Chapter 5
CLARIFYING THE RESEARCH QUESTION
THROUGH SECONDARY DATA AND EXPLORATION
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
Understand . . .
The process of using exploratory research to
understand the management dilemma and work
through the stages of analysis necessary to
formulate the research question (and, ultimately,
investigative questions and measurement
questions).
What is involved in internal data mining and how
internal data-mining techniques differ from
literature searches.
5-2
Exploratory Phase Search Strategy
Discovery/ Analysis
Secondary Sources
Expert Search Group
Interview Strategy Discussions
Individual
Depth Interviews
5-3
Integration of Secondary Data into the
Research Process
5-4
Objectives of Secondary Searches
• Expand understanding of management
dilemma
• Gather background information
• Identify information to gather
• Identify sources for and actual questions
• Identify sources for and actual sample
frames
5-5
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
Whiteboard technology makes an easier
discussion of symptoms relevant to the
management-research question hierarchy
5-7
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
5-8
Integrating Secondary Data
5-9
The
U.S. Government
is the world’s largest
source of data
5-10
Types of Information Sources
Indexes/
Bibliographies
Directories Dictionaries
Types
Handbooks Encyclopedias
5-11
Evaluating Information Sources
Purpose
Format Scope
Evaluation
Factors
Audience Authority
5-12
The Evolution of Data Mining
Evolutionary Step Investigative Question Enabling Technologies Characteristics
Data collection “What was my average Computers, tapes, Retrospective, static
(1960s) total revenue over the disks data delivery
last five years?”
Data access (1980s) “What were unit sales Relational databases Retrospective, dynamic
in California last (RDBMS), structured data delivery at record
December?” query language (SQL), level
ODBC
Data navigation “What were unit sales Online analytic Retrospective, dynamic
(1990s) in California last processing (OLAP), data delivery at
December? Drill down multidimensional multiple levels
to Sacramento.” databases, data
warehouses
Data mining (2000) “What’s likely to Advanced algorithms, Prospective, proactive
happen to Sacramento multiprocessor information delivery
unit sales next month? computers, massive
Why?” databases
5-13
Data-Mining Process
5-14
Business Research Process
5-15
Stage 1: Clarifying the Research
Question
Management-research question hierarchy begins by
identifying the management dilemma
5-16
Management-Research
Question Hierarchy
5-17
SalePro’s Hierarchy
5-18
Formulating
the Research
Question
5-19
Types of Management Questions
5-20
The Research Question
Break
Examine
questions
variables
down
Fine-Tuning
Determine Set
necessary scope of
evidence study
Evaluate
hypotheses
5-21
Investigative Questions
Performance Considerations
Attitudinal Issues
Behavioral Issues
5-22
Gantt Chart MindWriter Project Plan
5-23
Key Terms
Bibliography Investigative questions
Bibliographic Database Literature search
Data Mart Management question
Data Mining Measurement question
Data Visualization Custom-designed
Predesigned
Data Warehouse
Dictionary Primary sources
Directory Research questions
Encyclopedia Secondary sources
Expert interview Source evaluation
Purpose
Exploratory research
Scope
Handbook Authority
Index Audience
Individual depth interview Format
Tertiary sources
5-24