7-1

›




 



 


  
 m
  
      

 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

Discovery/ Analysis
Secondary Sources

Expert Search Group

Interview Strategy Discussions

Individual
Depth Interviews
 7-5
Exhibit 7-1 Integration of
Secondary Data into the
Research 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 dilemma

Consult books for relevant terms

Use terms to search

Locate/review secondary sources

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


  

  
 

  
  
 
Memos Encyclopedias Indexes
Letters Textbooks Bibliographies
Interviews Handbooks Internet
Speeches Magazines search engines
Laws Newspapers
Internal records Newscasts
 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

Indexes/
Bibliographies

Directories Dictionaries

 

Handbooks Encyclopedias
 7-13

Evaluating Information
Sources

Purpose

Format Scope
ë






Audience Authority
 7-14

Exhibit 7-4 Review of

Advanced Search Options
 7-15

Exhibit 7-5 Advanced

Searching Process
 7-16

Exhibit 7-9 The Evolution of

Data Mining
ë


   
 
 ë
 

 ›

 

Data collection (1960s) ³What was my average
total revenue over the last
five years?´
Data access (1980s) ³What were unit sales in
California last
December?´
Data navigation (1990s) ³What were unit sales in
California last December?
Drill down to
Sacramento.´
Data mining (2000) ³What¶s likely to happen
to Sacramento unit sales
next month? Why?´
Computers, tapes, disks Retrospective, static data
delivery
Relational databases Retrospective, dynamic
(RDBMS), structured data delivery at record
query language (SQL), level
ODBC
Online analytic Retrospective, dynamic
processing (OLAP), data delivery at multiple
multidimensional levels
databases, data
warehouses
Advanced algorithms, Prospective, proactive
multiprocessor information delivery
computers, massive
databases
 7-17

Exhibit 7-10
Data Mining in Business
 7-18

Exhibit 7-12
Data-Mining Process
 7-19

Key Terms
‡ Bibliography ‡ Index
‡ Bibliographic Database ‡ Literature search
‡ Data Mart ‡ Portal
‡ Data Mining ‡ Primary sources
‡ Data Visualization ‡ Search query
‡ Data Warehouse ‡ Secondary sources
‡ Dictionary ‡ Source evaluation
‡ Directory ± Purpose
± Scope
‡ Encyclopedia
± Authority
‡ Exploratory research
± Audience
‡ Handbook ± Format
‡ Individual depth interview ‡ Tertiary sources