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Chapter 5 Clarifying the Research Question through Secondary Data and Exploration McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. Learning 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. 5-2 Learning 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. 5-3 Clarifying the Research Question Reduces Information Overload “Companies are certainly aware of data mining, but most companies are not making effective use of the data collected. They are not so good at analyzing it or applying these insights to the business.” Gregory Piatetsky-Shapiro president Kdnuggets 5-4 PulsePoint: Research Revelation 33 The percent of financial executives who have full confidence in their current risk strategies. 5-5 Exploratory Phase Search Strategy Discovery/ Analysis Secondary Sources Expert Interview Search Strategy Group Discussions Individual Depth Interviews 5-6 Integration of Secondary Data into the Research Process 5-7 Objectives of Secondary Searches • 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 5-8 Conducting a Literature Search Define management dilemma Consult books for relevant terms Use terms to search Locate/review secondary sources Evaluate value of each source and content 5-9 Whiteboard technology makes an easier discussion of symptoms relevant to the management-research question hierarchy 5-10 Levels of Information Primary Sources: Memos Letters Interviews Speeches Laws Internal records Secondary Sources: Encyclopedias Textbooks Handbooks Magazines Newspapers Newscasts Tertiary Sources: Indexes Bibliographies Internet search engines 5-11 Integrating Secondary Data 5-12 The U.S. Government is the world’s largest source of data 5-13 Information Sources Indexes/ Bibliographies Directories Dictionaries Types Handbooks Encyclopedias 5-14 Evaluating Information Sources Purpose Format Scope Evaluation Factors Audience Authority 5-15 The 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 5-16 Data Mining in Business 5-17 Data-Mining Process 5-18 Business Research Process 5-19 Stage 1: Clarifying the Research Question Management-research question hierarchy begins by identifying the management dilemma 5-20 Management-Research Question Hierarchy 5-21 SalePro’s Hierarchy 5-22 Formulating the Research Question 5-23 Types of Management Questions 5-24 The Research Question Break questions down Examine variables Determine necessary evidence Fine-Tuning Set scope of study Evaluate hypotheses 5-25 Investigative Questions Performance Considerations Attitudinal Issues Behavioral Issues 5-26 Harris Interactive answers “Why?” for its research clients 5-27 Gantt Chart MindWriter Project Plan 5-28 Key Terms Bibliography Bibliographic Database Data Mart Data Mining Data Visualization Data Warehouse Dictionary Directory Encyclopedia Expert interview Exploratory research Handbook Index Individual depth interview Investigative questions Literature search Management question Measurement question – Custom-designed – Predesigned Primary sources Research questions Secondary sources Source evaluation – – – – – Purpose Scope Authority Audience Format Tertiary sources 5-29 Appendix 5a Bibliographic Database Searches Appendices 5b Advanced Searches 5-30 Searching Databases vs. the Web 5-31 Advanced Searching Process 5-32 Review of Advanced Search Options 5-33