10-1
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
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