Secondary Data Searches Chapter 7 Secondary Data Searches This chapter explains the use of secondary data sources to develop and formulate research questions.

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

Learning Objectives Understand . . . the process for conducting a literature search data mining and how internal data mining techniques differ from literature searches.

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

Exhibit 7-1 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.

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.

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

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

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.

Exhibit 7-2 Integrating Secondary Data This slide illustrates some of the possible internal and external secondary sources.

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.

Information Sources Types Indexes/ Bibliographies Directories Dictionaries Types 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. Handbooks Encyclopedias

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 7-3 offers several questions to answer when evaluating web sites on the five factors. Audience Authority

Exhibit 7-4 Review of Advanced Search Options If you do a day in the library or the computer lab, using this exhibit and the one on the next slide is a good way to teach the development of query or search statement.

Exhibit 7-5 Advanced Searching Process

Exhibit 7-9 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 Data mining is a type of record analysis. It uses mathematical models to extract meaningful knowledge from integrated databases. Exhibit 10-7 discusses the evolution of data mining.

Exhibit 7-10 Data Mining in Business

Exhibit 7-12 Data-Mining Process 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.

Key Terms Bibliography Bibliographic Database Data Mart Data Mining Data Visualization Data Warehouse Dictionary Directory Encyclopedia Exploratory research Handbook Individual depth interview Index Literature search Portal Primary sources Search query Secondary sources Source evaluation Purpose Scope Authority Audience Format Tertiary sources