Chapter 5
Clarifying the
Research
Question through
Secondary Data
and Exploration
McGraw-Hill/Irwin
Business Research Methods, 10e
Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
5-2
Exploratory Phase Search Strategy
Discovery/ Analysis
Secondary Sources
Expert
Interview
Search
Strategy
Individual
Depth Interviews
Group
Discussions
Integration of Secondary Data
into the Research Process
5-3
5-4
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
5-5
Conducting a Literature Search
Define management dilemma
Consult books for relevant terms
Use terms to search
Locate/review secondary sources
Evaluate value of each source
and content
5-6
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
5-7
Integrating Secondary Data
5-8
Information Sources
Indexes/
Bibliographies
Directories
Dictionaries
Types
Handbooks
Encyclopedias
5-9
Evaluating Information Sources
Purpose
Format
Scope
Evaluation
Factors
Audience
Authority
5-10
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
5-11
Data Mining in Business
5-12
Data-Mining Process
5-13
The Business Research Process
5-14
Stage 1:
Clarifying the Research Question
Management-research question hierarchy process
begins by identifying the management dilemma
5-15
Management-Research Question Hierarchy
5-16
Formulating the Research Question
5-17
Types of Management Questions
5-18
The Research Question
Break
questions
down
Examine
variables
Determine
necessary
evidence
Fine-Tuning
Evaluate
hypotheses
Set
scope of
study
Appendices
5a & 5b
Bibliographic
Database
Searches/
Advanced
Searches
McGraw-Hill/Irwin
Business Research Methods, 10e
Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
5-20
Searching Databases vs. the Web
5-21
Advanced Searching Process
5-22
Review of Advanced Search Options