B. Communication Ch-13.Finding،Evaluating, and Processing information.

Business Communication Today
Fifteenth Edition
Chapter 13
Finding, Evaluating, and
Processing Information
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Learning Objectives
13.1 Describe an effective process for conducting business research.
13.2 Define secondary research, and explain how to evaluate, locate, and document
information sources.
13.3 Define primary research, and outline the steps involved in conducting surveys and
interviews.
13.4 Describe the major tasks involved in processing research results.
13.5 Explain how to summarize research results and present conclusions and
recommendations.

Planning Your Research
•L O 13.1 Describe an effective process for conducting business
research.
Purpose of writing a report
• To inform (Without any analysis).
• To analyze (analysis of data, findings, interpretations followed by logical conclusion).
• To Recommend (suggests some action or idea).
• To Persuade (Proposal is a persuasive report).
• To decide (help the manager to arrive at conclusions based on findings).

The Research Process

Maintaining Ethics and Etiquette in Your
Research
• Don’t Force a Specific Outcome.
• Respect the Privacy of Research Participants.
• Document Sources and Give Credit.
• Respect Intellectual Property Rights.
• Don’t Misquote Your Sources.
• Don’t Make Misrepresentations (Don’t misrepresent who you are or
what you intend to do with the results).

Familiarizing Yourself With the Subject
Develop a problem statement that clearly defines the purpose
of your research and the conclusions you need to reach at the
end of the process.

Problem Statement v/s Statement of
Purpose
• Problem statement lays out the problem in hand. It describes a situation of
concern.
• Statement of Purpose logically follows the problem statement. Shows the
intentions of researching the problem by the researcher, the parameters
within which the research will be conducted, and the description of
methodology also.

Identifying Information Gaps
• Find Specific Information Gaps
•Dig Deeper Into Purpose
•Focus on Specific Issues
E.g., Sales of a product is declining. You identified two factors- problem with the product
and customer service skills Company is constantly monitoring and improving the skills
Company service skills of representative may be problematic(The research gap).

Prioritizing Research Needs

Conducting Secondary Research
•L O 13.2Define secondary research, and explain how to evaluate, locate, and
document information sources.

Evaluating Sources (1 of 2)
•Does the Source Have a Reputation for Honesty and Reliability?
•Is the Source Potentially Biased?•What is the Purpose of the Material?
•Is the Author Credible?
•Where Did the Source Get the Information?

Evaluating Sources (2 of 2)
• Can You Verify the Material Independently?
• Is the Material Current?
• Is the Material Complete?
• Are All Claims Supported with Evidence?
• Do the Source’s Claims Stand Up to Logical Scrutiny?

Locating Sources

Finding Information at the Library
• Newspapers and Periodicals
• Business Books
•Directories
•Almanacs and Statistical Resources
•Government Publications
•Databases

Finding Information Online
• Search Approaches
– Active Search Tools
– Monitoring Selected Sources

General-Purpose Online Search Tools

Improved Online Search Tools

Online Monitoring Tools
• Automatically Monitor Select Sources
– Subscribe to News Feeds –Follow People on Twitter
– Create Alerts on Search Engines and Online Databases
– Use Specialized Monitors (monitors such as Tweet Deck and Hoot Suite to track tweets
that mention specific companies or other terms.)

Search Tips
•Think Before You Search
•Pay Attention to the Details
•Don’t Limit Search Engines
•Review Search and Display Options
•Try Variations of Terms
•Adjust the Scope of the Search (Broaden your search)
•Look Beyond the First Few Pages

Documenting Sources
•Three Important Functions
– Properly Credits Originator .
– Shows Sufficient Support for Your Message .
– Helps Readers Explore Topic in More Detail.

B. Communication Ch-13.Finding،Evaluating, and Processing information.

B. Communication Ch-13.Finding،Evaluating, and Processing information.

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