Clarifying the Research Question through Secondary Data and Exploration Chapter 5 組員 603530045 黎旭崴 603530017 李承霖

Learning Objectives 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. 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.

Exploratory phase search strategy Discovery and analysis of secondary sources Group Discussions Individual Depth Interviews Expert Interview

Objectives of exploratory research phase Expand your understanding of the management dilemma Gather background information Identify information that should be gathered Identify sources for and actual questions Identify sources for and actual sample frames

Literature search has five steps 1.Define management dilemma or management question 2. Consult books for relevant terms 3. Apply these key terms to searching 4. Locate and review specific secondary sources 5. Evaluate the value of each source and its content

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

Types of information source Indexes and Bibliographies Dictionaries Encyclopedias Handbooks Directories

Evaluating information sources Purpose Authority Scope Evaluation Factors Audience Format

Mining Internal Sources The tern data mining describes the process of discovering knowledge from databases stored in data marts or data warehouses.The purpose of data mining is to identify valid, novel, useful, and ultimately understandable patterns in data. A data warehouse is an electronic repository for databases that organizes large volumes of data into categories to facilitate retrieval, interpretation, and sorting by end users.

Evoulution of Data Mining(cont.) 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 Process Sample: The researcher must decide whether to use the entire data set or sample of the data. Explore :After the data are sampled,the next step is to explore them visually or numerically for trends or groups .

Data Mining Process Modify: a data reduction program, such as factor analysis 、correspondence analysis or clustering may be used. Model:Modeling techniques in data mining include neural networks as well as decision tree, sequence- based, classification and estimation and genetic- based models. Assess: the final step in data mining is to assess the model to estimate how well it performs.A common method of assessment involves applying a portion of data that was not used during the sampling stage.If the model is valid,it will work for this ”holdout” sample.

Data Mining Process

The Question Hierarchy： How Ambiguous Question Become Actionable Research

WHAT IS MANAGEMENT QUESTION? Management questions are the restatement of the management dilemma in question form. No matter how the management question is defined,many research directions can be taken. A specific question can lead to many studies. Therefore,it is the joint respon-sibility of the researcher and the makerter to choose the most productive project.

Management-Research Question Hierarchy

Management Question Categories General Question Types of Management Questions Categories General Question Choice of Purpose or Choice of Objectives What do we want to achieve? Generalization and Evaluation of Solutions How can we achieve the ends that we seek? Troubleshooting or Control How well is our marketing program meeting its goals?

Management Question Exploration To move forward in the management-research question hierarchy and define the research question, we need to collect some exploratory information.

The Research Question Research Question: Research question best states the objective of the business research study.It is a more specific manage-ment question that must be answered.

Research Question Fine – Tuning Fine-tuning the question is precisely what a skillful practitioner must do after the exploration is complete. At this point, a clearer picture of the management and research questions begins to emerge.

Fine-Tuning the research Research Question Evaluate hypotheses Examine variables Break questions down Fine-Tuning the research question Determine necessary evidence Set the scope of study The researcher should address other research question-related activities in this phase to enhance the direction of project. 1.Examine variables 2.Evaluate hypothesis 3. Determine necessary evidence 4. Set scope of study

Investigative Question Investigative Question: Investigative questions represent the information that the decision maker needs to know;they are the questions the researcher must answer to satisfactorily arrive at a conclusion about the research question.

Investigative Question As you develop your information needs, think broadly.In de-veloping your list of investigative questions,include 1. Performance Considerations 2. Attitudinal Issues 3. Behavioral Issues

Measurement Question Measurement questions are the actual questions that researchers use to collect data in a study. Two types of measurement questions are common in business research： 1.Predesigned measurement questions 2.Custom-designed measurement questions

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