EMBS – European Master in Business Studies
Final Master Thesis presentation
Date June 30th 2009 Ronan Chardonneau
Risks of search engine dependency and its influence on data quality
Università degli studi di Trento IMUS Universität Kassel Universidad de Léon
2007 - 2009

EMBS – European Master in Business Studies
Final Master Thesis presentation
Table of contents
1-6
Chapter 1: Introduction to the topic background Sponsored Links
Introduction of the topic
master-thesis/topic_introduction.html – 2 min
Methodology
Modifications since the last
presentation
Chapter 2: Concept of data quality methodology.html – 30 sec
Explanations of data quality issues on the Internet
master-thesis/data_quality.html – 3 min
Chapter 3: Search engine dependency
Search engine market, search engine dependency definition
master-thesis/search_engine_dependency.html – 3 min
Chapter 4: Risks of search engine dependency and its influence on data quality
Search engine dependency and its influence on data quality: issues and solutions
master-thesis/search_engine_dependency_and_its_influence_on_data_quality.html – 4 min
Chapter 5: The Google example
Google presentation and risks of using its services
master-thesis/the_Google_example.html – 1 min
Conclusion
Recommendations for individuals and businesses
master-thesis/conclusion.html – 1 min 30 sec

EMBS – European Master in Business Studies
http://master-thesis/topic_introduction.html
Introduction of the topic background
Facts:
The Internet as an information Search engine as an information
provider provider
The most used (58% of people 2nd most popular activity (71%)
turned to it when need help) after email (96%)
The largest Most flexible way to search the
(600,000,000 websites) Internet
The most global
The most accessible (mobile)
Increasing everyday (in a decade
from a thousand to millions)
Vulgarization of the information
(25% of young people (<34 year-
old) have a website)

EMBS – European Master in Business Studies
http://master-thesis/topic_introduction2.html
Introduction of the topic background
Problems:
Individuals and companies information are
mixed up on the Internet (confusion)
Are search engines the best way to search
the information on the Internet?
Focus:
To show the poor knowledge of Internet users
regarding the Web and search engines
Measuring the consequences of it on
information quality and companies’ business

EMBS – European Master in Business Studies
Final Master Thesis presentation
Table of contents
1-6
Chapter 1: Introduction to the topic background Sponsored Links
Introduction of the topic
master-thesis/topic_introduction.html – 2 min
Methodology
Modifications since the last
presentation
Chapter 2: Concept of data quality methodology.html – 30 sec
Explanations of data quality issues on the Internet
master-thesis/data_quality.html – 3 min
Chapter 3: Search engine dependency
Search engine market, search engine dependency definition
master-thesis/search_engine_dependency.html – 3 min
Chapter 4: Risks of search engine dependency and its influence on data quality
Search engine dependency and its influence on data quality: issues and solutions
master-thesis/search_engine_dependency_and_its_influence_on_data_quality.html – 4 min
Chapter 5: The Google example
Google presentation and risks of using its services
master-thesis/the_Google_example.html – 1 min
Conclusion
Recommendations for individuals and businesses
master-thesis/conclusion.html – 1 min 30 sec

EMBS – European Master in Business Studies
http:// master-thesis/data_quality.html
Concept of data quality: Attitudes towards information search
Internet users:
Consider the Web as a reliable source of information (79,6%)
Aware of information quality issues (50,1%)
Least effort principle, “people will not seek information that makes their
jobs harder (even if it may benefit the organization they work for)”
Companies:
Some companies are only living on information (banks, marketing)
62% of businesses agree that information search is critical
No proper goals defined about information search (49%)
Data quality issues represents15 to 25% of the operating profit

EMBS – European Master in Business Studies
http:// master-thesis/data_quality2.html
Concept of data quality
Summary:
All aware of data quality issues
All underestimate the consequences of it
No idea of the cost linked to those issues
No idea of the potential value in fixing the problem
Data quality is the concern of everyone: writing,
extracting, making it findable

EMBS – European Master in Business Studies
Final Master Thesis presentation
Table of contents
1-6
Chapter 1: Introduction to the topic background Sponsored Links
Introduction of the topic
master-thesis/topic_introduction.html – 2 min
Methodology
Modifications since the last
presentation
Chapter 2: Concept of data quality methodology.html – 30 sec
Explanations of data quality issues on the Internet
master-thesis/data_quality.html – 3 min
Chapter 3: Search engine dependency
Search engine market, search engine dependency definition
master-thesis/search_engine_dependency.html – 3 min
Chapter 4: Risks of search engine dependency and its influence on data quality
Search engine dependency and its influence on data quality: issues and solutions
master-thesis/search_engine_dependency_and_its_influence_on_data_quality.html – 4 min
Chapter 5: The Google example
Google presentation and risks of using its services
master-thesis/the_Google_example.html – 1 min
Conclusion
Recommendations for individuals and businesses
master-thesis/conclusion.html – 1 min 30 sec

EMBS – European Master in Business Studies
http:// master-thesis/search_engine_dependency.html
Search engine dependency
Search engine market:
Two types of search engines and markets
CSE: free, available to all, advertisement, Internet
ESE: pay service, customized, free of ad, Intranet…
Search engine user profile:
Commercial search engines Enterprise search engines
Confident (92%) Disappointed (49%)
Satisfied (87%) Unexperienced
Trusted (68%) Blame the technology
Blame themselves (92%) Influenced (82%)
Naïve (62%)
Unexperienced

EMBS – European Master in Business Studies
http:// master-thesis/search_engine_dependency2.html
Search engine dependency
Reasons:
CSE are designed for consumers, they know them better and better
More familiar with CSE
CSE are not only a search experience
Vicious circle (mail services, blogs, ad services…)
Risks:
Considering CSE as the best way to search for information
Sticking to one CSE and not using different search tools for plurality of
results
To not develop a culture of information search tools and techniques
To become a « slave of technology »

