finding, evaluating, and processing information
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Finding, Evaluating, and Processing Information. Learning Objectives. Describe an effective process for conducting business research Define primary and secondary research and explain when to use each method Identify nine criteria for evaluating the credibility of an information source. - PowerPoint PPT PresentationTRANSCRIPT
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 1
Finding, Evaluating, Finding, Evaluating, and Processing and Processing
InformationInformation
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 2
Learning ObjectivesLearning Objectives• Describe an effective process for conducting
business research • Define primary and secondary research and
explain when to use each method• Identify nine criteria for evaluating the
credibility of an information source
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 3
Learning ObjectivesLearning Objectives• Provide five guidelines for conducting an
effective online search• Outline the steps required to create and
administer surveys and interviews• Describe the major tasks involved in
processing and applying your research results
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 4
Supporting Your Supporting Your MessagesMessages
1. Plan your research2. Locate data and information3. Process data and information4. Apply your findings5. Manage information
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 5
Plan Your ResearchPlan Your Research
• Learn about the subject• Target information gaps• Prioritize research needs
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 6
Ethics and Etiquette Ethics and Etiquette
• Don’t force a specific outcome• Respect privacy of participants• Document and credit your sources• Respect intellectual property rights• Don’t misquote your sources• Don’t misrepresent your intentions
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 7
Learn About the SubjectLearn About the Subject
• Read industry publications• Explore competitor’s websites• Interview experts• Search online resources• Scan topical books• Develop a problem statement
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 8
Target Information GapsTarget Information Gaps
• Frame your purpose• Indentify gaps• Focus your efforts• Locate information
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 9
Prioritize Research Prioritize Research NeedsNeeds
• Constraints– Limited time– Limited resources
• Information– “Need to know”– “Nice to know”
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 10
Data and InformationData and Information
• Secondary research• Primary research
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 11
Evaluating Your SourcesEvaluating Your Sources
• Is the source honest and reliable?• Is the source potentially biased?• What is the purpose of the material?• Is the author credible?• What is the source of the information?
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 12
Evaluating Your SourcesEvaluating Your Sources
• Can you verify the material?• Is the material current?• Is the material complete?• Are all claims supported by evidence?• Do the claims stand up to scrutiny?
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 13
Secondary ResearchSecondary Research
• Inside the company– Reports and memos– Other documents
• Outside the company– Print resources– Online resources
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 14
Finding Information at the Finding Information at the Public LibraryPublic Library
• Newspapers and periodicals• Business books• Directories• Almanacs and statistical resources• Government publications• Electronic databases
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 15
Online InformationOnline Information
• Internet public library• Librarian’s Internet index• Company websites
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 16
Internet Search ToolsInternet Search Tools
• Search engines–Web directories
– Online databases
–Meta-search engines
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 17
Search TechniquesSearch Techniques• Keyword searches • Boolean operators• Natural language• Forms-based searches
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 18
Fine Tune Search Fine Tune Search MethodsMethods
• Read the instructions• Observe the details• Review search and display options• Vary the search terms• Adjust the scope of the search
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 19
Innovative Search ToolsInnovative Search Tools
• Desktop search engines• Enterprise search engines• Research and content managers• Social bookmarking sites• Newsfeeds
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 20
Documenting Documenting SourcesSources• Credit research sources• Build your credibility• Help your readers
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 21
Primary ResearchPrimary Research• Surveys• Interviews• Experiments• Observations
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 22
Conducting SurveysConducting Surveys
• Representative sample• Effective questionnaire
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 23
Effective QuestionnairesEffective Questionnaires• Provide clear instructions• Keep it short and easy to answer• Seek easy-to-analyze answers• Avoid leading questions• Avoid ambiguous questions• Ask one question at a time• Make the survey adaptive
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 24
Internet SurveysInternet Surveys
• Save time• Minimize cost
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 25
Conducting InterviewsConducting Interviews
• Selecting the questions– Open-ended– Closed
• Asking the questions– Set the sequence– Be proactive
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 26
Types of InterviewsTypes of Interviews
• Face-to-face• Email• Focus group
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 27
Data and InformationData and Information
• Quoting• Paraphrasing• Summarizing• Analyzing• Concluding• Recommending
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 28
Process the InformationProcess the Information
• Quoting, paraphrasing, summarizing– Avoid plagiarism– Cite sources– Observe context
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 29
Analyze Numeric DataAnalyze Numeric Data
• Mean, median, and mode• Overall trends• Cause and correlation• Cross-tabulation
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 30
Watch for MistakesWatch for Mistakes
• Avoid faulty comparisons• Don’t push research results beyond
their limits• Avoid misleading presentations
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 31
Apply Your FindingsApply Your Findings• Summarizing your research• Drawing conclusions• Making recommendations
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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 32
Knowledge ManagementKnowledge Management• Technologies• Policies• Procedures