Donald R. Cooper & Pamela S. Schindle
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Discovery and
analysis of
secondary sources
Group
discussions
Search
Strategy
Individual
Individual depth
depth
interviews
interviews
(IDIs)
(IDIs)
Expert
interviews
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Define management dilemma
Consult books to identify key terms
Apply these key terms in
searching
Locate and review specific
secondary sources
Evaluate the value of each source
and its content.
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Index and
bibliographies
Bibliographies
Directories
Handbooks
Dictionaries
Dictionaries
Encyclopedias
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Evaluation factor
Purpose
Authority
Audience
Question to answer
• How evident is the purpose it is trying to convey?
• Dose it achieve its purpose?
• How dose its purpose affect the type and bias of
information presented?
• What are the credentials of the author or institution or
organization sponsoring the site?
• Does the site give you a means of contacting anyone for
further information?
• If facts are supplied, where do they come from?
• Whom dose the site cater to?
• What level of knowledge or experience is assumed?
• How does this intended audience affect the type and bias
of the information?
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Evaluation
factor
Scope
Format
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Question to answer
• How old is the information? How often is it updated?
• How much information is available?
• How dose the information presented compared with that on
similar sites?
• Is there any added value? What is the nature of the added
value?
• What information did you expect to find that was missing?
•
•
•
•
•
•
How quickly can you find the needed information?
How easy is the site to use?
Is the design appealing? Are there navigation buttons?
Is Help helpful?
Are pages in ASCII or graphic format?
Is the information downloadable into a spreadsheet or word
processing program, if desired?
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Evolutionary
Step
Investigative Question Enabling
Technologies
Characteristic
s
Data collection
(1960s)
“What was my average
total revenue over the
last five years?”
Retrospective,
static data
delivery
Data access
(1980s)
“What were unit sales in Relational databases
California last
(RDBMS), structured
December?”
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
Computers, tapes,
disks
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• Management Dilemma 管理困境
• Management Question 管理問題
• Research Question(s)
研究問題
• Investigative Question(s) 調查問題
• Measurement Question(s) 測量問題
• Management Decision
管理決策
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Categories
General Question
Choice of Purpose or
Choice of Objectives
(目標為何?)
What do we want to achieve?
Generalization and Evaluation of
Solutions(如何達成?)
How can we achieve the ends that
we seek?
Troubleshooting or Control
(執行程度與回饋修正)
How well is our marketing program
meeting its goals?
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Determine necessary
evidence
Examine
variables
Research
Question
Set scope of study
Evaluate
hypothesis
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