Bài giảng Business Research Methods - Chapter 5: Clarifying the Research Question through Secondary Data and Exploration

Chapter 5Clarifying the Research Question through Secondary Data and ExplorationMcGraw-Hill/IrwinCopyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. Learning ObjectivesUnderstand...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.2Learning ObjectivesUnderstand . . .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.3Clarifying the Research Question Reduces 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 Kdnuggets4PulsePoint: Research Revelation33The percent of financial executives who have full confidence in their current risk strategies.5Exploratory Phase Search StrategySearch StrategyDiscovery/ AnalysisSecondary SourcesIndividual Depth InterviewsExpert InterviewGroupDiscussions6Integration of Secondary Data into the Research Process 7Objectives of Secondary SearchesExpand understanding of management dilemmaGather background informationIdentify information to gatherIdentify sources for and actual questionsIdentify sources for and actual sample frames8Conducting a Literature SearchDefine management dilemmaConsult books for relevant termsUse terms to searchLocate/review secondary sourcesEvaluate value of each source and content9Whiteboard technology makes an easier discussion of symptoms relevant to the management-research question hierarchy10Levels of InformationPrimary Sources:MemosLettersInterviewsSpeechesLawsInternal recordsSecondary Sources:EncyclopediasTextbooksHandbooksMagazinesNewspapersNewscasts Tertiary Sources:IndexesBibliographiesInternet search engines11Integrating Secondary Data12The U.S. Government is the world’s largest source of data13Information SourcesEncyclopediasDirectoriesHandbooksTypesIndexes/BibliographiesDictionaries14Evaluating Information SourcesAuthorityFormatAudienceEvaluationFactorsPurposeScope15The Evolution of Data MiningEvolutionary StepInvestigative QuestionEnabling TechnologiesCharacteristicsData collection (1960s)“What was my average total revenue over the last five years?”Computers, tapes, disksRetrospective, static data deliveryData access (1980s)“What were unit sales in California last December?”Relational databases (RDBMS), structured query language (SQL), ODBCRetrospective, dynamic data delivery at record levelData navigation (1990s)“What were unit sales in California last December? Drill down to Sacramento.”Online analytic processing (OLAP), multidimensional databases, data warehousesRetrospective, dynamic data delivery at multiple levelsData mining (2000)“What’s likely to happen to Sacramento unit sales next month? Why?”Advanced algorithms, multiprocessor computers, massive databasesProspective, proactive information delivery16Data Mining in Business17Data-Mining Process18Business Research Process19Stage 1: Clarifying the Research QuestionManagement-research question hierarchy begins by identifying the management dilemma20Management-Research Question Hierarchy21SalePro’s Hierarchy22Formulating the Research Question23Types of Management Questions24The Research QuestionDetermine necessary evidence Set scope of studyExamine variablesBreak questions downEvaluate hypothesesFine-Tuning25Performance ConsiderationsInvestigative QuestionsAttitudinal IssuesBehavioral Issues26Harris Interactive answers “Why?” for its research clients27Gantt ChartMindWriter Project Plan28Key TermsBibliographyBibliographic DatabaseData MartData MiningData VisualizationData WarehouseDictionaryDirectoryEncyclopediaExpert interviewExploratory researchHandbookIndexIndividual depth interviewInvestigative questionsLiterature searchManagement questionMeasurement questionCustom-designedPredesignedPrimary sourcesResearch questionsSecondary sourcesSource evaluationPurposeScopeAuthorityAudienceFormatTertiary sources29Appendix5a  Bibliographic Database Searches Appendices 5b Advanced Searches5-*Searching Databases vs. the Web31Advanced Searching Process32Review of Advanced Search Options33