INFORMATION, KNOWLEDGE

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INFORMATION, KNOWLEDGE DATA
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DATA

• Data is raw facts figures
• E.g. 10, 15, 29, 80, 22
• Data has not been processed
• Processed data is information

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INFORMATION

• Information is data in context
• It can be understood it has a meaning
• E.g.
• 10, 15, 29, 80, 22
• Is a list of peoples ages.

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KNOWLEDGE

• Knowledge is used to interpret information
• E.g. 10, 15, 29, 80, 22
• One person is much older than all the rest
• Traffic Lights
• Amber Light is on (Data)
• Get ready to stop (Information)
• Highway Code (Knowledge)

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PROCESSING OF DATA

• Input Raw Data
• Processing Convert raw data to information
• Output Transfer knowledge to required format
• Feedback may be present

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SUMMARY

• Data
• Raw facts and figures
• Information
• Data that has been processed into a form that is
  useful
• Knowledge
• A set of rules used to apply the information

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DATA CAPTURE

• Direct Data
• Originates from the source
• I.e. has been collected for the specific purpose
• Indirect Data
• Does not originate from source
• I.e. has been collected for another purpose

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SOURCES OF DATA

• Surveys of individuals or organisations
• Electoral Register
• Purchase of mailing lists
• EPOS terminals
• Etc..

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PROBLEMS WITH DATA 1

• Ambiguity
• What does flashing of car lights mean?
• Ageing
• Data becomes out of date
• Overdue library books
• Names
• Addresses
• Account Balance

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PROBLEMS WITH DATA 2

• Coded Data
• Blue bl
• Brown br
• Green gr
• Ok if you only have a few codes problem if you
  have 100
• Value Judgements
• Database allows tall, medium and short. How do
  you decide which height people are?

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VALUE OF INFORMATION

• Information has a value
• Often when a company goes bankrupt the value of
  the database is more than of the company!
• However, for information to be valuable it must
  be
• Accurate
• Up to date
• Relevant for a purchaser

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WHY IS INFORMAITON VALUABLE?

• For Marketing
• Who are the important customers?
• What characteristics do our customers have?
• Who could be our customers?
• Can we sell new products to specific customers?
• To save money
• Stock tracking
• JIT ordering
• Aid management decisions

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WHERE DOES THE INFORMATION COME FROM?

• Electoral Role
• Purchase details (registration)
• Enquiries orders
• Account details
• Service records

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COSTS OF INFORMATION

• Other peoples information
• pay per view style
• Rent for time period
• Your own information
• Cost of collection
• Data Entry inc validation
• Storage
• Keeping up to date

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PROBLEMS WITH INFORMAITON

• All of the problems with data .. AND
• Access
• Who can access the information
• Who can change / delete the information
• Data Protection Act
• See later in the term
• Theft

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CHARACTERISTICS OF INFORMATION

• Complete
• Relevant
• Clear
• User-Specific
• Cost effective
• Timely / Up to date