10-1

10-2 McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights Reserved. Part Three SOURCES AND COLLECTION OF DATA

10-3 Chapter Ten EXPLORING SECONDARY DATA

10-4 Exploratory Research Expand understanding of management dilemma Expand understanding of research question Identify plausible investigative questions

10-5 Levels of Information Primary sources Secondary sources Tertiary sources

10-6 Types of Information Sources Indexes and Bibliographies Dictionaries Encyclopedias Handbooks Directories

10-7 Secondary Sources by Type Indexes and Bibliographies –to find or locate books or articles –to find authors, topics to use in online searches

10-8 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

10-9 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

10-10 Secondary Sources by Type Handbooks –To find facts relevant to topic –To identify influential individuals through source citations

10-11 Secondary Sources by Type Directories –To identify influential people and organizations –to find addresses, , other contact info on these people and organizations

10-12 Evaluating Information Sources Purpose Scope Authority Audience Format

10-13 Evaluating Sources Purpose –What the author is attempting to accomplish identify hidden agenda(s) identify direction of bias –Seek both biased and unbiased sources

10-14 Evaluating Sources Scope –Identify dates of inclusion and exclusion –Identify subjects of inclusion and exclusion

10-15 Evaluating Sources Authority –Identify background of author Credentials: educational, professional Experience: duration, setting, level –Identify the level of scholarship in content footnotes, endnotes

10-16 Evaluating Sources Audience –Identify knowledge level and background –Identify orientation and bias –Seek biased and unbiased sources

10-17 Evaluating Sources Format –Order of content –Versatility of use Indexed? Searchable? Downloadable?

10-18 Searching Databases ¶Select an appropriate database HABI/Inform HBusiness InfoSuite HBusiness Source HDowJones Interactive HNexis-Lexis Universe

10-19 Searching Databases ¶Select an appropriate database ·Construct a search query HBoolean Operators HOR - for plurals, synonyms spelling variations (woman OR women) HAND - narrows your search Hadvertising AND bibliography

10-20 Searching Databases ·Construct a search query HBoolean Operators (cont.) HNOT/AND NOT- eliminates terms Haward NOT trophy HADJ - order key terms within your search Hassisted ADJ living

10-21 Searching Databases ·Construct a search query HBoolean Operators HNOT/AND NOT- eliminates terms Haward NOT trophy HADJ - order key terms within your search Hassisted ADJ living

10-22 Searching Databases ·Construct a search query HBoolean Operators (cont.) H? or * - to truncate a term Hnur* for nurse, nursing H“X” for phrase searching H“advertising campaigns” HLimiters Hdates Hsource type Hlanguage

10-23 Searching Databases ¶Select an appropriate database ·Construct a search query –Review and evaluate search results Relevancy Quantity Timeliness

10-24 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)

10-25 Searching Databases ¶Select an appropriate database ·Construct a search query ¸Document findings HPrint or download search findings HDownload full-text source HPrint full-text source

10-26 Searching Databases ¶Select an appropriate database ·Construct a search query ¸Document findings ¹Retrieve or request articles HSearch online catalog HInterlibrary loan HInterlibrary delivery ºSupplement results with Web sources

10-27 Searching Databases ¶Select an appropriate database ·Construct a search query ¸Document findings ¹Retrieve or request articles ºSupplement results with Web sources

10-28 Web Searches ¶Select Search Engine or Directory –Danny Sullivan’s Search Engine Watch –Greg Notess” Search Engine Showdown

10-29 Web Searches ¶Select Search Engine or Directory ·Determine Search Options and Protocol

10-30 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

10-31 Web Searches ¶Select Search Engine or Directory ·Determine Search Options and Protocol ¸Construct search query ¹Document your findings –search findings –full text sources

10-32 Web Searches ¶Select Search Engine or Directory ·Determine Search Options and Protocol ¸Construct search query ¹Document your findings ºSupplement Web results from other sources

10-33 Specific Web Searches Known-Item Who Where What

10-34 Government Sources Government organizations Laws, regulations, court decisions Government statistics

10-35 Mining Internal Sources Data warehouse Data mart Data mining –Pattern discovery –Predicting trends and behaviors

10-36 Data Mining Techniques Data Visualization –Dimensions –Measurements –Hierarchies Clustering Neural Networks Tree Models Classification

10-37 Data Mining Techniques (cont.) Estimation Association Market-Basket Analysis Sequence Based Analysis Fuzzy Logic Genetic Algorithms Fractal-Based Transformation

10-38 Data Mining Process Sample Explore Modify Model Assess