Chapter 5

Clarifying the Research Question

through Secondary Data and
Exploration

1
 Learning Objectives

1. The purpose and process of

exploratory research.
2. The two types and three levels of
management decision-related
secondary sources.
3. The five types of external information
and the factors for evaluating the
value of a source and its content.

2
 Exploratory Phase Search Strategy

Discovery/ Analysis
Secondary Sources

Expert Search Group

Interview Strategy Discussions

Individual
Depth Interviews
5-3
Integration of Secondary Data

4
 Objectives of Secondary Searches

1. Expand understanding of management

dilemma
2. Gather background information
3. Identify information to gather
4. Identify sources for and actual questions
5. Identify sources for and actual sample
frames

5
 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

5-6
 Levels of Information

Primary Secondary Tertiary

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

5-7
 Integrating Secondary Data

5-8
 Information Sources

Indexes/
Bibliographies

Directories Dictionaries

Types

Handbooks Encyclopedias

5-9
 Evaluating Information
Sources

Purpose

Format Scope
Evaluation
Factors
Audience Authority

5-10
 The Evolution of Data Mining
Evolutionary Step Investigative Question Enabling Technologies Characteristics
Data collection “What was my Computers, tapes, Retrospective, static
(1960s) average total disks data delivery
revenue over the last
five years?”
Data access (1980s) “What were unit sales Relational databases Retrospective,
in California last (RDBMS), structured dynamic data
December?” query language delivery at record
(SQL), ODBC level
Data navigation “What were unit sales Online analytic Retrospective,
(1990s) in California last processing (OLAP), dynamic data
December? Drill multidimensional delivery at multiple
down to databases, data levels
Sacramento.” warehouses
Data mining (2000) “What’s likely to Advanced algorithms, Prospective,
happen to multiprocessor proactive information
Sacramento unit computers, massive delivery
sales next month? databases
Why?”
5-11
 Data Mining in Business

5-12
 Data-Mining Process

5-13
 Stage 1: Clarifying the Research Question

•Management-research question hierarchy begins by

identifying the management dilemma
5-14
Management-Research Question Hierarchy

5-15
 Formulating the Research Question

5-16
 Types of Management Questions

5-17
 The Research Question

Break
Examine
questions
variables
down

Fine-Tuning
Determine Set
necessary scope of
evidence study

Evaluate
hypotheses
5-18
Investigative Questions

Performance Considerations

Attitudinal Issues

Behavioral Issues

5-19
•Harris Interactive
answers “Why?”
for its research
clients

5-20
 Gantt Chart
MindWriter Project Plan

5-21
 Key Terms
• Bibliography •Investigative questions
• Bibliographic •Literature search
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
– Scope
• Exploratory research
– Authority
• Handbook – Audience
• Index – Format
• Individual depth •Tertiary sources
5-22 interview
23