finding, evaluating, and processing information

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 - 1

Finding, Evaluating, Finding, Evaluating, and Processing and Processing

InformationInformation


Learning ObjectivesLearning 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


Learning ObjectivesLearning 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


Supporting Your Supporting Your MessagesMessages

1. Plan your research2. Locate data and information3. Process data and information4. Apply your findings5. Manage information


Plan Your ResearchPlan Your Research

• Learn about the subject• Target information gaps• Prioritize research needs


Ethics and Etiquette 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


Learn About the SubjectLearn About the Subject

• Read industry publications• Explore competitor’s websites• Interview experts• Search online resources• Scan topical books• Develop a problem statement


Target Information GapsTarget Information Gaps

• Frame your purpose• Indentify gaps• Focus your efforts• Locate information


Prioritize Research Prioritize Research NeedsNeeds

• Constraints– Limited time– Limited resources

• Information– “Need to know”– “Nice to know”


Data and InformationData and Information

• Secondary research• Primary research


Evaluating Your SourcesEvaluating 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?


Evaluating Your SourcesEvaluating 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?


Secondary ResearchSecondary Research

• Inside the company– Reports and memos– Other documents

• Outside the company– Print resources– Online resources


Finding Information at the Finding Information at the Public LibraryPublic Library

• Newspapers and periodicals• Business books• Directories• Almanacs and statistical resources• Government publications• Electronic databases


Online InformationOnline Information

• Internet public library• Librarian’s Internet index• Company websites


Internet Search ToolsInternet Search Tools

• Search engines–Web directories

– Online databases

–Meta-search engines


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


Fine Tune Search Fine Tune Search MethodsMethods

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


Innovative Search ToolsInnovative Search Tools

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


Documenting Documenting SourcesSources• Credit research sources• Build your credibility• Help your readers


Primary ResearchPrimary Research• Surveys• Interviews• Experiments• Observations


Conducting SurveysConducting Surveys

• Representative sample• Effective questionnaire


Effective QuestionnairesEffective 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


Internet SurveysInternet Surveys

• Save time• Minimize cost


Conducting InterviewsConducting Interviews

• Selecting the questions– Open-ended– Closed

• Asking the questions– Set the sequence– Be proactive


Types of InterviewsTypes of Interviews

• Face-to-face• Email• Focus group


Data and InformationData and Information

• Quoting• Paraphrasing• Summarizing• Analyzing• Concluding• Recommending


Process the InformationProcess the Information

• Quoting, paraphrasing, summarizing– Avoid plagiarism– Cite sources– Observe context


Analyze Numeric DataAnalyze Numeric Data

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


Watch for MistakesWatch for Mistakes

• Avoid faulty comparisons• Don’t push research results beyond

their limits• Avoid misleading presentations


Apply Your FindingsApply Your Findings• Summarizing your research• Drawing conclusions• Making recommendations


Knowledge ManagementKnowledge Management• Technologies• Policies• Procedures

finding, evaluating, and processing information

Documents

knowbusiness communication

business research

detailsreview search

search termsadjust

efinding information

efine tune search methodsread

material complete

material current