Finding, Evaluating, and Processing Information

Copyright 2010 Pearson Education International

Chapter 11 - 1

Learning Objectives
Describe an effective process for conducting business research
Define primary and secondary research and explain when to use each method Identify nine criteria for evaluating the credibility of an information source

Copyright 2010 Pearson Education International

Chapter 11 - 2

Learning Objectives
Provide five guidelines for conducting an effective online search
Outline the steps required to create and administer surveys and interviews Describe the major tasks involved in processing and applying your research results
Copyright 2010 Pearson Education International Chapter 11 - 3

Supporting Your Messages

1. Plan your research
2. Locate data and information 3. Process data and information 4. Apply your findings 5. Manage information

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Chapter 11 - 4

Plan Your Research

Learn about the subject
Target information gaps Prioritize research needs

Copyright 2010 Pearson Education International

Chapter 11 - 5

Ethics and Etiquette

Dont force a specific outcome
Respect privacy of participants Document and credit your sources Respect intellectual property rights Dont misquote your sources Dont misrepresent your intentions
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Learn About the Subject

Read industry publications
Explore competitors websites Interview experts Search online resources Scan topical books Develop a problem statement
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Target Information Gaps

Frame your purpose
Indentify gaps Focus your efforts Locate information

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Chapter 11 - 8

Prioritize Research Needs

Constraints
Limited time Limited resources

Information
Need to know

Nice to know
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Data and Information

Secondary research
Primary research

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Chapter 11 - 10

Evaluating Your Sources

Is the source honest and reliable?
Is the source potentially biased? What is the purpose of the material? Is the author credible? What is the source of the information?

Copyright 2010 Pearson Education International

Chapter 11 - 11

Evaluating Your Sources

Can you verify the material?
Is the material current? Is the material complete? Are all claims supported by evidence? Do the claims stand up to scrutiny?

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Chapter 11 - 12

Secondary Research
Inside the company
Reports and memos Other documents

Outside the company

Print resources Online resources
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Finding Information at the Public Library

Newspapers and periodicals
Business books Directories Almanacs and statistical resources Government publications Electronic databases
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Online Information
Internet public library
Librarians Internet index Company websites

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Chapter 11 - 15

Internet Search Tools

Search engines
Web directories

Online databases
Meta-search engines

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Chapter 11 - 16

Search Techniques
Keyword searches
Boolean operators Natural language Forms-based searches

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Chapter 11 - 17

Fine Tune Search Methods

Read the instructions
Observe the details Review search and display options Vary the search terms Adjust the scope of the search

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Chapter 11 - 18

Innovative Search Tools

Desktop search engines Enterprise search engines Research and content managers Social bookmarking sites Newsfeeds

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Chapter 11 - 19

Documenting Sources
Credit research sources
Build your credibility Help your readers

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Chapter 11 - 20

Primary Research
Surveys
Interviews Experiments Observations

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Chapter 11 - 21

Conducting Surveys
Representative sample
Effective questionnaire

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Chapter 11 - 22

Effective Questionnaires
Provide clear instructions Keep it short and easy to answer Seek easy-to-analyze answers Avoid leading questions Avoid ambiguous questions Ask one question at a time Make the survey adaptive
Chapter 11 - 23

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Internet Surveys
Save time
Minimize cost

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Chapter 11 - 24

Conducting Interviews
Selecting the questions
Open-ended Closed

Asking the questions

Set the sequence

Be proactive
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Types of Interviews
Face-to-face
Email

Focus group

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Chapter 11 - 26

Data and Information

Quoting
Paraphrasing Summarizing Analyzing Concluding Recommending
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Process the Information

Quoting, paraphrasing, summarizing
Avoid plagiarism Cite sources Observe context

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Chapter 11 - 28

Analyze Numeric Data

Mean, median, and mode
Overall trends Cause and correlation Cross-tabulation

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Chapter 11 - 29

Watch for Mistakes

Avoid faulty comparisons
Dont push research results beyond their limits Avoid misleading presentations

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Chapter 11 - 30

Apply Your Findings

Summarizing your research
Drawing conclusions Making recommendations

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Chapter 11 - 31

Knowledge Management
Technologies
Policies Procedures

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Chapter 11 - 32