1. 10-1

2. Part Three
SOURCES AND
COLLECTION OF DATA
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McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights Reserved.

3. Chapter Ten
EXPLORING
SECONDARY DATA
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4. Exploratory Research
• Expand understanding of management
dilemma
• Expand understanding of research
question
• Identify plausible investigative questions
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5. Levels of Information
• Primary sources
• Secondary sources
• Tertiary sources
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6. Types of Information Sources
• Indexes and Bibliographies
• Dictionaries
• Encyclopedias
• Handbooks
• Directories
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7. 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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8. 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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9. 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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10. Secondary Sources by Type
• Handbooks
– To find facts relevant to topic
– To identify influential individuals through
source citations
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11. 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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12. Evaluating Information Sources
• Purpose
• Scope
• Authority
• Audience
• Format
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13. 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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14. Evaluating Sources
• Scope
– Identify dates of inclusion and
exclusion
– Identify subjects of inclusion and
exclusion
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15. 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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16. Evaluating Sources
• Audience
– Identify knowledge level and
background
– Identify orientation and bias
– Seek biased and unbiased sources
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17. Evaluating Sources
• Format
– Order of content
– Versatility of use
• Indexed?
• Searchable?
• Downloadable?
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18. Searching Databases
Select an appropriate database
ABI/Inform
Business InfoSuite
Business Source
DowJones Interactive
Nexis-Lexis Universe
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19. Searching Databases
Select an appropriate database
Construct a search query
Boolean Operators
OR - for plurals, synonyms spelling
variations (woman OR women)
AND - narrows your search
advertising AND bibliography
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20. Searching Databases
Construct a search query
Boolean Operators (cont.)
NOT/AND NOT- eliminates terms
award NOT trophy
ADJ - order key terms within your
search
assisted ADJ living
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21. Searching Databases
Construct a search query
Boolean Operators
NOT/AND NOT- eliminates terms
award NOT trophy
ADJ - order key terms within your
search
assisted ADJ living
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22. Searching Databases
Construct a search query
Boolean Operators (cont.)
? or * - to truncate a term
nur* for nurse, nursing
“X” for phrase searching
“advertising campaigns”
Limiters
dates
source type
language
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23. Searching Databases
Select an appropriate database
Construct a search query
– Review and evaluate search results
• Relevancy
• Quantity
• Timeliness
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24. 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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25. Searching Databases
Select an appropriate database
Construct a search query
Document findings
Print or download search findings
Download full-text source
Print full-text source
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26. Searching Databases
Select an appropriate database
Construct a search query
Document findings
Retrieve or request articles
Search online catalog
Interlibrary loan
Interlibrary delivery
Supplement results with Web sources
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27. Searching Databases
Select an appropriate database
Construct a search query
Document findings
Retrieve or request articles
Supplement results with Web sources
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28. 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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29. Web Searches
Select Search Engine or Directory
Determine Search Options and
Protocol
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30. Web Searches
Select Search Engine or Directory
Determine Search Options and
Protocol
Construct search query
– Review search results
– Modify search query
– Search using a different search engine
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31. Web Searches
Select Search Engine or Directory
Determine Search Options and
Protocol
Construct search query
Document your findings
– search findings
– full text sources
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32. Web Searches
Select Search Engine or Directory
Determine Search Options and
Protocol
Construct search query
Document your findings
Supplement Web results from other
sources
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33. Specific Web Searches
• Known-Item
• Who
• Where
• What
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34. Government Sources
• Government organizations
• Laws, regulations, court decisions
• Government statistics
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35. Mining Internal Sources
• Data warehouse
• Data mart
• Data mining
– Pattern discovery
– Predicting trends and behaviors
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36. Data Mining Techniques
• Data Visualization
– Dimensions
– Measurements
– Hierarchies
• Clustering
• Neural Networks
• Tree Models
• Classification
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37. Data Mining Techniques (cont.)
• Estimation
• Association
• Market-Basket Analysis
• Sequence Based Analysis
• Fuzzy Logic
• Genetic Algorithms
• Fractal-Based Transformation
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38. Data Mining Process
• Sample
• Explore
• Modify
• Model
• Assess
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