EXPLORING

SECONDARY DATA

1
 Exploratory Research
 Expand understanding of management
dilemma
 Expand understanding of research
question
 Identify plausible investigative questions

2
 Levels of Information
 Primary sources
 Secondary sources

 Tertiary sources

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 Types of Information Sources
 Indexes and Bibliographies
 Dictionaries

 Encyclopedias

 Handbooks

 Directories

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 Secondary Sources by Type
 Indexes and Bibliographies
• to find or locate books or articles
• to find authors, topics to use in online
searches

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 Secondary Sources by Type
 Dictionaries
• to identify jargon of an industry--used for
online searches
• to identify bell-weather events in an industry
• to identify knowledgeable people to interview
• to identify organizations of influence

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 Secondary Sources by Type
 Encyclopedias

• To identify historical or background

information
• To find critical dates within an industry
• To find events of significance to the industry,
company

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 Secondary Sources by Type
 Handbooks

• To find facts relevant to topic

• To identify influential individuals through
source citations

8
 Secondary Sources by Type
 Directories

• To identify influential people and

organizations
• to find addresses, e-mail, other contact info
on these people and organizations

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 Evaluating Information Sources
 Purpose

 Scope

 Authority

 Audience

 Format

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 Evaluating Sources
 Purpose

• What the author is attempting to accomplish

• identify hidden agenda(s)
• identify direction of bias
• Seek both biased and unbiased sources

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 Evaluating Sources
 Scope

• Identify dates of inclusion and exclusion

• Identify subjects of inclusion and
exclusion

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 Evaluating Sources
 Authority

• Identify background of author

• Credentials: educational,
professional
• Experience: duration, setting, level
• Identify the level of scholarship in
content
• footnotes, endnotes
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 Evaluating Sources
 Audience

• Identify knowledge level and

background
• Identify orientation and bias
• Seek biased and unbiased sources

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 Evaluating Sources
 Format

• Order of content
• Versatility of use
• Indexed?
• Searchable?
• Downloadable?

15
 Searching Databases
❶ Select an appropriate database
★ABI/Inform
★Business InfoSuite
★Business Source
★DowJones Interactive
★Nexis-Lexis Universe

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 Searching Databases
❶ Select an appropriate database
❷ Construct a search query
★Boolean Operators
★OR - for plurals, synonyms spelling
variations (woman OR women)
★AND - narrows your search
★advertising AND bibliography
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 Searching Databases
❷ Construct a search query
★Boolean Operators (cont.)
★NOT/AND NOT- eliminates terms
★award NOT trophy
★ADJ - order key terms within your
search
★assisted ADJ living
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 Searching Databases
❷ Construct a search query
★Boolean Operators
★NOT/AND NOT- eliminates terms
★award NOT trophy
★ADJ - order key terms within your
search
★assisted ADJ living
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 Searching Databases
❷ Construct a search query
★Boolean Operators (cont.)
★? or * - to truncate a term
★nur* for nurse, nursing
★“X” for phrase searching
★“advertising campaigns”
★Limiters
★dates
★source type
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★language
 Searching Databases
❶ Select an appropriate database
❷ Construct a search query
–Review and evaluate search results
• Relevancy
• Quantity
• Timeliness

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 Searching Databases
–Modify the search query
• Check bibliography
• new key words,
• other authors
• Link directly
• Adapt original search query
• Create new search query with new key
words
• Search for other works by same author(s)
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 Searching Databases
❶ Select an appropriate database
❷ Construct a search query
❸ Document findings
★Print or download search findings
★Download full-text source
★Print full-text source

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 Searching Databases
❶ Select an appropriate database
❷ Construct a search query
❸ Document findings
❹ Retrieve or request articles
★Search online catalog
★Interlibrary loan
★Interlibrary delivery
❺ Supplement results with Web sources
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 Searching Databases
❶ Select an appropriate database
❷ Construct a search query
❸ Document findings
❹ Retrieve or request articles
❺ Supplement results with Web sources

25
 Web Searches
❶ Select Search Engine or Directory
• Google
• Indiatimes
• Askjeeves
• msn

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 Web Searches
❶ Select Search Engine or Directory
❷ Determine Search Options and
Protocol

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 Web Searches
❶ Select Search Engine or Directory
❷ Determine Search Options and Protocol
❸ Construct search query
–Review search results
–Modify search query
–Search using a different search engine

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 Web Searches
❶ Select Search Engine or Directory
❷ Determine Search Options and Protocol
❸ Construct search query
❹ Document your findings
–search findings
–full text sources

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 Web Searches
❶ Select Search Engine or Directory
❷ Determine Search Options and Protocol
❸ Construct search query
❹ Document your findings
❺ Supplement Web results from other
sources

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 Specific Web Searches
 Known-Item

 Who

 Where

 What

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 Government Sources
 Government organizations
 Laws, regulations, court decisions

 Government statistics

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 Mining Internal Sources
 Data warehouse
 Data mart

 Data mining

• Pattern discovery
• Predicting trends and behaviors

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 Data Mining Techniques
 Data Visualization
• Dimensions
• Measurements
• Hierarchies
 Clustering

 Neural Networks
 Tree Models

 Classification

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 Data Mining Techniques (cont.)

 Estimation

 Association

 Market-Basket Analysis
 Sequence Based Analysis

 Fuzzy Logic

 Genetic Algorithms

 Fractal-Based Transformation

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 Data Mining Process
 Sample

 Explore

 Modify

 Model

 Assess

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