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10-2McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights

Reserved.

Part ThreeSOURCES AND

COLLECTION OF DATA

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Chapter TenEXPLORING

SECONDARY DATA

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Exploratory Research

• Expand understanding of management dilemma

• Expand understanding of research question

• Identify plausible investigative questions

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Levels of Information

• Primary sources

• Secondary sources

• Tertiary sources

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Types of Information Sources

• Indexes and Bibliographies

• Dictionaries

• Encyclopedias

• Handbooks

• Directories

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Secondary Sources by Type

• Indexes and Bibliographies

– to find or locate books or articles

– to find authors, topics to use in online searches

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Secondary Sources by Type

• Dictionaries– to identify jargon of an industry--used for

online searches– to identify bell-weather events in an

industry– to identify knowledgeable people to

interview– to identify organizations of influence

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Secondary Sources by Type

• Encyclopedias– To identify historical or background

information– To find critical dates within an industry– To find events of significance to the

industry, company

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Secondary Sources by Type

• Handbooks– To find facts relevant to topic– To identify influential individuals through

source citations

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Secondary Sources by Type

• Directories– To identify influential people and

organizations– to find addresses, e-mail, other contact info

on these people and organizations

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Evaluating Information Sources

• Purpose

• Scope

• Authority

• Audience

• Format

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Evaluating Sources

• Purpose– What the author is attempting to

accomplish• identify hidden agenda(s) • identify direction of bias

– Seek both biased and unbiased sources

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Evaluating Sources

• Scope

– Identify dates of inclusion and exclusion

– Identify subjects of inclusion and exclusion

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Evaluating Sources

• Authority– Identify background of author

• Credentials: educational, professional• Experience: duration, setting, level

– Identify the level of scholarship in content• footnotes, endnotes

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Evaluating Sources

• Audience

– Identify knowledge level and background

– Identify orientation and bias

– Seek biased and unbiased sources

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Evaluating Sources

• Format

– Order of content

– Versatility of use

• Indexed?

• Searchable?

• Downloadable?

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Searching Databases

Select an appropriate databaseABI/InformBusiness InfoSuiteBusiness SourceDowJones InteractiveNexis-Lexis Universe

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Searching Databases

Select an appropriate databaseConstruct a search queryBoolean OperatorsOR - for plurals, synonyms spelling

variations (woman OR women)AND - narrows your searchadvertising AND bibliography

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Searching Databases

Construct a search queryBoolean Operators (cont.)

NOT/AND NOT- eliminates termsaward NOT trophy

ADJ - order key terms within your searchassisted ADJ living

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Searching Databases

Construct a search queryBoolean OperatorsNOT/AND NOT- eliminates termsaward NOT trophy

ADJ - order key terms within your searchassisted ADJ living

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Searching Databases

Construct a search queryBoolean Operators (cont.)

? or * - to truncate a termnur* for nurse, nursing

“X” for phrase searching“advertising campaigns”

Limitersdatessource typelanguage

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Searching Databases

Select an appropriate databaseConstruct a search query

– Review and evaluate search results• Relevancy• Quantity• Timeliness

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Searching Databases

– Modify the search query• Check bibliography

• new key words, • other authors

• Link directly • Adapt original search query• Create new search query with new key

words• Search for other works by same author(s)

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Searching Databases

Select an appropriate databaseConstruct a search queryDocument findingsPrint or download search findingsDownload full-text sourcePrint full-text source

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Searching Databases

Select an appropriate databaseConstruct a search queryDocument findingsRetrieve or request articlesSearch online catalogInterlibrary loanInterlibrary delivery

Supplement results with Web sources

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Searching Databases

Select an appropriate databaseConstruct a search queryDocument findingsRetrieve or request articlesSupplement results with Web sources

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Web Searches

Select Search Engine or Directory– Danny Sullivan’s

Search Engine Watch

www.searchenginewatch.com– Greg Notess”

Search Engine Showdown

www.notess.com/search/

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Web Searches

Select Search Engine or Directory Determine Search Options and

Protocol

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Web Searches

Select Search Engine or Directory Determine Search Options and

ProtocolConstruct search query

– Review search results

– Modify search query

– Search using a different search engine

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Web Searches

Select Search Engine or Directory Determine Search Options and

ProtocolConstruct search query Document your findings

– search findings

– full text sources

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Web Searches

Select Search Engine or Directory Determine Search Options and

ProtocolConstruct search query Document your findings Supplement Web results from other

sources

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Specific Web Searches

• Known-Item

• Who

• Where

• What

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Government Sources

• Government organizations

• Laws, regulations, court decisions

• Government statistics

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Mining Internal Sources

• Data warehouse

• Data mart

• Data mining

– Pattern discovery

– Predicting trends and behaviors

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Data Mining Techniques

• Data Visualization– Dimensions– Measurements– Hierarchies

• Clustering• Neural Networks• Tree Models• Classification

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Data Mining Techniques (cont.)

• Estimation

• Association

• Market-Basket Analysis

• Sequence Based Analysis

• Fuzzy Logic

• Genetic Algorithms

• Fractal-Based Transformation

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Data Mining Process

• Sample

• Explore

• Modify

• Model

• Assess