Professional Documents
Culture Documents
m
7-2
Learning Objectives
Understand the . . .
purpose and process of exploratory
research
two types and three levels of
management decision-related secondary
sources
five types of external information and the
factors for evaluating the value of a source
and its content
7-3
Learning Objectives
Understand . . .
the process for conducting a literature
search
data mining and how internal data mining
techniques differ from literature searches.
7-4
Exploratory Phase
Search Strategy
Discovery/ Analysis
Secondary Sources
Individual
Depth Interviews
7-5
Exhibit 7-1 Integration of
Secondary Data into the
Research Process
7-6
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
7-7
Conducting a
Literature Search
Levels of Information
Memos Encyclopedias Indexes
Letters Textbooks Bibliographies
Interviews Handbooks Internet
Speeches Magazines search engines
Laws Newspapers
Internal records Newscasts
7-10
The
U.S. Government
is the
world¶s largest
source of data
7-12
Information Sources
Indexes/
Bibliographies
Directories Dictionaries
Handbooks Encyclopedias
7-13
Evaluating Information
Sources
Purpose
Format Scope
ë
Audience Authority
7-14
Data collection (1960s) ³What was my average Computers, tapes, disks Retrospective, static data
total revenue over the last delivery
five years?´
Data access (1980s) ³What were unit sales in Relational databases Retrospective, dynamic
California last (RDBMS), structured data delivery at record
December?´ query language (SQL), level
ODBC
Data navigation (1990s) ³What were unit sales in Online analytic Retrospective, dynamic
California last December? processing (OLAP), data delivery at multiple
Drill down to multidimensional levels
Sacramento.´ databases, data
warehouses
Data mining (2000) ³What¶s likely to happen Advanced algorithms, Prospective, proactive
to Sacramento unit sales multiprocessor information delivery
next month? Why?´ computers, massive
databases
7-17
Exhibit 7-10
Data Mining in Business
7-18
Exhibit 7-12
Data-Mining Process
7-19
Key Terms
Bibliography Index
Bibliographic Database Literature search
Data Mart Portal
Data Mining Primary sources
Data Visualization Search query
Data Warehouse Secondary sources
Dictionary Source evaluation
Directory ± Purpose
± Scope
Encyclopedia
± Authority
Exploratory research
± Audience
Handbook ± Format
Individual depth interview Tertiary sources