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Finding, Evaluating, and Processing Information

Finding, Evaluating, and Processing Information. 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.

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Finding, Evaluating, and Processing Information

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  1. Finding, Evaluating, and Processing Information

  2. 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

  3. 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

  4. Supporting Your Messages • Plan your research • Locate data and information • Process data and information • Apply your findings • Manage information

  5. Plan Your Research • Learn about the subject • Target information gaps • Prioritize research needs

  6. Ethics and Etiquette • Don’t force a specific outcome • Respect privacy of participants • Document and credit your sources • Respect intellectual property rights • Don’t misquote your sources • Don’t misrepresent your intentions

  7. Learn About the Subject • Read industry publications • Explore competitor’s websites • Interview experts • Search online resources • Scan topical books • Develop a problem statement

  8. Target Information Gaps • Frame your purpose • Indentify gaps • Focus your efforts • Locate information

  9. Prioritize Research Needs • Constraints • Limited time • Limited resources • Information • “Need to know” • “Nice to know”

  10. Data and Information • Secondary research • Primary research

  11. 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?

  12. 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?

  13. Secondary Research • Inside the company • Reports and memos • Other documents • Outside the company • Print resources • Online resources

  14. Finding Information at the Public Library • Newspapers and periodicals • Business books • Directories • Almanacs and statistical resources • Government publications • Electronic databases

  15. Online Information • Internet public library • Librarian’s Internet index • Company websites

  16. Internet Search Tools • Search engines • Web directories • Online databases • Meta-search engines

  17. Search Techniques • Keyword searches • Boolean operators • Natural language • Forms-based searches

  18. 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

  19. Innovative Search Tools • Desktop search engines • Enterprise search engines • Research and content managers • Social bookmarking sites • Newsfeeds

  20. Documenting Sources • Credit research sources • Build your credibility • Help your readers

  21. Primary Research • Surveys • Interviews • Experiments • Observations

  22. Conducting Surveys • Representative sample • Effective questionnaire

  23. 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

  24. Internet Surveys • Save time • Minimize cost

  25. Conducting Interviews • Selecting the questions • Open-ended • Closed • Asking the questions • Set the sequence • Be proactive

  26. Types of Interviews • Face-to-face • Email • Focus group

  27. Data and Information • Quoting • Paraphrasing • Summarizing • Analyzing • Concluding • Recommending

  28. Process the Information • Quoting, paraphrasing, summarizing • Avoid plagiarism • Cite sources • Observe context

  29. Analyze Numeric Data • Mean, median, and mode • Overall trends • Cause and correlation • Cross-tabulation

  30. Watch for Mistakes • Avoid faulty comparisons • Don’t push research results beyond their limits • Avoid misleading presentations

  31. Apply Your Findings • Summarizing your research • Drawing conclusions • Making recommendations

  32. Knowledge Management • Technologies • Policies • Procedures

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