1. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 1 Finding, Evaluating, and Processing Information

2. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 2 Learning Objectives Describe an effective process for conducting business research Define primary and secondary research and explain when to use each method Identify nine criteria for evaluating the credibility of an information source

3. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 3 Learning Objectives Provide five guidelines for conducting an effective online search Outline the steps required to create and administer surveys and interviews Describe the major tasks involved in processing and applying your research results

4. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 4 Supporting Your Messages 1.Plan your research 2.Locate data and information 3.Process data and information 4.Apply your findings 5.Manage information

5. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 5 Plan Your Research Learn about the subject Target information gaps Prioritize research needs

6. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 6 Ethics and Etiquette Don’t force a specific outcome Respect privacy of participants Document and credit your sources Respect intellectual property rights Don’t misquote your sources Don’t misrepresent your intentions

7. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 7 Learn About the Subject Read industry publications Explore competitor’s websites Interview experts Search online resources Scan topical books Develop a problem statement

8. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 8 Target Information Gaps Frame your purpose Indentify gaps Focus your efforts Locate information

9. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 9 Prioritize Research Needs Constraints –Limited time –Limited resources Information –“Need to know” –“Nice to know”

10. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 10 Data and Information Secondary research Primary research

11. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 11 Evaluating Your Sources Is the source honest and reliable? Is the source potentially biased? What is the purpose of the material? Is the author credible? What is the source of the information?

12. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 12 Evaluating Your Sources Can you verify the material? Is the material current? Is the material complete? Are all claims supported by evidence? Do the claims stand up to scrutiny?

13. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 13 Secondary Research Inside the company –Reports and memos –Other documents Outside the company –Print resources –Online resources

14. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 14 Finding Information at the Public Library Newspapers and periodicals Business books Directories Almanacs and statistical resources Government publications Electronic databases

15. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 15 Online Information Internet public library Librarian’s Internet index Company websites

16. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 16 Internet Search Tools Search engines –Web directories –Online databases –Meta-search engines

17. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 17 Search Techniques Keyword searches Boolean operators Natural language Forms-based searches

18. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 18 Fine Tune Search Methods Read the instructions Observe the details Review search and display options Vary the search terms Adjust the scope of the search

19. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 19 Innovative Search Tools Desktop search engines Enterprise search engines Research and content managers Social bookmarking sites Newsfeeds

20. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 20 Documenting Sources Credit research sources Build your credibility Help your readers

21. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 21 Primary Research Surveys Interviews Experiments Observations

22. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 22 Conducting Surveys Representative sample Effective questionnaire

23. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 23 Effective Questionnaires Provide clear instructions Keep it short and easy to answer Seek easy-to-analyze answers Avoid leading questions Avoid ambiguous questions Ask one question at a time Make the survey adaptive

24. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 24 Internet Surveys Save time Minimize cost

25. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 25 Conducting Interviews Selecting the questions –Open-ended –Closed Asking the questions –Set the sequence –Be proactive

26. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 26 Types of Interviews Face-to-face Email Focus group

27. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 27 Data and Information Quoting Paraphrasing Summarizing Analyzing Concluding Recommending

28. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 28 Process the Information Quoting, paraphrasing, summarizing –Avoid plagiarism –Cite sources –Observe context

29. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 29 Analyze Numeric Data Mean, median, and mode Overall trends Cause and correlation Cross-tabulation

30. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 30 Watch for Mistakes Avoid faulty comparisons Don’t push research results beyond their limits Avoid misleading presentations

31. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 31 Apply Your Findings Summarizing your research Drawing conclusions Making recommendations

32. Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallChapter 11 - 32 Knowledge Management Technologies Policies Procedures