1. Chapter 5
Clarifying the Research Question through Secondary Data and Exploration
This chapter explains the use of secondary data sources to develop and formulate research questions.

2. Learning Objectives Understand...
The purpose and process of exploratory research.
The two types and three levels of management decision-related secondary sources.
The five types of external information and the factors for evaluating the value of a source and its content.

3. 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.

4. PulsePoint: Research Revelation
19.4
The average annual percentage stock price increase experienced by high-employee-morale companies compared to others in their industry.
See the text Instructors Manual (downloadable from the text website) for ideas for using this research-generated statistic.

5. Clarifying the Research Question Reduces Information Overload
“Executives today are at risk of drowning in an ocean of technology-generated data. One possible response to data overload is to tune out completely, but that only takes the problem to the other extreme. A better response is to make the company’s business model as simple and as transparent as possible and to figure out exactly which measures are needed to illuminate the
model’s success.”
Robert J. Thomas, Executive Director,
Accenture’s Institute for High Performance Business

6. Exploratory Phase Search Strategy
Discovery/ Analysis
Secondary Sources
Search
Strategy
Expert
Interview
Group
Discussions
Exploration is particularly useful when researchers lack a clear idea of the problems they will meet during the study. Through exploration researchers develop concepts more clearly, establish priorities, develop operational definitions, and improve the final research design. The exploratory phase usually consists of one or more of the search strategies detailed in the slide.
Discovery and analysis of secondary data sources include published studies, document analysis, and retrieval of information from organization’s databases.
Expert interviews are interviews with those who knowledgeable about the problem or its possible solutions.
IDIs are interviews with individuals involved with the problem.
Formal or informal group discussions may also be held.
Most researchers find a review of secondary sources critical to moving from the management question to the research question.
Individual
Depth Interviews

7. Integration of Secondary Data into the Research Process
Exhibit 5-1 suggests that exploration of secondary sources can be useful at any stage of the management-research question hierarchy.

8. Objectives of Secondary Searches
Expand understanding of management dilemma
Gather background information
Identify information that should be gathered
Identify sources for and actual questions that might be used
Identify sources for and actual sample frames that might be used
This slide details the objectives that should be accomplished during the exploratory research phase of a project.

9. Conducting a Literature Search
Define management dilemma
Consult books for relevant terms
Use terms to search
Generally, the exploration phase will begin with a literature search. A literature search is a review of books, journal articles, and professional literature that relate to the management dilemma. This may also include Web-published material. This slide details the five steps of a literature search.
The result of a literature search could be a solution to the management dilemma. If so, no further research is necessary. Otherwise, a research proposal is generated.
Locate/review secondary sources
Evaluate value of each source and content

10. Researchers often meet to discuss symptoms when developing the management-research question hierarchy.
Whiteboard technology makes the discussion of symptoms relevant to the management-research question hierarchy easier

11. Levels of Information Primary Sources: Memos Letters Interviews
Speeches
Laws
Internal records
Secondary
Sources:
Encyclopedias
Textbooks
Handbooks
Magazines
Newspapers
Newscasts
Tertiary
Sources:
Indexes
Bibliographies
Internet
search engines
Information sources are categorized into three levels.
Primary sources are original works of research or raw data without interpretation or pronouncements that represent an official opinion or position.
Secondary sources are interpretations of primary data. A firm searching for secondary sources can search either internally or externally, as depicted in Exhibit 5-2. This exhibit is shown on the next slide.
Tertiary sources are aids to discover primary or secondary sources or an interpretation of a secondary source.

12. Integrating Secondary Data
Exhibit 5-2
This slide illustrates some of the possible internal and external secondary sources.
To verify that students understand each of the types of sources, ask them for examples.

13. The U.S. Government is the world’s largest source of data
The U.S. Government is the world’s largest source of data. This ad promotes access to government data.

14. Information Sources Types Encyclopedias Directories Handbooks Indexes/
Bibliographies
Dictionaries
These are the five types of information sources used most by researchers at this phase of a project.
Indexes and bibliographies help one to identify books and journal articles.
An index is a secondary data source that helps to identify and locate a single book, journal article, author, etc. from a larger set.
A bibliography is an information source that helps locate a single book, article, photograph, etc.
Dictionaries are secondary sources that define words, terms, and jargon.
Encyclopedias are secondary sources that provide background or historical information about a topic.
A handbook is a secondary source used to identify key terms, people, or events relevant to the management dilemma or management question.
Directories are reference sources used to identify contact information.

15. Evaluating Information Sources
Purpose
Format
Scope
Evaluation
Factors
A researcher using secondary sources will want to conduct a source evaluation. Marketers should evaluate and select information sources based on five factors.
Purpose is the explicit or hidden agenda of the information source.
Scope is the breadth or depth of topic coverage, including time period, geographic limitations, and the criteria for information inclusion.
Authority is the level of the data (primary, secondary, tertiary) and the credentials of the source author.
Audience refers to the characteristics and background of the people or groups for whom the source was created.
Format refers to how the information is presented and the degree of ease in locating specific information within the source.
Students often accept web-delivered information as of the same quality as electronic databases. One exercise is to have them view a web-site and present an analysis of it using the five factors. Students are often active participants in blogging, so having them use such a site for analysis might open their eyes.
Exhibit 5-3 offers several questions to answer when evaluating web sites on the five factors.
Audience
Authority

16. The Evolution of Data Mining
Evolutionary Step
Investigative Question
Enabling Technologies
Characteristics
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
Exhibit 5-4:
Data mining is a type of record analysis. It uses mathematical models to extract meaningful knowledge from integrated databases. This Exhibit discusses the evolution of data mining.

