, if it does not receive useful information. Analysing the online search tools of the multinational company Amazon.com, Inc. made several effective possibilities appear. The active search criteria and the passive recommender systems were some of the interesting solutions. These are groundbreaking for affecting the customer behaviour and thereby increase sale. Finally the demonstration of how a company develops online search tools and implements them on the homepage created new interesting opportunities for the travel business. There was several ways to form new needs and demands and thus affect customer behaviour and increase sale

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2011
Number of pages77