Week 5 secondary data exploration

  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.}

  Learning Objectives 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.

  Learning Objectives 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.

  Clarifying the Research Question Clarifying the Research Question Reduces Information Overload 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

  PulsePoint: PulsePoint: Research Revelation Research Revelation The percent of financial executives who have full confidence in their current risk strategies.

  33

  Exploratory Phase Exploratory Phase Search Strategy Search Strategy

  Search Strategy Discovery/ Analysis Secondary Sources

  

Individual

Depth Interviews

Expert Interview

  Group Discussions

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

  Objectives of Secondary Objectives of Secondary Searches 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

  Conducting a Conducting a Literature Search Literature Search

  Define management dilemma ^{Define management dilemma} Consult books for relevant terms ^{Consult books for relevant terms} Use terms to search ^{Use terms to search}

Locate/review secondary sources

^{Locate/review secondary sources}

Evaluate value of each source ^{Evaluate value of each source} _{and content and content}

  Whiteboard technology makes an easier discussion of symptoms relevant to the management-research question hierarchy

  Levels of Information 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

  Integrating Secondary Data Integrating Secondary Data

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

  Information Sources Information Sources Encyclopedias

  Directories Directories

  Handbooks Handbooks

  

Types

Types

  Indexes/ Bibliographies

  Dictionaries Dictionaries

  Evaluating Information Sources Evaluating Information Sources Authority

  Format Format

  Audience Audience

  

Evaluation

Factors

Evaluation Factors

  Purpose Scope

  Scope

  The Evolution of Data Mining The Evolution of Data Mining

  Evolutionary Step Investigative Question Enabling Technologies Characteristics _{Data collection (1960s) “What was my average total revenue}

  _{Data access (1980s) “What were unit sales} over the last five _years?” ^{Computers, tapes, disks Retrospective, static data delivery} 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}

  Data Mining in Business Data Mining in Business

  Data-Mining Process Data-Mining Process

  Business Research Process Business Research Process

  Stage 1: Clarifying the Research Stage 1: Clarifying the Research Question Question

  

Management-research question hierarchy begins by

identifying the management dilemma

  Management-Research Question Management-Research Question Hierarchy Hierarchy

  SalePro’s Hierarchy SalePro’s Hierarchy

  Formulating the Formulating the Research Question Research Question

  Types of Types of Management Questions Management Questions

  The Research Question The 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-Tuning Fine-Tuning

  Investigative Questions Investigative Questions Performance Considerations

  Performance Considerations Attitudinal Issues

  Attitudinal Issues Behavioral Issues

  Behavioral Issues

  

Harris Interactive

answers “Why?”

for its research

clients

  Gantt Chart Gantt Chart

  MindWriter Project Plan

  Key Terms Key Terms

  Investigative questions Bibliography _{Literature search} Bibliographic Database _{Management question} Data Mart _{Measurement question} Data Mining

• _{– Custom-designed} Data Visualization _{– Predesigned} Data Warehouse _{Primary sources} Dictionary _{Research questions} Directory _{Secondary sources} Encyclopedia _{Source evaluation} Expert interview
• _{– Purpose} Exploratory research _{– Authority – Scope} Handbook _{– Audience} Index _{– Format} Individual depth interview _{Tertiary sources}

  Appendix Appendix 5a 5a

  Bibliographic Bibliographic

  Database Searches Database Searches

  Appendices Appendices 5b 5b

   Advanced Searches Advanced Searches

  Searching Databases vs. the Searching Databases vs. the Web Web

  Advanced Searching Process Advanced Searching Process

  Review of Advanced Search Review of Advanced Search Options Options