7-1 Chapter 7 Secondary Data Searches. 7-2 Learning Objectives Understand the... purpose and process of exploratory research two types and three levels.

7-1

Chapter 7Chapter 7

Secondary Data Secondary Data SearchesSearches

7-2

Learning Objectives

Understand the . . .

• purpose and process of exploratory research

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

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

7-3

Learning Objectives

Understand . . .

• the process for conducting a literature search

• data mining and how internal data mining techniques differ from literature searches.

7-4

Exploratory Phase Search Strategy

Search Strategy

Discovery/ AnalysisSecondary Sources

Individual Depth Interviews

Expert Interview

GroupDiscussions

7-5

Exhibit 7-1 Integration of Secondary Data into theResearch Process

7-6

Objectives of Secondary Searches

• Expand understanding of management dilemma

• Gather background information• Identify information that should be

gathered• Identify sources for and actual questions

that might be used• Identify sources for and actual sample

frames that might be used

7-7

Conducting a Literature 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

7-8

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

7-9

Levels of Information

Primary Sources:MemosLetters

InterviewsSpeeches

LawsInternal records

Secondary Sources:

EncyclopediasTextbooksHandbooksMagazines

NewspapersNewscasts

Tertiary Sources:Indexes

BibliographiesInternet

search engines

7-10

Exhibit 7-2 Integrating Secondary Data

7-11

The U.S. Government

is the world’s largest source of data

7-12

Information Sources

Encyclopedias

DirectoriesDirectories

HandbooksHandbooks

TypesTypes

Indexes/Bibliographies

DictionariesDictionaries

7-13

Evaluating Information Sources

Authority

FormatFormat

AudienceAudience

EvaluationFactors

EvaluationFactors

Purpose

ScopeScope

7-14

Exhibit 7-4 Review of Advanced Search Options

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Exhibit 7-5 Advanced Searching Process

7-16

Exhibit 7-9 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

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Exhibit 7-10 Data Mining in Business

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Exhibit 7-12 Data-Mining Process

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Key Terms

• Bibliography• Bibliographic Database• Data Mart• Data Mining• Data Visualization• Data Warehouse• Dictionary• Directory• Encyclopedia• Exploratory research• Handbook• Individual depth interview

• Index• Literature search• Portal• Primary sources• Search query• Secondary sources• Source evaluation

– Purpose– Scope– Authority– Audience– Format

• Tertiary sources