1. 10-1

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

3. 10-3 Chapter Ten EXPLORING SECONDARY DATA

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

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

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

7. 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

8. 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

9. 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. 10-10 Secondary Sources by Type Handbooks –To find facts relevant to topic –To identify influential individuals through source citations

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

12. 10-12 Evaluating Information Sources Purpose Scope Authority Audience Format

13. 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

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

15. 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

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

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

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

19. 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

20. 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

21. 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

22. 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

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

24. 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)

25. 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

26. 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

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

28. 10-28 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/

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

30. 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

31. 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

32. 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

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

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

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

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

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

38. 10-38 Data Mining Process Sample Explore Modify Model Assess

39. 10-39 Chapter Eleven SURVEY METHODS: Communicating With Participants

40. 10-40 Communication Approach Impacts the Research Process Creation and selection of measurement questions Sampling issues, drive contact and callback procedures Instrument design, which incorporates attempts to reduce error and create participant-screening procedures Data collection processes, which create the need for follow-up procedures and possible interviewer training

41. 10-41 Personal Interview Requirements for success –Availability of the needed information from the participant –An understanding by the participant of his or her role –Adequate motivation by the participant to cooperate

42. 10-42 Personal Interview To Increase participant’s receptiveness they must –believe the experience will be pleasant and satisfying –think answering the survey is an important and worthwhile use of their time –have any mental reservations satisfied

43. 10-43 The Interview Introduction –Establish a good relationship Gather the data –Probing Record the interview

44. 10-44 Probing Styles A brief assertion of understanding and interest An expectant pause Repeating the question Repeating the participant’s reply A neutral question or comment Question clarification

45. 10-45 Interview Problems Nonresponse error

46. 10-46 Interview Problems Nonresponse error Response error –participant-initiated –interviewer error

47. 10-47 Interview Problems Interviewer error –Failure to secure cooperation –Failure to execute interview procedures –Failure to establish appropriate environment –Falsification of answers –Inappropriate interviewing behavior –Failure to accurately record answers –Physical presence bias

48. 10-48 Interview Problems Nonresponse error Response error Cost

49. 10-49 Telephone Interview Types –Computer-assisted telephone interviewing –Computer-administered telephone survey Problems –Noncontact rate –Refusal rate

50. 10-50 Self-Administered Surveys Types –Mail survey –Computer-delivered –Intercept studies Disadvantages –Large nonresponse error –Cannot obtain detailed or large amounts of information

51. 10-51 Concurrent Techniques to Improve Mail Response Reduce Length Survey Sponsorship Return Envelopes Postage Personalization Anonymity Size, Color, and Reproduction Money Incentives Deadline Dates Cover Letters

52. 10-52 Outsourcing Survey Services Research Firms Provide –Centralized-location interviewing –Focus group facilities –Trained staff with experience –Data-processing and statistical analysis capabilities –Access to point-of-sale data Panels

53. 10-53 Chapter Twelve INSTRUMENTS OF PARTICIPANT COMMUNICATION

54. 10-54 Instrument Design Process Phase 1: Developing the instrument design strategy Phase 2: Constructing and refining the measurement questions Phase 3: Drafting and refining the instrument

55. 10-55 Developing the Instrument Design Strategy Management-Research Question Hierarchy: –The management problem/question –Research question(s) –Investigative questions –Measurement questions

56. 10-56 Strategic Concerns of Instrument Design What type of data is needed to answer the management question? What communication approach will be used? Should the questions be structured, unstructured, or some combination? Should the questions be disguised or undisguised?

57. 10-57 Ways to Interact with the Participant Personal interview Telephone Mail Computer

58. 10-58 Types of Measurement Questions? Target Classification Administrative

59. 10-59 Appropriate Question Content Should this question be asked? Is the question of proper scope and coverage? Can the participant adequately answer this question, as asked? Will the participant willingly answer this question, as asked?

60. 10-60 How to Test a Respondent’s Appropriateness Filter questions Screen questions

61. 10-61 Question Wording Criteria Is the question stated in terms of a shared vocabulary? Does the question contain vocabulary with a single meaning? Does the question contain unsupported assumptions? Is the question correctly personalized? Are adequate alternatives presented within the question?

