1. Basic Terms Research—the process of finding information relevant to a particular topic Source—any medium that provides information relevant to a particular topic

2. Purpose 1) Enhancing Knowledge Sources provide knowledge beyond your own. 2) Enhancing Credibility (the degree to which you are convincing or believable) Sources provide support or evidence The Bottom Line—Your report can only be as informative and as convincing as your sources are.

3. Primary Sources Definition: “first-hand” sources; information you gather yourself Examples: interviews, surveys, experiments, observations Advantages: This information is about your topic specifically.

4. Secondary Sources Definition: “second-hand” sources; information that you access that has been gathered by someone else. Examples: books, newspaper articles, magazine articles, websites, studies, product brochures, manuals, etc. Advantages: Someone else has done the work for you; you just have to locate the source.

5. Evaluating Sources Is the source really relevant? Is it current? Is its author credible? Is it well-researched? Is it unbiased? Is that Internet source really reliable?

6. Primary Research--Interviews 1) Roughly outline the progression of questions you’d like to ask More efficient gathering of information Reflects well on you the researcher 2) Phrase each question narrowly enough to keep to the point, but open-ended enough to allow the interviewee freedom to expand on the point. Tell me about ISO 9000. What do you see as the advantages and disadvantages of ISO 9000?

7. 3) Don’t phrase questions in a way that leads the interviewee to answer what you want to hear. What are the problems with the current system? What is your opinion of the current system? 4) Send the interviewee a list of questions in advance. Gives interviewee time to generate answers. The courtesy reflects well on you.

8. 5) When the interview is over, mention that you may need to collect some follow-up information. Keeps door of communication open. Other questions may arise. 6) If you plan to use any part of the interview, acquire the interviewee’s permission to do so. Courtesy to interviewee. Avoiding legal action.

9. 7) Always send a thank you note. Common courtesy toward a busy person Establishes a positive relationship Other Be accurate with information gathered. Tape record with permission. Schedule a week in advance. Be on time. Be concise (1/2 hour). Be professional.

10. Primary Research— Surveys/Questionnaires Sample—representative segment of the population being surveyed Example: 3 of 4 dentists surveyed recommend Crest. Determine your representative sample. What group? Which individuals? How many?

11. Guidelines 1) Word the question clearly. 2) Ask for only one piece of information in each question. 3) Make sure that the wording of the question doesn’t imply the “correct” answer. 4) Include a range of response options beyond a simple “yes” or “no.” 5) Always allow for an even number of responses.

12. 6) Always allow for an even number of responses. 7) Design the questionnaire so the results will be easy to tabulate (I.e. rankings, multiple choice) 8) Field test the questionnaire. Other Try to limit length to one page. Ask for permission to distribute.