Searching for that Perfect Car
(Web site, that is)

An Online Database Exploration Lesson
for a College level E-Commerce Class

Designed by Don Dean

coolsch@yahoo.com

Introduction | Acquaint | Ask | Arrange | Apply | Evaluation |Credits

Introduction

The purpose of this lesson is to compare and contrast three automotive information Web sites that provide consumers with information to help them make car purchases. They each use a powerful computer application combined with an extensive database to give potential buyers information. What varies in each of the sites is how quickly and easily the information is available, the type of information, and whether the information is trustworthy or not.

We will be exploring the differences between these sites.

Acquaint Yourself

Go to Edmunds.com, Epinions and JD Powers and find a review for a Honda Accord.

Here's how you do it.

For Edumunds.com

1. Click on this link www.edmunds.com
2. In the upper left hand corner you'll see the New section. Click on the "Prices, Reviews, Information" link.
3. Scroll down to "Browse by Make." Pick Honda.
4. Scroll down pick a body style and then click on the word "Research" for that style.
5. Scroll down the page and read the review.

For Epinions:

1. Click on this link www.epinions.com
2. In the upper left hand corner find the Search For text box.
3. Type "2005 Honda Accord" in the box.
4. Next to the 2005 Honda Accord link click on the Reviews link.
5. Read a review.

For JD Powers:

1. Click on this link www.jdpower.com
2. Click on the box that says "Consumer Site".
3. In the upper left hand corner click on Autos.
4. Click on the "Automobile Ratings" link.
5. Use the drop downs to enter 2005, Honda, Accord.
6. After the page updates, click on the button bottom left that says "View Results."
7. See the categories under "Initial Quality Ratings." Click on each category to see what they say.

Ask for Information

In order to compare the speed, info types, and trustworthiness of these three sites you will need to follow the instructions and answer the questions listed below. A Word form is provided for you to record your answers in the Arrange area below.

When you finish filling out the form for the online class go to Blackboard discussion area provided and attach the form to a post or for the on-campus class print out the form and bring to class.

This lesson can be done either individually or in teams. If done with teams each team should consist of three members. They need to agree on which three cars they will compare, then each person should pick one one of the three catagories below to report on.

Steps:

1. Pick three car make and models: one domestic, one foreign, one luxury.
2. Visit each of the three car Web sites and find a review for each of the models.

Ease and speed questions:

1. Which Web site was the easiest to navigate? Why?
2. Which Web site was the hardest to navigate? Why?
3. How many clicks did it take to get to the information?
4. Which Web site's loaded the requested info the fastest? Why?
5. Which was the slowest?

Information type questions:

1. Which site gives the most complete information? Why?
2. Which site's information seems the most expert? Why?
3. Which gives information from the general public?
4. Which provides pricing information?
5. Which provides photos of the car you are researching?
6. Which makes it easiest to compare different car models? How?
7. Which gives the best information about used cars? Why and how?

Trustworthiness questions:

1. Which site devotes more of its space to advertising?
2. Who are the advertisers?
3. Did any site have an ad for the make or model car you were researching?
4. Which devotes the least?
5. When you read the reviews or comparisons, which seems the most like an ad? Why?
6. Which seems the most unbiased? Why?

Arrange the Answers

Download the Word form provided here to do this assignment.

AutoSiteComparison.doc

Apply What You've Learned

After answering these questions, which of these sites you would consult to get information for a new car purchase for each of the three criteria: ease and speed, types of information, trustworthiness? Why?

Which would you consult when making a used car purchase? Why?

(Put your answers on the Word document provided above.)

Evaluation

Describe to the learners how their performance will be evaluated. Since this is a short and simple lesson, a simple checklist of 2 to 5 items will suffice.

1 = not acceptable       2 = could be better     3 = acceptable     4 = outstanding

Conclusion

This lesson shows how some Web sites are using databases to both provide valuable information and to create Web sites that can make money, too. Another lesson is how different corporate cultures and goals are reflected in the appearance of their Web sites, the types of information they have, and manner in which it's provided.

The three sites were selected because they each provide information about autos, but in entirely different ways, reflective of their varying philosophies, goals and backgrounds. Edmunds started as a publisher of consumer information books for cars, Epinons is a relatively new online business that specializes in providing consumer's reviews of products, JD Powers is a marketing research firm, that used to specialize in the auto industry, that sells it's services to corporate clients. Two of the sites make money selling advertising, the other helps promote the firm's services to companies by providing information for the public. If a car Web site accepts advertising from car makers does that diminish the trustworthiness of the Web site?

Their different approaches are also reflected in the appearance of the sites and the types and manner in which information is provided. Did you spot how their different philosophies and purposes are reflected in the look and feel of the Web sites? Here's some clues. Which ones sell advertising? Which has a clean, corporate look? Which is loaded with detailed info about cars? Which has personal info about its contributers?

Another thing to keep in mind is, even though a Web sites says opinions expressed are those of unsolicited consumers, it's possible that they are not objective. Recently there was a scandal involving Amazon.com's book reviews. It seems that an author anonymously wrote glowing review of his own book to boost sales. Let the buyer beware!

The one site that should be include is not. Consumer Reports is a subscription site, one of the few making a profit. They receive no funds from anyone except the members they serve. Now which site do you think has the most trustworthy information?

If you have time, you can apply the above lesson to the popular car informational sites below and see the clues, visual and verbal, that point to their different approaches and the trustworthiness of their information:

Kelley's Blue Book
Auto Trader
Automotive.com

Credits & References

Image courtesy of Dept of History at the University of San Diego Historical Picture Collections.

Thanks to Roberto Del Busto for his help and suggestions and Bernie Dodge for making all this possible.

We all benefit by being generous with our work. Permission is hereby granted for other educators to copy this lesson, update or otherwise modify it, and post it elsewhere provided that the original author's name is retained along with a link back to the original URL of this lesson. On the line after the original author's name, you may add Modified by (your name) on (date). If you do modify it, please let me know and provide the new URL.

Last updated on August 4, 2005. Based on a template from EDTEC 570