62. 10-62 What Dictates Your Response Strategy? Characteristics of participants Nature of the topic(s) being studied Type of data needed Your analysis plan

63. 10-63 Types of Response Questions Free-response Dichotomous Multiple-choice Checklist Rating Ranking

64. 10-64 Guidelines to Refining the Instrument Awaken the participant's interest Use buffer questions as a guide to request sensitive information Use the funnel approach to move to more specific questions

65. 10-65 Improving Survey Results Pretesting is an established practice for discovering errors and useful for training the research team

66. 10-66 Chapter Thirteen OBSERVATIONAL STUDIES

67. 10-67 Observation Nonbehavioral observation Behavioral observation

68. 10-68 Observation Nonbehavioral observation Record analysis Physical condition analysis Process or activity analysis

69. 10-69 Observation Behavioral observation Nonverbal analysis Linguistic analysis Extralinguistic analysis Spatial analysis

70. 10-70 Advantages of the Observational Method Collect the original data at the time it occurs Secure information that participants would ignore because it’s so common it is not seen as relevant Only method available to collect certain types of data

71. 10-71 Advantages of the Observational Method (cont.) Capture the whole event as it occurs in its natural environment Participants seem to accept an observational intrusion better than they respond to questioning

72. 10-72 Limitations of the Observational Method Observer or recording equipment must be at the scene of the event when it takes place Slow process Expensive process Most reliable results are restricted to information that can be learned by overt action or surface indicators

73. 10-73 Limitations of the Observational Method (cont.) Research environment is more likely suited to subjective assessment and recording of data than to quantification of events Limited as a way to learn about the past Cannot observe rationale for actions, only actions themselves

74. 10-74 Relationship between Observer and Participant Direct or indirect observation Observer’s presence known or unknown to the participant Observer is involved or not involved with the participant

75. 10-75 Observation Methods Direct Indirect Participant Simple Systematic

76. 10-76 Guidelines for Selecting Observers Ability to concentrate in a setting full of distractions Ability to remember details of an experience Ability to be unobtrusive in the observational situation Ability to extract the most from an observational study

77. 10-77 Observation Data Collection Who What –Event Sampling –Time Sampling When How Where

78. 10-78 Chapter Fourteen EXPERIMENTATION

79. 10-79 Variables in Experiments Independent variables Dependent variables

80. 10-80 Advantages of an Experiment? Researcher’s ability to manipulate the independent variable Contamination from extraneous variables can be controlled more efficiently Convenience Cost Replication

81. 10-81 Disadvantages of Experiments Artificiality of the laboratory Generalization from nonprobability samples Larger budgets needed Restricted to problems of the present or immediate future Ethical limits to manipulation of people

82. 10-82 Experimentation Process Select relevant variables Specify the treatment levels Control the experimental environment Choose the experimental design Select and assign the participants Pilot-test, revise, and test Analyze the data

83. 10-83 Ways to Assign Subjects Random Assignment Matching Assignment –Quota matrix

84. 10-84 Does a Measure Accomplish What it Claims? Internal validity External validity

85. 10-85 Threats to Internal Validity History Maturation Testing Instrumentation Selection Statistical Regression Experimental Mortality

86. 10-86 Threats to External Validity The Reactivity of Testing on X Interaction of Selection and X Other Biasing Effects on X –Artificial setting of testing –Respondents knowledge of testing

87. 10-87 Experimental Designs Preexperimental designs True experimental designs Field experiments

88. 10-88 Design Symbols X the introduction of an experimental stimulus to the participant 0 a measure or observation activity R an indication that sample units have been randomly assigned

89. 10-89 Preexperimental Designs One-shot case study One-group pretest-posttest design Static group comparison

90. 10-90 True Experimental Designs Pretest-posttest control group design Posttest-only control group design

91. 10-91 Operational Extensions of True Designs Completely randomized designs Randomized block design Latin square Factorial design Covariance analysis

92. 10-92 Field Experiments: Quasi- or Semi-Experiments Non Equivalent Control Group Design Separate Sample Pretest-Posttest Design Group Time Series Design