EMBS – European Master in Business Studies
Final Master Thesis presentation
Table of contents
1-6
Chapter 1: Introduction to the topic background Sponsored Links
Introduction of the topic
master-thesis/topic_introduction.html – 2 min
Methodology
Modifications since the last
presentation
Chapter 2: Concept of data quality methodology.html – 30 sec
Explanations of data quality issues on the Internet
master-thesis/data_quality.html – 3 min
Chapter 3: Search engine dependency
Search engine market, search engine dependency definition
master-thesis/search_engine_dependency.html – 3 min
Chapter 4: Risks of search engine dependency and its influence on data quality
Search engine dependency and its influence on data quality: issues and solutions
master-thesis/search_engine_dependency_and_its_influence_on_data_quality.html – 4 min
Chapter 5: The Google example
Google presentation and risks of using its services
master-thesis/the_Google_example.html – 1 min
Conclusion
Recommendations for individuals and businesses
master-thesis/conclusion.html – 1 min 30 sec

EMBS – European Master in Business Studies
search_engine_and_its_influence_on_data_quality.html
Search engine dependency and its influence on data quality
Situation:
Confusion between CSE and the Internet (Web 2.0)
A more and more commercial configuration (SEO
45% of Online Ad, 3rd biggest advertising activity)
Only a tiny part of the Web is explored (the most
commercial)
The situation is worst and worst because the future
generations have not been trained and are growing
up in a CSE dependency state

EMBS – European Master in Business Studies
search_engine_and_its_influence_on_data_quality2.html
Search engine dependency and its influence on data quality
Solutions:
Use of different search tools have to be considered
Some aspects have to be understood:
The Invisible Web
The evolution of the Web (visual, real time info…)
How search engines are working
Information search training have to be implemented
at all levels

EMBS – European Master in Business Studies
Final Master Thesis presentation
Table of contents
1-6
Chapter 1: Introduction to the topic background Sponsored Links
Introduction of the topic
master-thesis/topic_introduction.html – 2 min
Methodology
Modifications since the last
presentation
Chapter 2: Concept of data quality methodology.html – 30 sec
Explanations of data quality issues on the Internet
master-thesis/data_quality.html – 3 min
Chapter 3: Search engine dependency
Search engine market, search engine dependency definition
master-thesis/search_engine_dependency.html – 3 min
Chapter 4: Risks of search engine dependency and its influence on data quality
Search engine dependency and its influence on data quality: issues and solutions
master-thesis/search_engine_dependency_and_its_influence_on_data_quality.html – 4 min
Chapter 5: The Google example
Google presentation and risks of using its services
master-thesis/the_Google_example.html – 1 min
Conclusion
Recommendations for individuals and businesses
master-thesis/conclusion.html – 1 min 30 sec

EMBS – European Master in Business Studies
http//master-thesis/the_Google_example.html
The Google example
Presentation:
Google is a « Killer App »
Provide for free a service that everybody look for
Strong and positive image
All key factors in hand to keep a dominant position
Increase of its use
70% of Google users consider it as the Internet

EMBS – European Master in Business Studies
http//master-thesis/the_Google_example2.html
The Google example
Risks:
Search for information which is always the same
Browse a restricted part of the Internet
Consider google’s results as the only relevant ones
If Google has some problems all its users are affected

EMBS – European Master in Business Studies
Final Master Thesis presentation
Table of contents
1-6
Chapter 1: Introduction to the topic background Sponsored Links
Introduction of the topic
master-thesis/topic_introduction.html – 2 min
Methodology
Modifications since the last
presentation
Chapter 2: Concept of data quality methodology.html – 30 sec
Explanations of data quality issues on the Internet
master-thesis/data_quality.html – 3 min
Chapter 3: Search engine dependency
Search engine market, search engine dependency definition
master-thesis/search_engine_dependency.html – 3 min
Chapter 4: Risks of search engine dependency and its influence on data quality
Search engine dependency and its influence on data quality: issues and solutions
master-thesis/search_engine_dependency_and_its_influence_on_data_quality.html – 4 min
Chapter 5: The Google example
Google presentation and risks of using its services
master-thesis/the_Google_example.html – 1 min
Conclusion
Recommendations for individuals and businesses
master-thesis/conclusion.html – 1 min 30 sec

EMBS – European Master in Business Studies
http//master-thesis/conclusion.html
Recommendations
Solutions:
No miracle solution yet on the market
A state of dependency which is very worrying, training
have to be done at all levels
Companies should adapt to employees behavior
Better to invest in one solution which does not fix all
issues rather than multiple ones which fixes
everything but that no one use
Employees do not need to be search experts they
need to do their job the best way they can

EMBS – European Master in Business Studies
Final Master Thesis presentation
Table of contents
1-6
Chapter 1: Introduction to the topic background Sponsored Links
Introduction of the topic
master-thesis/topic_introduction.html – 2 min
Methodology
Modifications since the last
presentation
Chapter 2: Concept of data quality methodology.html – 30 sec
Explanations of data quality issues on the Internet
master-thesis/data_quality.html – 3 min
Chapter 3: Search engine dependency
Search engine market, search engine dependency definition
master-thesis/search_engine_dependency.html – 3 min
Chapter 4: Risks of search engine dependency and its influence on data quality
Search engine dependency and its influence on data quality: issues and solutions
master-thesis/search_engine_dependency_and_its_influence_on_data_quality.html – 4 min
Chapter 5: The Google example
Google presentation and risks of using its services
master-thesis/the_Google_example.html – 1 min
Conclusion
Recommendations for individuals and businesses
master-thesis/conclusion.html – 1 min 30 sec

EMBS – European Master in Business Studies
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