17. Data Mining in Business
Early use of data mining was still being driven by our search for understanding of customers, as noted by the emphasis on marketing (green bars) use of data mining. Business also does a lot of data mining in search of greater profitability (financial analysis=yellow bar). Operations use was growing (gold bars). Notably absent was Human Resources use of data mining.

18. Data-Mining Process Exhibit 5-5
The data mining process involves five steps: sample, explore, modify, model, and assess. In the sample step, the researcher decides between census data and sample data. Explore involves identifying relationships with the data. In the third step, data are modeled and/or transformed. In the fourth step, a model is developed that explains the data relationships. Finally, the model is tested for accuracy.

19. The Business Research Process

20. Stage 1: Clarifying the Research Question
Exhibit 4-1 illustrates the research process. This slide focuses on the first stage of the process, clarifying the research question.
A useful way to approach the research process is to state the basic dilemma that prompts the research and then try to develop other questions by progressively breaking down the original question into more specific ones. This process can be thought of as the management-research question hierarchy.
The process begins at the most general level with the management dilemma. This is usually a symptom of an actual problem, such as rising costs, declining sales, or a large number of defects.
Exhibit 3-2 illustrates the formulation of the research question for MindWriter.
A management question is a restatement of the manager’s dilemma in question form.
A research question is the hypothesis that best states the objective of the research; the question that focuses the researcher’s attention.
An investigative question is the question the researcher must answer to satisfactorily answer the research question.
A measurement question is the question asked of the participant or the observations that must be recorded.
Management-research question hierarchy process begins by identifying the management dilemma

21. Management-Research Question Hierarchy
Exhibit 5-6
The management-research question hierarchy process is designed to move the researcher through various levels of questions, each with a specific function within the overall marketing research process. This multi-step process is illustrated in the slide. An example is provided on the following slide.
The role of exploration in this process is depicted in Exhibit 3-4, located on Slide 3-9.

22. SalePro’s Hierarchy Exhibit 5-7
Declining sales is one of the most common symptoms serving as a stimulus for a research project. SalePro, a large manufacturer of industrial goods, faces this situation. Exploration 1 reveals that sales should not be declining in the South and Northeast. Environmental factors there are as favorable as in the growing regions. Subsequent exploration leads management to believe that the problem is in one of three areas: salesperson compensation, product formulation, or trade advertising. Further exploration (4) has SalePro management narrowing the focus of its research to alternative ways to alter the sales compensation system, which (5) leads to a survey of all sales personnel in the affected regions.

23. Formulating the Research Question
This slide depicts how exploration leads back into the formulation of management questions and research questions. Examples of management questions are provided on the next slide.

24. Types of Management Questions
This table shows examples of management questions that might flow from general questions, some drawn from Exhibit 5-9.

25. Determine necessary evidence
The Research Question
Examine
variables
Break questions down
Fine-Tuning
Determine necessary evidence
Set
scope of study
A research question best states the objective of the marketing research study. Incorrectly defining the research question is the fundamental weakness in the marketing research process.
After the exploration process is complete, the researcher must fine-tune the research question. At this point, the research question will have evolved in some fashion. It will have better focus.
In addition to fine-tuning the original question, other research question-related activities should be addressed in this phase to enhance the direction of the project.
Examine variables to be studied and assess whether they are operationally defined.
Review the research questions to break them down into second and third-level questions.
If hypotheses are used, be sure they meet the quality tests.
Determine what evidence must be collected to answer the various questions and hypotheses.
Set the scope of the study by stating what is not a part of the research question.
Evaluate hypotheses

26. Investigative Questions
Performance Considerations
Attitudinal Issues
Investigative questions represent the information that the marketing decision maker needs to know. In developing a list of investigative questions, keep these things in mind.
Behavioral Issues
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

27. Harris Interactive answers “Why?” for its research clients
This ad from Harris Interactive promises that if this guy is your customer, you’ll actually understand what makes him tick.

28. MindWriter Project Plan
Gantt Chart
MindWriter Project Plan
A Gantt chart is a common project planning tool that reveals summary tasks, benchmarking milestones, and detailed tasks against a time frame for the overall project. Tasks may be color coded to indicate a particular team member’s responsibilities. Many project-management software packages include Gantt charting.
The chart may be used to monitor projects to keep them on time, as well as to alert the client or manager to steps requiring their approval—and what happens to the project’s schedule if approval is not forthcoming when it is needed.

29. Key Terms Bibliography Bibliographic Database Data Mart Data Mining
Data Visualization
Data Warehouse
Dictionary
Directory
Encyclopedia
Expert interview
Exploratory research
Handbook
Index
Individual depth interview
Investigative questions
Literature search
Management question
Measurement question
Custom-designed
Predesigned
Primary sources
Research questions
Secondary sources
Source evaluation
Purpose
Scope
Authority
Audience
Format
Tertiary sources

30. Bibliographic Database Searches/ Advanced Searches
Appendices 5a & 5b
Bibliographic Database Searches/ Advanced Searches
This chapter explains the use of secondary data sources to develop and formulate research questions.

31. Searching Databases vs. the Web
Exhibit 5a-1

32. Advanced Searching Process
Exhibit 5b-2
The basis of searching is understanding how electronic databases are constructed for search. This exhibit is designed to provide the student with a 2-step process for writing advanced query statements using Boolean language.
Each database has its own structure so students should always read the material provided by the particular provider about connectors, limiters, truncation symbols, etc.
Students should also be encourage to search more than one database using the same search query.

33. Review of Advanced Search Options
Exhibit 5b-1:
If you do a day in the library or the computer lab, using this exhibit and the one on the previous slide is a good way to teach the development of query or search statement.