Donald R. Cooper & Pamela S. Schindle 2013/10/21 研究方法

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Search Strategy Discovery and analysis of secondary sources Expert interviews Individual depth interviews (IDIs) Group discussions Discovery and analysis of secondary sources Expert interviews Individual depth interviews (IDIs) Group discussions /10/21 研究方法

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Define management dilemma Consult books to identify key terms Apply these key terms in searching Locate and review specific secondary sources Evaluate the value of each source and its content. Define management dilemma Consult books to identify key terms Apply these key terms in searching Locate and review specific secondary sources Evaluate the value of each source and its content /10/21 研究方法

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/10/21 研究方法

Index and bibliographies DictionariesEncyclopediasHandbooksDirectories Dictionaries Index and Bibliographies EncyclopediasHandbooksDirectories Dictionaries /10/21 研究方法

/10/21 研究方法

Evaluation factorQuestion to answer Purpose How evident is the purpose it is trying to convey? Dose it achieve its purpose? How dose its purpose affect the type and bias of information presented? Authority What are the credentials of the author or institution or organization sponsoring the site? Does the site give you a means of contacting anyone for further information? If facts are supplied, where do they come from? Audience Whom dose the site cater to? What level of knowledge or experience is assumed? How does this intended audience affect the type and bias of the information? /10/21 研究方法

Evaluation factor Question to answer Scope How old is the information? How often is it updated? How much information is available? How dose the information presented compared with that on similar sites? Is there any added value? What is the nature of the added value? What information did you expect to find that was missing? Format How quickly can you find the needed information? How easy is the site to use? Is the design appealing? Are there navigation buttons? Is Help helpful? Are pages in ASCII or graphic format? Is the information downloadable into a spreadsheet or word processing program, if desired? /10/21 研究方法

/10/21 研究方法

/10/21 研究方法

/10/21 研究方法

Evolutionary Step Investigative QuestionEnabling Technologies Characteristic s Data collection (1960s) “What was my average total revenue over the last five years?” Computers, tapes, disks Retrospective, static data delivery Data access (1980s) “What were unit sales in California last December?” Relational databases (RDBMS), structured query language (SQL), ODBC Retrospective, dynamic data delivery at record level Data navigation (1990s) “What were unit sales in California last December? Drill down to Sacramento.” Online analytic processing (OLAP), multidimensional databases, data warehouses Retrospective, dynamic data delivery at multiple levels Data mining (2000) “What’s likely to happen to Sacramento unit sales next month? Why?” Advanced algorithms, multiprocessor computers, massive databases Prospective, proactive information delivery /10/21 研究方法

/10/21 研究方法

/10/21 研究方法

/10/21 研究方法

/10/21 研究方法

/10/21 研究方法

1 Management Dilemma 管理困境 2 Management Question 管理問題 3 Research Question(s) 研究問題 4 Investigative Question(s) 調查問題 5 Measurement Question(s) 測量問題 6 Management Decision 管理決策 /10/21 研究方法

/10/21 研究方法

CategoriesGeneral Question Choice of Purpose or Choice of Objectives ( 目標為何 ?) What do we want to achieve? Generalization and Evaluation of Solutions( 如何達成 ?) How can we achieve the ends that we seek? Troubleshooting or Control ( 執行程度與回饋修正 ) How well is our marketing program meeting its goals? /10/21 研究方法

/10/21 研究方法

/10/21 研究方法

/10/21 研究方法

Research Question Determine necessary evidence Evaluate hypothesis Set scope of study Examine variables /10/21 研究方法

/10/21 研究方法

/10/21 研究方法