Chapter 5 Clarifying the Research Question through Secondary Data and Exploration McGraw-Hill/Irwin...

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Chapter 5 Chapter 5 Clarifying the Research Clarifying the Research Question through Secondary Question through Secondary Data and Exploration Data and Exploration McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.

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Page 1: Chapter 5 Clarifying the Research Question through Secondary Data and Exploration McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc.

Chapter 5Chapter 5

Clarifying the Research Clarifying the Research Question through Secondary Question through Secondary

Data and ExplorationData and Exploration

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. 

Page 2: Chapter 5 Clarifying the Research Question through Secondary Data and Exploration McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc.

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Learning ObjectivesLearning Objectives

Understand...

The purpose and process of exploratory research.

The two types and three levels of management decision-related secondary sources.

The five types of external information and the factors for evaluating the value of a source and its content.

Page 3: Chapter 5 Clarifying the Research Question through Secondary Data and Exploration McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc.

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Learning ObjectivesLearning Objectives

Understand . . .

The process of using exploratory research to understand the management dilemma and work through the stages of analysis necessary to formulate the research question (and, ultimately, investigative questions and measurement questions).

What is involved in internal data mining and how internal data-mining techniques differ from literature searches.

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Clarifying the Research Question Clarifying the Research Question Reduces Information OverloadReduces Information Overload

“Companies are certainly aware of datamining, but most companies are not makingeffective use of the data collected. Theyare not so good at analyzing it or applyingthese insights to the business.”

Gregory Piatetsky-Shapiropresident

Kdnuggets

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PulsePoint: PulsePoint: Research RevelationResearch Revelation

33 The percent of financial executives who have full confidence in their current risk strategies.

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Exploratory Phase Exploratory Phase Search StrategySearch Strategy

Search Strategy

Discovery/ AnalysisSecondary Sources

Individual Depth Interviews

Expert Interview

GroupDiscussions

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Integration of Secondary Data Integration of Secondary Data into the Research Processinto the Research Process

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Objectives of Secondary Objectives of Secondary SearchesSearches

• Expand understanding of management dilemma

• Gather background information• Identify information to gather• Identify sources for and actual questions• Identify sources for and actual sample

frames

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Conducting a Conducting a Literature SearchLiterature Search

Define management dilemmaDefine management dilemma

Consult books for relevant termsConsult books for relevant terms

Use terms to searchUse terms to search

Locate/review secondary sourcesLocate/review secondary sources

Evaluate value of each source and content

Evaluate value of each source and content

Page 10: Chapter 5 Clarifying the Research Question through Secondary Data and Exploration McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc.

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Whiteboard technology makes an easier discussion of symptoms relevant to the

management-research question hierarchy

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Levels of InformationLevels of Information

Primary Sources:MemosLetters

InterviewsSpeeches

LawsInternal records

Secondary Sources:

EncyclopediasTextbooksHandbooksMagazines

NewspapersNewscasts

Tertiary Sources:Indexes

BibliographiesInternet

search engines

Page 12: Chapter 5 Clarifying the Research Question through Secondary Data and Exploration McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc.

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Integrating Secondary DataIntegrating Secondary Data

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The U.S. Government is the world’s largest source of data

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Information SourcesInformation Sources

Encyclopedias

DirectoriesDirectories

HandbooksHandbooks

TypesTypes

Indexes/Bibliographies

DictionariesDictionaries

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Evaluating Information SourcesEvaluating Information Sources

Authority

FormatFormat

AudienceAudience

EvaluationFactors

EvaluationFactors

Purpose

ScopeScope

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The Evolution of Data MiningThe Evolution of Data Mining

Evolutionary Step Investigative Question Enabling Technologies Characteristics

Data collection (1960s)

“What was my average total revenue

over the last five years?”

Computers, tapes, disks

Retrospective, static data delivery

Data access (1980s) “What were unit sales in California last

December?”

Relational databases (RDBMS), structured

query language (SQL), ODBC

Retrospective, dynamic data delivery

at record level

Data navigation (1990s)

“What were unit sales in California last

December? Drill down to Sacramento.”

Online analytic processing (OLAP),

multidimensional databases, data

warehouses

Retrospective, dynamic data delivery

at multiple levels

Data mining (2000) “What’s likely to happen to

Sacramento unit sales next month? Why?”

Advanced algorithms, multiprocessor

computers, massive databases

Prospective, proactive information delivery

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Data Mining in BusinessData Mining in Business

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Data-Mining ProcessData-Mining Process

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Business Research ProcessBusiness Research Process

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Stage 1: Clarifying the Research Stage 1: Clarifying the Research QuestionQuestion

Management-research question hierarchy begins by identifying the management dilemma

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Management-Research Question Management-Research Question HierarchyHierarchy

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SalePro’s HierarchySalePro’s Hierarchy

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Formulating the Formulating the Research QuestionResearch Question

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Types of Types of Management QuestionsManagement Questions

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The Research QuestionThe Research Question

Determine necessary evidence

Determine necessary evidence

Set scope of

study

Set scope of

study

Examine variables

Examine variables

Break questions

down

Break questions

down

Evaluate hypotheses

Evaluate hypotheses

Fine-TuningFine-Tuning

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Performance ConsiderationsPerformance Considerations

Investigative QuestionsInvestigative Questions

Attitudinal IssuesAttitudinal Issues

Behavioral IssuesBehavioral Issues

Page 27: Chapter 5 Clarifying the Research Question through Secondary Data and Exploration McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc.

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Harris Interactive answers “Why?” for its research

clients

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Gantt ChartGantt Chart

MindWriter Project Plan

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Key TermsKey Terms

BibliographyBibliographic Database

Data MartData Mining

Data VisualizationData Warehouse

DictionaryDirectory

EncyclopediaExpert interview

Exploratory researchHandbook

IndexIndividual depth interview

Investigative questionsLiterature search

Management questionMeasurement question

– Custom-designed– Predesigned

Primary sourcesResearch questionsSecondary sourcesSource evaluation

– Purpose– Scope– Authority– Audience– Format

Tertiary sources

Page 30: Chapter 5 Clarifying the Research Question through Secondary Data and Exploration McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc.

AppendixAppendix5a5a

Bibliographic Bibliographic Database Searches Database Searches

Appendices Appendices 5b5b

Advanced Searches Advanced Searches

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Searching Databases vs. the Searching Databases vs. the WebWeb

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Advanced Searching ProcessAdvanced Searching Process

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Review of Advanced Search Review of Advanced Search OptionsOptions


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